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What is Sesame?

Sesame is Noise’s admission gate. Every proposed trend goes through it before a page can exist. Sesame uses live web research to check whether the subject is identifiable and suitable for a persistent page, usually within a minute. Every decision comes with a reason, and many come with suggestions for what to propose instead.

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What happens when you submit

  1. Safety check. Your submission is screened for policy violations first. Clear violations are rejected immediately.
  2. Duplicate check. If the subject already exists on Noise (even under a slightly different name), you are routed to the existing page instead of creating a copy.
  3. Research. Sesame searches the web for evidence that your subject is a real, followable cultural topic: who covers it, who follows it, and whether it will still matter next month.
  4. Decision. Sesame can accept the proposal, ask you to clarify which subject you mean, route a duplicate to its existing page, send an uncertain case for human review, or reject a subject that Noise does not list.
You do not need a perfectly formatted name. Natural language works: “i’m seeing more and more people wearing Stussy” is understood as a submission about Stussy.

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What Sesame checks

Sesame checks whether a page can exist. It does not predict whether the subject will become popular. Finding that potential is the curator’s role.

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What makes a good proposal

  • A named, real subject people actually follow: a brand, show, game, artist project, aesthetic, practice, scene, or movement
  • Something with staying power. Ask: will there be something to follow next month? A named thing (a fashion, music, or social trend) usually qualifies. A one-off news moment usually does not
  • One subject per submission. If your text mixes several ideas, Sesame will likely ask you to clarify
  • Context helps. A link or a sentence of context makes ambiguous names much easier to resolve

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What you can curate

  • Brands and companies as cultural subjects (Stussy, ChatGPT, FP Journe)
  • Named works: albums, films, tours, games, shows (“Drake Iceman”, “Taylor Swift Eras Tour”)
  • Creators’ channels, podcasts, shows, and ventures (“Emma Chamberlain podcast”, “Chamberlain Coffee”, “MrBeast” as the brand)
  • Aesthetics, practices, and scenes (“vibe coding”, “mob wife aesthetic”, “run clubs”)
  • Sports teams, competitions, and events (“Ferrari F1”, “Champions League”)
  • Named memes and internet phenomena with an established identity

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What you cannot curate

  • Bare public figures. Individuals (musicians, athletes, actors, influencers, executives) are not listable as themselves. Curate their work instead: their album, tour, channel, company, or brand. Sesame will usually suggest these alternatives for you
  • Political subjects. Politicians, parties, movements, elections, conflicts, and policy debates are not listable
  • Scams and memecoins. Tokens where the meme is the whole product track speculation, not cultural attention. Established networks with real technology are treated differently
  • Public companies or any proxied financial metrics. Markets that resolve on a stock price, earnings, sales numbers, or launch performance are not listable. The brand itself as a cultural subject is fine
  • Content centered on sexual material, weapons, extremism, or divisive religion
  • Anything illegal or exploitative
  • One-off news events. An announcement, ruling, or single incident has nothing left to follow once the news cycle passes
  • Generic phrases. “Luxury fashion trends” or a random word mashup is not a specific, trackable thing
  • Duplicates. If it already exists on Noise you will be routed to the existing page
Subjects rejected for policy reasons stay rejected: resubmitting the same thing with different wording produces the same result.

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After admission

An admitted trend appears as a pending page that anyone can discover and follow. Listing is a separate review: an admitted page does not automatically become a market, and Noise decides whether and when it becomes tradeable. Noise can also remove a page later if new information shows that it violates policy.

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Questions or wrong decisions?

Sesame is automated and improves constantly, and it can occasionally get something wrong in either direction. If your proposal was rejected and you believe it qualifies, or you see a page that should not be on Noise, flag it to the team.