Welcome to the next edition of On The Record, thoughtful analysis on culture, entertainment, tech, fashion, music, sport, and brands. Here’s a round-up of key conversations and campaigns that caught my attention this week.
🎸 Music Venue Trust slams Budget decision on grassroots venues
📌 The Music Venue Trust criticised the latest UK Budget as another missed opportunity to support Grassroots Music Venues. The Government’s decision to replace the existing 40 percent Rate Relief with a far weaker 12 percent reduction in the Rateable Value multiplier is described as a tax rise presented as support. The Trust argues that this shift means higher bills for venues next year, regardless of Treasury modelling or Transitional Relief. The Budget also offered no progress on long standing asks from the sector, including ticketing VAT reform, targeted tax relief, investment measures, energy support, rent intervention, or fixes to Agent of Change. They further highlight that the Government continues to take 20 percent VAT from the Grassroots Levy, questioning why funds intended for venue support are still being partially reclaimed.
40 percent business rates relief has been replaced with a 12 percent RV multiplier reduction.
Venues face higher bills next year than this year.
No action on VAT, energy, rents, or sector-specific reliefs.
💡 Grassroots music remains structurally undervalued in policy, widening the gap between government rhetoric and the realities facing local cultural infrastructure. 🎤
📱 TikTok Shop tops 19 billion dollars in Q3 global sales
TikTok Shop generated an estimated 19 billion dollars in global GMV in Q3 2025, placing it almost level with eBay’s 20.1 billion dollars for the same period. EchoTik data shows the United States is now TikTok Shop’s biggest market, contributing 4 to 4.5 billion dollars and growing 125 percent year on year despite regulatory scrutiny. Analysts link the surge to aggressive marketing, frictionless in-app discovery-to-purchase journeys, and the shift toward short form video commerce. Southeast Asian markets also posted strong volumes, underscoring the different regional dynamics between livestream-led and creator-led shopping behaviours.
19 billion dollars in estimated global GMV in Q3
4 to 4.5 billion dollars from the U.S., up 125 percent year on year
Comparable to eBay’s 20.1 billion dollars in the same quarter
💡TikTok Shop shows how platforms with built-in cultural relevance can reshape commerce faster than legacy marketplaces, especially when content and conversion sit in the same feed. 📈
🎤 ElevenLabs adds Michael Caine’s voice to its Iconic Marketplace
📌 ElevenLabs has introduced Sir Michael Caine’s voice to its newly launched Iconic Marketplace, joining more than 25 recognisable cultural figures available for licensed voice projects. The platform allows brands and creators to request access to high-profile voices while ensuring talent maintain control over usage. The move signals how AI voice technology is shifting toward ethical licensing models that prioritise creator consent and brand-safe deployment. For marketers, it unlocks new possibilities for campaigns, multilingual content, and audio storytelling anchored in familiar, emotionally resonant voices.
Key stats:
The Marketplace features 25+ iconic voices, including Maya Angelou and Alan Turing.
Matthew McConaughey’s licensed voice will be available for Spanish audio content.
ElevenLabs positioned the platform as a two-sided model giving talent terms-setting power.
💡 Ethical voice licensing is becoming a new competitive advantage for brands using AI audio. 🔊
🏈 Smirnoff Ignites the Next Generation of NFL Fandom With New “We Do Game Days” Chapter
📌 Smirnoff is expanding its role as the Official Vodka Sponsor of the NFL for a fifth season, unveiling a new wave of talent collaborations, fan-first content, and limited-edition designer merch. The campaign places fan culture, fashion, and creator communities at the centre of gameday, tapping WAG personality Claire Kittle, NFL legend Vernon Davis and designers Aleali May, Gavin Mathieu and Kayla Jones. Smirnoff is launching exclusive, commissioned pieces through a giveaway programme, including a football-inspired purse, a custom hoodie and a one-of-one varsity jacket releasing in January. Alongside the drops, a new digital series, Wife’d Up, Mic’d Up, gives fans behind-the-scenes access to pre-kickoff rituals and cocktail moments.
The initiative signals how beverage brands are leaning into the cultural edges of sport, from fashion to influencer-driven fandom, to reach younger, style-led audiences. For strategy and brand teams, it reflects how gameday is evolving into a lifestyle moment powered by creators, drops and experiential culture.
Smirnoff enters its fifth consecutive season as Official Vodka Sponsor of the NFL.
Three designer drops scheduled: early December, 12 January and 21 January.
One fan will win a Super Bowl LX trip plus Aleali May’s one-of-one gameday jacket.
💡 Fan culture is becoming fashion culture, and brands are winning by treating gameday like a drop-driven lifestyle moment. 🧢
🏎️ F1 Teams Reaffirm Multi-Year Commitment to F1 ACADEMY
📌 All 10 Formula 1 teams have renewed their backing of the all-female F1 ACADEMY series, confirming continued sponsorship of a livery and driver. Cadillac, set to join F1 in 2026, will also enter the programme from 2027. The renewed agreement signals F1’s long-term commitment to developing female talent across the sport, supported by updated regulations that allow select high-potential drivers to compete for a third season from 2027. The expansion aligns with the series’ rapid global growth, including broadcasts across 170 territories, a Netflix documentary series and a social audience now reaching 1.38 million. With top prospects like Doriane Pin, Maya Weug and Ella Lloyd leading the standings, the series continues to deepen its competitive pool while establishing a clearer pathway for women in motorsport.
Races now broadcast in 170+ global territories
1.38 million combined followers across Instagram, YouTube, X and TikTok
Cadillac joining as sponsor in 2027
💡 Female motorsport development is becoming a long-term strategic pillar for F1, creating opportunities for brands to engage meaningfully with representation, performance pathways and the future fanbase. 🚦
⚽ Gotham FC locks in loyal attendance with innovative, fan-forward legacy membership programme
Gotham FC secured its second NWSL Championship, defeating Washington Spirit 1-0 after a standout performance from Rose Lavelle, who delivered the decisive goal and earned Final MVP. The title capped a postseason run that saw Gotham eliminate top-seeded Kansas City Current and Orlando Pride, underscoring the club’s growing competitiveness and star power. New York City marked the historic win with a championship parade and the Key to the City, strengthening civic pride around the franchise. The victory arrives as Gotham FC rolls out a new legacy membership initiative aimed at deepening long-term fan engagement and cementing sustained attendance.
Gotham FC are now two-time NWSL champions (2023, 2025).
The final saw zero shots on target from Washington despite seven attempts.
Gotham recorded three shots on target from 12, with 0.39 xG compared to Washington’s 0.49.
💡 Gotham FC is demonstrating how women’s sports franchises can pair on-pitch momentum with smart fan loyalty programmes to convert cultural buzz into durable community investment. ⚡
🏆 Unilever’s World Cup Creator Play
📌 Unilever is reengineering its media model ahead of next year’s FIFA World Cup, shifting decisively from traditional broadcast-first planning to a many to many strategy rooted in paid social and influencer marketing. The company is reallocating budget away from TV toward platforms like Instagram, TikTok and YouTube, aiming to activate four major personal care brands across what will be the largest spectator event in history. Executives say they are already meeting internal targets to devote half of media spend to social and creator partnerships, with a 20x expansion of influencer relationships underway. At the tournament, Unilever plans to deploy thousands of creators across North America, spanning elite athletes to micro and nano influencers, all selected to mirror diverse fan communities and personas. With sports rights-holders increasingly opening access for creators and women’s sports delivering powerful crossover between athletes and social followings, Unilever is betting that creators will shape the cultural conversation more effectively than traditional broadcasters.
TV historically accounted for 80 to 90 percent of spend for some Unilever brands.
Coca Cola activated 10,000 creators at the Paris 2024 Olympics, the benchmark Unilever is eyeing.
Women’s basketball players average 3.2 times the social following of male athletes (Opendorse).
💡 The World Cup is becoming a creator-led cultural arena, and brands are shifting from broadcast reach to community-led influence. ⚽
👟 Travis Scott, Nike and Adidas. What's Going On?
📌 Travis Scott was spotted wearing a Y-3 jacket at the Las Vegas Grand Prix, a surprising move given his status as one of Nike’s most valuable non-athlete collaborators. The moment fuelled industry speculation as Y-3 is Adidas’ fashion-forward imprint, making the choice highly unusual for a figure typically bound by strict exclusivity. Scott’s influence across lifestyle product sales, sneaker resale heat, and Nike’s push into football culture makes any deviation from brand alignment a major flashpoint. While nothing is confirmed, the incident has intensified questions around Nike’s collaborator relationships and whether rival brands are making moves.
Travis Scott x Fragment x Air Jordan 1 Low recently broke the record for sneaker raffle entries at 4.4 million, according to Bloomberg.
Nike’s lifestyle sales rely heavily on collaborators like Scott, who has driven significant growth since 2017.
Adidas’ Y-3 account left cryptic comments on Instagram posts featuring Scott arriving at the Grand Prix.
💡 When the most influential collaborator in modern sneaker culture wears a rival brand publicly, it becomes a cultural signal watched as closely as a sponsorship deal itself.
⚡️Credit: Daniel-Yaw Miller
🎡 Bristol to launch world-first clean power hub for festivals and film crews
📌 Summary: Bristol city council and the West of England combined authority will launch a world-first clean power hub next summer, guaranteeing renewable mobile energy for festivals, large gigs and film productions. The scheme will supply National Grid electricity from 100% renewable providers to two storage sites, where battery arrays can then be transported directly to event locations. More than 20 festivals and multiple major production companies are expected to opt in, reducing reliance on fuel-driven generators that damage air quality and increase emissions. The project builds on recent low-carbon event successes, including Massive Attack’s battery-powered festival, and aims to deliver measurable climate and health benefits assessed by Tyndall Manchester.
🔎 The initiative signals a major step in decarbonising live events and production, with local government guaranteeing clean infrastructure at scale for the first time. For brand, culture and events professionals, it reflects rising expectations for operational sustainability and the growing competitive need to offer low-carbon experiences.
💡Clean energy is fast becoming a baseline expectation for cultural production, not a premium add-on. ⚡
⚽ AFC Wimbledon backs FSA’s ‘It’s Not Just Banter’ campaign
📌 AFC Wimbledon has joined WOWSA in supporting the FSA’s new ‘It’s Not Just Banter’ campaign, part of the wider Women’s Voice in the Men’s Game initiative. The campaign spotlights the harm caused by sexist chanting and the responsibility supporters have to challenge behaviour that makes women and girls feel unsafe. WOWSA highlights the role of male allyship, noting that silence can reinforce harmful norms and that men speaking to other men is a powerful catalyst for change. The club’s Cherry Red Records Stadium recently becoming the first Safe Haven in Merton underscores its ongoing commitment to safety, equality and a more inclusive fan culture.
First Safe Haven status in Merton signals tangible action on safety.
Campaign connects to White Ribbon principles of allyship and accountability.
💡 Fan culture is increasingly a frontline for inclusion, with clubs expected to take visible, values-led action against gendered harassment. ✊
📺 Dedicated Interactive and Localised CTV Ads Heat Up the Arms Race
Interactive and shoppable ad formats are rapidly expanding across CTV, as streamers race to attract small business and regional advertisers. Amazon debuted location-based interactive video ads on Prime Video, automatically adding actions such as Send to Phone or Sign Up Today to creative assets. Disney, Tubi, Samsung TV and Reddit have all rolled out new formats, from trivia-enabled Pause+ placements to film promo-led interactive units. The shift is driven by a slower ad market and an industry-wide push to democratise TV advertising, opening access for SMEs traditionally priced out of broadcast or linear models. Agencies are already scaling spend into these formats, citing improved branding real estate, stronger direct response capabilities and mass reach without intrusive QR-heavy creative. Buyer data shows a meaningful rise in investment, particularly from retail brands selling via Amazon and national advertisers looking to add local layers to campaigns.
Canvas Worldwide scaled interactive formats from 10 percent to 30 percent of partner spend in 2025.
Clients typically allocate 10-15 percent of CTV budgets to interactive and shoppable formats, with higher investment expected into 2026.
💡 CTV is becoming a performance channel in its own right, blurring the line between mass reach and measurable action as platforms chase SME budgets. 📊
🎙️ He Sold His Company To HMV For £46m: How Dean James Co-Founded One of the UK’s Largest Live Music Companies
UPRAWR Podcast (host: Alex Baker) featuring Dean James
Before we get into why this episode matters for anyone working in culture, music, or brand strategy, a personal note: Dean James is one of the true legends of my career. Working at MAMA Group between 2009–2012 were some of the best years of my professional life - incredible people, incredible company, and genuinely incredible leadership. Dean helped shape the version of the live music industry so many of us went on to build our careers in.
This episode captures exactly why.
📌 It’s a rare insider masterclass on the evolution of the UK’s live music ecosystem. Dean's effortless storytelling breaks down how MAMA Group operated iconic venues, built culturally defining festivals, and ultimately scaled into one of the UK’s most influential live music companies before selling to HMV for £46m.
Big shout-out to my MAMA fam. So many incredible memories.
LONDON
🎬 London International Animation Festival – Barbican Centre – 1–7 Dec A week-long showcase of global animation driving design, youth-culture and filmmaker interest.
🎨 Charlie Mackesy: An Evening of Drawing, Music & Stories – Barbican Hall – 1 Dec A sold-out illustrated storytelling event from the beloved author-artist, attracting broad multi-gen audiences.
🏛️ Ancient Greek World: Out-of-Hours Tour – British Museum – 1, 4 & 5 Dec Premium early-access tour offering rich classical-heritage content and behind-the-scenes appeal.
🗿 Egyptian Death & Afterlife (Audio-Described Tour) – British Museum – 1 Dec An inclusive, multisensory exploration of the mummies galleries, spotlighting accessibility in culture.
🕊️ Emergency Exits: The Fight for Independence (Curated Tour) – IWM London – 3 Dec A focused look at anti-colonial struggles, speaking to current conversations on empire and activism.
🖼️ Radical Harmony: Neo-Impressionists – National Gallery – through 8 Dec A major survey of Seurat and peers—visually rich for brand storytelling around colour and creativity.
🎨 Poetry in Paint: Discovering Titian’s Process – National Gallery – through 5 Dec An in-gallery creativity course unpacking technique, perfect for arts-education and craft narratives.
🌻 Kiefer / Van Gogh – Royal Academy of Arts – through 8 Dec A blockbuster pairing exploring influence, landscape and memory—high-impact visuals for campaigns.
🌫️ Turner & Constable – Tate Britain – through 8 Dec Twin landmark exhibitions connecting British landscape heritage with climate, travel and place-making themes.
🌀 Turner 250 Conference – Tate Britain – 4–5 Dec A two-day deep dive into Turner’s legacy, generating expert commentary and arts-leadership insights.
🌍 Nigerian Modernism – Tate Modern – from 6 Dec A defining exhibition spotlighting mid-century Nigerian innovators, aligning with diaspora and decolonial discourse.
👑 Marie Antoinette Style – V&A – ends 7 Dec A high-fashion look at image-making and luxury aesthetics, closing this week.
🎵 The Music Is Black: A British Story – V&A – through Dec A landmark exploration of Black British music’s cultural impact—prime for sound-led brand narratives.
🌱 Natural Dyeing: A Heritage of Colour – V&A – 6–7 Dec A hands-on workshop tying sustainability and craft into slow-fashion conversations.
🎨 Caravaggio’s Cupid: After-Hours Talk – Wallace Collection – 1 Dec A premium evening with curators and late access to a Renaissance masterpiece.
🎤 Ed Sheeran: PLAY Tour – Coventry & Manchester – 5 & 7 Dec Stadium-scale shows from one of the UK’s biggest artists, dominating youth and family attention.
⚽ Arsenal vs Liverpool (Women’s League Cup) – Emirates Stadium – 6 Dec A marquee women’s football fixture in a major venue—spotlight on women’s sport momentum.
👑 The Streamer Awards – Los Angeles (global digital) – 6 Dec The creator-economy’s key annual awards, highly relevant for gaming, streaming and brand collabs.
🎖️ Kennedy Center Honors – Washington DC – 7 Dec A prestige cultural moment celebrating lifetime artistic achievement, widely covered across media.
NEW YORK CITY
🌌 A Night at the Museum (Overnight Experience) – AMNH – 5 Dec An iconic family sleepover blending science, nostalgia and film-inspired storytelling.
🦖 Impact: The End of the Age of Dinosaurs – AMNH – through 8 Dec A photogenic exhibition that anchors the museum’s holiday creativity and STEM-friendly programming.
🎄 DCINY Holiday Concert – Carnegie Hall – 1 Dec A large-ensemble festive moment ideal for seasonal content.
🎶 Carla A. Harris & Friends: 20th Anniversary – Carnegie Hall – 1 Dec A crossover of gospel, leadership and philanthropy in a culturally resonant setting.
🎻 Stephen Kim (Violin) – Weill Recital Hall – 1 Dec A refined classical recital spotlighting rising talent.
🎄 George Balanchine’s The Nutcracker – Lincoln Center – 1–8 Dec NYC’s definitive holiday ballet anchoring tourism, luxury hospitality and family culture.
🖼️ Helene Schjerfbeck: Seeing Silence – The Met – from 5 Dec A major new exhibition bringing Nordic modernism to global stage attention.
🕴️ Superfine: Tailoring Black Style – The Met Costume Institute – through 8 Dec A fashion blockbuster exploring Black style, identity and cultural influence.
🏰 The Met Cloisters 1925/2025 – The Met Cloisters – through Dec A centenary exploration of the museum’s architecture and medieval collections.
💃 Urban Stomp: Dreams & Defiance on the Dance Floor – Museum of the City of New York – through 8 Dec A vibrant dive into NYC’s club culture and dance history.
🌍 The Earthshot Prize: Scaling Environmental Solutions with Global Momentum
Five years in, The Earthshot Prize has become one of the world’s most influential platforms for environmental innovation: not simply an awards ceremony, but a global engine identifying and accelerating solutions that can repair the planet. Launched in 2020 by Prince William, the Prize has awarded £25 million to 25 winners, each receiving £1 million in funding plus year-round support through the Earthshot Fellowship network.
Its published impact data shows measurable, global progress driven by winners and finalists:
1.1 million square kilometres of land and ocean protected or restored
4.8 million tonnes of CO₂e avoided or captured
9 million tonnes of water saved, reused or recycled
250,000 tonnes of waste removed, upcycled or avoided
6.4 million lives improved through cleaner air, restored ecosystems and community resilience
This impact is amplified by the Prize’s global visibility, backed by advocates such as Sir David Attenborough and supported by broadcasters, cultural institutions and policymakers. The Earthshot Prize has established itself as a worldwide challenge that turns bold ideas into scalable, investable environmental solutions.
Earthshot Prize 2025: This Year’s Winners
Each of the five 2025 winners receives £1 million and targeted support to grow and replicate their impact:
Protect and Restore Nature: re.green (Brazil) AI-enabled, large-scale forest restoration that regenerates biodiversity and creates sustainable jobs.
Clean Our Air: The City of Bogotá (Colombia) A long-term clean-air policy reducing harmful emissions and improving public health.
Revive Our Oceans: The High Seas Treaty (Global) A historic international agreement enabling the protection of marine biodiversity in international waters.
Build a Waste-Free World: Lagos Fashion Week (Nigeria) A circular fashion movement reducing textile waste and strengthening sustainable local craft.
Fix Our Climate: Friendship (Bangladesh) A community-led climate resilience model combining mangrove restoration, healthcare and education.
Previous Winners
2024 Winners
Altyn Dala Conservation Initiative (Kazakhstan): Steppe and saiga antelope ecosystem restoration.
Green Africa Youth Organization (Ghana): Youth-led clean-air policy and pollution reduction advocacy.
High Ambition Coalition for Nature and People (Global): Global agreement protecting 30 percent of land and ocean by 2030.
Keep IT Cool (Kenya): Sustainable cold-chain solutions reducing food waste.
Advanced Thermovoltaic Systems (USA): High-efficiency thermovoltaics for clean energy generation.
2023 Winners
Acción Andina (Peru / global Andes): Community-led restoration of high Andean forests.
GRST (Hong Kong): Low-carbon, recyclable EV battery technology.
WildAid Marine Program (Global): Strengthening marine enforcement to protect ocean ecosystems.
S4S Technologies (India): Solar-powered food dehydration reducing agricultural waste.
Boomitra (USA / Global South): Soil carbon sequestration supporting climate-positive agriculture.
2022 Winners
Kheyti (India): Greenhouse-in-a-box supporting climate-resilient farming.
Mukuru Clean Stoves (Kenya): Cleaner, safer cookstoves reducing indoor air pollution.
Indigenous Women of the Great Barrier Reef (Australia): Traditional-knowledge-led ocean stewardship.
NotPla (UK): Seaweed-based packaging replacing single-use plastics.
44.01 (Oman): Mineralising CO₂ in peridotite rock as permanent storage.
2021 Winners
Costa Rica: National ecosystem restoration and expanded marine protection.
Takachar (India): Portable tech turning crop waste into bio-products, reducing air pollution.
Coral Vita (Bahamas): Land-based accelerated coral farming to restore reefs.
The City of Milan Food Waste Hubs (Italy): City-wide system recovering and redistributing surplus food.
AEM Electrolyser (Bangladesh / Thailand / China): Affordable green hydrogen production supporting clean energy.
🔥 Grassroots venues face rising costs The replacement of 40% business rates relief with a 12% RV multiplier cut will result in higher bills for most Grassroots Music Venues next year. (Music Venue Trust, 2025)
📱 TikTok Shop closes in on eBay TikTok Shop generated an estimated 19 billion dollars in global GMV in Q3 2025, nearly matching eBay’s 20.1 billion dollars for the same period. (EchoTik, 2025)
🔊 AI voice licensing scales fast ElevenLabs’ Iconic Voices Marketplace now includes more than 25 licensed voices, indicating rapid adoption of consent-led AI audio. (ElevenLabs, 2025)
🚦 F1 ACADEMY grows global reach Races in the all-female series now broadcast to over 170 territories worldwide, expanding its footprint across emerging motorsport markets. (F1 ACADEMY, 2025)
⚽ Gotham FC continues its rise Gotham FC have secured their second NWSL title in three seasons, with Washington Spirit recording zero shots on target in the final. (NWSL, 2025)
📺 Interactive CTV gains traction Agencies have tripled investment into interactive and shoppable CTV formats, with some partners scaling from 10% to 30% of spend in 2025. (Canvas Worldwide, 2025)
🍃 Earthshot quantifies climate impact Earthshot winners and finalists have helped protect or restore 1.1 million square kilometres of land and ocean globally. (Earthshot Prize, 2025)
🛍️ Retail brands fuel CTV performance shift Retail advertisers allocating budgets to interactive CTV formats typically commit 10–15% of their spend, with growth expected into 2026. (Agency buyer data, 2025)