A24's Google and DeepMind AI Deal Sparks Fan Backlash, Offers Lessons for Fashion on Creative Influence
By
Amy O’Brien
Summary
A24, the indie studio behind the $300 million horror hit Backrooms, announced a $75 million investment from Google and an AI research partnership with DeepMind, sparking backlash from fans who see it as a betrayal of the studio's indie ethos. The article explores how A24's embrace of AI — despite fan outrage — mirrors a broader cultural shift, and argues that fashion brands should take note of how A24 is leveraging AI for creative influence, marketing, and storytelling while maintaining its distinct brand identity.
Source
Twitter / XA24's Google and DeepMind AI Deal Sparks Fan Backlash, Offers Lessons for Fashion on Creative Influencevogue.comKey quotes
· 3 pulledComment sections on A24's Instagram and X posts were flooded with criticism, as users declared the 'death of the company' and other diehards launched petitions to end the deal.
It's a reaction as heated as those every time a beloved indie brand sells out to a corporate giant.
A24 had already grown into a $3.5 billion cultural powerhouse, thanks to its savvy marketing muscle and distinct point of view.
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