Earlier this year, TikTok livestreamers began mimicking lifeless "nonplayable characters," or NPCs, by repeating motions and phrases like in a video game. Then, people started paying them to keep doing it.
In an era where the "easy money" is gone, celebrity sluggers are beyond reach, and commercial outfits are pulling back, public radio orgs can win by leaning into data and ideas that helped them create the art form.
Evan Kail is a wise-cracking antique dealer and TikToker. Last September, his world turned upside down when one of his TikToks ignited an international media frenzy.
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