vibe [de]coding: June 2025
Your essential read on how AI is remixing creativity, culture, and connection. This is also a baby newsletter, so plz be kind to her.
Have you heard of vibe coding? It’s the inspo behind this newsletter title, and I’m still unpacking what it all means in this wacky, weird GenAI world we’re living in. Vibe coding is part of a new vocabulary emerging at the intersection of human experimentation with AI. Let’s unpack what it is starting with this tweet by the founding father of vibe coding, Andrej Karpathy.
This somewhat laughable, unhinged reddit thread What's up with "vibe coding"? (r/OutOfTheLoop) touches on the “vibes” of coding with AI as a trusty companion, as well as the most recent and unexpected partnership between Anthropic and Rick Rubin, The Way of Code, launched by Anthropic and Rick Rubin.
Vibe coding, to me, feels like the intuitive dance between creators (engineers, designers, artists, etc.) and generative AI. It’s a rhythmic shift from the predictable beats of traditional tech to an improvisational jam session. What’s fascinating is that all types of folks with non traditional tech backgrounds (myself included) are now joining the party. Rick Rubin dubs AI "the punk rock of software," which begs the question: are the art and the artist truly becoming one?
No longer confined to the 'hoodie-in-a-gaming-chair' basement stereotype, coding, and backend engineering are evolving. AI is democratizing access, transforming what was once a niche skill into a broader, more accessible “art form”. Is this the new frontier of creativity? Many more thoughts on this here…let me know what you think at hannahfowler96@gmail.com.
In other news, the dating app Hinge, infamously (or famously) renowned for ‘refreshingly real’ connections, has taken an unexpected turn into long-form content with a Substack series (The Drum). They even created a print book of ‘Victorian-like epics’ detailing modern romance. History is a flat circle as they say and perhaps long-form reading is indeed back in vogue.
This strategic move by Hinge isn't isolated. It signals a broader trend where brands like American Eagle, Hinge, and The RealReal Are Betting on Substack (Adweek) over the increasingly noisy landscapes of TikTok and Instagram. Why the pivot?
My own experience with Dianna Cohen’s substack (the CEO of the trendy hair product brand Crown Affair) highlights this shift. As an active user, her candid, long-form content has fostered a deeper loyalty in me. We're a generation that craves intimate access. We don't just want the product; we want to know the brand's values, the CEO's favorite yogurt, and the person behind the algorithms.
As Elena Cavender rightly points out, 'At this stage of the game, in an ecosystem of brand communications, you want Substack to be a place where you can have real, genuine, honest, deep conversations with the people that love you.' This isn't just marketing, it's about building cult followings and genuine connection in a fragmented digital world.
Something that’s become increasingly clear is that all brands are thinking deeply about storytelling. Products are no longer things, but rather messaging, stories, and narratives imbued with meaning and designed to resonate deeply with an audience overwhelmed by digital noise. They need to pull on the heartstrings of folks who are born and bred in a new digital age where they need much more convincing.
Lastly, check out these two reads that have caught my eye: Anna Wintour steps down as Vogue editor-in-chief, but will retain control of storied magazine (CNN) and A.I. Might Take Your Job. Here Are 22 New Ones It Could Give You (NYTimes). They offer an interesting contrast: the end of one media dynasty and the potential beginning of a new era ushered in by AI.
Let’s hope these brands do us proud. Or don’t. Either way, we’ll have lots to yap about. Until next time.
Also, tell me what you’re reading or send me links you’d like to see featured (hannahfowler96@gmail.com). Let’s curate and learn things together 🤞
Xx
Hannah