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K-HOLE #5

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A REPOR T ON DISAPPOIN TMEN T

ON REASON A REPOR T ON DEA T H A REPOR T ON DISAPPOIN TMEN T
ON REASON A REPOR T ON DEA T H A REPOR T ON DISAPPOIN TMEN T
A REPOR T ON NE W YORK A REPOR T ON THE FU TURE
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A REPOR T A REPOR T A REPOR T

ON NE W YORK A REPOR T ON THE FU TURE A REPOR T A REPOR
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ON REALI TY ON BELIEF ON FAI TH

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ON NE W YORK A REPOR T ON THE FU TURE A REPOR T A REPOR
ON NE W YORK A REPOR T ON THE FU TURE A REPOR T A REPOR

REPOR T ON DOU BT

ON NE W YORK A REPOR T ON THE FU TURE A REPOR T A REPOR
ON NE W YORK A REPOR T ON THE FU TURE A REPOR T A REPOR
THE LAST 100 DAYS Things were mopey longer made Sean *zing*. Greg was depressed because
THE LAST 100 DAYS Things were mopey longer made Sean *zing*. Greg was depressed because

THE LAST 100 DAYS

THE LAST 100 DAYS Things were mopey longer made Sean *zing*. Greg was depressed because he

Things were mopey

longer made Sean *zing*. Greg was depressed because he

didn’t feel

Emily thought about what that meant, the only thing that came

to mind was Disneyland. Chris

whatsoever.

thing that came to mind was Disneyland. Chris whatsoever. in the K-HOLE offices. imagination Dystopia texts

in the K-HOLE offices.

was Disneyland. Chris whatsoever. in the K-HOLE offices. imagination Dystopia texts anymore. When no like there

imagination

Dystopia texts

in the K-HOLE offices. imagination Dystopia texts anymore. When no like there was any refused to

anymore. When

no

like there was any

Dystopia texts anymore. When no like there was any refused to do any client work Dena
Dystopia texts anymore. When no like there was any refused to do any client work Dena
Dystopia texts anymore. When no like there was any refused to do any client work Dena
Dystopia texts anymore. When no like there was any refused to do any client work Dena

refused to do any client work

When no like there was any refused to do any client work Dena had long since
When no like there was any refused to do any client work Dena had long since

Dena had

long since moved to Los Angeles.

do any client work Dena had long since moved to Los Angeles. When K-HOLE convened in
do any client work Dena had long since moved to Los Angeles. When K-HOLE convened in

When K-HOLE convened

had long since moved to Los Angeles. When K-HOLE convened in 2012 to write the Brand

in 2012 to write the Brand Anxiety

When K-HOLE convened in 2012 to write the Brand Anxiety Matrix, things were a could get

Matrix, things were a

could get to the bottom of things by thinking.

get to the truth.

get to the bottom of things by thinking. get to the truth. little bit different. We
get to the bottom of things by thinking. get to the truth. little bit different. We

little bit different. We believed that we

get to the truth. little bit different. We believed that we That we could There was
get to the truth. little bit different. We believed that we That we could There was

That we could

get to the truth. little bit different. We believed that we That we could There was

There was a feeling that we could decode

get to the truth. little bit different. We believed that we That we could There was
get to the truth. little bit different. We believed that we That we could There was

3

THE LAST 100 DAYS

things as a group; that our PDFs would make us powerful;

that we could use our

that our PDFs would make us powerful; that we could use our insights to gird ourselves
that our PDFs would make us powerful; that we could use our insights to gird ourselves

insights to gird ourselves against the

that we could use our insights to gird ourselves against the storms that were coming, be

storms that were coming, be they social, political, ecological,

emotional, whatever. Since then, two things

clear.

One was that the storms we predicted

Rather, we woke

New York.

was that the storms we predicted Rather, we woke New York. have become never came. up
was that the storms we predicted Rather, we woke New York. have become never came. up
was that the storms we predicted Rather, we woke New York. have become never came. up
was that the storms we predicted Rather, we woke New York. have become never came. up
was that the storms we predicted Rather, we woke New York. have become never came. up
was that the storms we predicted Rather, we woke New York. have become never came. up

have become

storms we predicted Rather, we woke New York. have become never came. up one day and
storms we predicted Rather, we woke New York. have become never came. up one day and

never

came.

predicted Rather, we woke New York. have become never came. up one day and Antarctica was
predicted Rather, we woke New York. have become never came. up one day and Antarctica was

up one day and Antarctica was warmer

have become never came. up one day and Antarctica was warmer than It The second was
have become never came. up one day and Antarctica was warmer than It The second was

than

It

never came. up one day and Antarctica was warmer than It The second was that the

The second was that the truth was not enough.

warmer than It The second was that the truth was not enough. couldn’t keep Zuccotti and
warmer than It The second was that the truth was not enough. couldn’t keep Zuccotti and

couldn’t keep Zuccotti

and

something stronger.

Park open, it couldn’t explain Normcore,

stronger. Park open, it couldn’t explain Normcore, intact. We needed it couldn’t keep our friendships We

intact. We

needed

it couldn’t keep our friendships

Park open, it couldn’t explain Normcore, intact. We needed it couldn’t keep our friendships We needed

We

Park open, it couldn’t explain Normcore, intact. We needed it couldn’t keep our friendships We needed

needed magic.

Park open, it couldn’t explain Normcore, intact. We needed it couldn’t keep our friendships We needed
ECOLOGICAL, EMOTIONAL, WHATEVER
ECOLOGICAL, EMOTIONAL, WHATEVER

ECOLOGICAL,

ECOLOGICAL, EMOTIONAL, WHATEVER
ECOLOGICAL, EMOTIONAL, WHATEVER

EMOTIONAL,

WHATEVER

CHAOS MAGI C The fundamental element of magic sublimate things, whether they’re emotions, states of

CHAOS MAGI C

CHAOS MAGI C The fundamental element of magic sublimate things, whether they’re emotions, states of being,

The fundamental element of magic

sublimate things, whether they’re emotions, states of being,

people, or the Statue of

things appear or disappear, out of nowhere or

This magic, the

is predicated on two questions: where did she go? And

did we get

appearing out of fucking

of return,

But

will

is the ability to manifest or

is the art of making

into the void.

ability to manifest or is the art of making into the void. Liberty. Magic lady-in-a-box, rabbit-in-a-hat
ability to manifest or is the art of making into the void. Liberty. Magic lady-in-a-box, rabbit-in-a-hat

Liberty. Magic

or is the art of making into the void. Liberty. Magic lady-in-a-box, rabbit-in-a-hat form of magic,

lady-in-a-box,

art of making into the void. Liberty. Magic lady-in-a-box, rabbit-in-a-hat form of magic, how here? When
art of making into the void. Liberty. Magic lady-in-a-box, rabbit-in-a-hat form of magic, how here? When

rabbit-in-a-hat form of magic,

Liberty. Magic lady-in-a-box, rabbit-in-a-hat form of magic, how here? When you’re a baby, things are constantly

how

Magic lady-in-a-box, rabbit-in-a-hat form of magic, how here? When you’re a baby, things are constantly nowhere
Magic lady-in-a-box, rabbit-in-a-hat form of magic, how here? When you’re a baby, things are constantly nowhere

here? When

you’re a baby, things are constantly

nowhere and vanishing with

a baby, things are constantly nowhere and vanishing with no learn pattern level hope until at
a baby, things are constantly nowhere and vanishing with no learn pattern level hope until at

no

learn pattern

level

constantly nowhere and vanishing with no learn pattern level hope until at some point you recognition.

hope

until at some point you

recognition.

let’s not forget that on some

rise again

is

rooted

believing that the sun

point you recognition. let’s not forget that on some rise again is rooted believing that the

in magical thinking.

point you recognition. let’s not forget that on some rise again is rooted believing that the

CHAOS MAGIC

“My ex-boyfriend

used to tell

because everyone believes

ex-boyfriend — used to tell because everyone believes me witches are real in Colombia in them.”

me witches are

— used to tell because everyone believes me witches are real in Colombia in them.” Belief

real in Colombia

in them.” Belief at an

individual

are real in Colombia in them.” Belief at an individual level changes you, and belief at

level changes you, and belief at a collective level changes the

changes you, and belief at a collective level changes the world. But morph the if you
changes you, and belief at a collective level changes the world. But morph the if you
changes you, and belief at a collective level changes the world. But morph the if you

world. Butchanges you, and belief at a collective level changes the morph the if you individual believe

morph the

if you

individual

believe something strongly enough, can you

if you individual believe something strongly enough, can you into the collective? Over cheeseburgers and beer,

into the collective?

something strongly enough, can you into the collective? Over cheeseburgers and beer, a friend explained an
something strongly enough, can you into the collective? Over cheeseburgers and beer, a friend explained an

Over

something strongly enough, can you into the collective? Over cheeseburgers and beer, a friend explained an

cheeseburgers and beer, a friend explained an

idea we

Over cheeseburgers and beer, a friend explained an idea we were bound to ruin: Chaos Magic.

were bound to ruin: Chaos Magic. On a bargainOver cheeseburgers and beer, a friend explained an idea we Chaos Magic thinking. But end apartments

Chaos Magic

thinking. But

end apartments you’d

basement level,

lives

thinking. But end apartments you’d basement level, lives in the same realm as the cult of

in the same

realm as the cult of positive

it goes beyond making mood boards of high-

like to will

it goes beyond making mood boards of high- like to will into your possession. Belief becomes

into your

possession.

Belief

becomes a technology that creates change.

beyond making mood boards of high- like to will into your possession. Belief becomes a technology

7

Chaos Magic creates realities which are temporary and subjective. changing yourself. You opt think will

Chaos Magic creates realities which are temporary and

subjective.

changing yourself. You opt

think will

and subjective. changing yourself. You opt think will It’s not a tool for changing others —

It’s not a tool for changing others —

it’s a tool for

into whatever belief system you

others — it’s a tool for into whatever belief system you intended goals: Wall Street’s help
others — it’s a tool for into whatever belief system you intended goals: Wall Street’s help
others — it’s a tool for into whatever belief system you intended goals: Wall Street’s help

intended goals: Wall Street’s

whatever belief system you intended goals: Wall Street’s help you reach your Confidence Fairy, your Fairy

help you

reach your

Confidence

Fairy, your

Fairy Godmother, or the Church

of

Agape. Chaos Magic

isn’t just believing

in

The Secret,

it’s

deciding to believe

believing in The Secret, it’s deciding to believe in The Secret to begin with. Mixing your

in

The Secret to begin with. Mixing your

deciding to believe in The Secret to begin with. Mixing your own Kool-Aid, deciding how strong
deciding to believe in The Secret to begin with. Mixing your own Kool-Aid, deciding how strong

own

Kool-Aid, deciding

how strong to make

with. Mixing your own Kool-Aid, deciding how strong to make it, knowing when to drink radical

it, knowing when

own Kool-Aid, deciding how strong to make it, knowing when to drink radical it and when

to drink

radical

it and when to stop, is Chaos Magic

when to drink radical it and when to stop, is Chaos Magic DIY that uses reality

DIY that uses

reality as the only

in practice.

It’s

necessary operating

system.

This

is

not to say that Kool-Aid will always take you on

is not to say that Kool-Aid will always take you on

the path

you

intended. Drink too much

and you

might end

up

lost, alone, or dead.

8

LOST, ALONE, OR DEAD 9
LOST, ALONE, OR DEAD 9

LOST, ALONE, OR DEAD

LOST, ALONE, OR DEAD 9

9

CHAOS MAGIC

Chaos Magic

tryhard problems that come with overthinking everything.

you

is what

problems that come with overthinking everything. you is what happens after will. It’s the antidote to

happens after

come with overthinking everything. you is what happens after will. It’s the antidote to the If

will.

overthinking everything. you is what happens after will. It’s the antidote to the If really want

It’s the antidote to the

If

really want change you

will. It’s the antidote to the If really want change you have to go deeper. Like

have to go deeper.

antidote to the If really want change you have to go deeper. Like branding, Chaos Magic

Like branding, Chaos Magic

inception. But where branding

brains of an

into your own. Both

sigils + mantras. There is a tight homology here:

is mostly concerned with

There is a tight homology here: is mostly concerned with is about implanting ideas in the

is about

implanting

homology here: is mostly concerned with is about implanting ideas in the audience, Chaos Magic is

ideas

in the

audience, Chaos Magic

is about implanting ideas

ideas in the audience, Chaos Magic is about implanting ideas practices depend heavily on the creation

practices depend heavily on the creation of

SIGIL = LOGO
SIGIL
= LOGO

MANTRA =

SLOGAN

One guide says for

sigil, forget about

Fuck someone wearing Chanel, stare at the

cumming, and you’ll become Karl

branding,

your

magic to work, you should make a

it, then stare at

it at the moment of climax.

label while you’re

stare at it at the moment of climax. label while you’re Lagerfeld. Chaos Magic, like is

Lagerfeld. Chaos Magic,

like

is desire doomed to be commercial.

10

CHAOS MAGIC

With

we’re going to try to avoid ruining the problem.

idea of magic

is more important than a slapdash explanation of how

magic works.

fuzzy uncertainty that floats around the

respect to magic, our friends, Chronos, and God,

The

K-HOLE took a stab at answering a few questions: Do we

use magic? Do brands

it just a placeholder for our

voices, doing voices, or both?

a placeholder for our voices, doing voices, or both?  use magic? Does magic exist, or

use magic? Does magic exist, or

ignorance? Are we

a placeholder for our voices, doing voices, or both?  use magic? Does magic exist, or
a placeholder for our voices, doing voices, or both?  use magic? Does magic exist, or

hearing

is

a placeholder for our voices, doing voices, or both?  use magic? Does magic exist, or

11

HACK YOUR LIZARD BRAIN

HACK YOUR LIZARD BRAIN

DARK

DARK AR T S C OMPE TENC I ES A. Founder Mode The startup founder, the
DARK AR T S C OMPE TENC I ES A. Founder Mode The startup founder, the
DARK AR T S C OMPE TENC I ES A. Founder Mode The startup founder, the
DARK AR T S C OMPE TENC I ES A. Founder Mode The startup founder, the

AR T S C OMPE TENC I ES

DARK AR T S C OMPE TENC I ES A. Founder Mode The startup founder, the
DARK AR T S C OMPE TENC I ES A. Founder Mode The startup founder, the
DARK AR T S C OMPE TENC I ES A. Founder Mode The startup founder, the

A. Founder Mode

The startup founder, the Kool-Aid mixer, poor-but-rich

(a collapsed masculine binary).

Founders turn

ambient anxiety

what is the future, how will we make money, what’s a good

in

investment, etc.

into specific fear

the forms of capital and

employee misery (see K-HOLE #3, the Brand Anxiety Matrix).

Founders often create

the anxiety they’re

real, tangible things that are worse than

Founders often create the anxiety they’re real, tangible things that are worse than the first place.

the first place.

responding to in

13

DARK ARTS COMPETENCIES

DARK ARTS COMPETENCIES B. Forecaster Mode À la Cayce Pollard, this signature, who can see or

B. Forecaster Mode

À la Cayce Pollard, this

signature, who can see or sense the future or

the knowledge of crowds.

early.

modulates time (see K-HOLE #2, Prolastination).

the future changing

remain the same.

is someone who

). the future ≠ changing remain the same. is someone who is ‘early’ on her time

is ‘early’ on

her time

intuit

the same. is someone who is ‘early’ on her time intuit correctly This person “knows,” and

correctly

is someone who is ‘early’ on her time intuit correctly This person “knows,” and knows how

This person “knows,” and knows

her time intuit correctly This person “knows,” and knows how she knows. She knows without knowing

how she knows.

correctly This person “knows,” and knows how she knows. She knows without knowing This person But
correctly This person “knows,” and knows how she knows. She knows without knowing This person But

She knows without knowing

and knows how she knows. She knows without knowing This person But seeing it. Networks of
and knows how she knows. She knows without knowing This person But seeing it. Networks of

This person

But seeing

it. Networks of power and

and knows how she knows. She knows without knowing This person But seeing it. Networks of

influence

14

SEEING THE FUTURE

SEEING THE FUTURE CHANGING I T
SEEING THE FUTURE CHANGING I T

CHANGING I T

C. Stealth Mode This person modulate their visibility ( see K-HOLE #1, They hide escape.

C. Stealth Mode

This person

modulate their visibility (see K-HOLE #1,

They hide

escape. They weaponize their burnout

capital

noticed, especially when they’re missing?

can ‘disappear

in America,’

has the ability to

Fragmoretation).

in plain sight, behind NDAs, or by means of actual

— trading in social

love to be

sight, behind NDAs, or by means of actual — trading in social love to be for

for actual control. After all, who doesn’t

sight, behind NDAs, or by means of actual — trading in social love to be for
sight, behind NDAs, or by means of actual — trading in social love to be for
sight, behind NDAs, or by means of actual — trading in social love to be for

16

ORACLES (OR FREE-RADICALS) Who was the Oracle of Delphi? What was she did Aristotle believe
ORACLES (OR FREE-RADICALS) Who was the Oracle of Delphi? What was she did Aristotle believe

ORACLES (OR FREE-RADICALS)

ORACLES (OR FREE-RADICALS) Who was the Oracle of Delphi? What was she did Aristotle believe huffing?
ORACLES (OR FREE-RADICALS) Who was the Oracle of Delphi? What was she did Aristotle believe huffing?
ORACLES (OR FREE-RADICALS) Who was the Oracle of Delphi? What was she did Aristotle believe huffing?

Who was the Oracle of Delphi? What was she

did Aristotle believe

was the Oracle of Delphi? What was she did Aristotle believe huffing? And why holds her
was the Oracle of Delphi? What was she did Aristotle believe huffing? And why holds her
was the Oracle of Delphi? What was she did Aristotle believe huffing? And why holds her

huffing? And why

holds

her

was she did Aristotle believe huffing? And why holds her her? In Grexit times, she still

her?

In Grexit times, she still

huffing? And why holds her her? In Grexit times, she still own as a riposte to

own

as a riposte to the conservatism of making sense.

still own as a riposte to the conservatism of making sense. First of all, smart-ass, she

First of all, smart-ass, she was a group of people.

occult technologies, the oracle

group dynamics to transform

infighting

groupthink as poetry.

ambiguity.

was to convert

infighting groupthink as poetry. ambiguity. was to convert Like many used the alchemical quality of inside

Like many

used the alchemical quality of

inside jokes, gossip, and petty

The oracle processed

into advice fit for a king.

and petty The oracle processed into advice fit for a king. Its pronouncements containerized new things

Its pronouncements containerized

new things in

for a king. Its pronouncements containerized new things in The oracle’s way of creating nonsense into

The oracle’s way of creating

a king. Its pronouncements containerized new things in The oracle’s way of creating nonsense into sense.

nonsense into sense.

the world

a king. Its pronouncements containerized new things in The oracle’s way of creating nonsense into sense.
a king. Its pronouncements containerized new things in The oracle’s way of creating nonsense into sense.
a king. Its pronouncements containerized new things in The oracle’s way of creating nonsense into sense.
a king. Its pronouncements containerized new things in The oracle’s way of creating nonsense into sense.

17

ORACLES (OR FREE-RADICALS)

Collective creativity has always been a messy business.

(Maybe that’s why monogamy

And

others.

asymmetry of three (the thrupple) vs. the parallelism of four

(the double date) vs.

thrupple) vs. the parallelism of four (the double date) vs. has been around so long?) in

has been around so

long?)

in the end some configurations are more stable than

The sturdy simplicity of two (the couple) vs. the

than The sturdy simplicity of two (the couple) vs. the the improvisation of more (the squad).
than The sturdy simplicity of two (the couple) vs. the the improvisation of more (the squad).
than The sturdy simplicity of two (the couple) vs. the the improvisation of more (the squad).

the

than The sturdy simplicity of two (the couple) vs. the the improvisation of more (the squad).

improvisation

of more (the squad).

Looking around at the dynamics of contemporary art

collectives,

Collective A

it’s easy to see these relationships at play.

is stable: two symmetrically bonded pairs.

at play. is stable: two symmetrically bonded pairs. Collective B is a troublesome three — one
at play. is stable: two symmetrically bonded pairs. Collective B is a troublesome three — one

Collective B

is stable: two symmetrically bonded pairs. Collective B is a troublesome three — one strong bond

is a troublesome three

— one strong bond and one

molecule always bouncing

free radical. Collective C

of free

Too much testosterone turns bromance

in place, threatening to become a

turns bromance in place, threatening to become a is a little like collective D, a collection

is a little

like collective D, a collection

to become a is a little like collective D, a collection out. into bromageddon.  radicals

out.

into bromageddon.



radicals except without all the girls. But watch

a is a little like collective D, a collection out. into bromageddon.  radicals except without
a is a little like collective D, a collection out. into bromageddon.  radicals except without
a is a little like collective D, a collection out. into bromageddon.  radicals except without
NO T REND FORECASTER IS AN ISLAND ;-)

NO T REND FORECASTER IS AN ISLAND ;-)

NO T REND FORECASTER IS AN ISLAND ;-)
GHOSTIN G In Los Angeles, you’re always late. And you’re in no position to make
GHOSTIN G In Los Angeles, you’re always late. And you’re in no position to make

GHOSTIN G

In Los Angeles, you’re always late. And you’re in

no position

to make demands to the Clock Winders that

You are a perpetual

late

but always on call for the aftermath.

are a perpetual late but always on call for the aftermath. live in the East. responder

live

a perpetual late but always on call for the aftermath. live in the East. responder never

in the

East.

responder

never the first to know,

in constant

the East. responder never the first to know, in constant — Living temporal disjunction, your days

Living

temporal

disjunction, your days begin by checking an endlessly

scrolling

inbox.

Like you’re at an Olive Garden being served the

inbox. Like you’re at an Olive Garden being served the
inbox. Like you’re at an Olive Garden being served the

bottomless bread basket from

hell.

Communication breakdown

communication

unread emails, 70

from a student debt collector, and GoDaddy.

emails, 70 from a student debt collector, and GoDaddy. happens when all of your is asynchronous.

happens when all of your

debt collector, and GoDaddy. happens when all of your is asynchronous. You wake up to hundreds

is asynchronous. You

wake up to hundreds of

GoDaddy. happens when all of your is asynchronous. You wake up to hundreds of unread texts

unread texts from group chats, a missed call

GoDaddy. happens when all of your is asynchronous. You wake up to hundreds of unread texts
GoDaddy. happens when all of your is asynchronous. You wake up to hundreds of unread texts
GoDaddy. happens when all of your is asynchronous. You wake up to hundreds of unread texts

GHOSTING

Waking up in L.A. is a traumatic experience; it’s very un-chill.

The hikes, juice cleanses, B12 shots in the ass

crisis management,

L.A.

black

— those are all

up in

not preventative care.

But waking

is also a magical experience.

hat with

care. But waking is also a magical experience. hat with no Information comes out of the

no

Information comes out of the

It simply appears.

identifiable point of origin.

In

others and when you go dark, and

are when you make an appearance.

L.A. you

have the power

and are when you make an appearance. L.A. you have the power to determine when you’re
and are when you make an appearance. L.A. you have the power to determine when you’re

to determine when you’re seen

L.A. you have the power to determine when you’re seen how by intimate the settings It’s

how

L.A. you have the power to determine when you’re seen how by intimate the settings It’s

by

intimate the settings

to determine when you’re seen how by intimate the settings It’s like MTV’s Unplugged — acoustic,

It’s like MTV’s Unplugged

acoustic, emotional, flanked by white flowers and candles.

acoustic, emotional, flanked by white flowers and candles. Moving to L.A. modulating between rabbit, we’re not
acoustic, emotional, flanked by white flowers and candles. Moving to L.A. modulating between rabbit, we’re not

Moving to L.A.

modulating between

rabbit, we’re not afraid of being sucked down the

isn’t about disappearing —

of being sucked down the isn’t about disappearing — it’s about “being there” and “ghosting.” Like

it’s about

“being there” and “ghosting.” Like the

it’s about “being there” and “ghosting.” Like the rabbit hole. We’re freaked out about how and

rabbit hole.

“being there” and “ghosting.” Like the rabbit hole. We’re freaked out about how and when we’re
“being there” and “ghosting.” Like the rabbit hole. We’re freaked out about how and when we’re

We’re freaked out about

how and when we’re going to get

Like the rabbit hole. We’re freaked out about how and when we’re going to get 


ears.

Like the rabbit hole. We’re freaked out about how and when we’re going to get 

pulled out of the void by our

Like the rabbit hole. We’re freaked out about how and when we’re going to get 
Like the rabbit hole. We’re freaked out about how and when we’re going to get 
Like the rabbit hole. We’re freaked out about how and when we’re going to get 

THE AUSTER I T Y OF IMAGINATION

THE AUSTER I T Y OF IMAGINATION
THE AUSTER I T Y OF IMAGINATION

#1: POTTERMORE

CASE STUDY

Potter franchises spell is

the Harry

major side-effect of

the intern

of analyzing

A

providing everyone with a new means

the Sorting Hat. A

people around them:

plops Hogwarts frosh into one of the fo

constitution of the

answers the question every

magical device that

the Sorting Hat

Hogwarts Houses,

of school: who am I?

first day

on the

has

CASE STUDY

#2:

BB GONE

ROGUE

The proliferation began with the i

of BB cream in the in

K-HOLE OF THE FU TURE

r e a m i n t h e i n K-HOLE OF THE FU TURE
r e a m i n t h e i n K-HOLE OF THE FU TURE
r e a m i n t h e i n K-HOLE OF THE FU TURE
r e a m i n t h e i n K-HOLE OF THE FU TURE

C OMMISSIONE D K-HOLE OF THE

i n t h e i n K-HOLE OF THE FU TURE C OMMISSIONE D K-HOLE
i n t h e i n K-HOLE OF THE FU TURE C OMMISSIONE D K-HOLE
i n t h e i n K-HOLE OF THE FU TURE C OMMISSIONE D K-HOLE
i n t h e i n K-HOLE OF THE FU TURE C OMMISSIONE D K-HOLE

PAST

T O C REA TE A DOSSIER FOR THE PRESEN T

i n t h e i n K-HOLE OF THE FU TURE C OMMISSIONE D K-HOLE
i n t h e i n K-HOLE OF THE FU TURE C OMMISSIONE D K-HOLE
i n t h e i n K-HOLE OF THE FU TURE C OMMISSIONE D K-HOLE
i n t h e i n K-HOLE OF THE FU TURE C OMMISSIONE D K-HOLE
i n t h e i n K-HOLE OF THE FU TURE C OMMISSIONE D K-HOLE
i n t h e i n K-HOLE OF THE FU TURE C OMMISSIONE D K-HOLE
i n t h e i n K-HOLE OF THE FU TURE C OMMISSIONE D K-HOLE

CASE STUDY #1: POTTERMORE

A major side-effect of the Harry Potter franchise’s spell is providing everyone with a new means of analyzing the internal constitution of the people around them: the Sorting Hat. A magical device that plops Hogwarts frosh into one of the four Hogwarts Houses, the Sorting Hat answers the question everyone has on the first day of school: who am I?

Today, everyone might intuit that Hillary is a Slytherin, that every hero lands in Gryffindor, and that nobody in Hufflepuff and Ravenclaw really matters. Compare this to astrology, in which there’s an objective correlation between your late autumn birth and your predilection to hold onto grudges until you die. The cultural power and fun of the Sorting Hat is that nobody knows who belongs in what house for sure.

Pottermore is a complex social network-cum-roleplaying game officially endorsed by JK Rowling. But before Pottermaniacs can read canon unpublished H.P. lore, they must be sorted into Hogwarts houses through a seven-question multiple-choice quiz designed by Rowling herself. Given the choice, would you rather chug a potion that would grant you glory, wisdom, love or power?

by Rowling herself. Given the choice, would you rather chug a potion that would grant you
From a fan POV, where JK Rowling’s word is tantamount to God’s, Pottermore is divisive
From a fan POV, where JK Rowling’s word is tantamount to God’s,
Pottermore is divisive and has spurred its own share of identity
crises. You thought you were bound for Slytherin, but ended up
in Gryffindor. You instinctively doubt the quiz. How could it
possibly know how far you would go to make something of yourself?
How could it possibly know your sorrow?
S
I
X
A
T
R
A
E
The Sorting Hat helps us see how magic is already an organizing
principle in the world around us. We’re talking about magic, not
wizardry. People believe they are Slytherin; they don’t believe
they can fly on brooms.
H
P
T
E
I
G
S
U
S
O
S
O
E
O
F
Y
D
T
G
U
HUFFLEPUFF HUFFLEPUFF
O
Y
GRYFFINDOR GRYFFINDOR
Y
O
T
U
N
Y
A
E
S
B
O
G
E
V
T
T
U
O
S
A
I
O
X
A
U
R
G
RAVENCLAW RAVENCLAW
A
X
I
L
R
A
S
E
D
H
P
T
A
Y
L
N
A
L
T
I
A
O
E
L
N
G
L
L
E
U
O
L
A
O
Y
F
T
Y
U
O
SLYTHERIN SLYTHERIN
Y
Y
H
E
A
D
A
X
I
S
D
O
Y
E
O
S
U
U
S
G
E
E
S
G
T
O
B
Y
E
K
T
C
C
O

CASE STUDY #2: BB GONE ROGUE

CASE STUDY #2: BB GONE ROGUE The proliferation of BB cream in the international beauty market

The proliferation of BB cream in the international beauty market began with the introduction of the popular Korean product to American audiences back in ‘12. Like a K-Pop band with a multiplicity of members whose name was hard to catch (was it Beauty Balm? Blemish Butter?) BB cream suggested a cultural technology related to, but more advanced than the American version. The facial equivalent of going outside without your contacts in, BB creams promised to smear your face into a blurry little cloud.

BB creams went viral — first as premium Korean branded imports, then as additions to every self-respecting Sephora-carried line. Models, moms, dads and dermatologists slapped on BB cream and were straight out the door. No single brand could take credit for the expansion of the BB in the American landscape.

BB is a brand particle, not a brand. As a prefix, this additional information (the mark of BB) didn’t add specificity. Quite the opposite, it added a sense of generality, a magic blur — insinuating new multi-ingredient and multi-purpose qualities to

a previously bland host product. BB signified new. BB meant:

“We’re not going to explain how it works.”

While face creams marched down the alphabet into CC ranges, the BB particle spread into other categories altogether, supercharging heat-protecting blow dry serum, eye shadow, cigarettes, and a variety of collagen-enhancing drinks.

cigarettes, and a variety of collagen-enhancing drinks. When bb rose to prominence as a genderless form
cigarettes, and a variety of collagen-enhancing drinks. When bb rose to prominence as a genderless form

When bb rose to prominence as a genderless form of address equally suited to one’s casual acquaintances, sex partners, and

family members, we knew it had jumped the shark. Less sexual than babe, less intimate than baby, and shorter than bae, bb retained

a level of ambiguity akin to its creamy, facial twin. While “hey

baby” would certainly be crossing a line in an iMessage to your manager, “sup bb” might be OK.

BIG BROTHER , AS ALWAYS, IS WATCHING

BIG BROTHER , AS ALWAYS, IS WATCHING

BIG BROTHER , AS ALWAYS, IS WATCHING
BIG BROTHER , AS ALWAYS, IS WATCHING

p wrap),

Jacuzzi

Bone

Milk (hot

Scotc

and Velcro

Zodiac (inflatab

(instant

bags), jelly),

Polaroid

fiberboard),

(petroleum

plastic

sheets),

(transparent

Vaseline

plastic

sauce),

te Fl

ce rene d clear

(zipper storage

Saranwrap

Corn

spicy

bags),

file),

Bags

(food

Ziploc

Tabasco

c Fris cups

filler),

(disposable

machine),

Baggies

grass),

resurfacing

(refrigerator),

cups

(artificial

Dixie

processor),

(whirlp

Astroturf

Frigidaire

(food

Jacuzzi

ot Bone (rotary Bone equipment), equipment),

fiber),

Cuisinart

ring),

Mason

marker),

(glass

cooker),

(dancing

Fiberglass

(table

(slow

(felt-tip

Hoop

container),

Hula

Marker

Ping-Pong

cars),

Corn

bags),

trash

music),

Magic

racing

(food

laundry),

(background

(mini

(disposable

o-Kart

Baggies

(self-service

grass),

Muzak

(refrigerator),

cups

(artificial

treats),

Dixie

romat

processor),

Astroturf

(dog

(wh

Frigidaire

(food

Jacuzzi

ge Go-Kart -Pot ilk ba

fiber),

Cuisinart

ring),

Ma

marker),

(glass

cooker),

(dancing

Fiberglass

(slow

(tab

(felt-tip

Hoop

container),

Hula

Marker

Ping-Pong

cars),

(self-adhe

trash

music),

Magic

racing

laundry),

(background

(mini

Post-It

Sco

photographs),

wrap),

(self-service

Muzak

plastic

treats),

ndromat

(instant

(transparent

spicy sau

Polaroid

(dog

(hot

sheets),

Milk

Tabasco

m jelly), Velcro (re-usable fastening tape), Zamboni (ice resurfacing

Saranwrap

filler),

plastic

file),

Ziploc Bags (zipper storage bags), and Zodiac (inflatable boat).

card

(polystyrene

(clear

Styrofoam

olodex

tape),

adhesive

cup F

Corn

bags),

(food

(disposable

Baggies

grass),

Fr

(refrigerator),

cups

l (artificial

Dixie

processor),

Astroturf

(whir

Frigidaire

st Hula (food

Jacuzzi

equipment),

fiber),

Cuisinart

(ice Post-It ring),

Maso

marker),

(glass

cooker),

(dancing

( (scuba

Fiberglass

(table

(slow

(felt-tip

rene (transparent Hoop

Lung

container),

Crock-Pot

Marker

Ping-Pong

cars),

(self-adheri

eal),

trash

music),

Magic

rd treats), racing

laundry),

(background

(mini

(large

Scotc

Go-Kart

mpster

photographs),

wrap),

(self-service

Muzak

disc),

sauce)

plastic

Laundromat

(instant

ying

spicy

Polaroid

(dog

(hot

ath),

Bone

ma

sheets),

Milk

Tabasco

resurfacing

Saranwrap

filler),

erboard),

plastic

file),

boat).

mboni

lear

ble

filler), erboard), plastic file), boat). mboni lear ble GENE RI CI DE Genericide is insider slang
filler), erboard), plastic file), boat). mboni lear ble GENE RI CI DE Genericide is insider slang
filler), erboard), plastic file), boat). mboni lear ble GENE RI CI DE Genericide is insider slang
filler), erboard), plastic file), boat). mboni lear ble GENE RI CI DE Genericide is insider slang

GENE RI CI DE

Genericide is insider slang from the universe of intellectual

property law — a blend of ‘generic’ and ‘suicide’. It’s what

befalls a product when its brand name migrates into language

in general — think kleenex, heroin, cellophane, aspirin,

thermos, all of them once protected trademarks, all of them

now generic terms unassociated with their original sources.

Genericide happens when the sheer linguistic power of a brand

overwhelms it, causing it to turn itself into a viral entity.

Post-#normcore, K-HOLE is interested in dynamics of

self-destruction-via-success.

SELF - DEST RUC T ION VIA SUCCESS

SELF - DEST RUC T ION VIA SUCCESS
SELF - DEST RUC T ION VIA SUCCESS
100 DAYS LATE R We said we needed magic. Did we get it? “Magic is
100 DAYS LATE R We said we needed magic. Did we get it? “Magic is
100
DAYS LATE R
We said we needed magic. Did we get it?
“Magic is a quality of energy that has always been
palpable to me,” said Emily. “I believe in magic and I believe
that the important things I do are magic.”
“I wouldn’t say that,” Greg replied. “I don’t know if I think
magic is real. It's always beyond the way I actually rationalize
and experience the world. I’m not sure I’ve ever experienced it.
But the idea that it’s out there is interesting to me.”
Sean chimed in: “Magic isn’t an effect. It’s a way to create
change through processes that you can’t entirely understand.
There are aspects of human reality we can’t measure. I believe
there are supernatural things that happen.”

31

At that moment, the lights flickered, and a glass of water phones chimed with a
At that moment, the lights flickered, and a glass of water phones chimed with a
At that moment, the lights flickered, and a glass of water phones chimed with a
At that moment, the lights flickered, and a glass of water
phones chimed with a group text from Dena:
“That moment when witches and wizards realize they
have magical powers, when the little guy disappears the zoo
glass and lets out the snake, it’s all because of some intense
emotional experience. That’s magic, that’s when the spork

inexplicably shattered on the desk across the room. Everyone’s

shattered on the desk across the room. Everyone’s bends, when you’re so in love or so
shattered on the desk across the room. Everyone’s bends, when you’re so in love or so
shattered on the desk across the room. Everyone’s bends, when you’re so in love or so

bends, when you’re so in love or so upset that your emotions

when you’re so in love or so upset that your emotions affect the physical world.” “The

affect the physical world.”

or so upset that your emotions affect the physical world.” “The unexplainable,” quipped Chris. “You can’t
or so upset that your emotions affect the physical world.” “The unexplainable,” quipped Chris. “You can’t
or so upset that your emotions affect the physical world.” “The unexplainable,” quipped Chris. “You can’t
or so upset that your emotions affect the physical world.” “The unexplainable,” quipped Chris. “You can’t

“The unexplainable,” quipped Chris. “You can’t explain

something, you say it’s magic. Like the dog trying to keep the fish alive. You
something, you say it’s magic. Like the dog trying to keep
the fish alive. You could say it’s a very emotional dog, who
has a thing about fish, but the fact that it’s captured on
camera is magical too
– there’s a .01% chance that it’s totally

32

100 DAYS LATER

manufactured, super-advanced CGI. But I’m just going to say it’s magic. Those DJ sets last
manufactured, super-advanced CGI. But I’m just going to say
it’s magic. Those DJ sets last night were magical. The feeling
in the air and the auras were magical.”
“Yeah, magic means you can give yourself an opportunity
to stop analyzing things,” Greg replied. “Even for us
– how
are we going to figure out what’s next? How are we going to
bend all the information at our disposal into a new truth?
Sometimes, it’s better to leave things alone.”
“It’s like the game Magic: The Gathering,” said Chris.
“Play a certain card, and anything could happen
– rats, infinite
squirrels
– anything.”
said Chris. “Play a certain card, and anything could happen – rats, infinite squirrels – anything.”

100 DAYS LATER

We glanced around at each other with a look that was half resignation, half relief.
We glanced around at each other with a look that was half
resignation, half relief. We were swimming in a universe
of squirrels. It felt good. 
other with a look that was half resignation, half relief. We were swimming in a universe
K-HOLE IS A T REND FORECAST I N G GROUP FOUN DED BY GREG FONG,

K-HOLE IS A T REND FORECAST I N G GROUP FOUN DED BY GREG FONG, SEAN MONAHAN, EMI LY SE GAL, C HRIS SHE R R ON AND DENA YAGO.

GREG FONG, SEAN MONAHAN, EMI LY SE GAL, C HRIS SHE R R ON AND DENA
GREG FONG, SEAN MONAHAN, EMI LY SE GAL, C HRIS SHE R R ON AND DENA
GREG FONG, SEAN MONAHAN, EMI LY SE GAL, C HRIS SHE R R ON AND DENA
GREG FONG, SEAN MONAHAN, EMI LY SE GAL, C HRIS SHE R R ON AND DENA
GREG FONG, SEAN MONAHAN, EMI LY SE GAL, C HRIS SHE R R ON AND DENA
GREG FONG, SEAN MONAHAN, EMI LY SE GAL, C HRIS SHE R R ON AND DENA
GREG FONG, SEAN MONAHAN, EMI LY SE GAL, C HRIS SHE R R ON AND DENA
GREG FONG, SEAN MONAHAN, EMI LY SE GAL, C HRIS SHE R R ON AND DENA
GREG FONG, SEAN MONAHAN, EMI LY SE GAL, C HRIS SHE R R ON AND DENA
GREG FONG, SEAN MONAHAN, EMI LY SE GAL, C HRIS SHE R R ON AND DENA
GREG FONG, SEAN MONAHAN, EMI LY SE GAL, C HRIS SHE R R ON AND DENA
GREG FONG, SEAN MONAHAN, EMI LY SE GAL, C HRIS SHE R R ON AND DENA
GREG FONG, SEAN MONAHAN, EMI LY SE GAL, C HRIS SHE R R ON AND DENA
GREG FONG, SEAN MONAHAN, EMI LY SE GAL, C HRIS SHE R R ON AND DENA

AUGUST 2015 NEW YORK & LOS ANGELES

GREG FONG, SEAN MONAHAN, EMI LY SE GAL, C HRIS SHE R R ON AND DENA
GREG FONG, SEAN MONAHAN, EMI LY SE GAL, C HRIS SHE R R ON AND DENA
GREG FONG, SEAN MONAHAN, EMI LY SE GAL, C HRIS SHE R R ON AND DENA
GREG FONG, SEAN MONAHAN, EMI LY SE GAL, C HRIS SHE R R ON AND DENA

KHOLE.NET

GREG FONG, SEAN MONAHAN, EMI LY SE GAL, C HRIS SHE R R ON AND DENA
IMAGE CREDITS / p4 - John Muir Glacier via Wikipedia / p5 - Singapore Zoo

IMAGE CREDITS / p4 - John Muir Glacier via Wikipedia / p5 - Singapore Zoo via woopigsingapore.com / p6 - Clive Brunskill via tumblr.com / p7 - John Giles via tumblr.com / p8 - Diving In High Heels via fugly.com / p12 - F-35 Helmet via lockheedmartin.com / p13 - Thomas Hoepker via tumblr.com / p14 - via instagram. com / p15 - via tumblr.com / p16 - 인사예절 via blueangels.tistory.com, via tumblr.com / p17 - via tumblr.com / p18 - via teslamotors.com / p21/24 — via flickr.com / p22 - Peacocks By Design via outwalkingthedog.wordpress.com / p25 - “Braces” by Rumi Baumann via tumblr.com, Yasuyoshi Chiba via tumblr. com / p29 - via tumblr.com / p30 - “Frozen Brainstorm” by Steve Jurvetson via flickr.com, Dan Kitwood via tumblr.com / p31 - via tinyhouseblog.com, via tumblr.com