The Cobrasnake (Mark Hunter) takes photographs and makes T-shirts. His brand has expanded; he has infiltrated the clubs and the streets of the world. A casual glance at his website shows only the latest T-shirts available for purchase and a dense archive of Cobrasnake’s photographs. Said simply: the man is busy. The people caught in the lens of his camera are not models, posing professionally, but seemingly random people, musicians(or people who happen to be wearing Cobrasnake T-shirts). Through the photographs, a new culture is created and takes form. Cobrasnake is not simply taking pictures, he’s creating cultural identity. Take note.
In this developing age of openness to personal branding, the Cobrasnake’s idea of selling limited runs of handmade T-shirts and hitting the clubs to snap the young and the restless works well. Everyone, it seems, these days is using some kind of social media as an extension of their daily life. What Cobrasnake goes is gives people a base from which to view the blossoming of club culture, the fashion of a certain party or event and so on. As he says in an interview with MediaTemple, “When i started shooting nightlife it was funny because people were not used to having their photo taken by someone that wasn’t their friend. Now most people want as many people as possible to take their photo.”
Gazing at the pictures on his website, we can see a myriad of “beautiful” people, enjoying themselves or at least being out, being seen. They do not possess the lifeless “looking past the camera” gaze that many professional advertisements rely on, but offer a more personal view of the scene. Some of them are almost inviting, comforting. After spending enough time clicking through the photo albums, you, too, may be enticed by the idea of joining the social enterprise that Cobrasnake offers. Or…
One Twitter user, wrote, “Not sure if he hates the Cobrasnake due to hatred or jealousy.” as his tweet. Perhaps this is the feeling that many viewers of the brand experience. The Cobrasnake, by showing you what is fashionable, what is happening in the “hot spots,” may make you realize how actually detached you are from those scenes. Wanting to leap into the scene, but unable to press beyond the computer screen. Meanwhile, somewhere, maybe right now, The Cobrasnake is plotting, working, selling, and enchanting folks with an invitation to transform themselves into a new person.
Links for more information on this enterprise: