How to Create a Community Around Cake

Katherine Walton, the proprietor of Walton Cake Boutique in Sydney, Australia, has been sharing her creations on Instagram since 2018 however within the early months of the pandemic she seen a new baking motion rising on-line — a surge in a particular sort of on-line baking collaboration referred to as “collabs.”

“I saw that more and more people were actually joining collabs and creating collabs,” she stated. “And I thought, well, you know, I feel like I’m really missing out.”

In May 2020, Ms. Walton, 40, created an Instagram web page devoted to documenting and facilitating these collaborations referred to as @NeverMissACollab. She is now a part of a area of interest motion within the cake neighborhood that has developed a inventive method of baking collectively — completely on Instagram — even when individuals are a whole lot or hundreds of miles aside.

While the time period “collab” has been used as slang for all kinds of on-line initiatives, in baking parlance collabs recommend a very explicit ritual. A “host” declares one constructed round a theme — for instance, wizards, cat creations or edible flowers — then creates a graphic and circulates the main points to their followers.

Other bakers who need to take part message the host and ask to be added to a personal chat. These bakers then encourage each other, utilizing the theme as inspiration. On a particular date everybody within the collab posts photographs of their outcomes, tagged with that collab’s hashtag.

Though every participant is toiling in a separate kitchen with their very own assets, a short-term neighborhood varieties round a particular baking project. “It’s about people wanting to be educated on how to create something or how to bake something or if they’re having issues with something they’re creating,” stated Ms. Walton. In the personal chats, she defined, “you get to know the people quite well. People will come and share photos of their families. It’s not just, ‘Here’s my creation.’ We create a lot of friendships.”

Interest in baking surged during the pandemic, in part because it’s a comforting activity that you can do alone without leaving your house. And as millions of young people found themselves marooned inside and at home, this newfound interest inevitably spilled over to Instagram.

The rise of collabs helped turn the platform into a hub for new creative partnerships, connecting bakers around the world in common projects: swapping tips, comparing notes and egging each other on.

There have been other real-world challenges that come with the collabs, including a pandemic-related scarcity of ingredients in early 2020.

“Suddenly everywhere was sold out of sugar and butter,” said Ms. Malik. She’s seen bakers in collabs decorating tin cans or sides of boxes and she’s resorted to using Styrofoam cake dummies so she could still take part in cake-decorating collabs without using up her own precious resources.

While collabs tend to be dominated by the traditional side of the Instagram baking community — where perfect-looking layer cakes in bright, primary colors are usually in the spotlight, along with impeccably piped rosettes — online baking friendships have also spurred cutting-edge experiments as bakers prod each other toward ever more experimental results.

One of her favorite online bakers is Belly Millan, 22, who is 800 miles away in Chicago. As a child, Mx. Millan was an enthusiastic baker who’d hold bake sales along with a best friend, Sam, on the corner of their block. “She was my next-door neighbor and she taught me everything I know about baking,” said Mx. Millan. “We’d make homemade caramel corn, homemade butterscotch pie.” But their time together was cut short. When Mx. Millan was 15, Sam died.

“I was turned off from baking or anything that reminded me of her. But actually in this pandemic, I got really into baking again,” said Mx. Millan. For them, the pandemic offered a way to connect to the happiest days of their youth, while collaborating with a queer community on Instagram, creating glittering cake creations topped with turmeric frosting, piles of edible flowers and handfuls of dried kiwis, blueberries and oranges in blissfully bold colors.

Ms. Sarmiento believes that cakes are a natural magnet for forming communities. “Cakes have a collaborative nature in general, because it’s for sharing, it’s for parties,” she said. “I think cake-making is a perfect catalyst for artistic collaboration.” She sees another explanation for the popularity of collaborative online baking. “Baking is hard. There are a lot of tips and tricks, and you can really learn a lot from your fellow creative people.”

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