In the fast-paced world of cryptocurrency, staying ahead means adapting to how information spreads. Recently, a tweet from Ekram, who handles brand positioning at Celestia, highlighted a major shift: streaming has eclipsed podcasting as the dominant media format in crypto. He points to The Rollup as a game-changer, using short video clips—often featuring key figures from top projects—as a clever way to distribute brands and control narratives in today's attention economy.

Ekram's take? "Streaming has overtaken podcasting as crypto’s dominant media format. The Rollup changed the game this year, where clippings of heads of state at projects are the new Trojan horse for brand distribution. Right now, I'd rank clippings at the top in terms of levers for narrative control in today's attention-climate." This comes in response to The Rollup's announcement of their new chapter, introducing specialized shows on stablecoins, tokenization, and AI, sponsored by big names like Frax, Polygon, and NEAR Protocol.

For those new to the term, "clippings" here refer to bite-sized video snippets pulled from longer streams or interviews. These clips are easy to share on platforms like X (formerly Twitter), making them perfect for viral spread. In crypto, where hype can pump a token's value overnight, controlling the narrative through these clips is huge. Think about it: a quick clip of a project lead dropping a bombshell can rally communities, attract investors, and even influence market prices.

This is especially relevant for meme tokens, which live and die by community buzz and social media momentum. Meme coins like Dogecoin or newer ones on Solana often rely on viral moments to gain traction. Streaming platforms allow for real-time engagement, where viewers can react live, turning a simple discussion into a trending topic. The Rollup's approach—hosting live streams with insiders and then clipping the juiciest parts—mirrors how meme token creators use memes, AMAs (Ask Me Anything sessions), and short videos to build hype.

The announcement video from The Rollup showcases this evolution. It features dynamic visuals of their new shows: "Stabled Up" presented by Frax, focusing on stablecoins; "Money Moves Fast" by Polygon, diving into tokenization; and "AI Supercycle" by NEAR, exploring AI in blockchain. Backed by data from partners like RWA.xyz and Nansen, these shows promise in-depth, enterprise-level insights delivered in an engaging, live format. You can check out the full announcement here.

Replies to Ekram's tweet echo the sentiment. One user agrees that streaming provides the "closest proximity between audience and value," while others discuss the potential saturation of clips or question which projects are using them best. Even in the meme token space, where attention is currency, this shift means projects need to think beyond static posts. Live streams can humanize founders, showcase tech demos, or even launch giveaways, all clipped for maximum reach.

As blockchain practitioners, understanding these media trends is key to enhancing your strategies. Whether you're launching a meme token or building on a layer-1 chain, leveraging streaming and clips could be your edge in narrative control. Keep an eye on platforms like The Rollup—they're not just reporting the news; they're shaping how it's consumed.

If you're into meme tokens, this evolution in crypto media could amplify how quickly a funny cat coin or a cultural reference turns into a multi-million-dollar market cap. Stay tuned, and maybe start clipping your own content to ride the wave.