2013 Was the Year of Authenticity and Why We Need to Bring It Back.

2013 was a perfect year to be real. Why? Creators had the ability to explore their creativity freely, without being boxed in or labeled as “too weird.” And if they were called weird? It didn’t matter; perfection wasn’t the goal. From industry-changing releases to the rise of unfiltered digital creators, 2013 was the year for those who chose to break away from the noise. The real question is: How can we bring that back?

2013 was the year to be authentic in music, branding, and with the rise of digital creators. In December 2013, Beyoncé shook the music industry with a self-titled album. No promo, no lead single—just her artistry on her terms. The move was groundbreaking because it had never been done before in the industry. But it showed that there is power in trusting your own vision and not letting people deter you from it. In the same year, Kendrick Lamar’s Good Kid, M.A.A.D City told a story about his experience living in Compton. These weren’t just albums; they were statements on why storytelling is important and how to make it resonate with an audience. Music wasn’t the only industry embracing authenticity. Branding and marketing also saw a shift, moving away from perfection and towards transparency. Brands were no longer trying to appear perfect; they were breaking the mold and moving towards transparency. In Dove’s Real Beauty campaign, people got to see how women describe themselves versus how they truly look. This campaign gave consumers an opportunity to feel more connected to the brand through storytelling. Storytelling became amplified through digital creator platforms like Vine and YouTube, where creators shared real, authentic experiences that people loved connecting with—because they weren’t perfect. However, over the years, social media has become rooted in perfection, where trends dictate creativity rather than vice versa. The rise of influencer culture, AI-generated content, and hyper-niche personas has diluted authenticity. Today, many brands and personalities crave being the next viral trend rather than building true connections with their audience, leading to a world where being original is now considered secondary. We need to bring authenticity back. Not everything needs to be a sponsored ad by a brand. Consumers want connection. Consumers don't want something that's been manufactured. And with the rise of AI and AI-driven social personalities, human connection is more important than ever.

To stay true in the industry, you cannot follow trends. Trends fade very fast, but authenticity stands the test of time. As I’m building LaFynk, I want to create a perspective in which each one of my clients builds their story into their voice. People will remember the story more than the fake gimmicks. It’s not about being trendy; it’s about being true. There is no cookie-cutter solution to how to build a star. A perfect aesthetic means nothing if audiences can’t relate. Real experiences create lasting impact. Instead of chasing viral moments, we are focused on the connection and how our clients cultivate a community for them.

So how do we bring authenticity back? It starts with creators and brands prioritizing connection over clout. Instead of chasing viral trends, we need to tell real stories that resonate with audiences. In any type of format you create, focus on things that are true to you. Most likely, your audience will connect with it as well. Also, embrace imperfection. Do you know the fun in not being perfect? It shows the audience that you are human. So laugh at your mistakes.

If 2013 taught us anything, it’s that authenticity wins. In today’s world, we must resist trends and embrace our own voice. By focusing on realness over relevance, we can create a culture that values substance over spectacle. Let’s bring back authenticity and redefine our own stories