$60 bread: What's the appeal of watching others spend money?
Nine million views for a video about a loaf of bread that hardly any of the viewers would buy. A New York rye loaf reveals a lot about the psychology of the social media hype.
A New York bakery called Rye in Soho is selling a 1.5 kilogram rye sourdough bread for $60, sparking a social media frenzy. Influencers and livestreamers are buying and showcasing the bread, generating millions of views and creating a "content ecosystem" around it. The bakery, owned by Austrian baker Martin Auer's family business, is not the only one profiting from the hype, as influencers, livestreamers, and platforms are also earning money from advertising and sponsored content.
The bread's high price has become a major part of its appeal, prompting reactions and discussions that are driving its viral popularity.
Written by urgent.news from Handelsblatt's report — not a translation of it. Machine-written — may contain errors; check the original before relying on it.
