I love shredits.
"More than 15 years ago, I heard on a radio program a comment about a documentary series featuring sexual scenes. The program's narrator emphasized the presence of a touch of realism, as it showed details like pubic hair, sounds, and even narrations about the risks of these acts…
Surely, dear reader, you have heard the widely spread message that pornographic content is far from reflecting reality, and using it as a reference risks distorting your expectations and experiences. Your perception of reality can be affected in countless ways. Therefore, to enjoy this type of content, you should apply a mental filter, something similar to when you prepare to enjoy a wrestling match. We know that what happens in the ring is not real, but in that moment, we will assume it's reality. However, in our daily lives, we will not attempt to replicate what we see in the show. In fact, if we find ourselves in a physical fight on the streets, it is unlikely that we will seek an elevated surface to launch ourselves as a projectile at our opponent.
I have seen people who, when about to ride downhill, put goggles on and breathe deeply in a heroic pose, as if a film crew surrounds them. They are equipped to the teeth with everything the industry has sold them and are ready to face the challenge. Honestly, I have also been one of these people. Descending and approaching a drop, images of my idols flood my mind. If I was about to face a gap for the first time and felt fear, I sought courage in the mental images of someone who undoubtedly had more courage than I did.
All the differences I may have had with a famous rider at that moment became less significant as I began to enjoy each descent more. In my case, this only happened after I stopped consuming MTB videos. Now, every time I try to watch something that someone else has recorded, I shake my head and think, "What kind of content could I create with my current set of skills and tools?" I strive to share my reality with others. The magic of video editing, when in the hands of an excellent videographer, a good script, and a talented cyclist, usually results in a high-quality audiovisual project. Nowadays, I believe that the world needs more good stories, not just shredit bangers, which is especially important for some people's mental health.
Yes, the cycling industry and its marketing managers need to sell. However, I also believe that digital consumers and cyclists can enjoy the content without it negatively affecting their personal experience. Sometimes, it is preferable not to see how someone else does it and simply enjoy your own actions in ways that make you happy."
Written by Israel Carrillo
Edited by Jason Schroeder
Special thanks to the amazing brands that support me on and off the bike, such as Kona Bicycles, Wilderness Trail Bikes, Old Man Mountain Racks & The Robert Axle Project.
As much as I would like to say I’m not effected by mtb marketing the truth is I am and very much so.
I am inspired by watching racing footage, blogs and shedits, and that inspires my purchases as well.
of all the content that I take in I find shedits to be the least compelling. Racing content and racing related vlogs are my sweet spot.
I just wanna ride like Sam Hill in Earthed
I gave up on that and settled on partying like Steve Peat in Earthed
Seems fitting that this film was released today - https://youtu.be/n1K9n7yWoLM?si=WKtG1Rm37-SEdE0D
I consume quite a bit of MTB media, but the only stuff that influenced how I ride is the media I watch the least: jib edits.
Something about slowing down and having fun on every little feature appeals to me way more than racing down every trail. Hiking back up to hit that one corner juuuuuust right wasn't something I used to do but after a few edits burned into my brain here I am turning a 2 minute trail into a 20 minute ride.
Otherwise I do enjoy POV footy of trails I'll never get to ride, they're fun to zone out to while I eat breakfast.
Dude! And what's it done to our riding when we take a camera along? Do we hit that feature to get it on the 'gram or do certain rides because they look better on a GoPro to our 10's of subscribers??? I'm one who's been sucked into the content creation side of this and have to pause and put it in perspective. Riding first, sometimes a camera second, and doing something specifically for the footage? ehh... put a big ole pause on that my friend.
Regarding stories, it's tough because according to my analytics, nobody cares about a story OR (and this is more likely) I'm really bad at making a compelling one. People want your comments on some niche thing without coming across as a schill trying to get attention. They'll watch 10s of your POV before moving on because the market is saturated, Remy is the king of POV, and our attention spans last as long as it took you to dismiss my first 4 sentences.
In summary, I rarely watch MTB content outside of specific information I'm looking for, tech advice, rebuilds, etc. It's a flooded market and everyone thinks they're an incredible rider worthy of subscribers. Stories sound nice but are extremely challenging to capture people's attention.
MoiMoiTV put handguards over the top for me. If that mofo can run them so can I!
mmm, now i wanna see some of the stuff you´re filming, how we can find you on the gram?
I am coming up on half a century and honestly I know full well what I am capable of and what I need to ride. If I was younger and perhaps more full of energy I could see myself wanting to try and do these death defying feats of pros but for now getting down the mountain with a smile is what I truly chase day in and day out. Also having more time to ride and enjoy it is all I truly seek. Now I tend to watch YT for suggestions on where to ride as opposed to how to ride. The biggest thing that I honestly chase is new shiny bits for my bike so this new shock or these new wheels but that has existed since I was buying MTB mags from the grocery store or walking into any bike shop. This is not new this has always been part of my consumption process.
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