Galaxy, Inc.


Space is in need of an advertising company, a Google/Facebook gig of its own. There’s an open-source Facebook-like platform called “Spacebook” in Neal Stephenson’s Seveneves. It is never mentioned whether the out-of-this-world social network runs Spacebook ads. Perhaps not, given the fact that humanity is trying to survive for the first time without a planet Earth to rely on. What we really have are many space companies for a wide range of technical and scientific activities – as one might expect. Take Peter Diamandis’ Planetary Resources, Inc., an asteroid mining venture focused on extracting rare Earth elements. It does not have the technology to get near an asteroid less extract anything from it, but the company is building its satellite network as one of its first steps “to get there” in – say – twenty years? Take Vino Cerf’s interplanetary internet efforts, a science-backed project to let future, future, future astronauts enjoy Netflix (Spaceflix?) guilt-free. Take also the Big Fucking Rockets Mr. Musk will send to Mars starting 2024. Everything is so cool yet too serious for a humankind accustomed to easy access to digital entertainment. Space can be challenging, fascinating, but if they want us laymen to follow into the steps of Armstrong & Co., they must provide mind-numbing series and meme-sharing possibilities as such was the recipe to make these bits the true global village. The internet became mainstream by conquering the hearts and minds of everyone. Geeks are moving fast. Perhaps the rest of us, marketing and business folks, should start making space progress. Let me tell you something: nobody is thinking of space entertainment (and therefore, attention to capitalize on). Who’s going to get there first?

By Aaron Benitez