Trent Reznor quits Twitter -- Trolls win.

Stereogum has republished Trent Reznor's final note to the raving masses that have driven him from his social media experiment.

With over 600,000 followers, Trent Reznor flexed the star power that comes with being the voice of a several generations of angsty youth. It seems as though a tiny fraction of his fans have ruined the party.

Could it be that the classic Hollywood fear of over-engagement be true? Celebs are struggling to figure out what role they want Twitter, Facebook and their social media presence to play. Reznor says:

I approached that as a place to be less formal and more off-the-cuff, honest and "human"... If this has bummed you out or destroyed what you've projected on me, fair enough - it's probably time for you to leave.

Figures of music represent lifestyles and amorphous identities. It's hard to be larger than life when you're also a real person. Is the NIN frontman the first casualty in a trend? We'll see.

Think about the scale -- at worst the trolls numbered fewer than 600 people, or 0.1% of his followers. Given any large enough collection of people, you're going to have some ugliness. But suddenly these 600 had a way to reach out and ruin someone's day.

We're definitely still figuring out this computer thing. For now, trolls win.

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Posted 6 months ago

3 comments

Jun 10, 2009
Definitely a mystique killer, especially for someone like Reznor who rides his fame on manufactured teen angst. Imagine someone like Ian Curtis using Twitter if he was still alive today. No chance.

I think whether a celebrity can use Twitter successfully really depends on their brand – if you are Bono, Brian Eno, David Burn, David Lynch, etc, I think it would not be a problem because they are 3-dimensional and have a history of engaging with their fans in different ways. Reznor, on the other hand, is a character. He's supposed to be this weird, dark figure, and therefore his tweets are completely incongruent with his image. I mean, when have you met a compassionate and chatty goth?

Jun 11, 2009
I couldn't figure out exactly what bothered him. Was it because a troll put in a nasty comment? That sort of comes with the territory. I have this feeling that the age factor has a lot to do with how you interact and respond to things that happen in your social media circle. I could be wrong.
Jun 18, 2009
Liza Sperling said...
Nice piece on Trent Reznor. I did a post that relates to this - hope you'll check it out: Authenticity Backlash. Yes, we are still figuring this thing out. Chris Brogan said it best: Welcome to the jungle.

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