“WATCH US”: Cultural Power in Marketing in Effect!
In July 2025, Showmax released a campaign that didn’t just promote the streaming platform, it set a new cultural benchmark. WATCH US, isn’t a celebration of celebrity for celebrity’s sake. It’s a declaration of cultural sovereignty. A statement that South Africa isn’t just participating in global culture, it’s shaping it. The spot features Grammy-winning artist […]
Why Every Major Artist (and Brand) Is Now Looking to South Africa
The touring of top hip hop and R&B artists in South Africa is increasingly significant, reflecting the country’s appetite for global urban music culture and its burgeoning market potential. This trend is underscored by notable artists like Chris Brown, Lauryn Hill, Wyclef Jean, Travis Scott, Keyshia Cole and Gunna drawing both local and international attention […]
Culture = Cash: Proving ROI of Culture Marketing
2025 has sounded a loud alarm bell for every brand leader still treating culture marketing as “nice to have.” The truth? Culture is the new performance channel, the only channel that delivers real, measurable demand, pricing power, and compounding loyalty. And if 2026 isn’t on your radar as the year to double down on cultural […]
How Corona took SA outdoor Festivals vibes to Global Culture Standard.
In the battle for Gen Z and Millennial attention, South Africa has become a masterclass in culture immersion, with Corona Beer leading the way as a global blueprint for lifestyle marketing. By aligning its brand world with music, nature, and mindful living, Corona has redefined what it means for a global beer to feel local, and in doing […]
The Year of Unshittification: Choose Authenticity or Lose Everything in 2026
If there was ever a moment when brands must radically rethink how they connect with consumers, that moment is now. 2026 heralds the era of unshittification, coined by Cory Doctorow, it reverses the decay of digital platforms that sacrifice user experience for profit. It’s about rebuilding trust, prioritizing authenticity, ethical pricing, and transparency over exploitation, to […]
Culture as Currency: When Creativity Becomes Capital
At Loeries 2025, the Culture as Currency panel set the record straight: culture isn’t decoration, it’s capital. Presented by AB InBev and moderated by Davin Phillips (CSA.Global), the masterclass brought together leading voices shaping Africa’s creative economy, Fabiana Pereira (AB InBev), Joel Rao (Dentsu Kenya), Russell “Yay Abe” Abrahams (Art+Design), Focalistic (Music), Shaun Duwe (Anything […]
Gucci’s “The Tiger”: A Cinematic Masterclass Redefining Fashion Storytelling & Brand Power in 2026
Gucci’s new short film, “The Tiger,” directed by Oscar winner Spike Jonze and Halina Reijn, is a master class in the fusion of fashion, culture, storytelling, and branding. Featuring an all-star cast; Demi Moore, Edward Norton, Ed Harris, Elliot Page, Keke Palmer, Alia Shawkat, Julianne Nicholson, Heather Lawless, Ronny Chieng, Kendall Jenner, and Alex Consani, […]
The Culture Collision Effect: Why Unexpected Partnerships Drive Growth
The most powerful brand plays today are born at the collision of worlds that once seemed miles apart: luxury fashion inside gaming universes, hip-hop aligned with sustainability, or finance reimagined through streetwear. These aren’t gimmicks. They are ecosystems of belonging that spark new markets, reshape identities, and generate ROI far beyond traditional campaigns. Understanding, actioning […]
The Singular Strategic Blind Spot Brand Leaders Are Missing for 2026
64% of consumers switch brands over poor representation. Multicultural audiences are now the majority in many key markets. Yet too many brand leaders still treat cultural marketing as an afterthought. As we head into 2026, the most successful brands are proving that authentic cultural engagement is no longer a nice-to-have, it’s the engine of growth. […]
Gen Alpha: The Next Big Global Culture Shift
What Marketers Can Expect, and Where to Show Up The warning signs are everywhere, but most brands are looking in the wrong direction. While marketers obsess over Gen Z’s TikTok habits, a seismic cultural shift is already underway. Gen Alpha isn’t just the next generation of consumers, they’re rewriting the rules of influence, spending, and […]