I wanted to talk a little bit about hype.
Hype, by my own definition, is the feeling you build inside of people as they await for something. In this context, books.
It’s a very important part of marketing and publicity that there is hype surrounding a book. Sometimes it’s easy; the genre is a popular one, a trendy story line that always hits and never misses with it’s target demographic. Sometimes it’s even easier; the author is well known, award-winning, maybe even world-renowned. And sometimes it’s hard; it’s a debut author, niche subject matter, a risk, but nevertheless a risk the publisher is willing to take.
Hype sells. Hype gets things noticed.
But for me, and fairly often; Hype kills.
I’ve been struggling with this for a long time and I’ve never really known how to put it into words. But, since being very disappointed by a very highly anticipated book recently, I thought it would be time to discuss it.
A lot of the books, shows, movies that I have fallen in love with are often ones that I’ve found on my own. The Grisha Trilogy by Leigh Bardugo was still only circulating in the U.S. where I saw someone on Youtube mention it. I’d never heard of it, nor were people constantly talking about it. I found a hardback online for so cheap that I bought it and read it straight away. Que my love. But I often wonder if that would be different if people would not stop recommending it, if it was talked about in every Twitter chat and was announced on everyone’s TBR, if there were giveaways and competitions left, right, and centre. It’s a beautifully written story by a now auto-buy author for me, but would I enjoy it if I say, picked it up now?
Switch to a few days ago, where I had to write a two star review about a book that I’ve been excited for since July last year and have been greatly disappointed by. The plot, the setting, the concept all sounded so promising when I first heard of it. In my review I go into detail about how much the hype ruined the book for me, about how I may have enjoyed it more without the anticipation. It’s probably true; I wouldn’t have scrutinized it so much. My expectations were through the roof from the reviews and the talk around it. But at the same time, would I have? Like I said, I’d heard it once and was initially interested. Imagine, if that was all I heard about it; people didn’t talk about it as much and it wasn’t the subject of every fourth tweet on my Twitter timeline. Does the amount of hype really decide if I like a book or not?
It’s the same with shows too. I tend to enjoy them a lot more when I haven’t been either forced to watch them or pestered by everyone. I don’t watch Game of Thrones. I didn’t watch Breaking Bad, Stranger Things etc because people wouldn’t shut up about them. They’re probably great, but the expectations I now have are so high that I’m not ready to experience the disappointment.
But then am I a part of the hype machine? I do not stop banging on about certain books that I’ve fallen in love with, particularly Jandy Nelson’s books and Radio Silence by Alice Oseman. I mention them in almost every chat, bring them up in every conversation about book recommendations. Do I contribute? I suppose, it’s always about the writing; many live up to the hype and many don’t. It depends on the hype too; I remember when Samantha Shannon’s The Bone Season was being compared to Harry Potter, and when I read it I couldn’t believe that it had been compared to one of the best selling series of all time. But the second one? When the hype had died down and I’d decided to give it a second chance? Much better! Had the writing improved? Were my expectations way low? Probably a bit of both.
How does hype effect what you read? Are you seduced by the excitement and anticipation, or are you more of a finding a diamond in the rough kind of reader? Are there any hyped books you didn’t enjoy? Let’s talk!