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Vicky Beercock

Creative Brand Communications and Marketing Leader | Driving Cultural Relevance & Meaningful Impact | Collaborations

  • Work Overview
  • About
  • Partnerships
  • Testimonials
  • On The Record
  • Linkedin

🕶️ Anna Wintour Steps Aside: The Legacy Behind the Sunglasses

Anna Wintour is stepping back from her role as head of editorial content at American Vogue after more than 35 years at the helm. It’s a cultural inflection point that signals more than a shift in personnel: it closes one of fashion media’s most defining chapters. While she retains her positions as Condé Nast’s chief content officer and global editorial director for Vogue, the move invites reflection on the legacy of a woman who, for four decades, didn’t just shape taste - she engineered the industry.

When Wintour took over as Vogue editor in 1988, the fashion landscape was teetering between tradition and transformation. She didn’t wait for evolution. From that very first cover- Michaela Bercu in a bejewelled Christian Lacroix T-shirt and faded jeans -Wintour made her intention clear: fashion would reflect real life, and the magazine would lead, not follow.

What followed was a cultural reorientation built on bold decisions and game-changing firsts:

  • In the early 1990s, she championed the rise of the supermodel, elevating figures like Naomi Campbell and Linda Evangelista to global celebrity.

  • In 1998, she launched the CFDA/Vogue Fashion Fund, a powerful pipeline for nurturing emerging American design talent.

  • She was a pioneer of celebrity covers, with Gwyneth Paltrow’s 1999 cover marking a new age of blending Hollywood and high fashion.

  • Under her vision, the Met Gala evolved from a niche costume benefit into fashion’s most-watched red carpet event, generating over 1 billion social impressions annually.

  • In 2006, her fictional counterpart, The Devil Wears Prada’s Miranda Priestly, entered pop culture, cementing her as a household name.

  • She famously put Kim Kardashian and Kanye West on the cover in 2014, a polarising but culturally prescient move that reflected the growing influence of reality and digital celebrities.

  • Following the 2020 racial reckoning, she acknowledged Vogue’s failures on diversity and led initiatives to broaden representation across Condé Nast.

  • In her global role, she oversaw Condé Nast’s editorial consolidation, transforming Vogue into a unified, international brand with centralised creative direction.

  • And in 2024, Vogue launched its first AI-assisted editorial feature, signalling her continued push to adapt legacy media to the tools and tempo of the now.

Wintour’s cool demeanour, trademark bob, and iconic shades became shorthand for editorial authority - but beneath that unmistakable image was an editor who understood the machinery of influence. She knew when fashion needed spectacle, when it needed politics, and when it needed intimacy. She didn’t just report on culture - she commissioned it.

Now, as Vogue U.S. searches for a new editorial head, fashion finds itself in a decentralised, creator-led era. The baton may be passing, but Wintour’s playbook still guides how brands build prestige, how images become moments, and how fashion media holds cultural power.

Anna Wintour didn’t just edit a magazine. She authored the modern fashion system - and her legacy will outlive any masthead.

  • Wintour’s exit marks the end of the single-most influential editorial tenure in fashion history.

  • Her legacy shaped how fashion, celebrity, and media intersect.

  • Her influence built a blueprint for brand-building that still underpins cultural strategy today.

  • Anna Wintour oversaw 800+ covers during her time at Vogue, pioneering the shift to celebrity-first editorial.

  • The Met Gala, under her curation, now brings in over $15 million in donations annually for the Costume Institute (The Met, 2024).

  • 46% of Gen Z say social media is their main source for fashion discovery, versus just 6% citing traditional magazines (McKinsey, 2024).

categories: Fashion, Culture, Impact
Thursday 06.26.25
Posted by Vicky Beercock
 

All Aboard The Louis: Louis Vuitton’s Immersive Shanghai Activation Charts a Bold New Retail Course

All Aboard The Louis: Louis Vuitton’s Immersive Shanghai Activation Charts a Bold New Retail Course

Louis Vuitton’s new Shanghai flagship is impossible to ignore. Standing 30 metres tall, wrapped in monogrammed hull panelling, and shaped like a full-scale cruise ship, The Louis has docked not just in Taikoo Hui mall - but in the wider cultural conversation.

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What It Delivers On

1. Flagship as Cultural Statement
The Louis doesn’t just sell product - it sells mythology. By drawing on its 19th-century trunk-making origins and leaning into Shanghai’s maritime identity, Louis Vuitton successfully localises a global brand story. The result? A physical space that fuses heritage with relevance in a way that feels both intentional and Instagrammable.

2. Immersion > Transaction
This is where the activation excels. The Extraordinary Journey exhibition offers depth, not just decoration. From a curated Perfume Room to live artisan demonstrations, the store serves as a multi-sensory museum as much as a retail environment. It’s a reminder that in the luxury sector, storytelling isn’t a nice-to-have - it’s the product.

3. Culinary and Cultural Crossovers
Le Café Louis Vuitton adds another layer to the experience economy. Blending local Shanghai flavours with Western dishes positions the brand not just as a tastemaker in fashion, but also in lifestyle. In a region where luxury is increasingly defined by experiences, this cross-disciplinary approach signals cultural fluency.

Where It Misses the Mark

1. Spectacle Over Substance?
While The Louis is a masterclass in spatial branding, there’s a question of who it really serves. The activation generates global buzz and undoubtedly appeals to luxury tourists and influencers - but does it speak to local consumers in a meaningful, accessible way? Beneath the theatrics, the connection risks feeling surface-level for wider audiences.

2. Sustainability in Question
In 2025, any large-scale installation demands scrutiny through a sustainability lens. A 30-metre ship-shaped pop-up, even one made from brand-coded travel trunks, invites questions: How long will it remain? What materials were used? How will it be repurposed? Without transparent answers, the environmental cost undermines the brand’s modern luxury narrative.

3. Commerce Can Get Lost in Concept
While immersive experiences are key to building brand equity, there’s a delicate balance between world-building and actual selling. The sheer scale and thematic density of The Louis may overshadow the retail core - raising the question: is it a store you shop in, or a museum you post from?

Final Take

The Louis is ambitious, arresting, and unapologetically extravagant. It’s a symbol of what brand flagships can be when they break free from conventional retail frameworks. But it also walks a fine line - between inspiration and indulgence, localisation and luxury theatre. For brand marketers, it’s a case study in pushing the format. For Louis Vuitton, it’s a reminder: the journey is extraordinary, but the destination must still deliver.

categories: Fashion, Culture
Thursday 06.26.25
Posted by Vicky Beercock
 

What Cazadores and Cristo Fernández Teach Us About Fandom-First Brand Strategy

When heritage meets hype, it’s a recipe for cultural relevance. Enter: Cazadores’ latest fan-inspired campaign starring Ted Lasso’s Cristo Fernández - Mexican actor, ex-professional footballer, and now tequila ambassador.

Cazadores didn’t just cast a recognisable face. They tapped into fandom.

From Football Pitches to Prime Time

Cristo Fernández is more than just a breakout star from Ted Lasso. He’s a former pro footballer turned actor, embodying two of Mexico’s most influential exports: sport and storytelling. In this campaign, he bridges Cazadores’ roots in Jalisco with the cultural currency of global entertainment.

By aligning with a figure who holds cross-border appeal and authentic Mexican heritage, Cazadores isn't just promoting tequila - it’s championing identity, aspiration, and the everyday joy of celebration.

Why This Campaign Hits Different

Unlike traditional celebrity endorsements, this work taps into the energy of the fan community. The concept was directly inspired by Cazadores’ audience, drawing from insights around how fans celebrate goals, milestones, and moments - all with a drink in hand.

It’s a reminder: meaningful campaigns are often built with, not just for, fans.

The visuals? Cinematic, sun-drenched, and fiesta-ready. The tone? Joyful, proud, and unmistakably Mexican - not as a cliché, but as a lived cultural rhythm.

Takeaway for Brands

In 2025, star power alone doesn’t cut it. Cultural authenticity and fan-informed strategy are the new baselines. The best campaigns are built on participation and relevance, not just reach.

By letting fandom lead, Cazadores positions itself not just as a tequila brand - but as a co-conspirator in how moments of joy are remembered.

categories: Sport, Culture
Wednesday 06.25.25
Posted by Vicky Beercock
 

Music Deserves More Than a Moment: Why One-Second Hacks Hurt Culture and Brand Integrity

At the Cannes Lions International Festival of Creativity - a global stage meant to celebrate creative excellence - a campaign was awarded the industry’s highest honour: a Grand Prix. Its hook? Using one-second snippets of popular songs to trigger recognition, while reportedly dodging music licensing fees.

That headline should make anyone in music and brand marketing sit up.

It did for me. And it clearly did for many others, thanks to Shez Mehra, who highlighted the campaign, and Dave Chase, whose sharp commentary gave this issue the platform it deserves. Their reflections have pushed an uncomfortable but crucial conversation into the mainstream - and it’s one we all need to reckon with.

Because this moment says something deeper about how the industry values culture, and by extension, the creators who build it.

One Second of Sound, a Lifetime of Impact

The campaign’s conceit was clever: one second is just long enough to trigger your brain’s emotional connection to a hit song - and just short enough to (allegedly) avoid paying for it. But while the execution may have been slick, the signal it sent was anything but.

Let’s be clear: this isn’t about tearing down the brand or the creatives behind the work. It’s about what we, as an industry, choose to celebrate - and the wider consequences of those choices.

Because if the creative benchmark becomes “how cleverly can you not pay artists?”, we’ve got a serious problem.

Culture Can’t Be Borrowed Without Permission

Music isn’t just a marketing tool. It’s a memory. A movement. A way for brands - especially those in lifestyle spaces like alcohol - to build lasting emotional connections.

But those connections must be earned. Not extracted.

Authentic music partnerships build credibility, loyalty, and resonance. Shortcuts, on the other hand, erode trust - both with creators and with audiences who see through it faster than ever.

In a world where every deck says “authenticity” and “equity”, celebrating a workaround that avoids paying musicians is more than a contradiction. It’s a warning sign.

What Can Brands Do Better?

If you work in brand or campaign strategy - especially in alcohol or FMCG, where music and lifestyle go hand in hand - here are some ways to raise the standard, not lower it:

1. Invest in the Relationship, Not Just the Track

Approach music as a long-term creative partner, not a one-off asset. Think campaigns that build with artists, not just feature them.

2. Don’t Mistake Cleverness for Creativity

Real creativity doesn’t avoid the value chain - it uplifts it. If a tactic feels like a loophole, it probably is.

3. Embed Music Early in the Brief

Don’t retrofit music as a post-production bolt-on. Co-create with artists and rights holders from day one.

4. Measure Cultural Impact, Not Just Efficiency

Ask whether your campaign is building brand legacy - or borrowing from someone else’s.

Advice for Artists Working With Brands

The best partnerships are reciprocal. Here’s how artists and teams can approach brand work with clarity and confidence:

1. Protect Your IP and Story

Even one second of your work has value. Make sure usage rights are clear and fair.

2. Get Involved Creatively

Push to be part of the process - not just the final cut. The more collaborative the partnership, the more authentic the result.

3. Align With Brands That Share Your Values

If a brand wants to licence your sound but not your story, think twice.

4. Know When to Say No

Not every opportunity is worth it. If it feels off, it probably is.

Final Word

This wasn’t just a Cannes case study. It was a test. And it revealed some uncomfortable truths about how we still treat creators in advertising.

So, to Shez Mehra and Dave Chase: thank you for raising the profile of this moment. For reminding the industry that if we truly care about creativity, culture, and equity - we need to prove it.

Let’s stop applauding the workaround and start rewarding the work. Music isn’t a hack. It’s heritage.

Creativity pays off. But only if we pay in.

categories: Music, Impact, Culture, Tech
Wednesday 06.25.25
Posted by Vicky Beercock
 

🌟 Spotlight: Broadway Protest Reclaims the Kennedy Center

Rainbow flags. Rewritten lyrics. A Tony-winning producer. Five senators.
This wasn’t your usual evening at the Kennedy Center - it was political theatre in the most literal sense.

Last week, the storied Washington venue became the site of Love Is Love, a Pride Month Broadway concert that doubled as a pointed protest against President Trump’s recent takeover of the cultural institution. Staged in the Justice Forum, a 144-seat theatre within the Reach expansion, the event featured performances by LGBTQ+ Broadway stars and a closing number that repurposed Les Misérables' “One Day More” into a satirical swipe at the president himself.

Orchestrated by five Democratic senators - including John Hickenlooper, Tammy Baldwin, and Elizabeth Warren - and directed by Hamilton’s lead producer Jeffrey Seller, the concert was both symbolic and strategic: a cultural stand against Trump’s erasure of the Kennedy Center’s progressive legacy.

🎭 Why It Matters

Seller had already cancelled Hamilton’s planned 2026 run at the venue, citing misalignment with Trump’s agenda. This concert was the live-action follow-up: part celebration, part confrontation, and a clear message that artistic spaces are not neutral ground.

“This is our way of reoccupying the Kennedy Center,” Seller said. “We are here, we exist, and you can’t ignore us.”

While Trump and newly appointed Kennedy Center president Richard Grenell attempted to frame the event as a “first annual talent show,” the reality was far more pointed. With performances from Falsettos, The Wild Party, and I Am Harvey Milk, the night embodied queer joy and protest as creative tools.

🏳️‍🌈 Cultural Courage in Real Time

Unlike glossy corporate Pride campaigns, Love Is Love carried weight. It wasn’t a brand stunt or a rainbow overlay. It was a grassroots reclaiming of space at a time when LGBTQ+ representation at the federal level has been quietly stripped back. For artists and allies, this was resistance through repertoire - a defiant act wrapped in song, solidarity, and stagecraft.

Why Brands Should Care

This moment is a reminder that culture is never neutral, and that cultural institutions are battlegrounds for identity, inclusion, and narrative control. For brands that show up around Pride or position themselves as allies, Love Is Love is a case study in action over aesthetics. Visibility is not enough - it has to be meaningful, and sometimes, it has to be loud.

categories: Impact, Culture
Wednesday 06.25.25
Posted by Vicky Beercock
 

From Merch to Meaning: How Oasis Are Monetising Cultural Nostalgia with adidas and Burberry

Two high-impact collabs, a pop-up store, and a sold-out reunion tour - Oasis are writing the playbook on music-led brand strategy in 2025.

Oasis aren’t just getting back together - they’re cashing in on the cultural capital they built across three decades. As Liam Gallagher gears up to front the Oasis Live ‘25 tour celebrating Definitely Maybe, the band is making strategic moves offstage too, with not one but two brand collaborations: adidas Originals and Burberry.

Both partnerships go beyond standard artist merch - they’re part of a 360° commercial and cultural strategy to monetise nostalgia, drive new revenue streams, and anchor Oasis as a multi-generational brand.

And the smart move? They’ve opened a limited-run Oasis pop-up retail store in Manchester, selling exclusive pieces from the adidas collab alongside music memorabilia and archive content. It’s not just a store — it’s a destination, designed to convert fandom into footfall and sales into story.

Oasis x adidas: Terracewear Meets Timeless Relevance

The “Original Forever” campaign with adidas is a full-circle moment. The collection revives 90s Oasis staples - Firebird tracksuits, bucket hats, coach jackets - for a new generation. But this isn’t just retro flair. It’s a way of hardwiring Oasis into the current Gen Z/Y2K fashion boom, while keeping their roots in terrace culture and Britpop style.

🔗 Watch the promo video:

Available online, in flagship stores, and at live tour venues, the apparel line is embedded directly into the Oasis Live ‘25 experience. For adidas, it strengthens Originals’ long-standing presence in music. For Oasis, it’s a profitable, credible way to align with cultural authenticity - and a fanbase who still see adidas as their generational uniform.

Oasis x Burberry: From Tracksuits to Trench Coats

If adidas is the sound of the people, Burberry brings the polish. Teased via Liam Gallagher’s trench-clad turn in Burberry’s new campaign, this partnership repositions Oasis within a more elevated narrative — still British, still rebellious, but reimagined through luxury tailoring.

🔗 Watch the campaign teaser:

View this post on Instagram

A post shared by Liam Gallagher Daily (@liamgallagher.daily)

Burberry has been doubling down on its Britishness under Daniel Lee, and Oasis are a strategic fit. Their music defined an era of working-class aspiration and attitude - a mood that fashion now actively seeks out to feel relevant. The collab hints at a creative capsule dropping later this year, with rumours of limited outerwear and exclusive tour-inspired pieces.

The Pop-Up: Turning Fandom into Footfall

Running for a limited time in the band’s hometown of Manchester, the Oasis x adidas pop-up isn’t just a store - it’s a love letter to fandom. Featuring the new collection, rare band archive items, and curated playlists, it bridges commerce and culture. For fans, it’s a pilgrimage. For the band, it’s another layer of monetisation around the reunion moment - direct-to-consumer, high-margin, and fully immersive.

Why This Strategy Matters

This is brand-building through music, not merch. Oasis are showing how legacy artists can use cultural storytelling to reignite commercial fire - especially when aligned with brands who get it. In 2025, nostalgia isn't just sentiment - it's strategy.

Fashion and music partnerships have always made noise, but this model is a masterclass in revenue diversification. It blends emotion and execution. Relevance and retail. And it proves that bands with cultural equity can still convert cool into cash - on their own terms.

categories: Culture, Impact, Music, Fashion
Wednesday 06.25.25
Posted by Vicky Beercock
 

🎉 Why the Notting Hill Carnival Must Be Saved: A Cultural Beacon in Peril

The Notting Hill Carnival is not just an event; it is a vital cultural institution, a living tapestry of history, community resilience, and multicultural celebration. As the largest street festival in Europe - second only to Rio’s Carnival in size - its survival is under serious threat without urgent government funding, a reality brought to light by a recent leaked letter from the carnival’s organisers. But why does this carnival matter so much, and why must it be preserved at all costs?

🌍 A Historical and Cultural Legacy

The roots of the Notting Hill Carnival stretch back to the late 1950s and early 1960s, a period marked by racial tension and social upheaval in London. In 1959, Claudia Jones, a Trinidadian-born activist and journalist, hosted an indoor Caribbean carnival at St Pancras Town Hall. Her event was designed as a joyful response to the racial violence and social exclusion faced by the West Indian community. Jones’s vision planted the seed for what would become the outdoor Notting Hill Carnival, first held in 1966.

That inaugural outdoor carnival was organised by Rhaune Laslett, a community worker committed to bridging divides in a neighborhood scarred by race riots. What began as a modest gathering aimed at local children quickly evolved into a vibrant celebration of Caribbean culture, music, and heritage, drawing hundreds of thousands of revellers over the years.

🎶 Subcultures and Community Spirit

Notting Hill Carnival is a unique cultural melting pot that showcases diverse subcultures within the Caribbean diaspora and beyond. From the pulsating rhythms of calypso, soca, and reggae to the intricate artistry of steelpan bands and flamboyant masquerade costumes, the carnival is a living archive of Caribbean expression.

It is also a space where Afro-Caribbean identities assert their place in British society, creating a sense of belonging and pride. The carnival fosters community cohesion, economic opportunities for local vendors, and a platform for emerging artists and musicians.

📊 The Scale and Significance

The carnival draws approximately 2 million attendees over the August bank holiday weekend, transforming West London into an open-air festival of sound, colour, and life. Last year, nearly 7,000 Metropolitan Police officers were deployed to manage crowd safety and public order.

This scale underscores not just the carnival’s popularity but also its logistical complexity and the critical need for adequate funding and resources to ensure the safety and enjoyment of all participants.

⚠️ The Crisis: Urgent Funding Needed

Despite its immense cultural and economic value, the Notting Hill Carnival is now facing an existential threat. Ian Comfort, the carnival chair, has revealed in a leaked letter to the UK Culture Secretary that urgent government funding is essential to safeguard the event’s future.

An independent safety review highlighted “critical public safety concerns” requiring immediate action, including enhanced stewarding and crowd management. With operational demands escalating and police resources stretched thin, the risk of a “mass casualty event,” as warned by the Met Police’s Assistant Commissioner Matt Twist, is a grave concern.

The carnival’s traditional supporters - the Greater London Authority and local councils - can no longer meet these growing needs alone, placing this iconic cultural institution at serious risk.

❤️ Why Saving Notting Hill Carnival Matters

To lose Notting Hill Carnival would mean more than losing a party. It would mean erasing a vital symbol of Black British culture, community resilience, and multicultural celebration. It would silence a powerful platform for cultural education and identity affirmation.

The carnival also contributes significantly to the local and national economy, supporting hundreds of jobs and small businesses, and drawing tourism revenue.

🚀 Moving Forward: A Call to Action

Protecting Notting Hill Carnival requires immediate and sustained investment from government bodies, alongside community and private sector support. Funding must prioritize safety improvements while preserving the authentic spirit of the event.

This moment is a crossroads. The carnival’s survival is not guaranteed, but with urgent action, it can continue to flourish as a beacon of cultural relevance and communal joy.

The Notting Hill Carnival is far more than a festival - it is a testament to the power of culture to build bridges, celebrate identity, and transform communities. Saving it is not just about preserving a tradition; it is about honoring the past and empowering future generations.

categories: Impact, Culture, Music
Thursday 06.19.25
Posted by Vicky Beercock
 

What Club Culture Can Teach Brand Strategy in 2025

In a world where brands fight for fleeting attention, club culture continues to offer something that’s rare and enduring: meaningful connection, community, and cultural momentum.

This year’s IMS Ibiza summit wasn’t just a gathering of the global electronic music elite - it was a window into the systems, tensions and opportunities shaping how culture is made, shared, and sustained in 2025. And if you’re building brands in fashion, sport, music or media, you’d be wise to take notes from the dancefloor.

Here are five critical lessons for strategists, brand builders and cultural thinkers right now - powered by data, and informed by the subcultures still setting the global tone.

1. The Global South isn’t the ‘next frontier’ - it’s the current epicentre

According to the 2025 IMS Business Report, 80% of new music streaming subscribers in 2024 came from the Global South. That’s not a forecast - that’s a shift. From amapiano in Lagos to techno collectives in Mumbai, the cultural centre of gravity is moving.

Brands that continue to prioritise legacy markets while overlooking local scenes in Nairobi, Bogotá or Karachi are missing both influence and opportunity. These aren’t “emerging audiences” - they’re defining the pulse of global youth culture in real time.

✴️ Strategic takeaway: Your next breakthrough moment might come from a place you’ve never pitch-decked.

2. Human creativity is still the algorithm’s beating heart

AI is changing the way music is made and marketed - but not always for the better. Rights organisations like GEMA are already in legal battles over AI models scraping millions of tracks without compensation, and lawyers at IMS warned of AI being used as a "revenue substitution" that sidelines artists entirely.

Here’s the kicker: AI only evolves by learning from human creativity. If we hollow out that creative well, what’s left is a loop of mimicry. Artistic labour must be protected - not just morally, but to keep the machine running.

✴️ Strategic takeaway: Value creators before code. Audiences feel the difference.

3. Subculture still drives style, sound - and spend

Genres like Jungle and Drum ’n’ Bass have outlived many of their mainstream critics. Why? Because they’re rooted in community, adaptability and legacy. These scenes aren’t chasing relevance—they’re renewing it through intergenerational exchange.

At IMS, SHERELLE and DJ Flight spoke about how older and younger artists trade influence, not just spotlight. It’s a reminder that longevity in culture comes from stewardship, not speed.

✴️ Strategic takeaway: Want to build lasting relevance? Nurture a cultural continuum - not just a moment.

4. Curation isn’t dead - but it is under threat

There’s a quiet crisis brewing: algorithmic dominance is eroding trust in taste. TikTok virality might land a track in the charts, but as Hospital Records’ Chris Goss put it, “some young artists are getting signed off the back of 30-second clips who’ve never finished a full record.”

The collapse of music press, editorial platforms and local tastemakers has left a void - one the algorithm is only too happy to fill. But audiences still crave voices they trust, not just trends they’re fed.

✴️ Strategic takeaway: Curation is now a competitive edge. Champion distinct taste over mass optimisation.

5. The future of nightlife starts with who’s allowed in

While club culture was born in queer, Black and trans communities, not all dancefloors are the safe spaces they claim to be. Trans artists face real threats globally - some have been detained simply for performing. And back home, marginalised voices are still being pushed to the periphery.

At IMS, the message was clear: diversity is not an aesthetic - it’s a structural necessity. Brands, agencies, and platforms must do more than posture. They need to create real access, redistribute opportunity, and protect the cultural innovators they profit from.

✴️ Strategic takeaway: Inclusion isn’t a campaign - it’s the baseline for cultural credibility in 2025.

Final thought: The dancefloor is still a signal

Culture doesn’t just trickle down from Silicon Valley or Soho House. It loops, samples, remixes and travels fast through unexpected channels. Club culture continues to be a testing ground for global influence, emotional resonance, and creative agility.

If you want your brand to feel alive, relevant and future-facing? Look where the basslines are. There’s a strategy in every sound system.

—

This is On The Record: analysis for brands that move at the speed of culture.

🌀 To read more about the stories behind these insights, explore the full IMS Ibiza 2025 summary here.

categories: Culture, Music, Tech
Sunday 06.15.25
Posted by Vicky Beercock
 

When Culture and Community Collide: Lessons from Nike’s After Dark Half-Marathon

Nike’s After Dark women’s half-marathon in Los Angeles was billed as more than a race – it was an immersive cultural experience designed to empower women, elevate community, and celebrate movement after hours. With a post-run performance by Doechii and thousands of first-time runners in attendance, it had all the ingredients for a standout moment in sport and culture.

But the reviews told a more complex story – one that holds key lessons for any brand designing experience-led campaigns in 2025.

A Cultural Moment That Fell Short on Execution

While the event succeeded in creating energy, enthusiasm, and wide participation (with nearly 15,000 runners, 43% of them first-timers), it also faced legitimate criticism over logistics. Attendees reported long wait times, confusion over the start, and pacing policies that changed mid-campaign – challenges that, in some cases, left runners feeling excluded from the full experience, including the post-race concert.

The event’s concept – reclaiming the night through community, movement, and celebration – was strong. But as we’re seeing more often in the experience economy, cultural ambition must be matched by operational clarity to truly resonate.

Experience Is the New Brand Equity

Nike has long set the bar for culture-first storytelling in sport. Their ability to champion marginalised voices and empower communities is central to their global brand power. After Dark reinforced that – but also showed the growing tension between intention and execution.

When an experience is built around empowerment, especially for underrepresented communities, the details matter. Inclusivity is as much about infrastructure as it is about messaging. When expectations shift – as they did with the three-hour pacing limit – even small changes can signal larger disconnects.

Brands today aren’t just judged by their campaigns. They’re judged by how people feel during and after the experiences they create.

Three Takeaways for Brands Designing Cultural Events

  1. Inclusive Experiences Require More Than Inclusive Messaging
    Celebrating diversity means designing for it – across paces, identities, and abilities. Clear, consistent communication and support structures are vital.

  2. Emotional Equity Begins with Operational Excellence
    From check-in flows to finish line energy, execution isn’t just logistics – it’s brand storytelling in real time.

  3. Culture Can’t Be a Backdrop – It Has to Be the Blueprint
    When cultural relevance is central to the brand promise, it must inform every layer of the experience – not just the music line-up or influencer turnout.

The Bottom Line

Nike’s After Dark was a bold move – bringing women together in a joyful, empowering, after-hours run through Los Angeles. And while the vision was compelling, the experience reveals how high expectations have become for brands that lead in cultural space.

As more companies lean into immersive, community-driven activations, the standard is clear: if you’re going to build culture, you have to build infrastructure that supports it.

Because when it comes to cultural relevance, how you deliver is just as important as what you say.

Subscribe to the On The Record newsletter on LinkedIn for weekly insights into the strategies, stumbles, and standout moments shaping today’s most relevant brands.

categories: Culture, Sport, Impact
Friday 06.13.25
Posted by Vicky Beercock
 

A Homage To Brian Wilson: The Sonic Architect Who Rewired American Culture

Brian Wilson wasn’t just a genius. He was a disruptor, a quiet revolutionary who remade pop music from the inside out. His passing at 82 closes a chapter on one of the most profound cultural legacies of the 20th century, and his fingerprints are still all over the sound of today.

Before Brian Wilson, pop was catchy. After Brian Wilson, pop was cathedral. He took the California dream - surfing, convertibles, golden-hour innocence - and turned it into a widescreen, Technicolor sound that reshaped how America saw itself. He didn’t just soundtrack the sixties. He mythologised it, then deconstructed it. And when the illusion cracked, he gave us music that looked straight into the void and still somehow offered grace.

Wilson’s Beach Boys weren’t just hitmakers. They were cultural architects. "Pet Sounds" didn’t just inspire Sgt. Pepper. It provoked it. The Beatles weren’t competing with anyone except Brian. Paul McCartney has called “God Only Knows” the greatest song ever written. That’s not a compliment. That’s acknowledgment of Wilson as a generational force, someone whose instincts changed the very vocabulary of pop.

He bent the studio to his will long before that was even a concept. Long before hip-hop producers were layering samples or indie bands were chasing lo-fi transcendence, Brian was wiring harpsichords, dogs barking, and bicycle bells into heartbreak anthems. He built songs like film scores. “Good Vibrations” wasn’t a single. It was a six-month sonic experiment that accidentally became a number one hit. He made emotion into architecture.

And his influence wasn’t just musical. It was spiritual. Wilson cracked open the pop star archetype. He was a frontman who didn’t tour, a genius who couldn’t always function, a legend who often didn’t want the spotlight. He showed the cost of genius and the beauty in vulnerability. He was decades ahead of the conversation on mental health and the toll of fame. In a world now obsessed with authenticity, Wilson was the original unfiltered soul.

You can hear his echo everywhere. In the rich melancholy of Frank Ocean. In the layered optimism of Vampire Weekend. In the cinematic reach of Tame Impala. Every artist trying to push pop past its limits owes something to Wilson’s experiments, whether they know it or not.

His life was complicated. His journey was brutal. But he came through it all still chasing beauty. Still trying to tune into something divine. That’s what made him matter. Not just the hits. Not just the accolades. But the risk. The fact that he never stopped searching for something pure in a world that wasn’t.

Brian Wilson didn’t just change music. He changed what music could mean. And for that, he’ll always be more than a Beach Boy. He’ll be a blueprint.

God only knows what we’d be without him. But thankfully, we’ll never have to find out.

tags: music
categories: Music, Culture, Impact
Wednesday 06.11.25
Posted by Vicky Beercock
 

Y-3 KURO: When the OG of Streetstyle Doubles Down on Its DNA

Yohji Yamamoto has always done things his own way. So it feels fitting, even poetic, that Y-3’s newest evolution is a sub-label where Yohji collaborates with, well… Yohji. Y-3 Kuro is here, and I’m absolutely here for it.

I worked on the Y-3 brand at adidas from 2015 to 2017. Not at the very beginning, but during a time when Y-3 had already proven it wasn’t just another designer-sportswear experiment. It was something more permanent. A movement built on contradiction, discipline, and freedom. We weren’t chasing trends or sneaker culture validation. We were building a world for the non-conformists. For those who wanted their wardrobe to say less, but mean more.

That spirit still resonates, and Kuro captures it. “Kuro,” meaning black in Japanese, is Yohji’s color of choice and his most powerful design tool. In his hands, black becomes language, form, and identity. This new sub-line strips Y-3 to its core: sharp, functional silhouettes reduced to their essence. Clean track jackets, pared-back tanks, beanies. It is restraint with purpose.

If you know Y-3’s history, you know this isn’t a pivot. It’s a continuation. A reassertion of what has always set the brand apart.

Over the years, there have been key moments that defined Y-3’s relevance and longevity:

1. 2002–2003: The Birth of a Category
Y-3 launched in 2002 and debuted at Paris Fashion Week in 2003. It was a groundbreaking moment: Yohji Yamamoto, then already a legend in avant-garde fashion, partnered with adidas to create an entirely new category - high-fashion sportswear. Minimal branding, draped silhouettes, and performance-forward thinking became the brand’s DNA. This wasn’t fashion chasing function; it was function reimagined through fashion.

2. 2004: Platform Sandals Before They Were Cool
Years ahead of the current wave of clogs, slides, and sport-fashion hybrids, Y-3 released a platform sandal with a split-toe mesh bootie and bold typographic branding. It was fashion-forward, ergonomic, and arguably set the stage for today’s utility-meets-luxury footwear movement. Back then, it confused people - now, it looks prophetic.

3. 2013: The Qasa High Drops — and the Game Changes
The Qasa High sneaker arrived and didn’t just sell - it shifted the culture. Its elastic wrap design, tubular sole (a callback to adidas' '90s archive), and neoprene upper made it an instant cult item. It inspired dozens of imitators and opened the floodgates for designers to treat sneakers as sculptural objects.

4. 2014–2016: The BOOST Trilogy — PureBOOST, Run Boost, and Ultraboost 22
Before the world fell in love with BOOST through Yeezy or Ultraboost, Y-3 introduced it to fashion crowds with the PureBOOST. Later, the Run Boost amped up the silhouette with oversized branding and Yamamoto’s signature asymmetry. Kanye himself wore them — and resale prices soared.

5. 2016: Y-3 Designs Flight Suits for Virgin Galactic
Yes, really. When Richard Branson’s space tourism company needed flight suits for its crew, it tapped Yohji and Y-3. Designed with heat-resistant Nomex and Yamamoto’s eye for silhouette, these weren’t gimmicks - they were industrial couture made for the stratosphere. (as seen in my portfolio projects)

6. 2018: The Y-3 4D Runner Introduces FutureCraft to the Avant-Garde
With only 200 pairs released, this sneaker merged adidas’ FutureCraft lattice sole with Yohji’s refined minimalism. It was tech-forward, runway-certified, and another example of Y-3 being first to blend high design with real performance science.

7. 2022: “20 Years: Re-Coded” Campaign with Zidane
To mark its 20th anniversary, Y-3 turned to longtime collaborator and icon Zinedine Zidane. The campaign featured Zidane in full Y-3 - trench, vest, tracksuit - as a living embodiment of elegance in motion. The campaign didn’t just look back; it reminded people why Y-3 still matters.

Which brings us back to Kuro. It’s not a rebrand. It’s a refinement. A creative re-centering. The silhouettes are subtle but loaded with intent. It feels like a return to what made Y-3 so powerful in the first place: the ability to say a lot by doing very little.

As Yohji once said,
“With one eye on the past, I walk backwards into the future.”

That is exactly what Y-3 Kuro is doing. Not chasing nostalgia, not chasing hype. Just moving forward in its own quiet, confident rhythm.

As someone who had the privilege of working on this brand from the inside, I see this moment not just as evolution, but as affirmation.

And yes - I’m here for it.

tags: Fashion
categories: Fashion, Culture, Sport
Tuesday 06.10.25
Posted by Vicky Beercock
 

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.

🗞️ For more thoughtful analysis on culture, fashion, music, sport, and brand strategy, checkout the rest of the articles from On The Record here: https://www.vickybeercock.work/on-the-record

And subscribe to the Linkedin newsletter On The Record here: https://www.linkedin.com/newsletters/7339260441459654657/

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tags: music
categories: Tech, Sport, Music, Impact, Fashion, Culture, Beauty
Tuesday 06.10.25
Posted by Vicky Beercock
 

A High Court Ruling with High Stakes: What the Brockwell Park Verdict and The Leadmill Closure Mean for the Future of UK Live Music

This past week, the UK’s live music industry received a double gut punch, one from a courtroom in London and the other from Sheffield’s most storied stage.

First, a High Court ruling sided with campaigners who challenged Lambeth Council’s use of Brockwell Park for major music festivals like Mighty Hoopla. The judge determined the council had overstepped planning limits, placing the future of large-scale live events in the park in jeopardy.

Then came the heartbreaking news from Sheffield. The Leadmill, an independent venue that has been a cultural cornerstone since 1980, lost its appeal against eviction. Despite widespread public support, the Court of Appeal refused to intervene, meaning the venue must vacate its building within three months.

These two moments, while seemingly disconnected, paint a sobering picture of a fragile cultural landscape under siege.

A Fragile Ecosystem in Crisis

The UK’s live music ecosystem is one of the most dynamic and influential in the world. It is a sector that contributed £1.6 billion to the UK economy in 2022 (UK Music), supported tens of thousands of jobs, and helped define the global careers of countless artists, from Adele to Arctic Monkeys.

Yet behind the scenes, it is an ecosystem stretched to its breaking point:

  • One grassroots music venue is closing every week (Music Venue Trust)

  • Festivals are battling rising costs, shrinking margins, and legal uncertainty

  • Independent promoters and cultural producers are being squeezed out by commercial landlords and overregulation

  • Artists and freelancers are navigating a post-COVID environment with fewer opportunities, less funding, and less security

The closure of The Leadmill is emblematic of the deeper crisis. For over 40 years, it was not just a venue, it was a launchpad. Coldplay, Pulp, Oasis, The Stone Roses, all passed through its doors. Its eviction signals a broader threat: that independent culture can be bought out, locked up, and copied by landlords, with no legal protection for the spirit that made it iconic in the first place.

The venue now faces over 70 job losses, along with the loss of a vital piece of Sheffield’s cultural identity.

Festivals Under Fire, Culture Under Threat

Meanwhile, the Brockwell Park case highlights the delicate legal frameworks that now govern public cultural life. The ruling, which found that Lambeth Council had exceeded its powers by permitting the park’s use for more than 28 days without proper planning consent, may appear procedural. But its implications are profound.

If replicated across other councils and parks, this decision could destabilize summer festival programming across the UK. Festivals like Mighty Hoopla do not just entertain. They draw hundreds of thousands of visitors, support hospitality, boost local businesses, and provide critical stages for emerging artists.

The Protect Brockwell Park group insists it is not "anti-festival," a position that underscores the need for better dialogue, not deeper division. This is not a binary choice between green spaces and live events. It is a policy vacuum where culture is being sidelined because infrastructure, permissions, and protections have not kept up with modern needs.

Of course, the concerns of local residents must be taken seriously. The impact of large-scale events on parks and neighbourhoods cannot be ignored, and communities deserve a say in how their public spaces are used. But this should not be framed as a battle between culture and community. Many festivals have strong local roots, employ residents, and actively reinvest in the areas where they take place. With thoughtful planning, clear communication, and responsive infrastructure, live events and local communities can absolutely coexist. Blanket legal rulings that threaten to shut down entire cultural ecosystems risk doing far more harm than good. What we need is a smarter, more collaborative approach; one that values both community wellbeing and the enormous cultural and economic value these events bring.

We Need a Smarter Approach

This is not about nostalgia or sentimentality. It is about rethinking how we value and govern culture in the UK.

If we want to protect the future of live music, along with the jobs, identities, and economies it supports, we need:

  • New planning frameworks that recognise recurring festivals as cultural infrastructure

  • Tenant protections for long-standing venues like The Leadmill

  • Sustainability guidelines that balance environmental concerns with cultural access

  • Community engagement strategies that empower residents without erasing events

  • Government support and cultural investment that treats live music as an economic and social asset, not a luxury

Not the End, But a Turning Point

The Leadmill has vowed to continue its legacy elsewhere. Brockwell Park may still host events, but under new scrutiny. These moments, though painful, can also be pivotal.

This is a call to action for policymakers, local authorities, landlords, artists, and audiences alike. Live music is part of the UK’s DNA, but it will not survive unless we start showing up for it, not just with applause but with policies, protections, and purpose.

Because when the stages go silent, the silence echoes far beyond the music.

categories: Music, Impact, Culture
Saturday 05.17.25
Posted by Vicky Beercock
 

Beyond Branding: adidas Originals, Abbey Road & Factory International Redefine Access in Music

In the world of creative collaborations, some partnerships go beyond the traditional, pushing boundaries to reshape industries. The new adidas Originals Recording Studio in Manchester, designed in partnership with Abbey Road Studios and Factory International, is a perfect example of this type of cultural intervention. This isn’t just a branding exercise; it’s a reimagining of what music access and creative infrastructure can look like in the modern age.

A Studio with Substance

When we think of world-class studios, Abbey Road is almost synonymous with music history. Known for shaping the sound of countless legends, its involvement in this Manchester project isn’t just a co-sign; it’s a stamp of excellence. The idea of bringing Abbey Road’s engineering expertise into a space designed for the next generation of artists is a game-changer.

But it’s not just about the technical capabilities; it’s about creating an environment where rising talent can flourish. The new studio will offer expert-led sessions with Abbey Road engineers, providing hands-on learning and mentorship that most emerging artists only dream of. This is a space where the craft of music-making meets real-world experience, creating opportunities that are often inaccessible to the underrepresented talent who need them most.

Why Manchester Matters

While London has traditionally been the creative epicentre of the UK, Manchester has always had a rich and distinct musical identity. From the iconic Factory Records to the pulsating energy of The Haçienda and beyond, the city’s impact on global music culture cannot be overstated.

By situating this world-class studio within Co-op Live, the UK’s largest arena, adidas Originals, Abbey Road, and Factory International are not just creating a studio, they’re putting it at the heart of a cultural movement. And perhaps most importantly, they’re doing so in Manchester, a city known for its cultural vibrancy but often overlooked in terms of investment in creative infrastructure.

This strategic location decentralises access and levels the playing field, ensuring that artists don’t have to move to London or other major cities to get the exposure or resources they need. It’s a bold step toward empowering artists right where they are.

Built by Giants, Designed for Underdogs

The involvement of Factory International, a key player in the UK’s cultural landscape, further strengthens the project’s authenticity. Known for their commitment to progressive arts and culture, Factory International has long been at the forefront of bringing new ideas and new voices into the public consciousness. Their participation ensures that this studio isn’t just a state-of-the-art facility, it’s a space with vision, one that understands the importance of creative access and cultural empowerment.

This isn’t a place just for established stars; it’s for the underdogs, the emerging talents who are often sidelined by the mainstream industry. With the backing of adidas Originals, a brand known for amplifying creativity, this studio offers the tools, mentorship, and space that many artists would otherwise be excluded from.

Beyond the Studio

The adidas Originals Recording Studio is a prime example of how brands and cultural institutions are evolving. It’s no longer enough to just throw up a logo and call it a day. True cultural relevance requires action, and this collaboration is an investment in the future, not just in music, but in the creative community at large.

This studio will serve as a platform for underrepresented talent, offering them the chance to grow in a safe, state-of-the-art space. It’s not just about creating music; it’s about opening doors to new opportunities, collaborations, and industries. It’s a space for learning, experimenting, and thriving.

This project also highlights a larger trend in the industry: brands and cultural institutions that are serious about cultural equity and access will stand the test of time. This isn’t a one-off; it’s part of a shift toward building lasting cultural infrastructure that benefits everyone, not just a privileged few.

Final Thoughts

The adidas Originals Recording Studio in Manchester is much more than a new creative space; it’s a reflection of a growing movement within the music industry to democratise access to world-class resources. By partnering with Abbey Road and Factory International, adidas Originals is doing more than selling a product, they’re fostering a community.

In a landscape where so many aspiring artists struggle to break through, this collaboration offers a rare opportunity for mentorship, exposure, and growth. It challenges the traditional dynamics of the music industry, creating a new model for what creative spaces can, and should, look like. This is about more than branding. It’s about building a legacy.

And it all starts in Manchester.

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categories: Music, Culture, Impact
Wednesday 05.14.25
Posted by Vicky Beercock
 

The Great Escape 2025: A Comeback Year, A Cultural Constant

Each May, The Great Escape turns Brighton into something electric; a seaside labyrinth of sound, sweat, discovery, and endless dashes between tiny venues. As someone who worked closely on this festival during my time at MAMA Group, I’ve seen first-hand how it evolved from a beloved industry weekender into Europe’s most vital launchpad for new music.

But 2025 feels like more than just another year.

This year’s event is a reset, not just for the festival, but for the spirit of independent music culture itself. Free from those corporate ties, the energy feels recalibrated. The bookings are bolder. The buzz is back.

And with SXSW London waiting in the wings, The Great Escape 2025 is making its mark more clearly than ever: intimate, urgent, and absolutely unmissable.

Why TGE Still Matters

The Great Escape has never been about scale. It’s about proximity — to the stage, to the artists, and to the moment before something explodes. It’s the only place you might see a future headliner in a 120-cap basement venue, then again three hours later playing a beach stage to a swelling crowd already obsessed.

This year, the programming is the strongest it’s been in a decade. Not just in volume, but in vision, showcasing radical new voices, high-concept artistry, and those quietly thrilling acts on the cusp.

Here are just a few names you absolutely shouldn’t miss:

Sim0ne
Once a bedroom DJ, now BBC Radio 1’s Future Star and Lana Del Rey collaborator, sim0ne is bringing euphoric, high-energy sets that blend hard house, happy hardcore, and emotional peaks. Her viral Boiler Room set proved she’s more than hype, she’s the future.

Westside Cowboy
Winners of Glastonbury’s Emerging Talent Competition and already a sensation with just two singles, this band has four chances to win you over. A must-see for anyone chasing bragging rights.

Corto.alto
Glasgow’s genre-fluid jazz innovator, blending broken beat, dub, and digital production into something totally alive. Playing three times — and absolutely worth catching more than once.

Kousto
Dreamy French disco for sun-soaked moments, with nods to Jacques Cousteau and co-signs from Honey Dijon and Folamour. If you’re craving something immersive and vibey, Kousto is essential.

Ziyad Al-Samman
Think psychedelic disco-pop with Prince swagger and Jordanian soul. A livewire performer who delivers joy and chaos in equal measure. His debut EP Pleasure Complex is a serotonin rush.

Pem
Vocals so distinctive they feel peerless, part of what made her Cloud Work EP one of 2024’s underground gems. Her solo church set will be a spiritual moment, full stop.

KÄSSY
A sonic shapeshifter channeling beauty, chaos, apathy and euphoria all at once. Her music defies definition, just know you won’t forget it.

Luvcat
A Liverpool goth-pop siren with a backstory that reads like a novel: Parisian circus stints, sailor adventures, and tracks that drip with Cure-style drama. Five singles in, this is likely her last small-room tour.

Mandrake Handshake
Seven to ten members strong (depending on the day), their psych-drenched wall of sound is impossible to stand still to. A must for fans of groove, movement, and maximalism.

Witch Post
A duo born out of coincidence, two artists from towns named Alaska, one in the US, one in Scotland, now crafting some of the year’s most addictive indie-electronic tracks. Expect chemistry and killer melodies.

Not Just Another Showcase

The Great Escape has always been more than a festival. It’s a collision point for artists, agents, fans and friends. For deals inked on napkins. For long-lost collaborators reunited in queue lines. For the buzz in the pub afterward when everyone says, “Did you see that?”

And while SXSW London may grab headlines this year, TGE will remain the proving ground, the sweaty, sprint-between-venues, sleep-when-you’re-dead home of real discovery.

So lace up your most comfortable trainers. Stretch. Hydrate. And prepare to fall in love with the future of music, one tiny stage at a time.

Here’s to late nights, breakout sets, and seaside magic; have a killer week, TGE fam.

categories: Music, Culture, Impact
Tuesday 05.13.25
Posted by Vicky Beercock
 

The Cultural Power of Charity: London Marathon 2025 and Its Unstoppable Impact

Every spring, the streets of London are transformed into a living testament to human spirit, endurance, and generosity. The London Marathon, now in its 45th year, is more than just a race — it's a cultural phenomenon that binds together athleticism and altruism like few events can.

This past Sunday, a record-breaking 56,640 runners crossed the finish line of the 2025 TCS London Marathon. But beyond the finish times, what truly matters is the tidal wave of charitable giving powered by the event.

The Marathon’s Monumental Charitable Impact

  • 56,640 finishers in 2025 — the highest in the event’s history.

  • £73.5 million raised in 2024 — the largest single-day fundraising total in the world at the time.

  • Over £1.2 billion raised for charities since the marathon began in 1981.

  • An estimated 75% of participants run in support of a charity.

  • Thousands of charities represented each year, from global NGOs to small local causes.

  • Donations for 2025 are still coming in, with hopes high for another record-breaking year.

What makes the London Marathon culturally powerful is not just its scale but its soul. It's a rare global event that blends personal ambition with public good — a platform where ordinary people become extraordinary fundraisers, many running for causes that have touched their lives directly.

Whether they’re raising money for cancer research, mental health support, veterans’ services, or youth education, every runner is part of something much larger than themselves.

Why It Matters

In a time when global headlines often focus on crisis and division, the London Marathon offers a compelling counter-narrative: one of unity, empathy, and hope. It’s a vivid reminder of what we can accomplish when passion meets purpose — not just as individuals, but as a community.

As 2025’s donations continue to roll in, one thing is certain: the London Marathon remains one of the most culturally relevant and socially impactful events in the world.

categories: Impact, Sport, Culture
Tuesday 04.29.25
Posted by Vicky Beercock
 

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.

categories: Music, Culture, Beauty, Tech
Monday 04.14.25
Posted by Vicky Beercock
 

Jamie Laing: The Antidote to Toxic Masculinity and a Reflection of Cultural Change?

In a media landscape often dominated by harmful narratives about masculinity, Jamie Laing has emerged as an unexpected yet powerful counterpoint. The former Made in Chelsea star turned BBC Radio 1 presenter recently completed an extraordinary five day ultra marathon challenge for Comic Relief, raising over £2 million. His openness about the mental and physical toll of the feat, combined with his candid discussions on mental health, has positioned him as a beacon of vulnerability and resilience, and a reflection of the shifting perceptions around masculinity.

From Reality Star to Radio 1 Host

While Jamie Laing’s career began in the world of reality television, his evolution into a respected radio presenter and advocate for mental health is a testament to personal reinvention. His role as a permanent host on BBC Radio 1 has brought him closer to younger audiences, using his platform to foster conversations around emotional well being. In contrast to the toxic messages of figures like Andrew Tate, who champion outdated notions of stoic masculinity, Laing’s embrace of vulnerability offers a refreshing alternative, one that resonates in today’s cultural conversations about authenticity and emotional intelligence.

During his Comic Relief challenge, Laing was visibly emotional, sobbing with exhaustion and joy as he completed his final marathon. Speaking candidly about his struggles with anxiety and self doubt, he told listeners that discussing mental health was "the bravest thing you can do." His words resonated deeply, with mental health platforms like Hidden Strength UK reporting an uptick in young men seeking support and crediting Laing as their inspiration. In doing so, Laing has contributed to the growing societal shift towards normalising open conversations around mental well being.

Laing's visibility also underscores the growing focus on duty of care within the entertainment industry. Following heightened scrutiny over the treatment of reality stars, including tragedies linked to mental health struggles, networks and production companies are now recognising the importance of providing ongoing psychological support. Laing's advocacy highlights how influential figures can drive conversations that contribute to a healthier, more responsible media landscape. His evolution from a reality star to a cultural commentator reflects wider calls for ethical responsibility in media production.

Building a Podcast Empire

Beyond his radio presence, Laing has established himself as a successful media entrepreneur. His production company, JamPot Productions, has built an impressive portfolio of chart topping podcasts, including his own long running show Private Parts. Known for its intimate and humorous interviews, the podcast has hosted a wide range of high profile guests, from A list celebrities to cultural commentators. His natural curiosity and empathetic interview style draw out honest conversations, making the podcast a go to for listeners seeking both entertainment and thoughtful dialogue.

Laing also co hosts Great Company, a podcast that delves into the entrepreneurial journeys of inspiring business leaders. Through candid conversations, Laing unpacks the highs and lows of building a brand, offering valuable insights for aspiring entrepreneurs. His ability to connect with guests on a personal level has made Great Company a must listen for those interested in the realities of running a successful business. As podcast culture continues to shape public discourse, Laing’s influence within this space demonstrates the power of authentic storytelling and accessible conversation.

His productions, including NewlyWeds and Wednesdays We Drink Wine, have further expanded his influence, connecting with diverse audiences through relatable storytelling and light hearted banter. Laing’s approachability and ability to foster meaningful conversations have cemented his reputation as a skilled interviewer. Through JamPot Productions, he has built a media empire that mirrors the growing appetite for unfiltered, authentic content.

The Power of Relatability and Authenticity

What sets Laing apart is his authenticity. Rather than leveraging his family’s wealth and fame as the great grandson of the McVitie’s biscuit empire, he has built his career on relatability and humour. His entrepreneurial success with the confectionery brand Candy Kittens, praised for its vegan friendly sweets and sustainable practices, adds another layer to his multifaceted career. Through his ventures and public persona, Laing embodies a modern, inclusive form of masculinity, one that values emotional intelligence and self expression.

While Laing’s role as a BBC Radio 1 host may limit his ability to engage in personal brand partnerships, his presence within the entertainment landscape continues to create opportunities for brand collaboration through his businesses. His carefully curated ventures, like JamPot Productions and Candy Kittens, allow him to maintain a commercial footprint while staying aligned with his values of authenticity and social impact. This approach reinforces his credibility, making him a trusted figure for both audiences and brand partners seeking meaningful alignment.

This focus on authenticity is increasingly resonant with younger generations who prioritise transparency and relatability from public figures. In a time when audiences are quick to reject performative behaviour, Laing’s willingness to share his vulnerabilities and celebrate emotional openness is a testament to the evolving cultural expectations placed on influencers and media personalities.

A Role Model for Young Men

In an era where influencers like Andrew Tate promote hyper masculine ideals rooted in dominance and suppression of emotion, Laing’s vulnerability stands out. His willingness to cry on national television, share his insecurities, and celebrate emotional openness challenges the harmful stereotypes perpetuated by the manosphere. By doing so, Laing provides young men with a healthier model of self acceptance and resilience.

Laing’s presence on Radio 1, with its reach of over 8 million weekly listeners, ensures that his message resonates widely. Parents have praised him for sparking important conversations about mental health with their children, proving that positive role models can indeed shape cultural narratives.

Why Jamie Laing Matters

Jamie Laing’s rise is a testament to the power of authenticity and personal growth. His journey from reality TV star to influential media figure offers valuable lessons for both individuals and brands. In a world where audiences crave genuine connections, Laing’s openness serves as a powerful reminder that strength lies in vulnerability.

For brands seeking relevance, aligning with authentic voices like Laing’s can foster meaningful connections with consumers. His ability to challenge outdated ideals and spark conversations on critical issues makes him not just a celebrity, but a force for positive change.

Jamie Laing is proof that true cultural influence comes not from bravado, but from the courage to be vulnerable, a shift that speaks to the changing ideals of masculinity and media consumption today.

categories: Impact, Culture
Monday 03.24.25
Posted by Vicky Beercock
 

Runways, Raves, and Kate Moss: Topshop’s Reign and Revival

In the pre-Instagram era, before TikTok dictated the trend cycle, Topshop was the ultimate tastemaker. Founded in 1964, it transformed from a humble high street store into a cultural phenomenon. By the early 2000s, Topshop wasn’t just a shop; it was a rite of passage. The Oxford Street flagship pulsed with energy — a labyrinth of fashion discoveries where celebrity sightings and chart-topping DJs were part of the experience.

Key Cultural Moments

  • Kate Moss Collaboration (2007): The moment that redefined high street fashion. Kate Moss launched her first collection for Topshop, merging supermodel glamour with accessible style. Fans queued overnight, proving that Topshop could ignite fashion hysteria.

  • NEWGEN Partnerships: Sponsoring emerging British talent like Christopher Kane, Jonathan Saunders, and Mary Katrantzou. These capsule collections brought high-fashion experimentation to the masses, cementing Topshop’s role as a cultural curator.

  • Beyoncé’s Ivy Park Launch (2016): Topshop’s collaboration with Beyoncé on her activewear line signalled its influence on global pop culture. The campaign was a smash hit, showing Topshop could move with the times.

  • Oxford Street Basement Runway Shows: Blurring the lines between retail and runway, Topshop hosted London Fashion Week presentations at its flagship store. With front rows packed with the industry’s elite, the basement runway became an unlikely fashion institution.

  • Fenty PUMA Pop-Ups: Rihanna’s Fenty PUMA line took over the store in a blaze of celebrity style and streetwear chic, reinforcing Topshop’s position as a tastemaker.

  • Pop Culture Crossovers: From appearances in iconic rom-coms like Confessions of a Shopaholic to influencer hauls on YouTube, Topshop was a constant in the fashion conversation.

The Oxford Street Legacy

With five floors of fashion, beauty, and chaos, Topshop Oxford Street was the epicentre of British cool. Kate Moss, the ultimate style oracle, immortalised the brand when her first collection dropped in 2007. The hype was electric. Superfans queued overnight, desperate to grab a slice of Mossy’s effortlessly undone aesthetic. It wasn’t just high street; it was high fashion — democratised.

But Topshop was more than Moss. It was a launchpad for the bold and the brilliant. NEWGEN designers like Christopher Kane, Jonathan Saunders, and Mary Katrantzou crafted collections that blurred the lines between accessible and aspirational. Beyoncé’s Ivy Park made its debut here. Rihanna’s Fenty slides stomped through its doors. The store was a living, breathing fashion week, 365 days a year.

Cultural Capital Through Talent and Partnerships

Topshop understood culture before algorithms did. From underground collabs to front-row power moves, it captured the zeitgeist. The BFC’s NEWGEN sponsorship was more than corporate lip service — it was a pipeline for fashion’s future. Kane’s unapologetically sexy silhouettes, Katrantzou’s kaleidoscopic prints — they all found a platform on Topshop’s rails.

And the events? Unmatched. DJs spinning under neon lights. Surprise pop-ups with the designers du jour. Free-flowing espresso martinis while you tried on the latest must-haves. The Oxford Street basement even had its own runway. In a world before social media dominance, word-of-mouth made Topshop the ultimate ‘if you know, you know’ destination.

The Decline

But even icons stumble. As ASOS, Boohoo, and Zara accelerated the fast fashion cycle, Topshop struggled to evolve. The Arcadia Group’s collapse in 2021 saw the Oxford Street flagship close its doors. The streets felt quieter, a little less fabulous.

The Renaissance of Physical Retail

And yet, 2025 whispers of a comeback. If the rumours are true, Topshop is plotting a return to Oxford Street. But this time, it’s a different game. The death of the high street has been overstated — IRL is back, and experiential retail reigns supreme.

Why Physical Presence Matters Again:

  • Exclusive In-Store Events: Think curated soirées, intimate performances, and late-night collabs. A pop-up with Central Saint Martins graduates? Yes, please.

  • Try-Before-You-Buy: A chic, IRL fitting room experience — because returns are so passé.

  • Pop-Up Collaborations: Limited drops, buzzy launches, and capsule collections designed for the grid.

  • Late-Night VIP Nights: Private events where the fashion crowd mingles over espresso martinis.

  • UGC-Friendly Spaces: Neon installations, vintage photo booths, and mirrored walls that beg for selfies.

  • Data Collection: Think QR codes linking to exclusive content, limited offers, and interactive style guides.

The Legacy and Future

Topshop wasn’t just a store; it was a state of mind. Its potential return signals something more than nostalgia. It’s about reclaiming cultural capital, redefining the high street, and proving that fashion — real, tactile, try-it-on-and-strut fashion — never went out of style.

The question remains: Can Topshop rise once again? Maybe it just needs a little Kate Moss magic. And if that’s not iconic, what is?

categories: Fashion, Culture, Impact
Thursday 03.20.25
Posted by Vicky Beercock
 

The Commercialisation of Cultural Institutions: Balancing Influence and Integrity

Cultural institutions have long been the custodians of artistic expression and societal reflection. From opera houses to contemporary galleries, they serve as both mirrors and makers of culture. But as public funding dwindles and private investment grows, the question arises: how can these institutions maintain their integrity while relying on commercial partnerships?

A New Era of Funding

The traditional model of state-funded arts is increasingly being supplemented, and in some cases supplanted, by private donors and corporate sponsors. Brands are recognising the power of cultural association to elevate their image, while wealthy philanthropists often see their contributions as a legacy of influence. In many instances, these partnerships enable groundbreaking exhibitions, performances, and educational programmes that may otherwise be unattainable.

Yet, the influence of financial backers is rarely without expectations. While most partnerships celebrate artistic freedom, the subtle pressure to align with corporate values or avoid controversial topics can present a challenge. When culture becomes intertwined with commerce, institutions must carefully navigate these dynamics to maintain public trust and artistic independence.

The Impact on Cultural Discourse

A reliance on private funding can, intentionally or not, shift the cultural conversation. Institutions may find themselves prioritising projects that attract high-profile sponsors or wealthy audiences rather than those that provoke critical thought or represent marginalised voices. Conversely, some brands have demonstrated a commitment to fostering progressive narratives and supporting underrepresented talent, showing that responsible commercial involvement can be a force for good.

Cultural leaders are now tasked with ensuring their institutions remain spaces of dialogue, dissent, and diversity. This means establishing transparent governance structures, ethical guidelines, and diverse boards that reflect a wide range of perspectives.

Finding the Balance

Striking the right balance requires institutions to be both pragmatic and principled. Successful partnerships are built on a shared commitment to artistic excellence, cultural enrichment, and public access. Some organisations are leading the way by implementing sponsorship policies that prioritise alignment with their core values, while others are investing in endowments to reduce dependence on external funding.

Furthermore, audience engagement has never been more critical. In the age of social media, the public has a powerful voice in holding institutions accountable. By fostering open dialogue and welcoming feedback, organisations can build resilient, responsive cultural ecosystems.

Looking Forward

The future of cultural institutions will be shaped by their ability to balance influence with integrity. As stewards of the arts, they have the opportunity to forge partnerships that celebrate creative freedom, elevate diverse voices, and contribute to a richer cultural dialogue.

The key question remains: how can institutions continue to innovate and inspire without compromising their purpose? The answer lies in leadership that champions transparency, courage, and a steadfast commitment to the cultural good.

In a world where commerce and culture are increasingly interconnected, those who navigate this landscape with clarity and conviction will shape the narratives that define our time. And that, perhaps, is the most powerful form of influence of all.

categories: Culture, Music, Impact
Thursday 03.20.25
Posted by Vicky Beercock
 
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