The Gambino Effect: Storytelling, Blurring Boundaries, and the Art of Fan Engagement in a Hyper Connected World

Originally posted for MAS's digital publication, MOREMore.

Photo by Scott Legato/Getty Images

Let’s talk about Donald Glover—the enigmatic, multitalented creative force who recently dropped his final studio album Bando Stone and the New World and partially completedThe New World Tour, his last under the name Childish Gambino. In a recent update, the final leg of the tour was canceled due to ongoing health issues. Like the rest of his fans, I’m wishing him a full recovery and can’t wait for the day he’s back on stage.

Glover stepping away from the stage as his alter ego has me deep in my feelings— and not just because I’m a Gambino fan. I’ve been along for the ride since the early days and it's always felt special. There have been some challenging eras (that’s a post for another time) — but at its best, it's felt like you’re part of a little club that understands Glover’s work is never just about one thing. 

Full disclosure: I first heard about Gambino through a random Tumblr post my cousin made, featuring his remix of Adele’s “Rolling in the Deep” in like…2011. You remember the days— or at least I do. I rocked high top converse with bespoke sharpie scribbles, incredibly skinny jeans, and Tumblr was still the internet’s collective diary. I’ve had Gambino’s first studio album, Camp, in my parents car since high school. In fact, it’s still there — a staple through 3 different teenage drivers (me and my two brothers). And shout out to my sister; she never learned to drive, but was always down to rap along to LES in the passenger's seat.  

It never left the rotation. That’s commitment. Or obsession. Or both? What can I say, I’m a fan.

But beyond his music, Glover’s career always felt so unique. When I was younger and trying to figure out the things I wanted to pursue, the way he moved creatively always felt like a north star. Like, here was someone who wasn’t just doing one thing—he was a writer (30 Rock), an actor (Community), a musician, a comic…and the list would only continue to grow. To me and my siblings, he was proof that it was totally possible to be creative through many mediums at a time, even when it felt like everyone was telling you to pick a lane. You could try it all—and be good at it, too.

Because the Internet

Now let’s get into his second studio album, Because the Internet—released in December 2013—not just as music, but as a cultural moment that redefined how artists blend music, film, live experiences, and digital spaces into one cohesive, immersive experience for fans.

The narrative of Because the Internet is just as expansive and layered as the mediums through which it was delivered. On the surface, it follows the story of "The Boy," a disillusioned, well-off recluse who navigates a world where communication and relationships are increasingly eclipsed by technology. Through The Boy’s existential struggles, we see a story that questions the empty gratification and isolation that often come with internet fame and hyperconnectivity. It’s about detachment, the dizzying pace of the modern world, and the performance of identity in digital spaces. In some ways the internet is after all, the ultimate stage, and Gambino pushed that idea to its fullest potential.

The Rollout

Walk me with - It’s 2014, and I’m a sophomore in college in Chicago. This was such a formative time for me, just starting to dive into the creative possibilities of the world around me. It truly felt like Because the Internet wasn’t just an album release—it was a meticulously crafted experience. Glover took us on a multimedia journey, making the album’s release a multi-sensory event that lived across platforms. 

The Because the Internet era kicked off with Clapping for the Wrong Reasons, a cryptic 25-minute short film that set the eerie, disjointed tone for the album. Alongside the film, Glover launched becausetheinter.net, a website where fans could dive deeper into his world. 

Then came the 72-page screenplay, designed to be read while listening to the album, syncing certain tracks with specific scenes and adding layers to the story. 

Photo by Dissect Podcast

One of the most intriguing elements was the mysterious phrase "Roscoe’s Wetsuit," which appeared throughout the script, on the website, and even on random billboards across the country, adding to the sense of intrigue and confusion. I remember scouring through reddit threads filled with other fans trying to decode its meaning. We eventually learned it was deliberately left unexplained, representing the internet’s ability to turn meaningless phrases into viral sensations. It was a bold move, enticing us to engage with the music in a new way—no longer passive listeners, but active participants in a world he was daring us to uncover with him.

At the heart of this rollout was a genius understanding of internet culture. He knew his audience lived online, so he created an experience that felt native to the internet itself, transforming his Because the Internet tour stops into a communal, internet-like space.

At the Chicago stop of the tour (I was there, duh.) Gambino introduced this cool interactive element where fans could download an app that only activated once the concert started. People in the crowd could send messages through the app, and they’d appear on a big screen behind him—it felt like we were all part of the show, connected in real-time and shaping the vibe together.

And that’s where the brilliance of Because the Internet lies. It wasn’t just about listening to music; it was about experiencing the world Glover had built, one that was immersive, collaborative, and fragmented in the same way the internet is. 

Photos by Dante D'Orazio/The Verge

To add another layer, Glover’s “The Boy’s Room” exhibit at Rough Trade NYC, was based on the main character from Because the Internet. In collaboration with Tumblr IRL and designer Brian Roettinger, the space was a simple room—transformed with psychedelic projections on the bed and walls, immersing visitors in the surreal world of the album. Live-streamed during store hours, it was an ahead-of-its-time stunt that felt like a predecessor to Frank Ocean’s Endless live stream.

Because the Internet was a masterclass in the power of multimedia storytelling. Donald Glover didn’t just release an album; he created a universe. One where fans didn’t just consume his art—they interacted with it, broke it apart, and engaged with it on multiple levels, which is why this project still resonates as one of the most inventive and ambitious album releases of its time. It tapped into something that feels even more relevant today: the fusion of digital and real-life experiences that draw fans in and make them feel like active participants. 

Glover understood his audience’s digital-first mindset and created a bridge between virtual and physical worlds. In many ways, he was ahead of his time. We’re seeing this approach as a key part of the playbook in experiential marketing today—knowing your audience, creating authentic connections, and crafting immersive deep dives for memorable moments that extend beyond just listening to music or watching a show. His ability to bring fans into this world helped encourage a standard for how artists can build deeper, more meaningful engagement with their fans.

We’ve only just scratched the surface. If y’all haven’t already noticed, I could talk about this album forever. Again, I’m a fan! 10 years later, there are still so many layers I’m untangling and continuing to explore. Donald Glover’s willingness to defy the norm and push boundaries across multiple mediums inspired me to think beyond the limits of a single discipline. He demonstrates that creativity isn’t about mastering one lane—it’s about weaving all the lanes together to create something entirely your own. In many ways, his journey gave me permission to explore, experiment, and embrace the messiness of being a multi-faceted creator. 

That’s the real legacy of Because the Internet and Childish Gambino for me—the constant pursuit of new ways to express and engage. Gambino didn’t just create for fans to consume; he challenged us to think deeper, to participate, and to question the art – creating lasting experiences we won’t soon forget.

As a parting gift, here’s my current favorite song.