We investigate and decode consumer cultures, their meaning, and implication for strategy, product marketing and advertising.
The Rise of South Indian Cinema and the RRR Phenomenon. For nearly a century, Bollywood has been the heartbeat of India’s entertainment industry—a cultural powerhouse that shaped music, fashion, and storytelling for over a billion people. But today, something has shifted. Despite producing over 1,500 films a year—more than Hollywood—Bollywood is struggling to hold onto […]
Introduction: The Myth of a Single Culture Culture is often thrown around as a buzzword—something brands, creators, and media outlets reference as a singular, monolithic force. But here’s the truth: Culture is not one thing. What we call “culture” is actually a collection of overlapping, sometimes conflicting, ecosystems. There’s mainstream culture, the polished version that […]
The Formula Behind a Hit? African music is no longer an underground movement. It has become a dominant force in global pop culture, influencing mainstream charts, breaking streaming records, and commanding sold-out stadium tours across continents. From Afrobeats to Amapiano, Gengetone to Bongo Flava, Afro-Rap to Alté, African sounds are shaping the future of music. […]
The Clout Economy is Crumbling Over the past decade, influence was predominantly measured by metrics such as followers, likes, and engagement rates. Brands invested heavily in influencers who could command attention, regardless of their expertise or authenticity. However, this landscape is undergoing a significant transformation. Today, amassing millions of followers no longer guarantees power or […]
The Loop of Cultural Resurrection In a world obsessed with the next big thing, it’s ironic how much of what dominates culture today is actually a revival of the past. Fashion trends, music samples, forgotten memes, and even entire TV shows are resurrected, repackaged, and sold as new. The digital age, instead of pushing us […]
The internet could be regarded as a spellbook. Virality has become modern sorcery, a digital ritual where engagement is the incantation, algorithms the unseen forces, and influence the ultimate prize. But in this age of digital magic, who are the real spellcasters? And what are the hidden costs of summoning virality? Intro: The Spell of […]
The Algorithm Decides If You’re Cool In 2025, cool is no longer an abstract, effortless aura—it’s a data-driven dictatorship. What was once the domain of countercultures and tastemakers is now dictated by algorithms, venture-backed aesthetics, and a system of cultural validation that rewards conformity over originality. The cool kids aren’t just in the streets anymore—they’re […]
Welcome to the Illusion Economy Reality is overrated. In a world where facts are negotiable, where fiction holds more value than the truth, and where digital fantasies generate billions, we must ask—has make-believe become the ultimate business model? Think about it: A metaverse sneaker can sell for more than a real one—like Nike’s virtual kicks […]
In the Beginning, There Was the Feed… There was a time when what you loved—music, fashion, movies, even your beliefs—was shaped by gatekeepers. Record labels, TV stations, magazine editors, cultural critics. They told you who to watch, what to listen to, and what trends mattered. But that era is over. Today, the algorithm is the […]
Introduction: In Fandom We Trust If you’ve ever seen a stadium erupt when Burna Boy steps on stage, or watched Swifties defend Taylor Swift with biblical fervor online, you already understand—fandom is more than entertainment; it’s belief. In an era where traditional institutions are losing their grip, fanbases have become the new congregations, and icons […]
