The rise of the personal brand: how selling out became cool in the 2010s

https://www.dazeddigital.com/life-culture/article/47199/1/the-rise-of-the-personal-brand-how-selling-out-became-cool-in-the-2010s

Deep fakes, influencers, viral fashion - we live in a world unrecognisable from the one we stood in ten years ago. As a chaotic decade comes to a close, we're speaking to the people who helped shape the last ten years and analysing the cultural shifts that have defined them.