🎬 Streaming Shake-Up: Disney and ITV Forge Unprecedented Content Partnership

The streaming wars just took a surprising turn. In a first-of-its-kind deal, The Walt Disney Company and ITV have announced a strategic content-sharing initiative designed to give UK audiences a curated taste of both platforms. From 16 July 2025, a rotating selection of high-profile content will be available across Disney+ and ITVX at no extra cost - a move poised to blur platform boundaries and reshape how British viewers engage with premium streaming.

A Cross-Pollination of Audiences

This landmark collaboration sees Disney+ hosting a “Taste of ITVX,” featuring hit British titles like Mr Bates vs The Post Office, Spy Among Friends, Love Island, and The 1% Club. Meanwhile, ITVX will offer “A Taste of Disney+,” showcasing Emmy-winning and globally popular content such as The Bear, Andor, Only Murders in the Building, and The Kardashians.

It’s a strategic alliance that aligns two legacy broadcasters in a mutually beneficial bid to increase reach, drive sampling, and entice subscribers.

📊 Supporting Stats

• 74% of UK consumers now use at least one streaming service, with more than half juggling three or more subscriptions (Ofcom, 2024).

• ITVX reached over 3.5 billion streams in 2024, cementing its place as the UK’s leading AVOD platform (ITV Annual Report).

• Disney+ saw global growth of 11% YoY in Q2 2025, but European subscriber growth has plateaued since late 2024 (Statista).

✅ Pros - What’s Working?

• Expanded Reach: Each platform taps into a new audience base. Disney gains exposure among mainstream UK viewers who lean towards domestic content, while ITVX benefits from the prestige and scale of Disney's global library.

• User Experience: Content discovery improves with a “low-friction trial” of premium shows, encouraging viewers to explore without the barrier of an extra subscription.

• Brand Reinforcement: The curated selections act as brand samplers, allowing each service to showcase its strongest genre pillars and storytelling.

⚠️ Cons - What Are the Risks?

• Content Cannibalisation: Offering premium titles for free could dilute the perceived value of subscriptions if not carefully managed.

• Viewer Confusion: Platform-hopping may complicate the customer journey, especially across ad-supported and premium tiers.

• Short-Term Impact: Unless conversion metrics are high, this could become more of a branding play than a growth engine.

🚀 Opportunities for Brands

• Advertising Innovation: ITVX Premium remains ad-free for ‘Taste of Disney+’, but the broader model opens new inventory opportunities for advertisers targeting cross-platform audiences.

• Cultural Co-creation: There’s potential for joint marketing campaigns that celebrate shared IPs or themed moments - e.g. British crime dramas meet American thrillers.

• Sampling as Strategy: Brands outside entertainment can learn from this content sampling approach, applying it to DTC, FMCG, and retail launches.

🧱 Challenges to Watch

• Licensing Complexity: Rights management and regional restrictions remain a hurdle in these hybrid models.

• Measurement Metrics: Evaluating success will depend on both hard conversion data (subscriptions) and softer brand engagement KPIs.

• Long-Term Scalability: Is this a one-off promotional play or a stepping stone towards deeper streaming syndication models?

📝 Key Takeouts

• Disney and ITVX are pioneering a cross-platform content-sharing model aimed at boosting discovery and engagement.

• This move signals a shift towards more collaborative, less siloed streaming strategies in saturated markets.

• It offers a proving ground for subscription sampling, curated curation, and soft conversion tactics.

👉 Next Steps for Brand Marketers

• Monitor viewer sentiment and engagement around cross-platform discovery - it’s a cue for how audiences may respond to brand co-creation.

• Think in ecosystems, not silos. Strategic partnerships can unlock reach and relevance when audiences are fragmented.

• Take inspiration from content bundling. Sampling high-value offerings (think early access, tiered trials, or freemium ranges) can drive product discovery across sectors.

This is a meaningful signal of how traditional media giants are adapting to a fragmented, loyalty-light streaming landscape. Keep watching.

🧹 Cleaning House: YouTube Tightens Rules on AI-Generated ‘Slop’ Content

YouTube’s crackdown on “inauthentic” content marks a strategic shift in the platform’s fight against low-effort, AI-generated media. As of 15 July, the company will update its YouTube Partner Program (YPP) monetisation policies, targeting mass-produced and repetitive content - much of it now made possible by generative AI tools.

For brand marketers, recruiters, and content strategists, this policy update is more than a tweak to platform guidelines. It signals a growing platform-wide push to preserve quality, trust, and authenticity in the age of synthetic content.

📊 Supporting Stats

• AI content is booming: According to Goldman Sachs, generative AI could automate up to 25% of content creation across industries by 2025.

• Low-quality content is on the rise: A 2024 report from 404 Media uncovered that a viral YouTube true crime channel was entirely AI-generated, sparking user backlash and wider platform scrutiny.

• Trust is fragile: Research from Edelman’s Trust Barometer shows that 61% of global consumers say they would lose trust in a platform if it profits from misleading or fake content.

✅ Pros - What’s Working?

• Clarification, not overreach: YouTube insists this is a “minor update” designed to provide clearer examples of inauthentic content. This could help creators better navigate what’s monetisable.

• Spam deterrence: Cracking down on mass-produced AI content helps reduce spam-like experiences for users, which could increase watch time for high-quality content.

• Brand protection: For advertisers, clearer boundaries help ensure their ads don’t appear alongside deepfakes, misinformation, or AI-generated “slop.”

⚠️ Cons - What Are the Limitations?

• Unclear enforcement: The actual policy language hasn’t been released, which creates uncertainty for creators and agencies alike.

• Reaction and remix grey areas: While YouTube says reaction videos and clip commentary are safe, the subjective nature of what counts as “original” could lead to over-moderation.

• Risk of over-correction: Without nuance, some small creators using AI ethically could be penalised alongside bad actors.

🔍 Opportunities - What Should Brands Focus On?

• Authenticity as currency: This policy shift reinforces that audiences (and platforms) value originality. Brands investing in distinctive, human-led content will stand out.

• Human-AI hybrids: AI isn’t banned - but lazy automation is. Brands can explore ethical, creative AI integration (e.g. voice cloning with disclosure, AI-enhanced scripting) that complements rather than replaces human input.

• Content audits: Now is a smart time to evaluate brand channels and partnerships for content integrity and alignment with evolving YPP standards.

🚧 Challenges - What Barriers Persist?

• Platform inconsistency: YouTube’s track record of enforcement is mixed. Scams, deepfakes, and AI spam still surface despite tools for reporting them.

• Speed of AI innovation: AI video creation is advancing faster than moderation systems can adapt. This creates whack-a-mole enforcement challenges.

• Monetisation anxiety: For creators and agencies managing influencer talent, these updates raise fears of sudden demonetisation without clear recourse.

📌 Key Takeouts

• YouTube is updating monetisation rules to combat AI-generated, repetitive, or spammy content.

• The update, while framed as minor, reflects growing concerns about platform quality and user trust.

• Ethical AI use is still allowed, but originality and value-add are critical.

• Brands must reassess content strategies, especially where AI tools are involved.

🎯 Next Steps for Brand Marketers

• Audit creator partnerships for content originality and compliance with YouTube’s evolving standards.

• Avoid full automation: Refrain from publishing fully AI-generated content without significant human input or editorial oversight.

• Prioritise disclosure: Where AI is used, make it transparent to viewers.

• Explore quality signals: Invest in creators and content that demonstrate thought leadership, creativity, and audience trust - all of which are likely to be favoured by future algorithms.

YouTube’s tightening grip on AI slop isn’t just policy housekeeping. It’s a cultural signal: originality still pays.

🚀 Netflix in Orbit: What Live Space Coverage Means for Brands and Culture

Netflix is heading to space - and taking 700 million subscribers with it. The streamer has announced plans to broadcast live rocket launches, spacewalks, and real-time views from the International Space Station. It’s a bold extension of Netflix’s recent move into live content, which already includes NFL games, the Tyson vs. Paul fight, and Beyoncé’s halftime show. For NASA, the goal is clear: tap into Netflix’s massive audience to ignite fresh interest in space. For brand strategists, it opens up a new frontier for cultural relevance and live media engagement.

🚀 The Pros: Space Becomes Streamable

• Mass Reach Meets Mission Control: Netflix's live events can reach over 700 million subscribers globally. For NASA, this scales beyond niche science audiences into global popular culture.

• New Formats for Fan Engagement: Live streams of missions and spacewalks could resemble event-viewing, creating shared global moments, much like a sports final or concert.

• Legitimises Live Content for Netflix: This isn’t just another reality show - it positions Netflix as a hub for high-stakes, real-time storytelling.

🪐 The Cons: Signals and Saturation

• Audience Fatigue: With live sports, concerts, and political debates already in the mix, there’s risk of over-saturating live formats without clear differentiation.

• Science Isn't Always Spectacle: Space missions can involve long periods of calm. Unlike a boxing match or concert, these moments may lack the adrenaline rush audiences expect.

• NASA’s Own Channel Risks Obscurity: NASA+ offers this content for free, but may lose visibility if Netflix becomes the dominant space-viewing platform.

🌌 The Opportunities: Brands on the Launchpad

• Sponsorship and Brand Integration: Think Red Bull Stratos or SpaceX livestreams - space content offers high-impact, high-visibility opportunities for brands to align with innovation and exploration.

• STEM and Youth Engagement: Educational and aspirational tie-ins can connect brands with younger audiences inspired by space science and tech.

• Eventising the Cosmos: Major launches or milestones could become new cultural moments - an opportunity for brand activations, second-screen experiences, or real-time campaigns.

☄️ The Challenges: Risk, Relevance, and Representation

• High-Stakes, Low-Control: Live space events carry the risk of delays, malfunctions, or even tragedy. For Netflix and partners, this means operating with caution.

• Commercialisation vs Credibility: Over-branding could undermine the authenticity or scientific integrity of the content.

• Cultural Equity in Space: Who gets to be represented in this next media frontier? Diversity, access, and narrative framing will all be under scrutiny.

🧭 Key Takeouts

• Netflix’s space content is a cultural shift, not just a programming update.

• NASA is betting on pop culture to extend the appeal of space science.

• Brands have a rare chance to align with awe-inspiring, globally unifying moments.

• The risk of turning space into just another content stream is real.

🛰️ Next Steps for Brand Marketers

• Monitor Launch Dates: Treat major space events as potential brand moments. Prepare creative, social, and experiential campaigns around them.

• Explore Collaborations: Partner with space-focused orgs or educational groups for purpose-led activations.

• Use Caution with Tone: Avoid gimmicks. Space is serious and awe-inspiring - any brand involvement must respect the format and its risks.

• Plan for Second Screens: Livestreams open doors for social engagement, Q&As, AR overlays, and influencer commentary. Think beyond the main event.

Netflix’s journey into orbit isn’t just a programming twist - it’s a signal that space, science, and spectacle are converging. The next big live moment might not be on Earth.

🕶️ Meta’s Smart Bet: Why Its €3B Stake in EssilorLuxottica Matters for Brand Marketers

Meta has reportedly acquired a 3% stake in EssilorLuxottica, the eyewear giant behind Ray-Ban and Oakley. The €3 billion ($3.5 billion) investment signals more than a financial move - it’s a strategic deepening of Meta’s long-term push into AI-powered hardware, particularly smart glasses. For brand marketers, this signals a growing convergence of fashion, tech, and augmented experiences - and a new frontier for branded interaction.

Smart Glasses Are Becoming Mainstream

Smart glasses are no longer novelty gadgets. Ray-Ban Meta glasses, launched in 2021, have seen stronger-than-expected uptake, prompting deeper collaboration between the two companies. The addition of Oakley-branded glasses in 2025 further expands Meta’s footprint.

According to Counterpoint Research, smart wearable shipments are expected to reach 600 million units globally by 2027, with smart glasses making up an increasing share thanks to their blend of function and style.

What’s Working: Pros

• Blending Style and Tech: Unlike bulky headsets, smart glasses from Meta x EssilorLuxottica integrate cameras, AI assistants, and voice commands into traditional eyewear styles.

• Brand Equity Built-In: Ray-Ban and Oakley bring decades of cultural cachet, helping smart glasses sidestep the “gadget” stigma that plagued earlier wearables.

• Direct-to-Consumer Ecosystem: Meta’s ownership of the hardware enables control over user data, interface, and services - bypassing gatekeepers like Apple or Samsung.

Limitations and Risks: Cons

• Privacy Backlash: Always-on cameras and voice assistants raise surveillance concerns, especially in public spaces.

• Fragmented Market: Many players - from Amazon to Snap - are competing, with no clear standard or dominant form factor yet.

• Battery and Tech Constraints: Miniaturisation of sensors and batteries remains a technical challenge, limiting extended use.

Opportunities for Brands

• Immersive Advertising: Smart glasses open the door for context-aware branded overlays - from virtual product try-ons to real-world-triggered content.

• Hands-Free Search and Commerce: AI-powered voice interfaces can enable seamless product discovery and voice shopping.

• Location-Based Activations: Brands could build activations where digital layers appear in physical spaces - offering exclusive content, offers, or narratives.

Challenges Ahead

• Platform Dependency: Early brand integration may hinge on Meta’s ecosystem, creating reliance on its APIs and data policies.

• User Adoption Curve: While growing, smart glasses adoption is still niche relative to smartphones or smartwatches.

• Creative Format Limitations: The screenless nature of some models means brands need to rethink UX beyond visuals.

Key Takeouts

• Meta’s €3B stake cements smart glasses as a core hardware pillar, not an experimental side project.

• The fusion of fashion and function (Ray-Ban, Oakley) gives smart glasses cultural traction.

• Brand experiences must evolve to fit AI-driven, screenless, voice-first interfaces.

• Smart glasses offer a glimpse into the future of ambient, always-available branded interaction.

Next Steps for Brand Marketers

• Start Prototyping: Develop voice-first or audio-based branded content for wearable interfaces.

• Monitor Smart Wearables: Track consumer sentiment and behaviour around emerging smart glasses platforms.

• Engage Early: Partner with Meta or other platforms for early branded beta activations - to learn, iterate, and lead.

• Think Beyond the Screen: Rethink your brand’s identity in an ambient, visual-light, context-heavy future.

Meta’s investment in EssilorLuxottica is not just a bet on smart glasses - it’s a signpost toward the next major shift in how people experience digital content in the real world. For marketers, the time to explore is now.

📱 TikTok's US Reinvention: What It Means for Brands, Creators and Culture Marketers

TikTok is preparing to split. According to The Information (July 7, 2025), the platform is developing a U.S.-specific version of its app ahead of a possible sale to American investors. The redesigned app could hit U.S. app stores by 5 September, with users expected to migrate fully by March 2026.

This development is driven by U.S. political pressure: former President Donald Trump confirmed discussions with China are set to resume, stating a deal is “pretty much” in place. But Beijing’s stance on ByteDance divestment remains unclear, especially following tariff escalations earlier this year.

For brand and creator marketers, this is more than a policy story. It’s a shift in the infrastructure behind the most culturally potent social platform in the U.S., home to over 135 million monthly active users, and a key engine for youth trends, creator commerce, and real-time content discovery.

✅ Pros: What Could Work in Marketers’ Favour

Platform continuity, with political cover
If a U.S. version helps TikTok avoid a ban, the platform gets a new lease on life with less regulatory uncertainty. That brings much-needed stability to brands and creators who’ve held back due to legal ambiguity.

Opportunity for region-specific innovation
A U.S.-operated version could develop custom tools, formats and features tailored to domestic user behaviour and commercial needs. Think: better brand safety controls, integrated commerce, or enhanced first-party data access.

Potential return of cautious advertisers
TikTok’s U.S. ad revenue is expected to grow from around $10 billion in 2024 to over $14 billion in 2025. A U.S.-sanctioned version could trigger budget reallocation in Q4 and beyond, especially among marketers seeking a stable, scalable alternative to Meta or YouTube.

First-mover advantage during relaunch
If TikTok reframes itself publicly around the U.S. launch, early brand partners could benefit from increased visibility, promotional support, and platform favouritism.

❌ Cons: Risks and Limitations to Monitor

Fragmentation across markets
Two versions of TikTok could mean diverging algorithms, user interfaces, or product roadmaps. Global campaigns may require localisation not just in message, but in platform mechanics.

Friction in user migration
Users will need to download a new app by March 2026. That opens up a window of churn, confusion, and content drop-off - especially among less tech-savvy or casually engaged users.

Creator monetisation could stall
If monetisation tools (Creator Fund, gifts, brand collabs) lag during the transition, top creators may diversify to other platforms. That threatens TikTok’s cultural edge and brand reach.

Continued political exposure
Even if the app relaunches under U.S. ownership, regulatory scrutiny won’t vanish. Data practices, content moderation, and youth safety remain open targets for legislation.

⚠️ Watchouts for Brand, Creator and Influencer Marketers

• API and data access may change. Campaign measurement tools and analytics platforms could experience lags or require re-integration with the new U.S. app.

• Influencer performance benchmarks may reset. If engagement metrics shift due to user drop-off or algorithm tweaks, influencer rates and ROI models may need recalibration.

• Paid media planning needs agility. Paid placements might face a brief pause or changes in approval processes. Flexibility in budget allocation will be key.

• Creator contracts may need updating. Usage rights, timelines, and KPIs tied to TikTok activations should account for app migration scenarios and audience volatility.

📌 Key Takeouts

• TikTok is developing a new U.S.-specific app, reportedly launching 5 September 2025, with full user migration expected by March 2026.

• 135M+ U.S. monthly users and 1.6B+ globally are affected—core audiences for creator-led campaigns.

• Global ad revenue exceeded $23B in 2024, with U.S. revenue expected to hit $14B+ by end of 2025.

• If TikTok is pulled from the U.S., up to $8.6B in ad spend could migrate to competitors like Instagram and YouTube.

• This shift is both a risk and an opportunity for brands ready to move quickly and creatively.

🎯 Next Steps for Brand Marketers

1. Map exposure to TikTok U.S.
   Audit current spend, creator partnerships, and campaign dependencies. Identify key risks and backup plans.

2. Scenario-plan for split platforms.
   Develop strategies for U.S.-only TikTok operations, especially if global features diverge or if content must be localised for performance.

3. Engage creators early.
   Proactively brief creator partners on what’s known, plan long-term relationships, and be ready to support their transition between versions.

4. Monitor platform announcements closely.
   Watch for updates to commercial policies, new ad tools, and the timeline of deprecation for the old app.

5. Stay agile across your short-form mix.
   Invest in creative flexibility that can move between TikTok, Reels, Shorts, and emerging formats as needed.

TikTok’s U.S. reboot marks a new phase in the platform’s evolution - from global disruptor to regional battleground. For marketers, it’s not just about brand presence. It’s about preparedness, speed of response, and having the right creators in your corner as the next version of TikTok takes shape.

How Unilever Used AI to Make Soap Go Viral: Culture Meets Content at Scale

Unilever’s cookie-scented Dove drop didn’t just clean up on TikTok - it scrubbed away any lingering doubt that AI-powered, creator-led marketing is the new playbook for FMCG relevance. This campaign offers a sharp case study on how big brands can marry technology and culture to drive sales and social clout. But it’s not without its trade-offs. Let’s break it down.

🔍 Campaign Recap: The Scent of Success

To launch its limited-edition Crumbl cookie-inspired Dove body care line, Unilever went big on scale, speed, and scent-driven storytelling. A vast influencer network helped the brand pull in over 3.5 billion earned impressions, and 52% of customers who bought the product were new to Dove. Crucially, these results weren’t just down to influencer volume - they were enabled by a smart AI-powered content infrastructure.

Unilever used Nvidia’s Omniverse platform to create digital twins of its products - down to packaging, label and language variants - and fed these into its own Gen AI Content Studios to generate thousands of visual assets a week. These assets were then deployed across its influencer network, and remixed again via AI to fit platform-specific formats and audience segments.

✅ The Pros: What Worked

1. Speed and Scale Without Creative Burnout

Unilever moved from generating “single digit” assets per month to thousands per week. That level of scale is unheard of in traditional CPG creative workflows. It gave influencers fresh, brand-ready content to work with - allowing for faster campaign launches, A/B testing, and trend responsiveness.

2. Influencer ROI That Converts

A powerful stat backs this up: 49% of consumers now make purchases monthly as a result of influencer content. In beauty and personal care, where trial is key, social validation is often more persuasive than legacy brand equity. This campaign showed that tapping into trusted creators still delivers - especially when amplified by AI-enabled formats.

3. New Customer Acquisition at Volume

The standout figure: 52% of sales came from first-time Dove buyers. That’s a strong result for a legacy brand, proving that culturally relevant limited editions can act as a brand gateway. It’s also a rare example of influencer work tied directly to incremental growth.

4. Asset Remixing for Maximum Reach

By using AI to resize, reformat and reposition creator content, Unilever extended campaign life and adapted it for each platform. From TikTok sound-on formats to Instagram carousels and Stories, the brand avoided creative fatigue and ensured higher content fit.

⚠️ The Cons: Risks and Trade-Offs

1. Too Much Volume Can Kill the Vibe

There’s a point where content volume becomes noise. Pushing thousands of branded assets per week may satisfy algorithms, but risks audience fatigue. Without strong creative direction, brands can drift into generic, forgettable content.

2. Authenticity at Risk

While influencer content performs best when it feels spontaneous, AI-optimised assets can tip into over-produced territory. If creators become mere content distributors instead of storytellers, the trust that underpins influence starts to erode. Already, over a third of marketers cite authenticity concerns when using AI-generated content.

3. The AI Influencer Question

Unilever hinted at exploring AI-generated influencers in the future. But 37% of consumers already say they find AI avatars less trustworthy than humans - raising the risk of backlash, especially in categories like skincare where emotional connection and credibility matter.

4. Lack of Guardrails

AI-generated content and virtual influencers remain largely unregulated. Only around 22% of brands currently have AI influencer disclosure guidelines, despite 78% planning to implement them. Without governance, the risk of reputational damage - through undisclosed AI usage or misleading content - is real.

🧭 Key Takeouts for Brand Marketers

1. Start with Humans, Scale with AI

The most effective campaigns still begin with culturally fluent creators. AI is a tool for scale and speed - not a replacement for taste and tone. Use it to adapt, not to dictate.

2. Put Cultural Relevance First

Don’t confuse tech innovation with cultural impact. The Crumbl collab worked because it tapped into a real trend - food-inspired beauty - not just because it used AI. Culture is the soil; AI is the fertiliser.

3. Treat Content Like Inventory

You don’t just need more content - you need the right mix, at the right time, for the right channel. Build modular content ecosystems that allow for remixing, personalisation and localisation. Think of assets as a supply chain, not a finished product.

4. Future-Proof Your AI Ethics

Start building internal playbooks for AI disclosure, content governance and creator transparency. It won’t just help mitigate risk - it will build trust with consumers and regulators alike.

🧠 Final Thought: The New Brand OS

Unilever didn’t just run a campaign - it demonstrated what the future brand operating system could look like. Creators fuel culture, AI enables distribution, and digital twins make agility real. For FMCG brands looking to remain culturally relevant and commercially viable, this is the blueprint.

But let’s not forget: while AI helps you move fast, it’s still the humans who decide where to go.

Check out the WSJ’s take here: https://www.wsj.com/articles/how-unilever-used-ai-to-make-soap-go-viral-8e723717?mod=cio-journal_lead_story

How TikTok's ‘Add To Music’ App Is Reshaping Streaming: What Marketers Need To Know

As music marketers, we’ve long known that TikTok is a top-of-funnel cultural engine for hits. But now, with its ‘Add To Music’ app integration, the platform is closing the loop between discovery and streaming in a way that’s both frictionless and powerful - with major implications for campaigns, fan strategy, and ROI.

After a full global rollout in 2024, TikTok’s Add To Music App feature is officially making waves. It’s earned the Music Consumer Innovation Award at the 2025 Music Week Awards and is already responsible for over one billion track saves to streaming platforms like Spotify, Apple Music, YouTube Music, Amazon Music, Deezer, and - most recently - SoundCloud.

This is a behavioural shift.

📊 High-Impact Stats Marketers Shouldn’t Ignore

• 1+ billion tracks saved via Add To Music – TikTok

• SoundOn-released Show Me Love by WizTheMC hit No.3 in the UK and has clocked 446,009 units in consumption (Official Charts Company)

• TikTok has driven "many billions" of off-platform streams via the feature (TikTok internal data)

• Spotify’s Viral 50 Global charts are increasingly filled with tracks going viral on TikTok first

💡 Key Takeouts

• Discovery is now directly measurable: TikTok has gone from being a vibes-based virality machine to a performance marketing tool for music.

• Frictionless conversion: Fans can now move from swipe to stream with one tap, turning hype into habit.

• Full-funnel strategy is essential: From creation on TikTok to streaming platform performance, marketers now need to map and optimise the entire user journey.

• Platform loyalty is changing: SoundCloud’s integration signals TikTok’s ambition to stay platform-agnostic and support all music ecosystems - not just the majors.

✅ Pros for Music Marketers

• Direct attribution: For the first time, you can more confidently track TikTok virality to streaming spikes.

• Increased artist independence: With SoundOn and integrated streaming, TikTok offers a start-to-scale solution for unsigned acts.

• Cross-platform amplification: TikTok becomes a launchpad, not a silo. This creates a more sustainable post-viral trajectory.

⚠️ Considerations and Watchouts

• Short attention spans still rule: Saving a track doesn’t guarantee full streams or long-term fandom. Retention strategies are critical.

• Data visibility may be limited: Brands and marketers might not always have access to platform-level data unless integrated with label or platform partners.

• Over-reliance risk: Building campaigns too TikTok-heavy could limit audience diversity across age and genre lines.

⏭️ Next Steps for Music Marketers

1. Integrate Add To Music prompts into campaign storytelling. Highlight where fans can save or stream.

2. Build artist funnel strategies that account for TikTok virality and how to retain fans beyond the platform.

3. Use SoundOn smartly: Independent artists should explore how to tap TikTok’s in-house label services to maximise early traction.

4. Collaborate across DSPs: Use TikTok as the ignition point, but build out broader playlist and editorial support with platforms like Apple Music, Spotify, and YouTube Music.

🎯 What This Means for Brand Marketers

TikTok’s Add To Music feature isn’t just a win for artists - it’s a cultural leverage point for brands that want to tap into music-driven moments with sharper conversion and cultural impact.

Music has always been a brand’s shortcut to emotion. Now, it’s also a shortcut to action.

Whether you're launching a campaign, activating talent, or building a branded content series, TikTok’s integration with DSPs creates a new bridge between brand affinity and measurable behaviour.

💡 Key Opportunities for Brands:

• Drive deeper storytelling through sound: Branded content that uses emerging tracks can now help push them onto streaming platforms, giving your brand a role in music’s success story.

• Tap into music discovery culture: Partner with artists who are rising via TikTok and use the Add To Music feature to create a trackable journey from content to conversion.

• Use music as a campaign trigger: Think beyond sync - the right track placement in a brand moment can now translate directly into saves, shares, and streams.

• Enhance creator partnerships: Collaborate with creators who can integrate music authentically into their content and encourage followers to save tracks, linking fandom with action.

🚀 Bottom Line

TikTok’s Add To Music feature is more than a button: it’s a strategic shift in how music is marketed, discovered, and consumed. For artists and marketers alike, it’s time to rethink release strategies through the lens of TikTok-enabled streaming pathways.

This is music marketing in motion – and we’re just getting started.

🎬🎵 Why a Netflix x Spotify Deal Could Be the Next Big Power Play in Streaming Culture

In the ever-evolving landscape of entertainment and partnerships, the rumoured collaboration between Netflix and Spotify is one to watch closely. If confirmed, this deal could see the two streaming giants package music-related content that blends live events, award shows, and original programming. Think: Spotify-powered soundtracks fuelling Netflix docuseries, or live concerts and artist interviews delivered via dual-platform drops.

It’s more than a distribution deal. It’s a strategic alignment that speaks to where culture is heading: multiformat, music-driven, and fan-first.

Why Now?

Both platforms are navigating saturation in their core offerings. Netflix’s pivot into unscripted sports and music series - like “Rhythm & Flow,” the upcoming reboot of “Star Search,” and Beyoncé’s 2024 NFL Christmas Day performance - signals a move toward content with built-in fandoms. Meanwhile, Spotify is seeking new ways to monetise and expand beyond audio, especially as it competes with TikTok, YouTube and Apple for artist relationships and attention.

Together, they can create ecosystems around artist moments, rather than one-off plays.

What This Means for Brands and Fans

For brands, this opens up layered opportunities across media placement, co-branded experiences, and interactive fan engagement. Imagine a Spotify Wrapped x Netflix docu-special, or shoppable soundtracks from live shows. For artists and fans, it means deeper storytelling: from the studio to the stage to the screen.

The Bigger Picture

This partnership would be about creating cultural universes, not just content. It taps into how fans already behave - streaming an album, watching a behind-the-scenes series, attending the livestreamed tour finale. It also reflects a broader trend: streaming platforms aren’t just delivery systems - they're brand-builders and cultural curators.

In a world where fandom equals equity, expect more platforms to follow suit - blurring the lines between formats, moments, and media.

🎧 And if they pull it off right? It could be music to the entire industry’s ears.

Want more analysis on brand, entertainment and cultural strategy? Subscribe to the On The Record newsletter here: https://www.linkedin.com/newsletters/on-the-record-weekly-round-up-7339260441459654657/

The New Creative Frontier: Apple Music’s LA Studio

Opening this summer, Apple’s new three-storey, 15,000-square-foot studio in Culver City is designed to be more than just a recording space. It’s a physical manifestation of Apple Music’s artist-first strategy - combining Spatial Audio tech, a 4,000-square-foot live performance stage, and an integrated social content lab.

Rachel Newman, co-head of Apple Music, describes the space as “a place for artists to create, connect, and share their vision”. It reflects a broader industry trend: moving beyond passive streaming to become an engine for live experience, audience engagement, and original storytelling.

Pros - What’s Working?

An Artist-First Environment
Apple Music’s physical and digital platforms are built with artist experience at the core. From private booths for songwriting to high-end Spatial Audio production rooms, the infrastructure enables more direct artist expression and control.

Live, Immersive Content
With multicam shoots, live fan events, and real-time editing facilities, the studio supports high-value, multi-format content creation that can feed Apple Music, social platforms, and beyond.

Global Network, Local Roots
The LA space adds to Apple’s network of creative hubs in cities like Berlin, Paris, and Tokyo, showing a scalable model for culturally grounded innovation.

Cons - What Are the Limitations?

Exclusive by Design
Despite its ambition, the LA studio model is inherently selective. Access will likely be limited to top-tier or Apple-partnered artists, leaving emerging acts outside this elite circle.

Geographic Centralisation
Though described as global, the flagship hub is based in Los Angeles - reinforcing the dominance of the US music industry and potentially overlooking regional scenes and underground cultures elsewhere.

Limited Public-Facing Value
While immersive for artists, the behind-the-scenes nature of the space may offer less immediate value to casual listeners unless content is cleverly distributed across channels.

Opportunities - What Should Brands Watch?

Partnership Potential
The new studio offers fertile ground for brand partnerships - from live events and artist collaborations to integrated content that aligns with Apple’s values of creativity, quality, and innovation.

High-Fidelity Storytelling
The rise of Spatial Audio and multicam formats opens the door for brand narratives that go beyond conventional audio ads. There’s a chance to co-create immersive, artist-led content that resonates culturally.

Fan Experience Design
As platforms build richer ecosystems, brand marketers can learn from Apple’s seamless integration of tech, space, and narrative. How might physical and digital experiences converge in your own campaigns?

Challenges - What Could Undermine Success?

Streaming Saturation
With Spotify, Amazon, and TikTok also building out audio strategies, Apple’s success depends on maintaining its reputation for curation, exclusivity, and technical quality - not just catalogue size.

Monetisation Pressure
For brands, the question remains: how measurable is the ROI of audio storytelling and live music partnerships? Without clear pathways to attribution, it can be hard to justify spend.

Cultural Relevance
Apple must stay attuned to the shifting sounds of Gen Z and emerging subcultures. Without fresh, diverse representation, its artist-first vision risks becoming mainstream-first instead.

Key Takeouts

• Apple’s new LA studio exemplifies a decade-long shift toward artist-led content ecosystems.

• Spatial Audio and immersive production are shaping the future of music experience and storytelling.

• There’s growing space for brands to collaborate in culturally credible, high-quality ways.

• Access and diversity remain key tensions as elite platforms scale.

• Streaming services are evolving into full creative platforms - not just distributors.

Next Steps for Brand Marketers

• Explore Spatial Audio: Invest in understanding how immersive formats can elevate your brand’s sonic identity.

• Build Artist Partnerships: Look beyond endorsements to co-create meaningful, narrative-led experiences.

• Activate Global Hubs: Identify opportunities in other Apple Music markets where brand–music collaboration can localise global strategies.

• Design for Cross-Channel: Ensure content created in premium environments like Apple’s studio is amplified across social, retail, and experiential touchpoints.

• Benchmark Against Apple’s Model: Use Apple’s approach as a blueprint for how to integrate creativity, culture, and technology with credibility.

If the past decade was about access, the next will be about intimacy, immersion, and identity - and Apple is already soundtracking that future.

MAD//Fest 2025: The Gritty, Culture-First Cousin to Cannes Lions

What happens when you remix the spirit of Cannes Lions with Shoreditch energy and fewer yachts? You get MAD//Fest 2025 - a bold, creative-first, and unapologetically fast-paced three days of brand, culture, and marketing collision in East London.

And here’s the thing: the key takeaways mirrored Cannes, almost note for note. But the delivery? I’m told pure MAD.

MAD//Fest and Cannes: Singing from the Same Strategy Sheet

Both events spotlighted the same seismic shifts shaking up marketing today. If Cannes Lions was the global boardroom, MAD//Fest was the underground club. But in both spaces, the big ideas aligned:

1. AI Is Not Just a Tool. It’s the New Operating System.

• AI was front and centre in both festivals.

• MAD//Fest broke it down into five strategic shifts: from machine-led media buying to live experience design, with creative workflows increasingly powered by GenAI.

• The message: marketers who aren’t integrating AI into their strategy today are already behind.

2. First-Party Data Is the New Creative Currency

• With third-party cookies collapsing, brands are recalibrating their foundations.

• MAD//Fest highlighted six trends shaping the first-party data landscape, including retail media expansion, ML-powered data refinement, and closed-loop measurement.

• This echoed Cannes’ obsession with ownership, access, and responsible activation.

3. Purpose Needs Proof

• Both events agreed: it’s no longer enough to talk about brand purpose.

• MAD//Fest went further - brands like Tony’s Chocolonely, Heineken and Haribo shared how they’re operationalising sustainability and social equity, not just marketing them.

• Think carbon labelling, ESG performance incentives, and community-informed product design.

4. Creative Effectiveness Starts with People

• While Cannes focused on award-winning work, MAD//Fest zoomed in on the conditions that fuel creativity.

• A headline keynote linked marketing team wellbeing to campaign success - with happier teams producing +27% more effective work and 40% lower attrition.

• It was a call to treat creative health like business health.

5. Start-Ups Aren’t the Sideshow. They’re the Signal.

• From AR-powered retail to Web3 loyalty apps, the MAD//Fest start-up arena was a launchpad for cultural innovation.

• While Cannes showcased innovation from the biggest players, MAD//Fest championed early-stage disruption with real-world edge.

💡 Stats from the Stage: What Stuck

• 72% of marketers are already using AI in creative workflows - from ideation to scripting to optimisation.

• Campaigns created by teams with high wellbeing scores were 27% more effective and saw 40% lower attrition.

• Investment in first-party data rose by 34% year on year, with brands reallocating spend from media buying to data ownership.

• 61% of FMCG brands now use retail media as a core channel - not just for performance, but for brand building too.

• AI-led media planning is cutting media waste by up to 40%, outperforming traditional rules-based methods.

• Brands using generative AI for creative development saved 2 to 3 weeks per campaign on average, particularly in early concepting and production planning.

🎤 The Verdict

MAD//Fest didn’t just talk about the future of marketing—it made it feel urgent, cultural, and within reach. While Cannes Lions remains the global benchmark for brand creativity, MAD//Fest proved that the UK has a scrappier, more accessible festival model that delivers just as much insight - without the gatekeeping.

Where Cannes brought polish, MAD//Fest brought momentum.

⚡Final Word

For brand strategists, marketers and creatives watching where culture and commerce collide, MAD//Fest 2025 was a clear signal:

We’re entering a new era of marketing. One powered by machines, shaped by values, and built by healthy, creative humans.

Next year, expect more noise, sharper takes - and even bigger conversations.

Legal Whiplash: Why UK Ticketing Faces a Seismic Reset in 2025

A major shake-up is coming to the UK ticketing space and no one in the live events ecosystem should be under any illusions about what it means.

From September 2025, companies could face criminal prosecution for failing to prevent fraud in their business, even if they didn’t know it was happening. This new offence, part of the government’s broader crackdown on corporate misconduct, makes it clear: compliance is no longer a tick-box exercise. It is a frontline defence.

Thanks to Martin Haigh for highlighting this in a recent post. It deserves the industry’s full attention.

What’s Changing?

Under the new “Failure to Prevent Fraud” offence, if someone inside your organisation commits fraud and your company didn’t have reasonable checks and systems in place to stop it, you could be criminally liable. That includes senior leadership.

Intent no longer matters. Ignorance is not a defence. Whether you’re a ticketing platform, a promoter, a sponsor, or a hospitality buyer, you are now part of the risk chain.

This Isn’t Just Theoretical

Let’s be real. Certain behaviours have long been tolerated, even normalised.

• Primary sellers quietly routing tickets straight to resale

• Secondary marketplaces allowing bulk tout listings without checks

• Promoters holding back blocks to generate sellout optics and artificial FOMO

• Sponsors topping up guest allocations from unofficial sources

• Hospitality providers mixing in grey-market tickets as “exclusive access”

These practices have eroded fan trust and undermined access. Come autumn, they won’t just be questionable. They could be criminal.

Who’s Most Exposed?

• Primary and resale platforms that haven’t put proper limits and checks in place

• Promoters dealing under the radar to boost hype

• Sponsors and hospitality agencies sourcing from third parties without doing due diligence

• Executives who rely on wilful ignorance or assume someone else is responsible

The Competition and Markets Authority can now issue direct fines of up to 10 percent of global turnover, with no court process required. If criminal fraud is suspected, the bar for prosecution is lower than ever.

The Knock-On Effect for Live Events

This will fundamentally impact how talent tours, how sponsors activate, and how fans access tickets.

• Expect increased pressure on platforms to show their workings

• Brands will need to rethink how hospitality packages are sourced

• Promoters may need to overhaul allocation practices to ensure fairness and transparency

• New players with compliant, transparent models will have a genuine competitive edge

The audience is no longer tolerating murky dealings, and now the law won’t either.

What Should Happen Next?

• Review your house now. Platforms, promoters, sponsors and hospitality providers all need a full audit of their processes

• Get documentation in order. It’s not enough to say you care about integrity. You need proof

• Train your teams. Make sure commercial, legal, partnerships and ops understand the exposure

• Use this as a reset. Clean systems, clear communication and fair access build long-term trust

This is a pivotal moment. Not just for ticketing compliance, but for cultural credibility.

The live space thrives when fans believe in the process. The minute they don’t, you lose more than just sales. You lose connection.

This is a chance to rebuild that trust, remove the opacity and raise the bar.

The Premier League’s New Digital Experience: Smart Play or Still in Beta?

The Premier League’s newly launched fan-facing app and website marks a decisive step in its digital transformation strategy. Backed by a five-year cloud and AI partnership with Microsoft, this isn’t just a UX refresh - it’s a structural shift in how the League intends to own the fan relationship. But while the ambition is clear, what’s the real value for marketers, and are there early signs of friction?

What’s working:

1. Platform consolidation = greater control of the fan journey
With the app acting as a gateway to clubs, broadcasters and official stats, the Premier League is reducing reliance on third-party platforms. This gives brands access to a more controlled, data-rich environment, and opens the door for higher-value, contextually relevant activations.

2. Personalisation at scale
The myPremierLeague features - especially “Line Up” and player-specific content - demonstrate a move toward the kind of tailored experience fans now expect from Spotify, TikTok, or Netflix. For brands, this allows for sharper targeting, especially in global markets where club allegiance is diverse but fandom is deep.

3. The AI Companion isn’t a gimmick
Built with Microsoft Copilot, this tool has real utility. Fans being able to access over 30 seasons of data, 9,000 videos, and personalised match insights introduces a new layer of content discovery. For brand partners, this means more moments to insert value - whether through branded storytelling, gamified trivia, or interactive content.

4. Global-first thinking
Features like Premier League Radio (with multilingual match commentary), seamless broadcaster linking, and mobile-first vertical storytelling reflect a serious commitment to serving fans well beyond the UK. For brands aiming to scale globally with Premier League IP, that matters.

What’s not (yet) delivering:

1. Commerce and ticketing still live elsewhere
While content and stats have been centralised, commercial functionality hasn’t. Merch, ticketing, travel, and loyalty experiences are still fragmented across club platforms. For marketers looking to close the loop from engagement to purchase, that’s a missed opportunity (for now).

2. Fantasy fatigue?
The integration of Fantasy Premier League is a smart retention play, but the format is largely unchanged. Gen Z and casual fans may find the experience too static, especially when competing with fantasy formats in NBA, NFL and esports that offer more real-time, mobile-first playability.

3. Broadcast links ≠ true streaming integration
The app connects fans to broadcaster platforms, but doesn't (yet) unify the live-viewing experience within its own ecosystem. This limits in-app dwell time and reduces opportunities for mid-match or reactive brand messaging.

4. Discovery bias toward superfans
With so many features built around customisation, newer or casual fans might struggle to find value without deep knowledge of clubs or players. For brands looking to reach the next-gen or international fanbase, there’s a risk the platform remains skewed toward core followers rather than onboarding new ones.

Why it matters for marketers:

This launch is a case study in what it looks like when a league builds a media platform rather than just renting space on one. For sponsors and marketers, it creates a more immersive, insight-rich environment to engage fans - but it also comes with the responsibility to tailor campaigns in ways that align with how fans are now navigating the product.

For the Premier League, it’s about owning attention, gathering first-party data, and proving its value far beyond the 90 minutes. But the next big win will come when these digital experiences begin to convert attention into commercial outcomes - across merch, tickets, content and brand activations.

The infrastructure is there. Now the test is adoption.

Doppl and the Future of Fashion: Google’s AI Styling App Is Shaping the Next Phase of Try-On Culture

Virtual try-on technology has been steadily evolving - but Doppl, Google Labs’ latest AI experiment, marks a definitive step into the future of fashion interaction.

Free to download (currently U.S. only) on iOS and Android, Doppl lets users upload a full-body photo and instantly visualise how any outfit might look and move on them. From thrifted gems to Instagram finds, users can snap, upload and watch their AI-generated selves walk, turn and style the piece - all in motion.

Where Google’s “Try-On” feature in Search stops at static images, Doppl turns styling into a dynamic, shareable, and surprisingly immersive experience. It simulates drape, flow and fit in motion - not just how something looks, but how it might feel.

This is important because shopping today isn’t linear. It doesn’t start on product pages - it starts in content. Style inspiration happens across TikTok, Threads, Pinterest, Reddit and resale platforms. Doppl builds a bridge between that moment of inspiration and self-expression. No search bar needed.

As Amanda Caswell recently explored for Tom’s Guide, Doppl’s edge is not just visual personalisation - it’s realism in motion. AI-generated videos bring a new level of intimacy and accuracy to online styling. You’re not just uploading your photo. You’re animating your taste.

That said, it’s still experimental. Expect glitches. Uploading can be patchy. Fit and fidelity aren’t perfect. Google has acknowledged this and says Doppl will evolve with better processing, more categories and international rollout. But the direction is clear.

Beyond the fun factor (and it is fun), this is a preview of what’s coming for brands and platforms:

• Commerce that begins in content, not catalogues

• Identity-driven retail powered by generative tech

• Styling that moves from static to social

It also invites fresh thinking around data and privacy. Doppl uses your images to generate try-ons - and while Google claims robust safeguards are in place, users and brands alike will need to weigh innovation against trust as these tools scale.

But the bottom line is this: Doppl’s not just about trying on clothes. It’s about trying on versions of yourself, inspired by the culture you move through. That’s not just a product tool - that’s a platform opportunity.

And for brands watching closely? This is your signal. Style discovery is becoming performance-based, creator-led and AI-assisted. Welcome to the new fitting room.

Ticketmaster, SeatGeek Lead $361M Sponsorship Surge: 23 Brands, 190 Deals, One Big Landgrab

In the ultra-competitive world of sports and entertainment in the US, ticketing sponsorships have become more than marketing plays - they’re strategic land-grabs for long-term, league-wide dominance. Last week, SponsorUnited released its much-anticipated report on sponsorship spend in the ticketing category, and the numbers speak volumes about where the industry is headed.

📊 The Big Picture: $361 Million from 23 Brands

• Total spend: $361 million

• Active investors: 23 brands

• Average deal size: $1.49 million

• Allocation to property & exposure rights: 65%

These figures underscore how deeply ticketing companies are embedding themselves into the fabric of pro and Power 4 college sports. Far from one-off activations, each sponsorship represents a strategic foothold - whether it’s naming a stadium, underwriting fan experiences, or cementing status as the “official” ticketing partner of a league.

🎯 Leaders of the Pack: Ticketmaster vs. SeatGeek

Number of Deals

• Ticketmaster 107

• SeatGeek 83

With 107 deals, Ticketmaster currently holds the crown; SeatGeek isn’t far behind at 83. Together, they account for nearly half of all ticketing sponsorship agreements in the market. This head-to-head battle reflects more than brand awareness - it’s a fight for ecosystem control, data insights, and the exclusive ability to influence where and how fans buy tickets.

⚖️ Deal Dynamics: Property Rights & Exposure

On average, each ticketing sponsorship deal is valued at $1.49 million, and about 65% of that spend is devoted to two core pillars:

1. Property Rights

   • Examples: naming rights (e.g., NWSL’s SeatGeek Stadium), branded concourses, premium lounge sponsorships.

2. Exposure & Activation

   • Examples: “official ticketing partner” entitlements (such as Ticketmaster’s WNBA partnership), in-arena signage, digital integrations.

By prioritising property rights, ticketing companies offset slotting fees and secure deeply integrated assets - things fans see and interact with every time they attend a game. Exposure rights, meanwhile, translate into constant brand reinforcement across broadcasts, social media, and on-site activations.

🕵️‍♂️ Why This Matters: Strategic Insights for Sponsorship Buyers

For Partnership Managers, Directors of Business Development, or CMOs, this data isn’t just academic. It’s the roadmap to:

• Spotting White Space: Where are competitor deals expiring? Which teams or conferences remain untapped?

• Benchmarking Market Rates: With average deals at $1.49 million, how do your current negotiations stack up?

• Assessing Overlaps & Exclusivity: In category-saturated markets, are you truly “exclusive”?

• Forecasting Shifts: As leagues evolve (e.g., growth of the WNBA or expansion of college playoffs), which new sponsorship assets will gain value?

Armed with real-time sponsorship data, teams can sharpen their pitches, negotiate smarter, and align more closely with league growth trajectories.

🚀 The Road Ahead: A Land-Grab in Perpetual Motion

Ticketing sponsorships are far from static. As new leagues emerge, digital ticketing innovations proliferate, and fan expectations evolve, the sponsorship landscape will continue to shift:

• Emerging Markets: Niche leagues (NWSL, MLS Next Pro) offer early-mover advantages.

• Digital & Hybrid Assets: NFTs, dynamic ticketing, and app integrations create fresh branding opportunities.

• Sustainability & Community: Brands that tie ticketing deals to CSR initiatives - like community ticketing programs - can stand out.

In a category where every deal is a strategic foothold, visibility is everything. By understanding who’s investing, where deals are concentrated, and how rights are being activated, ticketing companies - and their sponsorship buyers - can turn data into a decisive competitive advantage.

🔍 Key Takeaways

1. $361 M spent by 23 brands signals deep strategic commitment.

2. Ticketmaster (107 deals) and SeatGeek (83 deals) are locked in a head-to-head battle for ecosystem control.

3. 65% of deal value is focused on property and exposure rights - core to brand integration.

4. Data-driven insights are essential for spotting opportunities, benchmarking spend, and negotiating exclusivity.

As the dust settles on SponsorUnited’s report, one thing is clear: in the world of ticketing sponsorships, being everywhere - in every league, every stadium, every digital touchpoint - is the ultimate goal. And for brands that want to win, real-time data and strategic foresight have never been more critical.

📱 Creator Ad Revenue Tops Traditional Media in 2025 - A Turning Point for Marketers

In a landmark shift that rewrites the advertising playbook, 2025 marks the first year that ad revenue from creator-led content will eclipse traditional media. According to WPP’s newly released This Year Next Year mid-year forecast, creator-driven platforms like YouTube, TikTok, and Instagram are projected to pull in $235 billion in ad revenue - more than TV, print, and radio combined. It’s a cultural inflection point that signals not just a shift in spend, but a complete redefinition of influence.

👀 Creator Content Tops Traditional Channels

For years, creators have been building community, reach, and relatability in a way most media couldn’t touch. Now, that loyalty is translating into real economic power. Of the $235 billion going into creator content this year, creators themselves are expected to pocket a staggering $185 billion. That’s not just a win for the ecosystem - it’s a wake-up call for brands still overly reliant on legacy media.

🧠 A New Lens on Media Investment

WPP has introduced a new framework to make sense of this fast-moving terrain, breaking down media investment into four categories: Content, Commerce, Intelligence, and Location. The standout? Content. And more specifically, content made by humans with audiences - not just production teams with studio access.

Creator-generated ad revenue is up 20% from 2024 and is projected to more than double by 2030, reaching $376.6 billion.

💸 Why It Matters for Brands

For advertisers, especially those looking to capitalise on fast-growing segments like women’s sport or Gen Z lifestyle, creator content offers unmatched agility and authenticity. This shift also lowers the barrier to entry for brands without multi-million-pound production budgets. When the right creator meets the right brief, culture moves - and now, so does capital.

🌍 Global, Yet Personal

Markets like Brazil (11.9% growth) and India (8.4%) are powering ahead, while the US and UK remain dominant spenders. But the big story isn’t just geographic - it’s behavioural. Users now spend more time watching real people talk to them on a phone screen than anything broadcast at them on a larger one. And brands are finally reallocating spend accordingly.

🤖 AI & Autonomy: Accelerators of Change

The creator boom is also being fuelled by better tech. Generative AI, performance-optimised targeting, and agentic assistants are helping creators produce and monetise faster. It’s lowering friction and raising expectations. In this ecosystem, success depends on relevance, speed, and human resonance – not just reach.

🔑 Key Takeouts for Marketers:

1. Creator Content Is the New Mass Media: $235B in ad revenue in 2025 - creators are now bigger than TV.

2. Digital Dominance: Digital makes up 81.6% of total global ad spend.

3. Retail Media Is Surging: On track to hit $252B by 2030.

4. TV Isn’t Dead – But It’s Plateauing: Traditional channels offer diminishing returns.

5. Emerging Markets Matter: Growth in Brazil and India is outpacing the global average.

6. AI Is Reshaping the Industry: From content production to personalisation, automation is raising the bar.

✅ Actionable Steps for Marketers:

• Reallocate Budget Towards Creator-Led Content: Make creators central to your strategy - not a bolt-on.

• Design Social-First, Vertical Formats: Build natively for Reels, Shorts, and TikTok.

• Pilot Retail Media Campaigns: Test placements on Amazon, Walmart Connect, and Carrefour Links.

• Adopt AI Tools Across Creative Pipelines: For ideation, asset generation, and versioning.

• Shift from Demographic to Content-Based Targeting: Relevance is algorithmically rewarded.

• Localise for Growth Markets: Tailor creator partnerships and content for Brazil, India, and beyond.

• Use WPP’s New Classifications: Reframe your spend across Content, Commerce, Intelligence, and Location for clearer ROI storytelling.

📈 The Takeaway

Creator culture is no longer a trend. It is the new media economy. If your brand wants to stay relevant, it’s time to build like one - agile, audience-first, and socially native.

🔗 Read the full WPP TYNY 2025 report

AI Hitmakers and Algorithmic Hype: How Tech Took the Wheel in Culture

Meet The Velvet Sundown - a psychedelic rock “band” with over 400,000 monthly listeners on Spotify, two albums released in June, and zero confirmed human members. Their Spotify profile is verified, their bios are gibberish, and their band photos look like they were dreamt up by a machine. That’s because they probably were.

No one asked for an AI psych-rock band. But platforms made space for one. That’s the story.

Streaming services like Deezer report that nearly 20 percent of daily uploads are now fully AI-generated. No disclosure required. Spotify’s algorithms surface tracks based on predictive engagement patterns, not provenance or intent. For most users, that’s invisible. For brands, artists and culture strategists - it’s existential.

What we’re witnessing isn’t just the rise of AI in music. It’s the wider transformation of cultural influence from a human-led ecosystem to a machine-optimised economy. Tech isn’t just the stage anymore. It’s the writer, the producer and - most powerfully - the recommender.

This shift matters. Because for decades, cultural influence came from the margins. It started with subcultures, underground movements, niche tastemakers. But today, cultural moments increasingly start with algorithmic visibility: TikTok virality, FYP formatting, playlist placement.

Generative tools like AI image-makers or text-to-music models might still feel novel - but they’re scaling fast, and so are the incentives to use them. For platforms, synthetic content is cheap, controllable, and doesn’t argue about royalties. For brands chasing ‘always-on’ presence, it's tempting too.

But there’s a cost. When cultural relevance is reduced to performance metrics and recommendation logic, we risk losing the depth, risk-taking and community-first thinking that actually makes culture stick.

For brands and creators that care about legacy, not just visibility, this is the moment to double down on intent. The best strategy now isn’t to ignore tech - it’s to use it critically. To understand how it’s shaping taste and attention, yes - but to invest even harder in human insight, creative bravery and cultural point of view.

Because in this new era, the question isn’t can you scale content with AI. It’s: should you?

And if your brand wants to lead culture - not just fill the feed - you’ll need more than tools. You’ll need taste.

Hashtags Are Dead (on X Ads): What Brand Marketers Should Do Next

Elon Musk has officially banned hashtags from all advertising on X (formerly Twitter), calling them an “esthetic nightmare.” From Friday, brands running paid campaigns will need to operate without one of the oldest tools in the social media playbook.

While this may appear to be a small UX update, it actually marks a significant shift in how brand content is structured, discovered and engaged with. It's not just about hashtags - it's about the evolving rules of platform-native creativity, discoverability, and control.

Let’s break down what this means for brand marketers, and where we go from here.

Why It Matters

Since their rise to prominence in the early days of Twitter, hashtags have been a shortcut for visibility. They grouped conversations, surfaced content and served as cheap signals of relevance - particularly in paid content. But X is changing the rules.

Musk’s decision to ban hashtags in ads is the latest in a broader recalibration of the platform. Think fewer legacy tools, more control over how content flows, and a harder lean into algorithmic decision-making.

Regular posts can still use hashtags (for now), but the move signals a longer-term trend: platforms are moving away from overt, manual signals of relevance in favour of subtler, AI-powered ones.

Key Takeouts for Brand Marketers

1. The Creative Is Now the Context
Without hashtags, paid ads have to work harder to earn attention. That means creative quality is non-negotiable. Messaging must be clear, relevant and culturally attuned - there’s no shortcut to context anymore.

2. The Algorithm Is the New Discovery Engine
Think less about search-based discovery, and more about algorithmic stickiness. Is your content optimised to provoke engagement signals that matter? Comments, saves, shares and dwell time will do more for reach than any tag ever could.

3. Paid and Organic Must Work in Tandem
With hashtags still live in organic (for now), marketers can create cross-format ecosystems. Use organic to drive community interaction and trend alignment, while using paid to reinforce the story with sharp creative.

4. Brand Language > Hashtag Lists
This is a wake-up call to ditch generic tags like #MondayMotivation or #Inspo. Instead, double down on authentic tone of voice, insider references and culturally specific language that resonates without relying on tags.

5. Creators Will Be More Valuable Than Ever
If hashtags were a distribution hack, creators are now the distribution strategy. Their reach is native, their engagement real. Strategic creator partnerships offer built-in discovery and cultural clout.

What to Do Next

• Audit your paid social copy: Remove dependency on hashtags and sharpen the messaging.

• Train your teams on platform-native content: No more recycling copy across channels. What works on Instagram won't work on X.

• Invest in testing formats: Explore interactivity, carousels, polls and video to maximise engagement.

• Brief creators better: Instead of mandating tags, give them cultural cues and creative freedom to express your brand story in native ways.

In Summary

This isn’t the end of the world - it’s the end of lazy formatting. The ban on hashtags in X ads is part of a wider movement toward smarter, more nuanced storytelling in digital environments. For brands, it’s an opportunity to evolve from reach-at-all-costs tactics to relevance-at-all-touchpoints strategy.

In short: adapt or become irrelevant.

#BrandMarketing #SocialStrategy #XPlatform #DigitalTrends #CreativeStrategy #PaidSocial

Most Brands Get Fandom Wrong. Here’s Why.

Fandom is having a moment. Again.

There are endless headlines about the rise of the “new” fan - hyper-engaged, platform-native, born into meme culture and fluent in niche. Reports churn out taxonomies and traits: the Gen Z sports obsessive, the K-pop stan, the streaming superfan. The message is clear: fans are a powerful cohort, and brands need to figure them out.

But here's the problem: most of the conversation still treats fandom like a fixed attribute - a type of person to be targeted, instead of a context-dependent behaviour to be earned.

Let’s be clear: fandom is not a personality type. It’s a response.
It emerges when the right conditions exist - when people find cultural meaning, community, emotional return or creative agency in the worlds they connect with.

Some of those conditions are designed. Others are accidental. But none of them are guaranteed.

Fandom is a system, not a segment

Brands love segmentation: who are these fans, where do they live, what’s their disposable income? Useful in some ways. But it misses the deeper point.

Two people with the same music taste or media habits might engage in wildly different ways depending on what the cultural system around them offers:

• One fan watches passively. Another edits tour footage into narrative arcs with fan theories, inside jokes and timeline canon.

• One buys a jersey. Another crowdfunds a documentary to preserve the club’s grassroots story.

• One streams the album. Another builds a Discord server that outlives the release cycle.

Same interest. Different conditions. Different behaviour.

Fandom is shaped by access, expectation, community design, and the level of creative or emotional input the world around it allows. It’s not a thing people bring. It’s a thing they build - often in response to how a brand, artist or platform sets the tone.

Behaviour > Belonging

Want to understand the future of fandom? Don’t ask “Who are these people?” Ask “What are they able (or invited) to do?”

• Are they given tools to remix and reframe stories?

• Is there frictionless access to the source or mystique to unravel?

• Is it reciprocal, performative, devotional, communal?

• Does the platform enable connection or gatekeep it?

Some of the most successful fandoms didn’t scale because of who the fans were, but because of what the ecosystem allowed:

• The NBA’s growth among Gen Z isn’t about youth appeal alone. It’s about its embrace of player-as-creator culture - from TikTok to League Fits to podcasting.

• Coachella’s branded relevance isn’t rooted in legacy. It’s powered by the annual ritual of fashion, identity play, livestream hype, and digital presence far beyond the desert.

• Dungeons & Dragons’ renaissance didn’t come from rebranding the game. It came from opening the gates, letting players become performers, creators and communities.

Numbers to know

• 63% of Gen Z say they connect more deeply with brands that help them express or create, not just consume (GWI, 2024).

• The top 10% of artist superfans drive over 40% of digital music revenue - not just through streaming, but through ticketing, merch, and premium content (MIDiA Research).

• Fandom-first platforms like Discord, AO3 and Letterboxd are growing faster than social platforms in active engagement metrics year-on-year (WARC, 2024).

So what does this mean for brands?

If you want to build real fandom, stop treating it like a demographic to court.

Instead:

• Design for behaviour. Enable rituals, remixing, self-expression. Create the tools and signals that allow fans to act.

• Respect the tempo. Not all engagement is always-on. Some fandoms thrive on drops, delays, suspense.

• Map the inputs. Fandom isn’t output. It’s what happens when the cultural inputs - intimacy, relevance, recognition - align.

Because you don’t own fandom. You don’t get to define it.

You only get to design the conditions where it can emerge - or not.

Sources:

• GWI “Future of the Creator Economy” Report, 2024

• MIDiA Research: “Superfans & Monetisation” 2023

• WARC: “Fandom Platforms 2024 Benchmark”

TikTok Leans Into News as Meta Bows Out: What It Means for Platforms, Publishers and Public Trust

📱 TikTok backs news influencers while Meta backs off - and the implications are cultural as much as strategic.

In a move that signals shifting sands in the digital news ecosystem, TikTok is stepping up its support for news creators on the platform, just as Meta continues to retreat from its role in news dissemination. Axios Media reports that TikTok is not only encouraging news influencers to keep posting but is also offering resources and guidance to help them navigate responsible reporting.

This comes at a time when around half of American TikTok users say they get their news from the platform - a figure that puts TikTok shoulder-to-shoulder with traditional outlets in terms of public influence.

Meanwhile, Meta (parent company of Facebook and Instagram) has doubled down on its distancing from news content. From ending fact-checking partnerships to actively blocking news on its platforms in countries like Canada, Meta is making a deliberate pivot away from being seen as a news source.

So what does this divergence tell us?

Platforms Are Picking Sides in the Information Economy

Meta's retreat reflects a longer-term strategy: reducing liability, appeasing regulators, and shifting focus toward entertainment and creator commerce. News, by contrast, brings risk, complexity, and political scrutiny. Its ROI is harder to prove - and harder to monetise.

TikTok, however, sees opportunity in the vacuum. News creators on the platform range from independent journalists to educators and analysts - often with huge Gen Z and Millennial followings. Their content is short-form, highly visual, and community-driven: tailor-made for TikTok’s algorithm and audience behaviour.

While the platform hasn't gone so far as to create an official "news tab", its behind-the-scenes support for these voices suggests it sees value in becoming a trusted, if unconventional, news source - especially for younger users less likely to visit legacy media sites.

Implications for Brands, Publishers and the Public

1. Brand Strategy:
As audiences increasingly treat social platforms as their front page, brands will need to rethink how they show up in those spaces - not just through ads or branded content, but through credible voices, partnerships with newsfluencers, and value-based storytelling.

2. Publisher Survival:
Legacy media should see TikTok’s move as a call to experiment. The door is open for news outlets willing to meet users where they are - not with clickbait or repurposed headlines, but with platform-native, personality-led reporting that builds community, not just traffic.

3. Public Trust:
The rise of news influencers raises questions around accuracy, accountability, and platform responsibility. TikTok’s approach - supporting but not centrally regulating - could leave room for innovation, but also for misinformation. The next phase will require clearer guardrails to maintain public trust.

In a world where attention is everything, the battle for “newsfluence” is officially on. TikTok isn’t trying to become the new BBC - but it is signalling that it wants to be more than just dance trends and recipes.

And when the world’s biggest social platforms start choosing sides in the future of news, brands, creators and consumers alike need to pay attention.

Because the feed is the new front page - and who curates it matters.

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.