The ’15 minutes of fame’ expression is short-lived media publicity or celebrity (such as reality television or YouTube) of an individual or phenomenon: it was inspired by a quotation misattributed to Andy Warhol, “In the future, everyone will be world-famous for 15 minutes.” Also attributed to two other people, the first printed use of it was in the program for a 1968 exhibition of Warhol’s work at the ‘Moderna Museet’ in Stockholm. In English, an older version of the same concept is the expression “nine days’ wonder”, a phrase that dates at least as far back as the Elizabethan era. In the autumn of 1967, the director for the ‘Moderna Museet‘ Pontus Hultén tasked Olle Granath with writing a program for the exhibit, due to open in February 1968, complete with Swedish translations: Granath claims that Hultén asked him to insert the quote “In the future, everyone will be world-famous for 15 minutes.” Granath replied that that quote was not part of the Warhol’s material he was given to work on, and Hultén nonetheless said: “if he didn’t say it, he could very well have said it. Let’s put it in.”