SXSW London: A Missed Opportunity That Must Do Better Next Time

Plenty of people have been asking: does the UK really need SXSW London? One comment I came across recently summed it up bluntly - why pay £1,560 for a delegate pass when we already have a thriving ecosystem of homegrown showcase events like The Great Escape, Sound City, FOCUS Wales, Wide Days, ILMC, Chris Carey’s FFWD, and the important work being done by Dr. Yasin El Ashrafi in Leicester?

That stuck with me, and I have to say - I didn’t attend SXSW London. Not because I didn’t want to be curious, but because I genuinely didn’t feel the offering justified the price or the time investment. And based on the programming, reviews, speaker lineups, social media feedback, and media coverage I’ve since seen, I’m confident I made the right call.

Safe, Sanitised, and Superficial

The programming, on paper, felt like it was built for browsing, not building. Most sessions were short - around 30 minutes - with overstuffed panels and no room for actual dialogue. The tone seemed more suited to a stream of corporate keynotes than a space for meaningful cultural exchange. In an era where creative industries are under immense pressure, SXSW London missed an opportunity to go deep, take risks, and speak to the realities of the moment.

Uninspired and Over-Engineered

From what I’ve seen and read, the speaker lineup lacked edge. The event seemed to play it safe - choosing recognisable, brand-friendly names over people actually moving the needle creatively. The result? Sessions that read like a LinkedIn feed brought to life: polished, shallow, and largely forgettable.

Politics Over People

One of the most talked-about aspects was the unannounced appearance of Tony Blair and David Cameron. That decision prompted backlash and led to some artists withdrawing in protest. The term “artwashing” was used for good reason - injecting politics without transparency felt misjudged and undermined any sense of community trust or cultural authenticity.

Branded Vibes, Not Cultural Pulse

Visually, the event looked slick - but many attendees commented that it felt like a branded trade show rather than a genuine celebration of culture. It leaned heavily into commercial polish, yet struggled to capture real creative energy. Even the freebies - like mini branded speakers - felt symbolic of the disconnect between branding and value.

The Elephant in the Room: The Price Point

Let’s not ignore this: £1,560 for a delegate pass is not just steep, it’s exclusionary. Especially when freelancers, small organisations, and emerging artists are already stretched. Multiple people have pointed out how unsustainable this is. I wouldn’t be surprised if next year sees an influx of complimentary passes just to get the right crowd in the room.

What SXSW London Needs To Do Next Time

1. Earn the Right to Be Here
   Engage with the creative communities already thriving across the UK. Don’t impose - collaborate.

2. Lower the Price Point - Dramatically
   If you claim to value accessibility, make it real. This isn’t Silicon Valley.

3. Rebuild Credibility
   Avoid political PR stunts. Prioritise integrity and transparency.

4. Create Space for Real Dialogue
   Slow the format down. Allow time for meaningful conversation, not just soundbites.

5. Centre UK Creativity
   SXSW London has to reflect UK-specific voices, challenges, and strengths. Otherwise, it’s just SXSW-lite.

Bottom line: Even from a distance, the debut of SXSW London seemed to miss its moment. There’s no denying the infrastructure was solid, but the substance felt hollow. If it’s going to earn its place in the UK’s cultural landscape, it needs to be rethought from the ground up - with humility, fairness, and a genuine commitment to the creative communities it claims to serve.

Until then, we already have better options.

Pinterest at Coachella: When Trend Forecasting Becomes Real-World Influence

Coachella has always been more than just a music festival, it’s a cultural canvas, a barometer for style, and a live-action moodboard for what’s next. And in 2025, one platform quietly, yet powerfully, helped shape the entire aesthetic landscape of the festival: Pinterest.

While most brand activations at Coachella aim for viral moments and influencer buzz, Pinterest took a more layered approach,  one rooted in data, relevance, and cultural intuition. The result? A standout presence that didn’t just complement the festival experience, it helped define it.

The Source of Style: How Pinterest Predicted the Festival Look

Pinterest has always been a hub for inspiration, but ahead of Coachella 2025, the platform became a style authority. By analyzing millions of user searches tied to the festival, Pinterest was able to forecast the top aesthetics Gen Z and fashion-minded audiences were gravitating toward, including emerging trends like Dark Ethereal and Pastel Goth.

But it didn’t stop at trend prediction. Pinterest also surfaced how festival-goers were remixing and personalising these styles. The platform showcased a new wave of self-expression: blending references, layering aesthetics, and making the look their own. That level of cultural sensitivity, backed by real-time user behaviour, made Pinterest a powerful guide for anyone planning their Coachella fits.

The Manifest Station: Turning Inspiration Into Action

On the ground, Pinterest brought its digital influence into the real world with the Manifest Station, an immersive activation designed to help attendees explore and embody the trends they’d been Pinning for weeks.

The experience featured curated style boards from celebrity stylists, interactive displays, and, most importantly, free on-site glam teams ready to help anyone bring their look to life.

And they meant anyone. As Pinterest put it:

“You don’t have to be Chappell Roan to have our free on-site stylists make all your festival dreams come true.”

(Though Chappell Roan did show up, which made the moment all the more iconic.)

This approach created a rare balance: it honoured the influencer ecosystem while making space for the everyday user to feel seen, celebrated, and styled.

Measurable Impact, Cultural Resonance

Pinterest didn’t just make a splash visually, the impact was measurable. The platform saw a significant spike in engagement tied to Coachella-related searches: from outfit planning and accessories, to hair, nails, and makeup. Users weren’t just inspired; they were activated.

Pinterest had successfully moved from moodboarding to meaningfully influencing how festival-goers prepared, dressed, and expressed themselves, both online and IRL.

Why This Strategy Worked

In an age where influencer-driven activations can feel exclusive or performative, Pinterest chose a smarter path — one that recognises both the power of creators and the value of the broader community.

By embracing a both/and mindset, prioritising big cultural moments and everyday self-expression, Pinterest delivered an experience rooted in relevance, accessibility, and authenticity. It showed that cultural leadership isn’t just about who you platform, but how you empower the full spectrum of your audience.

For brands watching from the sidelines: this is the blueprint.

Tariff Threats, Cultural Fallout: How Trump's Trade War Shapes Brand Influence in Sports, Music, Entertainment, Alcohol, Beauty, Tech, Gaming, and Luxury Fashion

As Donald Trump escalates his rhetoric around tariffs and trade wars, brands across sports, music, entertainment, alcohol, beauty, tech, gaming, and luxury fashion face a new wave of uncertainty. While tariffs are traditionally discussed in economic terms, their ripple effects extend far beyond pricing and supply chains—impacting cultural relevance, brand positioning, and consumer sentiment in profound ways.

The Fragility of Cultural Capital

For brands, cultural relevance isn’t just about selling products—it’s about shaping conversations, driving engagement, and building communities. Tariffs disrupt this equilibrium by forcing brands to rethink their partnerships, pricing, and global market strategies. In industries reliant on cultural cachet—where perception is everything—this unpredictability is a dangerous game.

Music, Entertainment & Sports: A Collateral Cultural War

The music and entertainment industries are deeply intertwined with global trade. Merchandising, touring, streaming, and even the availability of musical instruments and production equipment are all vulnerable to tariff hikes. If Trump's policies trigger retaliatory measures from key markets like Europe or China, artists and entertainment brands could face rising costs, regulatory hurdles, and strained international relationships.

Canada has already warned of the impact of tariffs on the live music industry, with the Canadian Live Music Association’s president and CEO, Erin Benjamin, highlighting the uncertainty caused by these threats. While acknowledging the risks, she also pointed to opportunities for the domestic music scene, reinforcing the importance of supporting local talent. Similarly, Spencer Shewen, artistic director of the Mariposa Folk Festival, noted that Canadian talent is becoming even more dominant in response to these trade disruptions. (rootsmusic.ca)

Sports brands, which thrive on cross-border sponsorships and global fan engagement, also risk disruption. If tariffs hit apparel and footwear—industries already navigating economic headwinds—companies like Nike, adidas, and Puma may pass costs onto consumers, affecting accessibility and eroding brand loyalty. Meanwhile, American sports leagues with international ambitions (such as the NBA and MLS) may face backlash if geopolitical tensions sour overseas market expansion.

Alcohol & Beauty: Luxury, Exclusivity, and Market Volatility

The alcohol and beauty industries thrive on perception. Luxury spirits and premium beauty brands are global status symbols, carefully curated to resonate across cultures. But tariffs on European imports—think Scotch whisky, Champagne, and premium fragrance houses—create pricing volatility that alters the aspirational appeal of these products. Trump’s recent threat of a 200% tariff on European wines, Champagnes, and spirits has raised alarms among U.S. importers and retailers, with industry leaders warning of drastic reductions in demand. 

This isn’t just an economic issue; it’s a cultural one. If once-affordable luxury becomes unattainable, brand desirability could shift, opening the door for regional competitors to fill the void.

Luxury Fashion: The Price of Prestige

Luxury fashion is particularly vulnerable to tariffs, as it relies heavily on European craftsmanship and heritage. Iconic brands like Louis Vuitton, Chanel, Gucci, and Prada may face higher import duties on leather goods, handbags, and apparel. This could force them to either absorb the cost, reduce margins, or increase prices—potentially alienating aspirational consumers and affecting desirability.

A significant part of luxury fashion’s cultural relevance stems from its accessibility at various levels, whether through entry-level products like perfumes and accessories or high-end ready-to-wear collections. If tariffs disrupt this balance, the exclusivity that defines luxury could shift—creating an opportunity for emerging designers or locally produced alternatives to capture market share.

Additionally, the resale market—driven by platforms like The RealReal and StockX—could also be affected, as pricing adjustments ripple through the industry. This would impact not only luxury houses but also the broader ecosystem of influencers, stylists, and cultural tastemakers who contribute to brand storytelling and desirability.

Tech & Gaming: The Cost of Innovation

Tech and gaming are arguably the most exposed industries in this scenario. Manufacturing dependencies in China, Taiwan, and South Korea make hardware companies and gaming brands vulnerable to cost spikes. PlayStation, Xbox, and PC gaming brands may be forced to adjust pricing or delay product launches. Meanwhile, content creators—whose cultural influence extends beyond gaming into music, fashion, and film—may find sponsorship deals and brand collaborations disrupted as companies cut budgets in response to rising costs.

Analysis suggest that these tariff measures could lead to a 0.3% decrease in the U.S. GDP and a 0.2% reduction in the capital stock, reflecting potential declines in investment and economic growth. 

The Brand Strategy Imperative

For brands navigating this turbulent landscape, staying culturally relevant requires more than just financial agility. The brands that will emerge strongest are those that:

1. Double Down on Localised Storytelling: Brands should pivot their marketing strategies to lean into regional narratives, ensuring resonance even if global trade frictions impact accessibility.

2. Strengthen Authentic Collaborations: Strategic partnerships with artists, athletes, and cultural icons can help maintain brand desirability despite economic uncertainty.

3. Emphasise Sustainability & Ethical Sourcing: In a world increasingly driven by conscious consumerism, brands that champion domestic production, sustainability, and ethical sourcing can turn trade challenges into opportunities.

4. Adapt Pricing & Accessibility Strategies: Flexible pricing models, exclusive drops, and creative bundling can help maintain consumer interest despite tariff-induced cost fluctuations.

Final Thought: Tariffs as a Cultural Test

Trump’s tariff threats aren’t just about economics; they’re a litmus test for brand resilience in an era of geopolitical and cultural flux. The most successful brands won’t just react to economic policy—they’ll shape their own narratives, ensuring they remain relevant, desirable, and culturally indispensable in a world that’s constantly shifting beneath their feet.

The question is: will your brand weather the storm, or will it become another casualty of cultural irrelevance?

The Evolution of Podcasts: Navigating a Shifting Cultural Landscape

Not long ago, defining a podcast was simple. It was an audio show, distributed via RSS feeds to various platforms, consumed primarily through listening. But today, the lines are blurred. YouTube is now a leading podcast platform, Spotify has embraced video, and monetisation has expanded beyond ad sales into live tours, merch, newsletters, and social media activations. The very notion of what a podcast is—and where it belongs—has become increasingly fluid.

This shift is not just about semantics; it has profound implications for creators, audiences, and the business of content distribution. The once-clear boundaries between podcasts, traditional broadcasting, and influencer-driven media have dissolved. Today’s biggest podcast names are just as likely to be digital-first content creators who bypassed traditional audio production as they are veterans from public radio. The industry is being reshaped by new audience behaviours, platform priorities, and the rising power of personal brands.

The Fragmentation of Audio and Video

For years, podcasting was an audio-first medium, a space where storytelling, conversation, and journalism thrived through the power of the human voice. But as visual platforms like YouTube and TikTok push further into spoken content, podcasts are becoming a hybrid of audio and video experiences. Does this mean a podcast is now simply content that can be understood whether heard or watched? Some argue that the term no longer serves a clear purpose at all.

A similar shift occurred in television and film. Streaming services disrupted traditional formats, blurring distinctions between cinema and episodic content. Now, podcasting is experiencing its own disruption. “Simulcast,” “new broadcast,” and other attempts to redefine the space hint at a broader transformation. The medium is no longer constrained by its original technical definition; it is evolving into an adaptable, multi-platform experience.

The Business of Podcasting: Where Do Creators Fit?

As the industry expands, so do the economic stakes. Who owns the rights to monetise a podcast when it exists as a YouTube series, a live tour, and a merch-driven brand? Should podcasters be classified as influencers, tapping into the multi-billion-dollar creator economy, or should they remain within the podcast advertising ecosystem? These questions are no longer theoretical—they are shaping the financial models that sustain creators and networks alike.

Podcast networks and platforms must now structure deals that account for the fluidity of content distribution. The power dynamics between creators, distributors, and advertisers are shifting. The challenge is not just about defining what a podcast is, but also about ensuring sustainable revenue streams for those who create them.

The Future of Podcasting: A Cultural Reframing

At its core, podcasting has always been about storytelling and community. Whether through an intimate conversation, investigative reporting, or deep-dive analysis, the format thrives on engagement. Perhaps the most enduring definition of a podcast is not a technical one, but a cultural one: a platform for voices, narratives, and ideas to resonate in an increasingly fragmented digital landscape.

If podcasts are to remain relevant, they must continue to evolve alongside audience habits and technological shifts. The question is not just “What is a podcast?” but “How do we continue to build meaningful experiences in a world where content exists everywhere?” The answer will shape the future of storytelling itself.

The AI Revolution: Cultural Relevance, Brand Innovation & What to Watch

THE AI REVOLUTION: CULTURAL RELEVANCE, BRAND INNOVATION & WHAT TO WATCH

Artificial Intelligence (AI) is no longer a distant future—it’s here, rewriting the rules of culture, brand marketing, and influence. The brands, artists, and athletes who harness AI’s power strategically will lead the charge, while those who hesitate risk cultural irrelevance. Here’s what’s happening now, who’s pushing boundaries, and what’s next in the AI-driven era.

BRANDS LEADING THE CHARGE

The AI arms race in brand marketing is accelerating, with forward-thinking companies integrating AI to create hyper-personalised consumer experiences and new avenues for engagement.

• L’Oréal is setting the standard in beauty with its AI-powered Beauty Genius assistant, offering real-time skincare and makeup advice. This technology is redefining inclusivity and accessibility in the beauty space.

• Nike is leveraging AI to tailor athlete-inspired content, create virtual try-on experiences, and streamline its DTC (Direct-to-Consumer) strategy.

• Coca-Cola is experimenting with AI-generated ad campaigns, proving that machine learning can push creative boundaries in storytelling.

• Ulta Beauty has been using AI since 2018 to personalise recommendations and create frictionless shopping experiences—showing that early adoption is a competitive advantage.

HOW AI IS RESHAPING CULTURE

AI isn’t just about efficiency—it’s a creative force reshaping cultural narratives and consumer expectations.

• In music, AI-generated tracks are challenging traditional artistry. Artists like Grimes are leaning in, offering AI-generated vocal stems for remixes, while the industry debates ownership and authenticity.

• In sports, AI-driven data analytics are transforming athlete training, fan engagement, and even sponsorship strategies. Expect AI-powered personalised content to redefine sports marketing.

• In film & content, AI is disrupting production workflows, with companies like Runway and iFlytek offering tools that automate editing, scriptwriting, and even video generation. The lines between human creativity and AI augmentation are blurring fast.

OPPORTUNITIES & CHALLENGES

For Brands

• Hyper-Personalisation – AI enables brands to tailor messaging, experiences, and products with unprecedented precision.

• Efficiency Gains – From automated customer service to AI-powered supply chains, brands can streamline operations.

• Brand Authenticity at Risk – AI can craft the perfect campaign, but does it resonate emotionally? Consumers still crave human connection.

• Ethical & Data Privacy Issues – Brands must navigate data ethics, avoiding backlash over AI-driven decision-making.

For Artists

• New Creative Tools – AI can generate unique sounds, visuals, and concepts at scale.

• Revenue Expansion – AI opens doors to licensing and new monetisation streams.

• Loss of Creative Control – Who owns AI-generated content? Copyright laws haven’t caught up yet.

• Devaluation of Human Artistry – If AI can mimic styles flawlessly, how do human artists maintain distinctiveness?

For Athletes

• Optimised Performance – AI-driven training analytics can boost performance and prevent injuries.

• Deeper Fan Connection – AI-generated content offers personalised fan engagement.

• Data Misuse & Surveillance – The ethical implications of AI-tracked biometrics are still murky.

• AI as the Opponent – With AI-enhanced training, could human vs. AI competitions become a reality?

WHAT TO WATCH NEXT

1. AI-Powered Virtual Influencers – As AI-generated personalities gain traction, brands will need to rethink authenticity.

2. AI in Live Experiences – From immersive concerts to AI-powered brand activations, expect experiential marketing to evolve rapidly.

3. AI Regulation & Backlash – As AI adoption grows, regulatory scrutiny will increase. Transparency and ethics will become key brand differentiators.

4. The Human + AI Collaboration Model – The future isn’t AI vs. humans—it’s AI amplifying human creativity. The brands, artists, and athletes who master this balance will shape culture in the years ahead.

Final Take: AI is a cultural superpower, and the boldest players are already leveraging it to redefine marketing, creativity, and engagement. Brands that move quickly, experiment fearlessly, and respect the ethical dimensions will lead the new cultural frontier. The question isn’t if AI will change everything—it’s how ready you are to evolve with it.

Why Beauty Brands Betting on Sports is More Than Just a Trend

11th March 2025

In today’s brand landscape, cultural relevance is currency. The brands that win are the ones that embed themselves authentically into the conversations, communities, and movements shaping consumer behaviour. And right now, one of the most lucrative and untapped intersections is where beauty meets sport.

Long gone are the days when sports sponsorships were reserved for beer brands and energy drinks. Beauty has made its move—and it’s playing to win. This isn’t just a passing trend. It’s a fundamental shift in how beauty brands position themselves in the broader cultural ecosystem, leveraging the star power of athletes and the cultural cachet of sports leagues to capture new audiences. But as with all things in marketing, the key to success isn’t just about showing up—it’s about showing up in the right way.

From Surface-Level Sponsorships to Strategic Cultural Plays

The first wave of beauty’s foray into sports was largely experimental—think one-off sponsorships or logo placements that felt more like a box-ticking exercise than a meaningful collaboration. But we’ve since moved beyond the early, surface-level partnerships. The brands making the biggest impact are those thinking strategically, embedding themselves within the sports world in a way that feels organic, purposeful, and aligned with their brand DNA.

Take e.l.f. Cosmetics, for example. Their multi-year partnership with the National Women’s Soccer League (NWSL) isn’t just about brand visibility—it’s about shared values. By positioning itself as the league’s official makeup and skincare partner, e.l.f. is tapping into the growing influence of women’s sports while championing female empowerment. This is no passive sponsorship; it’s an integrated cultural play, with activations spanning social, digital, and experiential channels to ensure that their presence in the sports space is felt, not just seen.

Similarly, Sephora’s partnership with Unrivaled Basketball isn’t merely about aligning with women’s sports—it’s about amplifying the existing cultural synergy between beauty and basketball. The introduction of the “Sephora Carpet” for tunnel walks (akin to the red carpet but for athletes) is a masterstroke, tapping into the undeniable influence of athletes as style icons and the ritualistic nature of beauty in self-expression. These are not just sponsorships; they are brand-building moments designed to resonate far beyond the court.

Why Sports Is Beauty’s Next Frontier

For years, fashion brands led the charge in infiltrating the sports space—luxury labels like Louis Vuitton, Dior, and Balenciaga recognised early on that athletes are cultural powerhouses capable of selling more than just sneakers. But beauty brands have been slower to capitalise on this potential. Until now.

The past year alone has seen an explosion of beauty-meets-sports deals: Charlotte Tilbury backing the all-female F1 Academy, CeraVe partnering with athletes like Anthony Davis, and Glossier making a play for women’s basketball with its Team USA partnership. Even traditionally fragrance-first brands like Jo Malone are getting in on the action, tapping NFL players and securing Super Bowl ad placements. Why? Because the power of sport goes beyond the game itself—it’s an entry point into global fandoms, deep emotional connections, and the aspirational storytelling that beauty brands thrive on.

And let’s not forget the biggest untapped market in all of this: men’s beauty. Grooming, skincare, and even nail colour are increasingly part of the modern male athlete’s image. The fact that Sally Hansen is aligning with NBA rookie Jared McCain—who openly embraces nail polish and TikTok culture—speaks volumes about where the industry is headed. Sports offer beauty brands a way to reach male audiences in an authentic, aspirational, and non-intimidating way.

Winning the Beauty x Sports Game

The brands making the most impact in this space are the ones treating it as more than just a sponsorship opportunity. They are tapping into the emotional connection that fans have with their favourite athletes, aligning with leagues that share their values, and, most importantly, finding authentic ways to integrate themselves into the sports conversation.

This is not a short-term marketing play—it’s a long-term brand positioning move. The brands that get it right will reap the rewards of being seen as cultural leaders, not just advertisers. Beauty isn’t just infiltrating sports—it’s rewriting the playbook.

Dua Lipa: The Rise of a Cultural Powerhouse Beyond Music

1st March 2025

Dua Lipa: From Pop Star to Cultural Powerhouse

Dua Lipa may have risen to fame through her music, but her influence extends far beyond the charts. Over the past few years, she has strategically built a personal brand that positions her as not just a pop icon, but a tastemaker, entrepreneur, and cultural figure with a global impact.

Aesthetic and Authenticity: Crafting a Distinctive Identity

From the outset, Dua Lipa has been intentional about curating a visual and sonic identity that sets her apart. Her fashion choices—bold, nostalgic, and seamlessly blending high fashion with Y2K aesthetics—have solidified her as a style icon. Whether walking the red carpet in custom Mugler or fronting campaigns for Versace, she embodies a confident, modern femininity that resonates with both Gen Z and millennials.

However, what makes her brand compelling is its authenticity. Unlike manufactured pop personas, Lipa comes across as effortlessly herself, whether she’s posting candid travel snapshots or sharing unfiltered thoughts on her Service95 platform. This relatability has been key to her appeal.

Service95: Expanding Into Media and Thought Leadership

One of the most interesting extensions of Lipa’s brand is Service95, her digital newsletter and book club. Launched as a platform to share recommendations across culture, politics, and social issues, it positions her as more than just an entertainer.

This venture not only aligns with her interests—it also allows her to engage with fans in a deeper way. While many celebrities use newsletters to promote their own projects, Service95 feels like an extension of Lipa’s genuine curiosity about the world. Her interview with Amal Clooney or coverage of underrepresented stories proves she’s not just dabbling in media—she’s actively shaping conversations.

Strategic Brand Partnerships: More Than Just a Face

Lipa’s collaborations in fashion and beauty aren’t just about endorsements; they reinforce her image as a modern cultural figure. Her partnership with Versace culminated in her co-designing the La Vacanza collection—proof that she’s not just a muse, but a creative force brands trust to shape their aesthetic.

This goes beyond a standard celebrity-brand deal. Lipa has the rare ability to bring cultural credibility to luxury fashion while still appealing to mainstream audiences. Her work with Puma, YSL Beauty, and Evian further proves her ability to move between high fashion and accessible, lifestyle-driven partnerships.

The Future: A Multi-Hyphenate Career in the Making

As her music career evolves, it’s clear that Lipa is thinking beyond the typical trajectory of a pop star. With Service95, high-fashion collaborations, and even whispers of potential film projects, she’s following the blueprint of icons like Rihanna and Beyoncé—artists who transitioned from musicians to full-fledged business moguls.

Dua Lipa’s brand is built on more than just hit records. It’s about influence, intellect, and an ability to shape culture beyond music. As she continues to expand her empire, she’s proving that the modern pop star is no longer just a singer, but a multidimensional force shaping fashion, media, and global conversations.