We investigate and decode consumer cultures, their meaning, and implication for strategy, product marketing and advertising.
From Global Innovation to Afro-Sonics Sound has always been more than just music. It is vibration, identity, emotion, and memory. It shapes how we experience the world—from the way we engage with brands to how we navigate digital and physical spaces. Today, sound is undergoing a radical transformation shaped by artificial intelligence, spatial technology, neuroscience, […]
Spirit of the Continent: The Afro-Drink Renaissance A quiet revolution is pouring into glasses across the world—one that’s deeply rooted in African heritage, yet boldly redefining global drinking culture. From the smoky depths of Ogogoro in Lagos to the caramel embrace of plantain-infused rum in London, Afro-spirits are no longer niche indulgences. They are cultural […]
Afro-Immigrant Nightlife, Unfiltered. Unscripted. Undeniable. Afro-immigrant nightlife serves as a vibrant tapestry interweaving culture, identity, and economic influence across global cities. Beyond mere entertainment, these nocturnal spaces function as hubs for community cohesion, cultural preservation, and significant economic activity. This article delves into the multifaceted dimensions of Afro-immigrant nightlife, highlighting its cultural significance, economic contributions, […]
From the sizzling taco stands of Mexico City to the pounded yam spots in Lagos, the street food economy is more than just a way to eat—it’s a global force shaping culture, commerce, and creativity. Street food is where tradition meets innovation. It’s where economic shifts, digital influence, and changing consumer behaviors collide in real-time. […]
Once a niche subculture, anime is now a dominant global force in entertainment, commerce, and cultural influence. From billion-dollar franchises like Pokémon to record-breaking films like Demon Slayer: Mugen Train, anime has evolved into one of Japan’s most valuable exports. But anime isn’t just about art and storytelling—it’s a business juggernaut. The industry’s growth is […]
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 […]
