This chapter explores the rise of a digital multitude and the memory of the multitude as a challenge to previous formations of memory imagined as ‘collective’, but also as a solution to the re-thinking of individual and social relations now blurred through their immersion in the shadow archive. I examine some of the basis for the development of the collective as a version of memory beyond the self, and its continued currency in memory studies, and map its popularity as being shaped by the ‘mass media’. Finally, I consider how a new economy of attention has contributed to the forging of the multitude and its memorial entanglements.