From Sidelines to Front Rows: Vogue’s Sports Desk Makes Sport Fashion’s New Power Player

Vogue’s launch of The Sports Desk, in partnership with Google Pixel, confirms what sharp-eyed brand marketeers already knew: sport isn’t just influencing fashion - it’s becoming integral to how fashion expresses relevance, identity and reach.

Why This Matters

The fashion world has long flirted with sport - from Serena in Valentino to footballers fronting fashion campaigns - but this is the first time British Vogue has carved out dedicated editorial space to cover women’s sport with such depth and cultural weight.

This isn’t just about sport showing up in fashion. It’s about fashion repositioning itself through the lens of sport - performance, community, identity, strength. For brands in fashion, this is a wake-up call: sport isn’t a bolt-on. It’s part of the cultural engine room.

Fashion’s New Front Row

In launching The Sports Desk, Vogue is making women’s sport part of the fashion conversation - not as a seasonal trend, but as an ongoing influence. That matters in a market where brands are increasingly judged on cultural fluency and values alignment.

From AJ Odudu speaking with Alessia Russo at Wembley, to Rio Ferdinand interviewing the next generation of Lionesses, the content goes beyond highlight reels. It leans into personality, presence and purpose - exactly the kind of narrative fashion brands love to trade in.

How the Game is Changing for Brands

The rise of athlete as icon isn’t new - but it’s gaining new dimension. Athletes are no longer just brand ambassadors in campaigns. They’re muses, moodboards and cultural markers.

This matters for any brand that wants to stay in step with what’s shaping identity today. Gen Z and Gen Alpha see no hard lines between pitch, catwalk and content. That crossover is where the next era of brand storytelling is already playing out.

Key Moves Brand Marketeers Should Take From This

1. Reframe sport as a cultural driver, not a vertical: it’s a source of inspiration, not just affiliation.

2. Bring editorial energy to brand partnerships: think storytelling, not just sponsorship.

3. Recognise women’s sport as a fashion influence, not a sideline.

4. Use tech to enhance the narrative: like Google Pixel, be part of the experience, not just the logo.

Final Word

As Chioma Nnadi put it: “The influence of sport on the culture at large has never been greater.”
And now, it’s not just being featured in fashion - it’s shaping the way fashion talks, walks and leads.

Explore Vogue’s Sports Desk here 👉 British Vogue – The Sports Desk

Cracks in the Search Empire: Why Brand Marketers Should Care About the UK’s Push to Dismantle Google’s Monopoly

Big Tech, AI search and the future of branded visibility are under scrutiny - here’s what CMOs, strategists and agencies need to know.

This week, the UK’s Competition and Markets Authority (CMA) made waves by proposing to curb Google’s dominance in search - and it’s not just a regulatory battle. It’s a strategic fault line for anyone who builds brand value through digital discoverability.

At the heart of the proposal is a plan to give Google “Strategic Market Status (SMS)” under the UK’s new digital competition rules - a label that would force it to comply with tougher conduct obligations. Among them:

• “Fair ranking” principles for search results

• Increased publisher control over how their content appears (especially in AI-generated summaries)

• More transparent options for users to switch between search engines

For Google, this is “punitive.” For the CMA, it’s about restoring competition and innovation to a market dominated by one gatekeeper.

But for brand marketers? It’s a flashing red signal that the ground is shifting beneath your search strategy.

What’s Really at Stake for Brand Marketing

Marketers have long relied on Google as the default path to consumer attention. But what happens when that grip is loosened? When content licensing becomes contested? When AI-generated search results remove context, brand attribution - or visibility entirely?

This isn’t just a tech issue. It cuts to the core of how brand equity, reach and relevance are built in the digital age.

Here’s why it matters:

1. The Search Algorithm Is a Brand Filter

Your organic performance isn’t just about content quality - it’s shaped by ranking systems built in Google's image. If those systems are forced to become more transparent or fairer, your brand could either gain ground or lose privileged visibility.

2. AI Is Changing How People ‘Search’

AI-generated summaries are rewriting the SERP (Search Engine Results Page). If the CMA succeeds in giving publishers and brands more control, it could offer leverage in negotiating how your content is used in these AI answers - or how it’s monetised.

3. The Ad Model Is Under Pressure

The CMA has called out Google’s advertising business for inflating prices in a non-competitive market. If this results in a shake-up of ad pricing and placement, marketers could see more value — or more volatility - in paid search ROI.

4. Choice Screens Will Disrupt Defaults

If Apple and others are forced to offer users more options to switch search engines, that means more fragmentation. It’s no longer enough to optimise for Google alone.

What Brand Marketers Should Do Next

This isn’t a time to sit back. It’s a moment to lead with foresight, internally and across agency ecosystems.

🔍 In-House Teams

Audit your digital dependency
Where are you over-indexing on Google - for visibility, traffic or lead gen? What happens if ranking systems change or content indexing slows?

Map your brand’s role in AI search
Test how your brand shows up in Gemini, Perplexity or ChatGPT search integrations. Are your assets being cited? Is your brand voice being respected?

Strengthen your IP and content strategy
If AI-generated answers are built on your brand’s content, you need internal alignment across legal, comms and marketing to protect that value.

Push for channel diversification
Ramp up efforts in TikTok SEO, YouTube Shorts, Reddit threads, Pinterest discovery and newsletter ecosystems. The future is platform-agnostic.

💼 For Agencies and Strategic Partners

Lead with POV, not panic
This is an opportunity to advise clients proactively. Build trust through clarity, not alarmism.

Experiment with alternative platforms
Don’t wait for the dust to settle. Run pilot tests in non-Google search and discovery tools to gather real data on ROI, discoverability and consumer intent.

Align on new performance metrics
Traditional SEO and PPC benchmarks may lose relevance. Collaborate on future-facing KPIs that reflect changing paths to brand discovery.

Build regulatory fluency
Clients need more than media buying - they need partners who understand digital policy and platform accountability. Be the agency that speaks both languages.

The Bigger Picture: Why This Moment Is Cultural

We often talk about brand building through culture, but in many ways, culture is filtered through search. If one company controls what people see, it controls what people believe.

This CMA move is about more than economics - it’s about democratising access to visibility. That’s why this matters for marketers. Because if you want to build lasting brand relevance, you need to be seen - not just by Google, but by the people who matter.

The fight for fairer search is a fight for cultural equity. And marketers who show up early, with strategic clarity and diversified thinking, will be the ones who win.

TL;DR for the Boardroom

• What’s happening: The UK wants to force Google to play fair in search

• Why it matters: It could radically shift how consumers find and engage with brands

• What to do: Audit your dependency, diversify your discoverability, prepare for platform change

• Opportunity: Get ahead by treating digital visibility as a brand governance issue, not just a media line item

IMPACT: When the Truth Is Televised: How Documentaries and Dramas Are Becoming Catalysts for Justice

When journalism informs, but storytelling moves, something extraordinary happens: people care. They act. And occasionally, justice follows.

That’s the quiet transformation unfolding on our screens today.

For decades, investigative journalism has been the foundation of public accountability - relentlessly uncovering injustice and shining a light into the darkest corners of power. But in recent years, broadcasters and streaming platforms have taken that legacy and reimagined it. Through emotionally driven dramas and hard-hitting documentaries, they’re not just reporting injustice - they’re immersing us in it.

These stories don’t just explain what happened. They let us feel what it meant. And that’s when things start to change.

Grenfell: Uncovered (Netflix, 2025) & The Tower: Grenfell (BBC, 2023)

“No arrests. Eight years. Two powerful stories. One call for justice.”

In June 2025, Netflix released Grenfell: Uncovered, a blistering documentary marking the eighth anniversary of the fire that killed 72 people in West London. It doesn’t just recount the night of the blaze - it dissects the years of failure that led to it: deregulation, ignored warnings, dangerous materials, and institutional apathy.

Survivors speak. Whistleblowers come forward. Documents surface. The film is unflinching - and it lands like a punch to the national conscience.

Impact after airing:

Sparked widespread national and global media attention.

Gave renewed platform to survivors and campaigners.

Reignited calls for prosecutions of companies and individuals responsible.

Reopened political debate over housing reform and inquiry transparency.

Put pressure on the Metropolitan Police and Crown Prosecution Service over delays.

But Grenfell: Uncovered did not emerge in isolation.

In 2023, the BBC aired The Tower: Grenfell - a dramatised mini-series that brought the human side of the story into sharper focus. It offered what a documentary couldn’t: an intimate window into life inside the tower, the confusion of the night itself, and the heartbreak of the aftermath.

Where Netflix presented hard facts, the BBC offered emotional truth. And between them, a full picture began to form.

Impact of The Tower: Grenfell:

Helped the public emotionally connect with the people and experiences behind the headlines.

Ensured Grenfell stayed visible in public memory between phases of the official inquiry.

Used as an educational tool to provoke debate on housing inequality and social neglect.

Amplified calls from justice groups, particularly among younger viewers and educators.

Together, these two projects form a devastating one-two punch: one appeals to the mind, the other to the heart. Both make it painfully clear that Grenfell was not a freak accident - but a preventable outcome of greed, failure, and systemic neglect.

And crucially, both arrive at a time when justice remains stalled. No arrests. No prosecutions. A community still waiting.

Their combined message? We will not forget. And we will not stop asking why no one has been held accountable.

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Mr Bates vs The Post Office (ITV, 2024)

“A drama so powerful, it rewrote the law.”

This four-part ITV drama told the true story of hundreds of innocent subpostmasters falsely accused of theft, fraud and false accounting - victims of a faulty Horizon computer system and a ruthless institution.

Impact after airing:

Triggered emergency legislation to quash convictions.

Accelerated compensation payments.

Former CEO Paula Vennells returned her CBE amid national backlash.

Prompted new parliamentary investigations.

Widely credited with transforming public understanding of the scandal.

A real-life injustice, long overlooked, was finally seen - because the nation watched, cried, and demanded better.

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Exposed: The Ghost Train Fire (ABC Australia, 2021)

“A forgotten fire. A reopened wound.”

In 1979, a fire at Sydney’s Luna Park killed seven people. It was declared accidental. Exposed reopened the case with devastating effect—revealing possible arson, institutional failure, and high-level corruption.

Impact after airing:

Calls for renewed criminal investigations.

Reignited national debate about government integrity.

Gave families a long-overdue platform and public support.

It showed that even after decades of silence, the truth can still rise.

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When They See Us (Netflix, 2019 - resurged post - 2020)

“They were boys. The world called them criminals.”

Ava DuVernay’s dramatisation of the Central Park Five case broke open a painful history of racial injustice and wrongful conviction.

Impact after airing:

Brought global attention to the lives of the exonerated men.

Sparked new conversations around race and justice in U.S. schools and media.

Helped shift public opinion on police and prosecutorial accountability.

A story known to many - but felt by far more after the series aired.

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Other Stories That Stirred Action

💊 The Pharmacist (Netflix, 2020)

• One man’s quest against opioid abuse laid bare Big Pharma’s role in an American health crisis. It mobilised public concern around accountability in healthcare.

🐟 Seaspiracy (Netflix, 2021)

• Investigated the global fishing industry’s hidden environmental impact. Resulted in widespread scrutiny of “sustainable” labelling practices and conservation claims.

⏳ Time (BBC, 2021)

• Explored the UK prison system with depth and compassion. Used by advocacy groups and policymakers in justice reform conversations.

🏛 Capitol Riot Documentaries (BBC, HBO, 2021–2022)

• Detailed the lead-up and aftermath of the January 6 attack in the U.S. Used in public hearings and reinforced the need for democratic safeguards.

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The New Power of Storytelling

These films and series do something journalism alone can struggle to do - they translate complexity into compassion, and statistics into stories. They help us not only understand injustice, but feel its urgency. And when people feel, they act.

Streaming platforms and broadcasters aren’t replacing traditional journalism. They’re magnifying it. They’re giving it rhythm, colour, faces, and consequences.

They are, increasingly, a vital part of how justice begins.

And Still, Grenfell

Which brings us back to Grenfell: Uncovered - a documentary airing into a country that still hasn’t delivered justice.

No arrests. No prosecutions. No full accountability.

But now, millions are watching. And when that happens - when truth is finally seen - it becomes harder for power to hide.

Because when storytelling moves us, something extraordinary happens: people care. They act. And occasionally - if we keep the pressure - justice follows.

If you want to get involved and support the ongoing call for justice, visit Justice for Grenfell.

🧠 Bose Puts Paid Search Under the Microscope: Are Brand Terms Really Worth the Spend?

At the 2025 Cannes Lions International Festival of Creativity, Bose CMO Jim Mollica made headlines with a deceptively simple but industry-shaking question:

“How incremental is paid Google Search, particularly for branded terms?”

To find out, Bose has done what few major brands dare to do - it has paused its paid search activity in half of its U.S. markets. The aim? To determine whether paid ads on brand-related queries like “Bose Ultra Open Earbuds” are genuinely driving incremental sales, or simply claiming credit for purchases that were going to happen anyway.

This isn't just a strategic test - it’s a challenge to one of digital marketing’s longest-standing assumptions.

Brand Search vs. Generic Search: Understanding Intent

Mollica articulated a point many performance marketers acknowledge privately but rarely act on publicly: not all search traffic is equally valuable.

• A generic search like “headphones” reflects a consumer in discovery mode — open to influence, comparison and brand persuasion.

• A branded search like “Bose QuietComfort Ultra”, however, often signals that a consumer has already made up their mind.

Paid search tends to perform well on paper in both cases. But in the latter, it may simply intercept intent that organic results or direct navigation would have captured anyway.

And this is a broader industry issue. According to a 2023 study by the UK’s Institute of Practitioners in Advertising (IPA), up to 40% of paid search clicks on brand terms are “non-incremental” - meaning they do not drive new business, only accelerate or claim credit for what would have occurred organically.

Similarly, Analytic Partners reported in their ROI Genome 2024 findings that generic search delivers 2–3 times the ROI of branded search on average, precisely because it reaches consumers higher in the funnel.

A Data-Driven Reckoning for Digital Attribution

The marketing industry’s dependency on last-click attribution models has long been under scrutiny. These models disproportionately credit the final interaction before purchase - often a brand’s own paid ad - without recognising the influence of prior brand-building efforts, social content, or even physical retail exposure.

Mollica’s move to pause search activity is a rare real-world holdout test at scale - a true A/B comparison across markets. It’s the sort of experiment that could finally put hard numbers to long-standing assumptions.

Bose also plans to build an AI-powered incrementality model, combining search data, conversion patterns and offline signals to understand which types of search spend genuinely move the needle.

Marketing Efficiency in a Post-Performance Era

As marketing budgets come under increasing scrutiny, this type of experimentation could soon become the norm.

• A 2024 Gartner survey found that 74% of CMOs feel pressured to prove ROI more clearly across all digital channels, with paid search under particular examination.

• Despite this, nearly 65% of paid search budgets in the U.S. go toward branded terms, according to Tinuiti’s Q1 2025 Performance Benchmark Report.

If Bose’s test validates Mollica’s hypothesis, it may open the door for a widespread shift in paid media investment — prioritising discovery-based search and upper-funnel brand marketing over what Mollica describes as "advertising to people already in line to pay."

The Implications: Courage, Clarity and Calibration

By asking a provocative but data-led question — and backing it with a meaningful test - Bose is doing what more brands should: questioning the efficiency of entrenched practices. In a digital ecosystem flooded with dashboards and attribution models, true marketing intelligence comes not from more data, but from better-designed experiments.

For marketers, this is a wake-up call: it may be time to stop paying for the illusion of performance and start investing in actual impact.

Final Thought

As the Bose experiment unfolds, the results could redefine how brands worldwide view search investment - especially in an era where every marketing pound must pull its weight.

Sometimes, progress in marketing doesn’t come from adding more tech or spend - but from pausing, observing, and asking the uncomfortable question:

“What if we’ve been measuring it all wrong?”

🤖 Cannes Lions 2025: Media Convergence and AI Are Reshaping Brand Strategy

At this year’s Cannes Lions, one panel in particular cut through the noise: The Female Quotient’s FQ Lounge session on media convergence and the future of brand engagement. Leaders from Procter & Gamble, dentsu, LiveRamp, Hilton, Strava and more tackled one of the most urgent shifts in our industry: the collapse of traditional media boundaries and the rise of an AI-powered, data-driven, culturally fluid ecosystem.

The panel didn’t just talk about trends. It addressed a deeper truth: that the way we define media, engage audiences, and measure success has fundamentally changed - and our strategies need to catch up.

Here’s why AI now sits at the heart of this transformation, and what it means for marketers ready to lead, not just follow.

1. Media Has Converged. Now Strategy Must Too.

We’ve moved beyond the era of “channel planning.” Consumers no longer experience media in silos - neither should our strategies. What we’re seeing is a true convergence of traditional, digital, and social touchpoints, with blurred lines between paid, owned, earned, and organic content.

The challenge? While audiences are flowing seamlessly, most brand structures, teams, and data systems aren’t. AI enables us to unify fragmented signals into a coherent view of how people engage. But we must design for convergence—not just tactically, but organisationally and culturally.

2. Master Dashboards Are Only as Good as the Questions We Ask

The panel rightly spotlighted the industry's obsession with the “master dashboard.” But the real power lies not in centralisation - it lies in clarity. In a converged landscape, it’s no longer just about reach or frequency. It’s about understanding interplay: between paid and organic, performance and brand, short-term impact and long-term resonance.

AI allows us to move from passive reporting to active decision-making - surfacing real-time insights that enable marketers to test, iterate and scale quickly with far less wastage. But only if we’re asking the right questions.

3. From Keywords to Conversations: AI and Cultural Relevance

AI is fundamentally changing the creative brief. We’re moving from targeting based on static demographics or keyword-driven intent to dynamic, cultural understanding. Large language models and generative AI allow us to analyse live conversations at scale, anticipate emerging narratives, and craft messaging that resonates before trends go mainstream.

It’s no longer about jumping on the latest meme or hashtag - it’s about understanding the cultural pulse in real time. With AI, brands can stop reacting and start participating meaningfully.

4. Empower People. Don’t Replace Them.

A powerful moment from the panel: the call to bring people with us on the AI journey. There’s still fear - of irrelevance, of replacement, of not keeping up. But the real opportunity lies in using AI to enhance human creativity, not sideline it.

This requires a cultural shift. Teams must be encouraged to experiment, unlearn legacy thinking, and not be afraid to step away from what we’ve always done. AI is a partner in innovation, not a shortcut - and certainly not something to be ashamed of using.

5. Innovation Without Integrity Is a Dead End

As we scale our use of AI and data, we must lead with responsibility. Privacy, transparency and data ethics are not separate from creativity - they are essential to it. The trust we build with our audiences is our greatest asset, and the brands that balance innovation with integrity will be the ones that thrive in the long run.

Yes, we can move fast. But we must also move responsibly.

The Marketer’s New Mandate

The message from Cannes was clear: We’re not just building media plans anymore - we’re shaping ecosystems.

To lead in this converged, AI-accelerated environment, marketers must:

• Design for convergence, not just coordination

• Build agile, data-smart systems that empower decision-making

• Move from keyword targeting to cultural fluency

• Equip teams to see AI as a creative and strategic amplifier

• Lead with data integrity, not just efficiency

The future of brand engagement isn’t defined by platform or placement - it’s defined by our ability to listen deeply, respond intelligently, and engage meaningfully in the moments that matter.

And that future is already here.

Watch the full Female Quotient panel here:

Protecting the Beat: Why AFEM’s AI Principles Could Shape the Future of Music Creation

The music industry stands at a critical crossroads. The rise of generative AI is transforming how music is made, distributed, and consumed - but not without raising urgent questions about creators’ rights, ethics, and fair compensation. Enter AFEM (Association For Electronic Music), an influential voice in the electronic music scene, which has just released a pioneering set of AI Principles aimed at protecting music creators in this rapidly evolving landscape.

The Cultural Stakes Are High

Music is not just a product; it’s a cultural lifeblood. The International Federation of the Phonographic Industry (IFPI) reported that global recorded music revenues hit $31.1 billion in 2023, driven by streaming and digital innovation. But as AI technologies like generative models proliferate, artists and producers fear losing control over their creative output. According to a recent survey by MIDiA Research, 65% of music creators are concerned that AI could exploit their work without fair recognition or pay.

AFEM’s move reflects a growing alarm among creators worldwide. Its new principles demand that AI developers seek “explicit authorisation” from rightsholders before using copyrighted music to train their models. This insistence is crucial because, as AFEM warns, existing industry contracts were never designed with AI in mind - leaving a legal grey zone ripe for exploitation.

Why This Matters: Rights, Recognition, and Revenue

AFEM’s principles aren’t just about protecting revenue streams; they emphasise creators’ moral rights - the personal connection artists have with their work. Even when labels or publishers hold rights, AFEM stresses that “authors and performers must approve or decline AI uses”, safeguarding artistic integrity in a world where AI can generate “new” content based on original works.

The economic impact of ignoring these protections could be staggering. A 2024 report by Goldman Sachs predicted that AI-generated music could disrupt $5 billion in royalties annually by 2030 if left unregulated, siphoning income away from the very people who fuel the industry’s creativity.

Setting a New Standard

AFEM’s principles join a chorus of industry leaders - including UMG, GEMA, and the Human Artistry Campaign - calling for transparent, fair, and ethical AI use. By prioritising creators rather than just rightsholders, AFEM is pushing for a more inclusive and equitable framework, one that balances technological innovation with cultural preservation.

As AFEM co-chair Kurosh Nasseri put it, “By formulating a simple set of core principles... we will create the environment in which this new technology can flourish without violating the rights of creators and rightsholders.”

Looking Ahead: The Future of Music and AI

With generative AI already responsible for creating over 10% of new music tracks in some streaming playlists (source: MIDiA Research), the music industry’s response to AI’s rise will set a precedent for creative industries worldwide. AFEM’s initiative offers a blueprint not only for safeguarding music creators but also for ensuring AI innovation respects and uplifts human artistry.

The challenge? Aligning fast-moving tech development with the slower rhythms of legal and ethical frameworks - and making sure that, in the rush to embrace AI’s potential, the heartbeat of music’s creators remains front and center.

🎧 AFEM’s AI Principles – Key Takeaways:

1. Explicit Authorisation Required
   AI developers must obtain clear, explicit permission from rightsholders before using copyrighted music for AI training.

2. Fair Compensation and Transparent Credit
   Creators and rightsholders must be fairly compensated and properly credited when their work is used in AI systems.

3. Contracts Must Be AI-Specific
   Existing music industry agreements do not automatically cover AI use. Labels, publishers and distributors must include AI-specific clauses in new contracts to ensure proper authorisation and remuneration.

4. Creators Retain Moral and Usage Rights
   Even when recordings and compositions are owned by labels or publishers, moral rights remain with the creators.
   Authors and performers must approve or decline any AI use of their work.

5. Rights Cannot Be Assumed or Implied
   It must not be assumed that existing contracts or ownership imply consent for AI training or generative outputs.

These principles are designed to set ethical boundaries for AI in music and ensure that creators remain at the centre of innovation, ownership and cultural value.

This post was following Stuart Dredge’s article on music:)ally here

Sources:

• IFPI Global Music Report 2024

• MIDiA Research, Music Creators and AI Survey 2024

• Goldman Sachs, AI and Music Industry Report 2024

• AFEM AI Principles Announcement, June 2025

Wimbledon 2025: Reinventing Tradition to Thrive in the Attention Economy 🎾🔥

Wimbledon is more than just a tennis tournament - it’s a cultural institution that has stood the test of time. Yet, as we live in an era where attention is the most valuable currency, even this iconic event must evolve to stay relevant. Under the leadership of Sally Bolton, CEO of the All England Lawn Tennis Club (AELTC), Wimbledon is striking a powerful balance between honouring its rich traditions and embracing bold innovations.

🎯 Competing for Attention in a Saturated Market

In today’s entertainment landscape, Wimbledon faces fierce competition - not just from other sports, but from an endless stream of digital content vying for people’s attention. Bolton acknowledges, “It’s the attention economy, and we’re trying to maintain our share of that.” With a global audience that’s more fragmented than ever, this challenge has pushed Wimbledon to rethink how it engages fans.

📱 Engaging the Next Generation

Wimbledon’s innovative digital initiatives are game-changers. Take WimbleWorld on Roblox - launched in 2022, it has already attracted 19.5 million visits, connecting the tournament with a younger, digitally native audience in a fun and interactive way. This move signals Wimbledon's commitment to evolving beyond traditional broadcasting and stadium experiences.

🌍 Global Expansion: The U.S. and India

Wimbledon is expanding its footprint globally. In the U.S., the tournament partnered with ESPN and recreated “The Hill” experience in New York, bringing a slice of Wimbledon culture stateside. Meanwhile, in cricket-loving India, collaborations with legends like Sachin Tendulkar have introduced Wimbledon to new fans, tapping into vibrant, passionate sports communities.

📈 Business Growth Through Audience Engagement

This strategic approach is paying off. Over the past decade, Wimbledon’s revenue has more than doubled, soaring from £170 million to approximately £400 million. This growth reflects the success of deepening fan engagement and expanding reach without compromising the tournament’s heritage.

🏟️ Balancing Tradition with Innovation

Wimbledon continues to evolve while holding tight to its core identity. Innovations like electronic line calling and the online ticket ballot system show how technology can enhance the experience without eroding tradition. Bolton puts it best: Wimbledon is “always changing, always staying the same.”

🛍️ Beyond the Tournament: Building a Lifestyle Brand

Wimbledon isn’t just about the fortnight on the courts anymore. With nearly 100,000 visitors annually to its museum and a growing online retail presence, it’s positioning itself as a global lifestyle brand. This allows fans worldwide to connect with Wimbledon’s essence, even if they can’t be there in person.

🔮 The Future of Wimbledon

Looking forward, Wimbledon is set to remain a premier event by continuing to adapt thoughtfully. Bolton’s vision ensures the tournament will maintain its unique charm while meeting the demands of the modern attention economy.

For a deeper dive into Sally Bolton’s strategy and vision for Wimbledon’s future, check out the full Financial Times interview here:
ft.com - Sally Bolton on Wimbledon

For more thoughtful analysis on culture, fashion, music, sport, and brand strategy - including how brands like Wimbledon navigate today’s complex cultural landscape - subscribe to On The Record, my LinkedIn newsletter delivering curated insights and fresh perspectives straight to your feed: Subscribe here to On The Record.

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.

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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.

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/

You can check out the industry reaction in the comments of my Linkedin post here:

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.

Lessons from Formula 1’s Off-Track Expansion

In the ever-evolving landscape of brand marketing, cultural relevance is the north star. While traditional metrics like sales and market share remain essential, the brands that truly thrive are those that embed themselves into the cultural zeitgeist. Formula 1’s recent off-track expansion is a textbook example of how to master cultural relevance by extending brand influence far beyond the core product.

From Racetrack to Runway: The Expansion of F1’s Influence

Under Liberty Media’s stewardship, F1 has shed its image as a niche motorsport for die-hard fans and embraced its identity as a global entertainment juggernaut. The shift from a purely competitive spectacle to a multimedia entertainment property has unlocked vast new revenue streams. From star-studded events like the F1 75 launch at London’s O2 Arena to immersive experiences like the F1 Exhibition and F1 Arcade, the brand now offers multiple entry points for fans — both avid and casual.

What makes this strategy so effective is its alignment with cultural moments. Take the Netflix phenomenon Drive to Survive, which humanised drivers, crafted compelling storylines, and created a binge-worthy narrative for audiences beyond motorsport enthusiasts. Similarly, partnerships with Lego and Mattel transformed the F1 experience into tangible, playful moments for all age groups, generating billions of views through engaging activations like the Lego F1 cars racing around the Las Vegas Sphere.

Creating Cultural Capital: More Than Just Merchandise

F1’s partnerships are not merely transactional — they build cultural capital. Aligning with the right collaborators amplifies relevance. From nostalgic licensing deals with Snoopy and Lego to tapping into Hollywood with Brad Pitt’s upcoming F1 movie, the sport has intentionally extended its universe. It’s no longer just about who wins the Grand Prix; it’s about how fans experience F1 through stories, products, and social moments.

This multi-channel approach mirrors the Disneyfication model — offering diverse brand touchpoints that cater to different life stages. The brand experience evolves from toy cars in childhood to immersive gaming bars in adulthood, demonstrating longevity and sustained relevance.

Lessons for Brands: Crafting Cultural Relevance

For brands seeking to replicate F1’s success, here are three key takeaways:

1. Narrative First, Product Second: Build stories that resonate emotionally. Audiences want to engage with brands that offer cultural storytelling, not just transactions. F1’s storytelling — from on-track rivalries to driver personalities — has become a key draw.

2. Expand Your Universe: Collaborate with culturally relevant partners to create unexpected experiences. Partnerships that align with fan passions — music, film, gaming — offer authentic extensions of the brand.

3. Engage the Senses: F1’s CCO Emily Prazer noted the importance of enabling fans to “smell it, touch it and sell it to understand it.” Brands that prioritise immersive, experiential moments — whether physical or digital — deepen emotional connections.

The Future of Cultural Relevance

The brands winning in today’s culture-led economy are those that embrace entertainment, storytelling, and experience. As the traditional lines between sport, music, film, and lifestyle blur, brands that integrate themselves into these narratives will stand out.

F1’s journey serves as a powerful reminder: cultural relevance is not a byproduct of success — it is the driving force. For marketers, the challenge is clear: campaigns are essential, but thinking beyond them to create lasting cultural moments is what truly sets brands apart. The brands that do will find themselves not just participating in the conversation, but leading it.

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?

Beyond Trend-Chasing: How to Build Cultural Staying Power

Cultural influence isn’t about hopping on the next big trend—it’s about shaping the narrative, setting the agenda, and making sure people want in. The brands that dominate today aren’t those chasing relevance—they’re the ones deciding what’s relevant.

The landscape is shifting. AI is rewriting engagement. Collaborations have evolved from hype-stunts to cultural alliances. And after years of “brand purpose” overload, consumers are over the performative activism. Brands have a choice: build something that lasts or get lost in the churn.

1. Own the Culture—Don’t Chase It

Nike. Balenciaga. Telfar. They don’t react to trends. They set them.

• Nike knew that backing athlete activism wasn’t a risk—it was a cultural inevitability. They bet on Kaepernick before most brands knew where to stand.

• Balenciaga redefined high fashion by embracing irony, dystopia, and the absurd. They made Crocs cool. Twice.

• Telfar didn’t beg for a seat at the table. They built their own. The brand’s "Not for You—for Everyone" model flipped luxury on its head.

The takeaway? Stop waiting for a trend report to tell you what’s next. Decide what’s next.

2. Collaborations Are No Longer a Cheat Code

For years, slapping two logos together was enough to generate hype. That era is over. The new collaborations aren’t about branding—they’re about cultural collision.

• MSCHF x Crocs wasn’t a partnership; it was a statement on how far absurdity can go in fashion.

• Martine Rose x Nike didn’t just drop another sneaker—it distorted the entire silhouette, forcing consumers to rethink what’s desirable.

• Louis Vuitton x Tyler, the Creator isn’t about star power. It’s about working with actual tastemakers, not just famous faces.

Collabs today have to be unexpected, deeply intentional, and culture-led—otherwise, they’re just noise.

3. AI Isn’t Just a Tool—It’s the New Creative Director

Consumers now expect brands to know them better than they know themselves. AI-driven personalisation is no longer a gimmick—it’s the baseline.

• Spotify Wrapped isn’t just an annual recap. It’s a cultural event that turns every user into a brand evangelist.

• Stitch Fix is training AI to style consumers better than they can style themselves.

• NotCo is using AI to outsmart food giants, creating plant-based alternatives that taste better than the original.

Brands that fail to integrate AI into their strategy will lose consumer engagement, period.

4. Purpose Fatigue is Real—So Either Mean It or Drop It

Consumers don’t need another brand manifesto. They need action. The brands still winning on purpose are the ones who walk the walk.

• Patagonia didn’t "launch an initiative"—they literally gave the company away to fight climate change.

• NotCo isn’t posting about sustainability—it’s engineering a better food system.

• Nike’s activism works because it’s woven into its brand DNA—not just a one-off campaign.

What’s not working? The brands who went all in on purpose in 2020 and quietly backed out when the pressure faded. Consumers have receipts. Performative branding is dead.

5. The Future is About Building a World, Not Just Selling a Product

The most influential brands today don’t just have customers—they have devoted followers. Why? Because they’ve created a universe consumers want to live in.

• Apple doesn’t sell tech—it sells an identity.

• Supreme mastered exclusivity as a cultural currency.

• Erewhon turned a grocery store into a lifestyle flex.

The future belongs to brands that build their own world—one that feels so distinct, so culturally rich, that consumers don’t just want to buy in. They want to belong.

Final Word: It’s Time to Lead, Not Follow

The brands that win aren’t waiting for culture to move—they’re moving it themselves. If you’re still reacting to what’s trending, you’ve already lost. The real power is in setting the pace, owning the narrative, and making the world pay attention.

The Future of Gaming in 2025: AI, Live Service Fatigue & Industry Shifts

Key Takeouts

• AI in game development is a double-edged sword, offering efficiency but risking a loss of creative integrity.

• Live service models are losing favour, with audiences seeking more meaningful, contained experiences.

• The console wars are fading, as access and cross-platform experiences become more important than hardware.

• Funding challenges threaten innovation, with financial pressures limiting the scope for experimental game development.

• GTA 6 will be a defining moment, setting the tone for the future of AAA gaming and open-world experiences.

The global games industry in 2025 finds itself in an era of transformation, teetering between innovation and instability. What was once a space of boundless expansion has hit an inflection point, where technological disruption, economic pressures, and shifting player expectations are forcing the industry to redefine itself. The question now is not simply what games will look like in the coming years, but whether the structures that have sustained the industry for decades can continue to hold.

One of the most contentious developments is the increasing presence of AI in game development. On the surface, AI-powered tools promise efficiency—faster asset creation, streamlined animation, even AI-driven narrative design. But beneath the surface lies a deeper, more uncomfortable debate. What happens when automation starts to displace human creativity? The industry has always thrived on artistic expression, on the distinct fingerprints of developers crafting something singular. If studios prioritise AI-generated content to cut costs, will we see a decline in the uniqueness that makes games a cultural force? The push-and-pull between technological progress and creative integrity is set to define this decade.

Beyond the question of AI, the business of gaming itself is under scrutiny. Live service models, which once seemed like the holy grail of engagement and revenue, are now facing significant fatigue. While some franchises continue to dominate, the market is oversaturated, and audiences are growing weary of time-consuming, microtransaction-heavy experiences that demand continuous investment. Players are signalling a desire for more contained, meaningful narratives rather than endless content cycles, yet publishers are still gambling on the next big live service hit. The industry stands at a crossroads—will it double down on a model that is proving increasingly unsustainable, or will it recalibrate to meet the changing desires of its audience?

At the same time, the hardware landscape is undergoing a shift that few could have predicted a decade ago. The traditional battle between gaming consoles is becoming increasingly irrelevant as cross-platform play, cloud gaming, and subscription services break down the old silos. The latest console iterations have struggled to justify their existence in a market that is no longer defined by hardware exclusivity. For the new generation of players, access and experience outweigh brand loyalty, and the companies that embrace this reality will shape the future of the industry.

But for all the conversations around technology and business models, one of the most urgent challenges facing game development today is funding. Even as gaming continues to expand its cultural footprint, financial pressures are mounting. Major studios are downsizing, independent developers are struggling to secure investment, and the market is flooded with an overwhelming volume of new releases competing for limited attention. Where does the money come from for the next wave of truly groundbreaking games? If the financial structures underpinning the industry continue to shrink, we risk a landscape dominated only by the safest, most commercially viable projects, leaving little room for bold, experimental work.

Perhaps the clearest indicator of where the industry is heading lies in the anticipation surrounding GTA 6. Few games carry the weight of expectation quite like this one. Beyond being a guaranteed commercial juggernaut, it will set a precedent for the future of open-world gaming, player-driven content, and the broader blockbuster gaming experience. Will its approach reaffirm the industry's reliance on vast, expansive worlds, or will it point toward a new direction where more curated, concentrated experiences take centre stage? More than just a release, its impact will be a statement on where gaming is headed.

As 2025 unfolds, it is evident that gaming is in a moment of cultural and structural transition. The industry must decide what kind of future it wants to create—not just in terms of technological advancement, but in how it values creativity, sustainability, and the communities that sustain it. Whether this moment leads to reinvention or stagnation will depend on the choices made now, but one thing is certain: the future of gaming is being written in real time.

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.

Hermès: The Masterclass in Cultural Relevance and Timeless Brand Marketing

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Brilliant Social Media: The Digital Luxury Standard

In the digital-first era, luxury brands often struggle to balance reach with exclusivity. Hermès, however, has perfected this art by curating a social media presence that enhances rather than dilutes its brand cachet. With over 10 million followers across platforms like Instagram, Facebook, and Twitter, the brand has built a storytelling ecosystem that showcases its craftsmanship, creativity, and artistic vision.

Instead of using social media as a direct sales tool, Hermès has adopted an approach that prioritises authenticity and engagement. The brand offers glimpses into its ateliers, artisan stories, and dreamlike campaign visuals, reinforcing the mystique and desirability of its products. This careful curation ensures that digital engagement elevates Hermès’ exclusivity rather than diminishing it.

Heritage in the Digital Age

The challenge for any luxury brand is how to maintain exclusivity in a digital-first world. Social media, e-commerce, and influencer marketing have disrupted traditional luxury marketing models, often diluting brand cachet in the pursuit of reach. Yet, Hermès has proven that a brand can embrace digital transformation without losing its aura of exclusivity.

Instead of flooding digital platforms with aggressive sales tactics, Hermès has built a storytelling ecosystem that amplifies its craftsmanship, creativity, and artistic vision. The brand’s social media presence, particularly on Instagram, is a case study in understated luxury—offering glimpses into its ateliers, artisan stories, and dreamlike campaign visuals rather than hard-sell promotions. This approach keeps Hermès aspirational, ensuring that digital engagement enhances rather than erodes brand desirability.

High-Tech Meets High-Touch: Innovation Without Compromise

One of Hermès’ most strategic moves has been its ability to leverage technology in ways that align with its brand ethos. The Apple Watch Hermès collaboration is a perfect example: rather than simply licensing its name, Hermès co-created a product that seamlessly fuses craftsmanship with contemporary tech. This move expanded its audience to a younger, digitally native luxury consumer while reinforcing its values of quality and design excellence.

The brand has also embraced digital retail experiences without turning into a mass-market e-commerce brand. With immersive online experiences such as virtual scarf try-ons and sophisticated online appointment booking systems, Hermès ensures that digital convenience does not come at the expense of personalisation and luxury service.

The Power of Cultural Symbolism

Few brands have turned their products into cultural symbols as effectively as Hermès. The Birkin and Kelly bags are not just accessories; they are status symbols that transcend generations, continents, and even industries. While some brands chase fleeting trends, Hermès plays the long game—its slow production cycles and limited availability create a demand-driven desirability that most fashion houses struggle to achieve.

This scarcity strategy aligns perfectly with the modern consumer’s craving for authenticity. As luxury loses meaning in an era of mass production, Hermès continues to reinforce the idea that true luxury is not about price alone—it’s about artistry, patience, and exclusivity.

Cultural Relevance Through Artistic and Experiential Marketing

Beyond product, Hermès consistently invests in cultural storytelling. Its annual theme-driven campaigns, such as "Let’s Play" in 2022 and "Astonishing Hermès" in 2024, transform its collections into immersive narratives. These campaigns go beyond seasonal trends to create deeper emotional connections with consumers, positioning Hermès as a curator of culture rather than just a fashion house.

Experiential marketing is another cornerstone of the brand’s cultural strategy. The Hermès Carré Club, an interactive pop-up event celebrating the artistry of its silk scarves, demonstrated how luxury brands can create real-world engagement without cheapening their image. These moments reinforce Hermès as a living, breathing cultural force rather than just a static luxury brand.

Lessons for Brand Marketers

Hermès is not just a luxury fashion house; it is a brand marketing masterclass. In a time when many brands risk losing their DNA in the pursuit of digital relevance, Hermès has shown that true cultural influence comes from:

1. Authenticity Over Trend-Chasing – Maintaining a clear brand identity rather than reacting to every passing trend.

2. Strategic Digital Integration – Using technology to enhance, not replace, craftsmanship and storytelling.

3. Cultural Storytelling – Positioning products as cultural artifacts rather than mere commodities.

4. Experiential Luxury – Creating immersive, exclusive brand moments that reinforce desirability.

As the luxury landscape continues to evolve, Hermès provides a blueprint for how brands can maintain cultural relevance while staying true to their heritage. In a world of fleeting trends, Hermès remains timeless—a brand that does not follow culture but defines it.

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.

Navigating the Future of AI in the Music Industry: UK Music CEO Tom Kiehl Raises Concerns at Westminster

24th January 2025

The intersection of artificial intelligence (AI) and copyright law is one of the most pressing topics facing the creative industries today. In a landmark meeting at Westminster, UK Music CEO Tom Kiehl led the charge in raising concerns over the Government’s proposed “opt-out” mechanism for text and data mining. This proposal has sparked significant debate among industry leaders, MPs, and peers, with six All-Party Parliamentary Groups (APPGs) convening to discuss its potential impact on creators and rights holders.

In a meeting that underscored the importance of protecting creators in the evolving digital landscape, Kiehl highlighted several key challenges and flaws in the proposed AI framework, warning of significant risks to the music industry and its £7.6 billion contribution to the UK economy.

Key Takeaways from Tom Kiehl's Address:

🚨 Practical Challenges: Unreasonable Burden for Creators

The proposed opt-out mechanism would require creators and rights holders to notify multiple AI platforms individually, creating a significant administrative burden. This level of engagement is simply not practical for many smaller creators, who may lack the resources to navigate the complexities of these platforms. The sheer scale of this challenge would make it difficult for creators to effectively protect their work in a rapidly evolving technological landscape.

🚨 Lack of Transparency: How Can Creators Ensure Their Rights Are Respected?

One of the most concerning aspects of the proposal is the lack of transparency surrounding the opt-out process. Without a clear and reliable way to ensure that opt-out requests are honoured, creators and rights holders are left in a vulnerable position, uncertain whether their intellectual property is being used in line with their wishes. In an age where trust and transparency are paramount, this is a significant gap in the proposed legislation.

🚨 Technological Limitations: AI Can't Selectively Remove Data

Kiehl’s address also underscored a critical technical issue: AI models cannot selectively remove individual pieces of data once they have been included in the training process. This means that even if a creator opts out, there is no clear way to erase their data from models already trained, leaving their rights at risk. The challenge is not just one of policy; it is a technological limitation that renders the current approach practically unworkable.

🚨 Lessons from the EU: Uncertainty and Low Uptake

Looking across the Channel to the EU’s opt-out mechanism, Kiehl pointed to the legal uncertainty and low uptake among rights holders. The lessons from Europe are clear: opt-out mechanisms can lead to confusion and create a barrier for creators who may not fully understand their rights, or who are unable to navigate the complex legal landscape. The UK must avoid replicating these issues if it is to protect the interests of its creative industries.

🚨 Impact on the Music Sector: Risks to the UK’s Cultural Economy

The music industry is a cornerstone of the UK’s economy and cultural identity, contributing a staggering £7.6 billion annually. The opt-out proposal, without proper safeguards, could damage the livelihoods of creators, from songwriters to performers, and undermine the sector's ongoing growth. The Government must ensure that any AI-related legislation considers the unique challenges faced by the music industry, ensuring that creators' rights are not sacrificed in the name of technological innovation.

🚨 Need for Centralisation: A Unified Approach

Currently, there is no centralised repository for opt-out requests, a key flaw in the proposal. Without a unified system, creators and rights holders are left to navigate a fragmented landscape, making it difficult to effectively protect their work. Kiehl stressed the need for a centralised mechanism that could streamline the process and ensure that creators have the tools they need to safeguard their intellectual property.

The Call for Stronger Protections: A Critical Moment for UK Music

Given the vital role that music plays in the UK’s economy and culture, Kiehl urged Parliamentarians to ensure that the consultation process delivers robust protections for creators. As AI continues to reshape industries across the globe, it is essential that the creative sector is not left behind. The Government must take heed of the concerns raised today and work towards a solution that balances the opportunities AI offers with the protection of intellectual property rights for creators.

The conversation around AI and copyright in the music industry is far from over, but today’s meeting at Westminster has set the stage for a deeper, more nuanced debate. With so much at stake for the UK’s creative economy, now is the time for meaningful action.