Jon Rafman's MSM Vol 2 Explores Post-Mainstream Fragmentation

Canadian artist Jon Rafman, known for capturing the internet's dizzying experience, has released MSM Vol 2, a book collaboration with Alix Ross (Farmer's Daughter co-founder) and architect Liam Denhamer. The publication expands the MSM universe from his 2025 video installation Main Stream Media Network, which featured AI-generated imaginary artists like Cloudy Heart and Pledged Torment. Rafman argues that the mainstream collapsed with mass internet adoption around the late 1990s/early 2000s, leading to fragmented subcultures. He sees vitality in communal lore-building, citing The Backrooms as an example. The book, conceived as a TV guide turned hybrid publication, includes contributions from a decentralized network of writers and artists. Rafman emphasizes that AI tools have liberated him to create work that previously cost millions, and he views fan art as more culturally significant than canonical works. He also notes that physical experiences, like gallery visits and books, retain value amid screen fatigue, pointing to Disney's theme parks generating double the revenue of its IP. The project aims to recreate the organic model of internet lore communities, where a 4chan post can spawn a major film.