The Return of The Gatekeepers

The idea that gatekeepers are making a comeback has been gaining traction lately, and it’s worth paying attention to. While many thought we’d left behind the old-school gatekeepers—the ones who decided what we saw, listened to, and talked about—there’s been a shift. And a lot of it has to do with the failure of algorithms. As TikToker @eugbrandstrat pointed out, the rise of algorithms hasn’t exactly given us the freedom and discovery we hoped for.

The Rise and Fall of Algorithms

Back in the 2000s, the internet opened up the possibility for true discovery. People could dive into new music, art, and subcultures without needing approval from mainstream media or critics. It felt liberating. You could find your niche and share it with others without worrying about what was “cool” in the eyes of traditional gatekeepers.

Then algorithms came along and promised even more freedom. They claimed to know us better than we knew ourselves, offering personalised recommendations to help us find content that aligned with our interests. At first, this seemed like a dream come true.

But over time, it became clear that algorithms weren’t about helping us discover new things—they were about serving up what was already popular. Instead of guiding us toward diverse or niche content, algorithms often reinforce the same mainstream trends. What started as a tool for personalisation became a machine for pushing viral hits and sponsored content.

Why Algorithms Didn’t Deliver

Here’s the issue. Algorithms are designed to maximise engagement. Their goal isn’t to help you find what you love, it’s to keep you scrolling, clicking, and viewing. This has led to what feels like a shrinking of our cultural landscape. Rather than opening up more opportunities for diverse content, algorithms tend to funnel us toward what gets the most likes, clicks, and shares. This has resulted in a culture that feels repetitive, with the same trends being regurgitated across our feeds.

We’ve all experienced it—scrolling through a feed full of content that feels familiar, if not outright predictable. The variety that was promised has been replaced by content that often feels driven more by industry deals than by true creativity or individual taste.

The New Gatekeepers

Here’s where things start to shift. While algorithms have taken over much of our content discovery, people are beginning to look for something more human. Enter the new gatekeepers. These aren’t the old elites who used to control the media—they’re more like trusted curators who help filter through the noise.

Instead of relying on YouTube’s recommendations or Instagram’s algorithm, many are turning to newsletters, niche blogs, or podcasts that are run by real people. These curators understand what their audiences want and can provide genuine recommendations, bypassing the algorithmic clutter. Think of them as tastemakers who know what’s cool before it goes viral and whose recommendations feel more personal.

What This Means for Creators

For creators, this shift is exciting. It means there’s space to move away from the pressure to create content that “works” for the algorithm and instead focus on building real connections with their audience. By tapping into these new gatekeepers—like niche platforms or independent content creators—there’s a chance to reach people who genuinely care about quality and authenticity.

Instead of tailoring content to what algorithms reward, creators can focus on crafting meaningful work that resonates with their audience. Whether it’s a musician collaborating with an indie podcast or an artist getting featured in a carefully curated newsletter, creators can reach audiences who are hungry for something real.

Looking Ahead At The Future of Curation

The future of content is leaning back towards curation but with a modern twist. People want real connections and recommendations that feel personal, not machine-generated. This doesn’t mean algorithms will disappear, but it does mean more people are actively seeking out curated experiences that help them cut through the overwhelming amount of content online.

We’re seeing the return of gatekeepers, but this time they’re individuals who we choose to trust, rather than those who simply hold power. The key takeaway? Authentic, thoughtful curation is in demand—and those who focus on it will stand out in a culture that’s otherwise filled with algorithmic noise.