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Attention is all you need | Alexandria

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Rohan Kumar on using social media for fun and profit

Attention is all you need | Alexandria Attention is all you need Rohan Kumar on using social media for fun and profit By Aadil Pickle Jun 2026 PHOTOS BY NICK DYBEL Rohan’s job title is “Vice President of Content Strategy” at Night Media. In the streets, though, they call him "the Rick Rubin of brainrot". His day is split between scrolling Instagram reels in conversations, teaching marketing execs what “ clipping ” is, then looking at their content to see if the vibes are off. He’s a master and a scholar of the game, because his brain is so rotted I couldn’t talk to him for more than 30 seconds

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