Heather Muse
@heathermuse.bsky.social
A knitter and cat mom with a sneaker problem. Audience and strategy roles Reviewed/USAToday, Fortune, Dataminr, Long Lead.
Lucy Van Pelt sun, Charlie Brown moon, Sally Brown rising
Lucy Van Pelt sun, Charlie Brown moon, Sally Brown rising
Pinned
Heather Muse
@heathermuse.bsky.social
· Sep 18
If you’re rich and not a coward, this is what you’d refer to as a “market opportunity” to dominate a media ecosystem that’s about to be covered in grotesque government slop. To be a pop of color in a sea of beige will be easier than ever. People will flock to it. You gotta be a little brave, though.
Need someone to build audience, product, or editorial strategies for indie outlets? I’m available.
I’ve built editorial products in legacy corporate media, at tech and journalism startups, and at agencies.
With my media studies MA and 4/5 of a mass comm PhD, I understand the current hellscape.
I’ve built editorial products in legacy corporate media, at tech and journalism startups, and at agencies.
With my media studies MA and 4/5 of a mass comm PhD, I understand the current hellscape.
Reposted by Heather Muse
Sports are political…
The sports we were exposed to, played as children, watched on television or had to stream whether legally or illegally were due to politics. Which sports got sims or licensed videogames were due to politics. The team/player jerseys you can or can’t buy are due to politics.
The sports we were exposed to, played as children, watched on television or had to stream whether legally or illegally were due to politics. Which sports got sims or licensed videogames were due to politics. The team/player jerseys you can or can’t buy are due to politics.
February 6, 2026 at 8:45 PM
Sports are political…
The sports we were exposed to, played as children, watched on television or had to stream whether legally or illegally were due to politics. Which sports got sims or licensed videogames were due to politics. The team/player jerseys you can or can’t buy are due to politics.
The sports we were exposed to, played as children, watched on television or had to stream whether legally or illegally were due to politics. Which sports got sims or licensed videogames were due to politics. The team/player jerseys you can or can’t buy are due to politics.
Read all of it. Memory is fluid, and these incidents are taking advantage of that malleability.
🧵 At some point we need t take a step back and ask how these acts of blatant censorship are functioning or what larger project of the Trump administration's they are intended to advance. Let's be clear. We know the Trump administration cannot erase history. That's not what this is about.
I am speechless.
"The National Park Service has removed visitor brochures from the Medgar & Myrlie Evers Home National Monument. Among the anticipated changes? No longer calling his murderer a 'racist.'" 🗃️ mississippitoday.org/2026/02/05/m...
"The National Park Service has removed visitor brochures from the Medgar & Myrlie Evers Home National Monument. Among the anticipated changes? No longer calling his murderer a 'racist.'" 🗃️ mississippitoday.org/2026/02/05/m...
February 5, 2026 at 6:17 PM
Read all of it. Memory is fluid, and these incidents are taking advantage of that malleability.
Reposted by Heather Muse
journalists are workers who deserve to be paid fairly for our labor and I think that far too few consumers of media recognize or even care about this fact
February 4, 2026 at 5:20 PM
journalists are workers who deserve to be paid fairly for our labor and I think that far too few consumers of media recognize or even care about this fact
Sports is inherently political. I know most of you know that. Sports coverage is about so much more than sports, and I’ve got the student debt to prove it 🙃
February 4, 2026 at 3:16 PM
Sports is inherently political. I know most of you know that. Sports coverage is about so much more than sports, and I’ve got the student debt to prove it 🙃
lol if I had a dollar for every time I had to utter something similar…
This is an owner not understanding the audience of his own publication. I said "you don't know who that guy is because you don't read novels. But a lot of people who subscribe to the New York Observer do."
February 4, 2026 at 3:13 PM
lol if I had a dollar for every time I had to utter something similar…
Remembering the 2012 Grammys when @evien.bsky.social and I were in the trenches after pulling an all-nighter because Whitney died.
February 2, 2026 at 12:38 AM
Remembering the 2012 Grammys when @evien.bsky.social and I were in the trenches after pulling an all-nighter because Whitney died.
SUCH an important distinction
And here we go with some key distinctions I use to do my work.
An audience is not a public.
"Audience" suggests people attending to a common object, typically a performance or spectacle.
A public is people with different interests who live in the same space and share common problems. 5/
An audience is not a public.
"Audience" suggests people attending to a common object, typically a performance or spectacle.
A public is people with different interests who live in the same space and share common problems. 5/
February 1, 2026 at 4:49 PM
SUCH an important distinction
Reposted by Heather Muse
Solomon with another legendary thread, this time advising famed divorcée Melinda French 🔥
I don’t mean no harm….
January 31, 2026 at 2:46 PM
Solomon with another legendary thread, this time advising famed divorcée Melinda French 🔥
Reposted by Heather Muse
The arrests of reporters Georgia Fort and Don Lemon for engaging in journalism are outrageous.
The Media and Democracy Project, and many other press freedom groups, joined this statement by the National Association of Black Journalists #NABJ
nabjonline.org/blog/nabjout...
#PressFreedom #Journalism
The Media and Democracy Project, and many other press freedom groups, joined this statement by the National Association of Black Journalists #NABJ
nabjonline.org/blog/nabjout...
#PressFreedom #Journalism
NABJ OUTRAGED AT ARRESTS OF DON LEMON, GEORGIA FORT ‘THE FIRST AMENDMENT IS NOT OPTIONAL’
The National Association of Black Journalists (NABJ) is outraged and deeply alarmed by the arrests of journalists Don Lemon and Georgia Fort by federal agents, and […]
nabjonline.org
January 30, 2026 at 7:56 PM
The arrests of reporters Georgia Fort and Don Lemon for engaging in journalism are outrageous.
The Media and Democracy Project, and many other press freedom groups, joined this statement by the National Association of Black Journalists #NABJ
nabjonline.org/blog/nabjout...
#PressFreedom #Journalism
The Media and Democracy Project, and many other press freedom groups, joined this statement by the National Association of Black Journalists #NABJ
nabjonline.org/blog/nabjout...
#PressFreedom #Journalism
Jordan takes one for the team.
(This screening sounds eerily similar to a matinee of Book Club at Cobble Hill Cinemas I experienced several years ago.)
(This screening sounds eerily similar to a matinee of Book Club at Cobble Hill Cinemas I experienced several years ago.)
Reporting live from a surprisingly packed screening of MELANIA in Freehold, N.J. Audience is comprised of exactly the type you’d expect. Told ticket taker I was “here for work” and pointed to my notebook and he cracked up. Trailers start any minute.
January 30, 2026 at 9:57 PM
Jordan takes one for the team.
(This screening sounds eerily similar to a matinee of Book Club at Cobble Hill Cinemas I experienced several years ago.)
(This screening sounds eerily similar to a matinee of Book Club at Cobble Hill Cinemas I experienced several years ago.)
Reposted by Heather Muse
It doesn’t matter that Don Lemon hired a superstar attorney or that the case against him is meritless.
There are too many journalists with far less money and far fewer resources than Lemon who will be more cautious going forward. That was the intent, and that’s the main problem.
There are too many journalists with far less money and far fewer resources than Lemon who will be more cautious going forward. That was the intent, and that’s the main problem.
January 30, 2026 at 9:15 PM
It doesn’t matter that Don Lemon hired a superstar attorney or that the case against him is meritless.
There are too many journalists with far less money and far fewer resources than Lemon who will be more cautious going forward. That was the intent, and that’s the main problem.
There are too many journalists with far less money and far fewer resources than Lemon who will be more cautious going forward. That was the intent, and that’s the main problem.
Reposted by Heather Muse
as a society we have evolved past the need for super bowl ad teaser ads
January 29, 2026 at 11:18 PM
as a society we have evolved past the need for super bowl ad teaser ads
The greatest city in America lost one of its greatest champions.
Fucking cancer.
Fucking cancer.
Dan McQuade, 1983–2026 | Defector
Dan McQuade, our friend and colleague, died this week at the age of 43. He is survived by his wife and young son. At the end of 2024, Dan was diagnosed with neuroendocrine cancer. The news of his diag...
defector.com
January 29, 2026 at 1:17 AM
The greatest city in America lost one of its greatest champions.
Fucking cancer.
Fucking cancer.
OK, the Springsteen song is a banger.
January 28, 2026 at 7:05 PM
OK, the Springsteen song is a banger.
I was unfamiliar with your sewing game, sir.
Now I fear you’re my competition for vintage sewing patterns on eBay.
Now I fear you’re my competition for vintage sewing patterns on eBay.
For the nonsewists, the notches help with assembling the cloth into the right position. When you’re taking a 2D object (fabric) and shaping it into 3D to drape a body, there’s “easement”-a longer run sewn to a shorter run, forcing a curve-that is needed. The notches help guide that curve depth.
January 28, 2026 at 3:23 PM
I was unfamiliar with your sewing game, sir.
Now I fear you’re my competition for vintage sewing patterns on eBay.
Now I fear you’re my competition for vintage sewing patterns on eBay.
Reposted by Heather Muse
Critique by creating.
January 28, 2026 at 2:02 PM
Critique by creating.
It’s the 40th anniversary of Gen X’s school-age national trauma.
Please read Adam Higinbotham’s CHALLENGER.
It has so many corollaries to what we’re dealing with today. And I’m not even specifically talking about The Mars Guy.
Please read Adam Higinbotham’s CHALLENGER.
It has so many corollaries to what we’re dealing with today. And I’m not even specifically talking about The Mars Guy.
January 28, 2026 at 2:49 PM
It’s the 40th anniversary of Gen X’s school-age national trauma.
Please read Adam Higinbotham’s CHALLENGER.
It has so many corollaries to what we’re dealing with today. And I’m not even specifically talking about The Mars Guy.
Please read Adam Higinbotham’s CHALLENGER.
It has so many corollaries to what we’re dealing with today. And I’m not even specifically talking about The Mars Guy.
Who’s going to get the big “scoop of explanation” with this one?
Tuesday morning:
New CBS boss promises “huge emphasis on scoops.”
Tuesday evening:
CBS Evening News anchor interviews his mom.
www.yahoo.com/entertainmen...
New CBS boss promises “huge emphasis on scoops.”
Tuesday evening:
CBS Evening News anchor interviews his mom.
www.yahoo.com/entertainmen...
‘CBS Evening News’: Tony Dokoupil Under Fire for Interviewing His Own Mom
Viewers accuse CBS News of 'dumbing down.'
www.yahoo.com
January 28, 2026 at 2:39 PM
Who’s going to get the big “scoop of explanation” with this one?
Has anyone seen Dave Matthews?
A "small geyser" of poop water is flooding into the Potomac River
"The collapse of a sewer line carrying wastewater from Virginia and Maryland isn't affecting DC's drinking water. But it's still unbelievably gross."
"The collapse of a sewer line carrying wastewater from Virginia and Maryland isn't affecting DC's drinking water. But it's still unbelievably gross."
More Bad News: A “Small Geyser” of Poop Water Is Flooding Into the Potomac River - Washingtonian
Look, we get it: the last thing you need to read is more bad news. Not when masked paramilitaries are laying siege to Minneapolis, prominent members of the executive branch of the federal government a...
washingtonian.com
January 27, 2026 at 11:50 PM
Has anyone seen Dave Matthews?
Reposted by Heather Muse
American media and politics right now is a really jarring reminder of how meritocracy is a lie
January 27, 2026 at 5:21 PM
American media and politics right now is a really jarring reminder of how meritocracy is a lie
🧵
As Parker says, not using AI is not going to stop this. It will shape public opinion. It is shaping our worldview.
How many people do you know who have uttered the words “ChatGPT told me…”?
Has your not watching Fox News stopped the propaganda?
(Same picture meme goes here)
As Parker says, not using AI is not going to stop this. It will shape public opinion. It is shaping our worldview.
How many people do you know who have uttered the words “ChatGPT told me…”?
Has your not watching Fox News stopped the propaganda?
(Same picture meme goes here)
I think it's interesting that just hours ahead of @theverge.com reporting that OpenAI's president has donated $25 million to Trump that Katie Miller was over on Twitter falsely trying to clam that actually, the AI companies are biased against conservatives (the opposite of reality).
January 27, 2026 at 4:29 PM
🧵
As Parker says, not using AI is not going to stop this. It will shape public opinion. It is shaping our worldview.
How many people do you know who have uttered the words “ChatGPT told me…”?
Has your not watching Fox News stopped the propaganda?
(Same picture meme goes here)
As Parker says, not using AI is not going to stop this. It will shape public opinion. It is shaping our worldview.
How many people do you know who have uttered the words “ChatGPT told me…”?
Has your not watching Fox News stopped the propaganda?
(Same picture meme goes here)
Reposted by Heather Muse
also kind of funny how this never, ever, *ever* goes the other way
January 27, 2026 at 4:10 PM
also kind of funny how this never, ever, *ever* goes the other way
Another day, another opportunity to rage over the Kent/Wythe exit on the BQE
January 27, 2026 at 2:54 PM
Another day, another opportunity to rage over the Kent/Wythe exit on the BQE
Reposted by Heather Muse
My god, you didn't see us wringing our hands that younger generations had fallen out of love with V.C. Andrews books — which is to say that young people have fallen out of love with the nuclear family! — when they read Harry Potter instead.
In @nytopinion.nytimes.com
Younger generations “have fallen out of love with Harry Potter because they have fallen out of love with the worldview the series represents,” writes Louise Perry. “Which is to say that young people have fallen out of love with liberalism.”
Younger generations “have fallen out of love with Harry Potter because they have fallen out of love with the worldview the series represents,” writes Louise Perry. “Which is to say that young people have fallen out of love with liberalism.”
Opinion | Why Gen Z Doesn’t Love ‘Harry Potter’
The wizarding worldview is naïve.
nyti.ms
January 26, 2026 at 9:41 PM
My god, you didn't see us wringing our hands that younger generations had fallen out of love with V.C. Andrews books — which is to say that young people have fallen out of love with the nuclear family! — when they read Harry Potter instead.
Look, everything is terrible. I know.
But teaser ads for freaking Super Bowl commercials are an abomination and need to stop. Who the hell are they for?*
“Better mark my calendar to check out that BleepBurp ad releasing in two weeks featuring Matthew McConaughey playing bongos.”
But teaser ads for freaking Super Bowl commercials are an abomination and need to stop. Who the hell are they for?*
“Better mark my calendar to check out that BleepBurp ad releasing in two weeks featuring Matthew McConaughey playing bongos.”
January 26, 2026 at 12:24 AM
Look, everything is terrible. I know.
But teaser ads for freaking Super Bowl commercials are an abomination and need to stop. Who the hell are they for?*
“Better mark my calendar to check out that BleepBurp ad releasing in two weeks featuring Matthew McConaughey playing bongos.”
But teaser ads for freaking Super Bowl commercials are an abomination and need to stop. Who the hell are they for?*
“Better mark my calendar to check out that BleepBurp ad releasing in two weeks featuring Matthew McConaughey playing bongos.”