I recently wrapped up the latest series of the Orange Box, a music culture platform I helped create four years ago for JBL. This year, I took the initiative to virtualise the series, which involved transforming talent into cross-game, full body 3D modelled avatars built on blockchain. I was thrilled to guide Nella Rose, Krept, Filly, and Ms Banks on a journey into the metaverse. We shot their avatars against a mixed-reality backdrop using a gaming engine. Once the series was filmed, I made sure the metaverse-ready avatars were handed over to the talent as NFTs. It was an awesome experience to blend my passion for web3 and street culture as we propelled The Orange Box into a whole new dimension. I'd like to give a big shout-out to Gurleen Oberoi, Simona Gaia Bara and the entire team for their contributions.
https://www.youtube.com/watch?v=4gwSyx1CRgA
My dot swoosh project at Nike has finally launched, signifying the beginning of a 'brands race' for web3-enabled communitization. The primary goal of this platform is to encourage people to join the blockchain through a gated community. This community offers members not only exclusive access to events but also the unique opportunity to work alongside Nike's designers on virtual products. Additionally, members stand to earn royalties from our virtual product (NFT) projects driven by the community. Currently, .Swoosh is in its exclusive, invite-only beta phase, which means you'll need an access code to join. You can access the platform via a web browser, whether on mobile or desktop.
Every Friday, I'm committed to sharing a culture-defining track that epitomizes an iconic moment in music history.
The first track I'm putting under the spotlight is ‘Oi’ by More Fire Crew. Released as a single in 2001, this tune represents the pivotal transition from garage to grime. Impressively, it climbed to number eight on the charts, setting a record as a grime track. Let's give credit to the pioneers, Lethal B, Ozzie B, Neeko & Platinum 45, under the direction of Harry Syed. Stylistically, the era was defined by baggy EVISU Jeans, oversized jackets, Nike tracksuits, single Nike golf gloves, and mopeds. This track was not just my ringtone, but it also ruled every party I attended, always being the opening number after any fierce sound system takeover!
As I dive into Channel 4's new research show BeyondZ, I can't help but notice the belief system among my generation, GenZ. It's a belief system that revolves around the idea of 'cancelling' people, a notion that some of us seem to hold dear. I can't deny that there's a lack of tolerance for those who don't share our worldview. It's disheartening to see this illiberal servitude among us, especially when we consider our progressive views on gender and multiculturalism, which often surpass those of older generations. It's a paradox, a contradictory notion that sets GenZ apart from other generations and adds to the generational labels we carry, such as 'YIPs', or Young Illiberal Progressives.
"Stop wasting money on influencer marketing, and take the onus to create a metacommunity with shared values, deep connections, shared governance and financial upside, transforming consumers into co-owners,"
Shout out Gurjit Degun.
Brands that aren't actively seeking to build cultural credibility risk losing relevance with the next generation. As a young individual, I use brands to signal my lifestyle associations and reinforce my identity. I'm part of a generation that continuously prioritises brands with strong cultural equity. In fact, it's been discovered that consumers like me are willing to spend up to 50% more on brands that resonate with our chosen social identities.
This means thinking beyond the confines of brand categories and the rigidness of established heritage. Instead, it's about exploring cultural territories that are congruent with a brand's DNA, and where I can feel a sense of purpose and role.
#CultureMarketing #YouthInsight
I'm thrilled to share my latest article, "The Rise of Cultural Currency: A New Era for Gen-Z and Beyond", just published on The Drum.
In this article, I explore the rise of 'cultural currency', a profound force shaping the identities, values, and viewpoints of Gen-Z. This evolution is reshaping our pop culture landscape, moving it away from Eurocentrism and towards a more globally inclusive perspective.
On the hunt for cultural authenticity, Gen-Z is unapologetically embracing their cultural heritage, combining the old with the new in their everyday lives. They are rewriting narratives and elevating marginalized voices, thereby challenging and reinventing cultural norms and values.
This shift isn't simply about acknowledging or appreciating the rich tapestry of cultures around us; it's about empowerment, social justice, and grassroots activism. Brands, take note - understanding the narratives behind these trends and being aware of the cultural roots of movements you engage with is key.
If you're curious about Gen-Z trends, shifts in culture, or seeking to connect genuinely with young audiences, I invite you to read the article. Let's ignite a dialogue about the role and influence of cultural currency in our changing world. I value your thoughts, experiences, and insights!
Here's the link to the article: https://lnkd.in/eE8mNN34
The traditional lines of subcultural genres are blurring. What was once a primary tool for branding and marketing has become less relevant in today's dynamic fashion landscape. ???? No longer is my stylistic expression strictly categorized - it's now a fluid form of self-expression. Cultural mash-ups from diverse contexts aren't just for pinnacle streetwear brands but for me, as I navigate the fashion landscape, from high fashion to high street - the rules are changing. ???? In this post-genre era, my fashion interpretation is deeply personal. If genres were once fashion's grammar, now it's about the individual 'words' - my clothes. I complete the fashion narrative, as it's the wearer, not the clothes, who shapes its meaning. ???? As I navigate this world, fashion borrows from various domains, challenging brands to develop unique aesthetics. But ultimately, it's me and other individuals who define the value of these aesthetics. ????????️????"
1️⃣ Cultivating culture is a process that requires time and consistent effort. Within our founding community, we engage in ongoing dialogues and make continuous efforts to shape our culture. Regardless of our sphere of influence, it is through persistent practices that we create lasting impacts.
2️⃣ The birth of a subculture or cultural movement does not arise from a single event but rather from a series of activities and consistent expressions. Each activity serves as a stepping stone toward building a broader cultural influence.
3️⃣ I have realized the immense power of collective creation in driving cultural transformations. When individuals unite to express a shared point of view, their group efforts possess the potential to bring about significant cultural shifts.
These lessons have brought to my attention the concept of "metalabels." A metalabel serves as a platform where like-minded groups can come together, create, and support works that align with their ideologies. It provides a structural setup that enables groups to sustain themselves over time and greatly amplifies the impact of individual members.
