Jonah Peretti’s Meme Streak

Making viral happen inside the factory at BuzzFeed.

Jonah Peretti’s office has two glass walls, two white walls and no decoration except for a giant, multicolored rectangle, with blue and violet hues fading upward and coalescing into a tight little rainbow wheel at the top. The Brooklyn artist Cory Archangel, a friend of Mr. Peretti’s, makes these “gradient paintings” with one click in Photoshop, blows them up and sells them for lots of money, Mr. Peretti said. It is, in his words, “kind of a joke.”

Mr. Peretti, 38, a navy-eyed, wavy-haired nerd-king with a machine-gun giggle, was a cofounder of the Huffington Post before he moved on to other things. He likes these gradient paintings a lot. His Twitter page is also a gradient. Mr. Peretti, a career mischief maker with a “great, sort of trollish sense of humor,” as one former employee put it, likes jokes best when they’re subversive. He’s infamous for arguing that Mormonism is superior to Judaism because of its growing numbers, a shtick he uses in presentations. As a grad student at MIT in 2001, he ordered a pair of custom Nikes embroidered with the word “sweatshop,” extracting a series of awkward emails from an unlucky customer service rep. He forwarded the emails to a few friends, who forwarded them to their friends, and so on. Literally millions of people have read them. Read More

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