Whilst Notnotcamscott doesn’t love being the focus of digital content, he does love free surfboards . . . So when Softlite asked him to help design a new sled, the finless frother/artist dished up some extra ironic epicness.

Artist Statement

When digital popularity is prioritized over the quality of online content, clickbait is what we receive. Initially only a concern in relation to journalism and its fourth estate role, this phenomenon is developing into more of a mentality than a mere online annoyance. Clicks, likes, views, and comments have become such a measure of success that the inherent value of content is becoming less important than its digital sprawl.

Yet this perceptual shift is even more interesting when we consider its effects IRL. Clickbait's influence on our reality can be witnessed in the everyday dilemma of whether to simply experience something in real life or digitally document it for online adoration. If the number of phones held high at every event is a gauge to go by, the latter is now becoming almost instinctual.

Today, the power to publish is in everyone's hands. We don't just bite but continually bait each other. Forever fishing for clicks in an endless online ocean. There's nothing wrong with casting a line but maybe this work will make you ask why.


- Location -
East Coast, Australia

- Surfer -
Cam Scott (@notnotcamscott)

- Surfboards -
"CLICKBAIT [ STREET MODS ]" by Softlite Soft Surfboards
🛒Find more about the Surfboards: [ Ссылка ]

- Filmed by -
Hannah Anderson (@hannahandersonmedia)
Jackson Johnstone (@getthedogg)
Surferly (@surferly.official)

- Edited by -
Softlite Soft Surfboards (@softlitesurf)

- Music -
"It Goes On And On (Bass Line)" by SKATEBÅRD
"The Library (Original Mix)" by J Diesel

- Year -
2021


Watch more surf videos featuring:
🏄‍♂️ Cam Scott: [ Ссылка ]
Softlite Soft Surfboards: [ Ссылка ]


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