Hartman grew up simply north of town in Westchester, and explains that, till lately, he was working “a fairly company job—like, company sufficient that I needed to enter shit into Salesforce and all that stuff which I hated.” Working a buzzy Instagram account has led to a couple alternatives—serving to manufacturers with their digital technique right here, freelance meme making there. (“Insane assortment of phrases, ‘freelance meme making.’”) Nolita Dirtbag isn’t but his prime supply of revenue, however Hartman nonetheless considers himself a “enormous sellout” for making some cash by means of sponsored posts and collabs with manufacturers like M Jewelers. “You both die a hero or dwell lengthy sufficient to see your self change into the villain,” he jokes.
That’s a part of why we’re speaking: Hartman has his sights set on the long run. He’s hyped a couple of collab he’s engaged on with Small Discuss Studio. He jokes about franchising his area of interest meme web page and beginning a “conglomerate” of pages for various cities all throughout the nation. He’s bought loads of concepts, a few of which require shedding his anonymity: “I additionally wish to do longer-format content material in entrance of the digital camera and produce a few of this ‘commentary’ to life in numerous methods,” he explains. He’d additionally like to get into the consulting area.
Hartman began making memes and posting them to the Nolita Dirtbag account in 2021. One of many first to achieve any traction was a easy white background put up with “IMMÁ PEE ON THE FLOOR” in the identical font because the Aimé Leon Dore emblem. His timing couldn’t have been higher: this was proper when all of New York’s pent-up pandemic boredom, aggression, and horniness appeared to precise itself in decrease Manhattan.
Hartman’s account takes its identify from a type of New York acronyms that comes to face in for extra than simply the set of streets or neighborhoods it describes: North of Little Italy. The identify itself dates again to the Nineteen Nineties, when realtors had been seeking to rebrand and draw huge cash to neighborhoods considered tarnished by crime and neglect: SoHo, Tribeca, NoHo. The town that Hartman paperwork is gone that. New York Metropolis has lengthy been an costly place to dwell, however lately, with rents hitting an all-time excessive, it has change into downright unaffordable for most individuals. It’s absolutely post-gentrification, now not the bizarre, seedy place that has lengthy been obsessed over by historians and popular culture geeks. Patti Smith, Richard Hell and Jean-Michel Basquiat have been changed by individuals that may afford to seem like they know what’s cool and fascinating—however that doesn’t imply they themselves are cool and fascinating.
These, greater than anybody else, are Hartman’s topics. I’ll simply let him describe them: “Guys with the paint-splattered canvas carpenter pants. Probably sporting a crop prime, perhaps they’ve bought a hoodie on—there are completely different ranges to it. If an AI was to generate it, they’d even be sporting a pair of Salomons or Asics and a Western Hydrodynamic Analysis hat. Then there’s the ironic camouflage factor,” he says, rolling his eyes in direction of the lid on his personal head, which is camouflage. “Clearly 90 % of that is making enjoyable of myself. I make enjoyable of shit on a regular basis that I’m into.”