🏖️ Cannes Lions Signals a New Era in Streaming Advertising: Amazon, Disney, and Roku Lead the Charge

This week at Cannes Lions, where the media elite gather to shape the future of advertising, two groundbreaking partnerships were announced that could redefine how brands engage with audiences across connected TV (CTV), streaming, and retail media.

🔥 The Headline Moves

1. Disney Advertising x Amazon Ads: This expanded partnership fuses first-party insights from Disney's streaming platforms - Disney+, Hulu, and ESPN - with Amazon’s powerful browsing and purchase data. In essence, it creates a closed-loop marketing ecosystem that ties media exposure directly to purchase behavior.

2. Amazon Ads x Roku: In a separate but equally bold move, Amazon’s ad-buying platform can now place ads across both Prime Video and Roku’s ecosystem - reaching up to 80 million U.S. households. This convergence amplifies the reach and control Amazon has in the CTV space.

🎯 Why This Is Culturally Relevant

We’re living in a time when media consumption is deeply personal and fragmented. Viewers aren’t watching traditional linear TV - they’re binging shows across multiple platforms while shopping on their phones. These partnerships reflect how cultural behavior and commerce are now intertwined.

For brand marketers, the convergence of content, commerce, and data represents both a massive opportunity and a strategic challenge.

💡 A Brand Marketer’s Perspective: Opportunities & Pitfalls

✅ Opportunities

• Smarter Targeting, Better Attribution: With Disney's content signals merged with Amazon's retail data, marketers can finally get a clearer picture of what content leads to actual conversion. We’re entering a new era of "shoppable storytelling."

• Unified Customer Journeys: These deals move us closer to a world where a brand can seamlessly follow a user from a Hulu binge session to a product page on Amazon- creating a narrative arc that spans both entertainment and ecommerce.

• CTV Scale with Retail Muscle: Roku's inclusion gives Amazon Ads reach into even more living rooms. It’s a clear sign that CTV is no longer just a brand awareness tool- it’s a performance engine.

⚠️ Challenges

• Data Silos & Walled Gardens: These partnerships strengthen closed ecosystems. While they offer precision, they limit cross-platform measurement. Marketers will struggle to compare ROI across different ad tech stacks.

• Creative Consistency vs. Platform Fragmentation: Tailoring messages across Roku, Prime, Hulu, and ESPN may strain creative budgets and dilute brand coherence. More reach means more complexity.

• Retail Media Overload: As retail media networks multiply, marketers may face decision fatigue and bidding wars that undercut ROI unless they’re clear on audience value.

🧠 Final Thought

This Cannes moment is a clear sign: the future of advertising lies in converged ecosystems where content, commerce, and consumer data flow together. For marketers willing to lean into complexity, there’s a chance to create more culturally resonant, high-performing campaigns than ever before.

But to win? You’ll need sharp data fluency, nimble creative, and a crystal-clear measurement strategy.

Because as the lines blur between what we watch and what we buy, the brands that thrive will be the ones that respect the viewer, understand the shopper, and speak in culture.

🎤 Fyre Festival: Billy McFarland’s Greatest Hits (and Misses, and Crimes)

A Survival Guide for Event Organisers Who’d Prefer Not to Be Indicted

I’ve just watched the Fyre Festival Netflix documentary for the fifth time. Yes, fifth. It’s become my comfort viewing, like Bake Off, if Paul Hollywood was replaced by a sociopath in a turtleneck and the cakes were made of FEMA tents and broken dreams. It cheers me up. Because no matter how stressful a site visit is, no matter how late the wristbands are, I can always look at Billy McFarland’s flaming symphony of poor decisions and say,
“At least I didn’t promise Pablo Escobar’s island and deliver a gravel pit.”

Before we get into practical takeaways, let’s take a moment to appreciate the stunning body of work produced by Billy, entrepreneur, visionary, and human caution tape.

Here’s a sampler from his career-spanning album:

🎶 Side A - The Build-Up

• “Trust Me, It’s On Pablo Escobar’s Island”
  A smooth lie backed by beach drone footage and zero permits. Spoiler: they were kicked off the island for using Pablo’s name… after one (1) tweet.

• “Private Jets for Everyone, Except You”
  Billy offered VIP charter flights. What he delivered was a low-budget shuttle with the soul of a Ryanair middle seat.

• “Luxury Villas (By FEMA)”
  Marketed as “opulent beachfront lodges.” Reality? Rain-soaked disaster relief tents filled with soggy mattresses and existential dread.

• “Gourmet Dining Experience ft. Cheese Slice”
  Billed as Michelin-tier catering. Delivered: a polystyrene box containing cheese on bread so uninspired it made EasyJet snacks look artisanal.

🎶 Side B - The Collapse

• “Headliners? We Blinked.”
  Blink-182 pulled out the day before. Their official statement might as well have said, “We value our lives.”

• “Influencers in the Wild (Bahamas Remix)”
  Models and trust-fund kids stranded with no info, no Wi-Fi, and no idea what the hell they signed up for. It’s like Lost, but everyone’s wearing Yeezys.

• “We Can’t Refund You, But We’ll Pray”
  Billy reassured guests that everything was fine while actively Googling "how to leave a country without extradition."

• “Now That’s What I Call Fraud: Vol. 6 (Federal Edition)”
  Bonus track: Billy launched another scam from prison. That’s dedication to the hustle.

🎪 Welcome to the Fyre Circus

Fyre Festival wasn’t just a failed music festival. It was the Glastonbury of incompetence, the Burning Man of delusion, the Coachella of “Mate, trust me.”

Billed as an ultra-luxury experience on a private island in the Bahamas (again, not Pablo’s island, stop saying that), it devolved into something between a hostage situation and a particularly low-budget reality show where no one wins and everyone cries.

As an experienced event organiser, I watched this mess unfold like it was a live masterclass in how to absolutely torch your career, your reputation, and several million dollars, all in under two weekends.

Let’s break it down.

🔥 Lesson 1: Influencers ≠ Infrastructure

Fyre’s marketing plan?
Step 1: Pay Kendall Jenner $250K to post an orange square.
Step 2: Let Instagram do the rest.
Step 3: Don’t build anything.

And for a while, it worked. The hype was so strong, people shelled out £10,000 for a mystery box of lies. But here’s the rub. You can’t manifest plumbing with hashtags.

Influencers can sell the dream, but someone still has to build the actual toilet.

🔥 Lesson 2: Don’t Lie About the Island. Especially If It's Connected to a Drug Cartel.

Billy secured an island with one rule. “Do not mention Pablo Escobar.” Naturally, the first promo video screamed “ONCE OWNED BY PABLO ESCOBAR” in bold font. That went over about as well as shouting “bomb” on a plane. He was booted off the island faster than you can say “DEA.”

Plan B was a gravel pit behind a Sandals resort.

Moral of the story. If you must host your luxury event in a morally ambiguous location, maybe don’t tie it to an international drug lord.

🔥 Lesson 3: Budgeting Is Not Optional

Fyre’s financial strategy was essentially:

“Sell a dream. Use money from new ticket sales to cover old ones. Lie to investors. Pray no one notices the part where the artist budget is £0 and the sewage plan is a shrug.”

Billy raised millions, then misallocated it with the precision of a raccoon on Red Bull. At one point, he was selling exclusive event tickets to events that didn’t exist, from prison.

That’s not budgeting. That’s Ponzi Cirque du Soleil.

🔥 Lesson 4: Communication is More Than a Drone Shot

When guests arrived, no one knew what was happening. There were no signs, no staff, no schedules - just dazed festivalgoers, soggy tents, and the haunting knowledge that Blink-182 had already escaped.

Fyre’s idea of communication? An FAQ page with advice like “bring a swimsuit” and “have an open mind.”

During the collapse, Billy went silent. No updates. No alerts. Just an Instagram still trying to vibe while the festival burned in real time.

Pro tip. If your event is going full Lord of the Flies, maybe email someone.

🔥 Lesson 5: Experience Matters (And Billy Had None)

Billy McFarland had never thrown a festival. Or a concert. Or a birthday party that didn’t end in civil litigation.

His experience?

• Running a shady “luxury credit card” company,

• Pretending to be rich,

• And using Microsoft Excel to commit financial crimes.

He treated a multi-million-pound production like a sixth form group project. No plan, no budget, but plenty of blind enthusiasm and unchecked narcissism.

Final Thoughts: Don’t Be Billy

Unless your goal is to star in two documentaries and several class action lawsuits, don’t emulate Billy McFarland. Event planning is about boring stuff. Logistics, insurance, permits, sewage. If you get those right, you might have time left for cheese sandwiches.

So please, next time you plan a festival:

• Tell the truth.

• Build bathrooms.

• Don’t name-drop narcos.

• And maybe run your budget past someone who owns a calculator.

Because in the end, Fyre Festival wasn’t just a disaster. It was a masterclass in how not to organise anything, ever.

Coming soon:
🟠 “Escape from Tent City: The Untold Fyre Memoirs”
🟠 “Billy's 10-Step Plan to Ruin Literally Everything”
🟠 “How to Throw a Festival Without Getting Sued: A Real Guide (No Cheese Sandwiches Included)”

🎬 Netflix House and the Rise of Main Character Culture

In the era of selfies, story mode and self-expression, there's a growing cultural obsession with stepping into the spotlight - living not just in the story, but as the story. That’s why Netflix House’s invitation to “unleash your main character energy” couldn’t be more timely or culturally relevant.

Netflix is no stranger to redefining how we engage with content. But this year, with the announcement of Netflix House - an immersive fan destination launching in King of Prussia, Pennsylvania and Dallas, Texas - the company is offering more than just binge-worthy viewing. It is handing fans the script.

🎬 From Screen Time to Stage Time

Netflix House marks a significant cultural moment in experiential entertainment. It is not merely a theme park. It is a multidimensional playground where fandom meets fantasy, and spectators become protagonists. Whether you're solving mysteries in Hawkins or doing your best not to get eliminated in a Squid Game arena, Netflix House invites you to step out of passivity and into the narrative.

This mirrors a wider cultural shift: audiences are no longer content to watch. They want to play, participate and personalise. And in the age of TikTok POVs and live-streamed roleplay, we have all been preparing for this.

🌍 Immersive Worlds, Real Impact

The cultural relevance of Netflix House goes well beyond entertainment. It reflects the spirit of a generation longing for agency, escapism and connection in a world that can often feel fragmented or digitalised. Whether it’s the eerie elegance of Wednesday: Eve of Outcasts or the suspense of Stranger Things: Escape the Dark, the experience is more than a photo opportunity. It is a chance to explore identity, courage and creativity within safe, stylised settings.

Even the food and merchandise – Netflix Bites and the curated Shop – form part of the immersion. It is a fully rounded ecosystem designed for fan passion, nostalgia and genuine main character energy.

💫 A Mirror for Modern Identity

In today’s digital culture, being the “main character” is more than a trend. It has become a way to understand oneself. We speak about “main character energy” much like we once discussed confidence, self-esteem or ambition. It is about viewing your life as art, your choices as plot points and your clothing as part of your narrative.

Netflix House taps directly into this sentiment, offering fans the chance to physically inhabit beloved character journeys. This is not just cosplay. It is character exploration, creative expression and personal transformation disguised as entertainment.

🌟 The Fandom Economy is Thriving

From Comic-Con to studio tours, fandom has long been a cultural force. Netflix House builds on this tradition, transforming iconic series into interactive, tangible experiences. With plans to expand to Las Vegas in 2027, Netflix is clearly invested in what might be called the fandom economy – one powered by emotion, storytelling and community.

The cleverest part? Every visit becomes content. Guests won’t just live their own Netflix episodes. They will document them, share them and remix them. In a digital landscape where storytelling equates to identity, Netflix House gives fans the tools to become creators in their own right.

🎭 Everyone is Welcome in the Cast

Inclusivity is at the heart of Netflix House. “Be you,” the project urges. Whether you're an introvert, a cosplay veteran or a group of mates looking to battle the Upside Down, there's a role for you to play. The emphasis on ensemble storytelling - on switching roles, exploring viewpoints and blurring the lines between hero and villain – feels both contemporary and meaningful.

In a world that too often places people in boxes, Netflix House encourages experimentation. Try a new role. Rewrite your story. Be the unexpected plot twist.

🚀 Final Scene: Culture is Evolving and So Are We

Netflix House is more than just a venue. It signals the future of culture itself. Immersive, interactive, identity-driven entertainment is the way forward. And whether you're in it for the nostalgia, the excitement or the introspection, there has never been a better time to embrace your main character moment.

Ready for your close-up?

To explore the experience or take on your next role, visit netflixhouse.com. Main character energy encouraged. Script included.

🛍️ Selfridges Is Launching a Members Club - Here’s Why It’s a Cultural Power Move

In a time when retail is being redefined in real time, Selfridges' latest move - a private members club within its Oxford Street flagship - signals more than just an architectural shift. It’s a cultural flex. The transformation of 40 Duke Street from executive offices into an exclusive social hub is a bold statement: the future of retail isn’t just about commerce. It’s about community, culture, and curating meaningful moments.

Retail’s New Remix: From Transactional to Experiential

We’re watching a wholesale remix of what it means to be a department store. Once a monument to material aspiration, Selfridges is now positioning itself as a player in the luxury lifestyle space. This isn’t a pivot; it’s an elevation.

Imagine walking into Oxford Street not just to shop, but to be seen, to connect, to collaborate. The 80-cover internal bar and lounge, private dining room, and two terraces are more than hospitality amenities - they are stages for culture to play out. Whether it's a fashion capsule drop, an intimate listening session, a post-show dinner during Fashion Week, or a curated World Cup watch party - Selfridges is building the kind of space where those cultural intersections feel inevitable.

The New Membership Economy: Identity, Not Just Access

We’ve seen Soho House, Annabel’s, and newer entrants like TwentyTwo understand that modern luxury is identity-driven. Selfridges is now entering that arena - but with its own twist. Unlike traditional clubs that rely heavily on heritage and exclusivity, Selfridges’ edge lies in its hybrid DNA: equal parts retail temple, cultural magnet, and curator of global trends.

This members club won’t just be for the elite; it will be for the influential. The tastemakers. The culture drivers. The people who shape what’s next in music, fashion, sport, and beyond. It’s a new kind of VIP - less about wealth, more about weight in the culture.

Oxford Street Gets Its Cultural Mojo Back

It’s no secret Oxford Street has been struggling to redefine itself post-pandemic and post-high street crash. But this move is a vote of confidence in its future - not as a purely commercial corridor, but as a cultural capital. By activating this space well past retail hours (until 1:30am on weekends), Selfridges is helping turn London’s West End into a 24-hour cultural playground again.

It’s also a smart play for global positioning. For Selfridges, who already leads on sustainability and experiential retail (remember the skate bowl and cinema?), adding a private social layer makes them even more magnetic for international luxury travelers and creative communities alike.

Culture-Led Commerce Is the Future

What we’re seeing is the evolution of brand as ecosystem. Selfridges isn’t just selling fashion anymore; they’re hosting the conversations that define it. And that’s where real brand power lives - in creating spaces that don’t just reflect culture but shape it.

In a world where the lines between industries are blurring - where a fashion brand is also a media company, and a sports label is also a music platform - Selfridges is becoming more than a store. It’s becoming a scene.

And if you’re paying attention to where the culture is heading, you’ll want a seat at that bar.

⚽👔 Louis Vuitton x Real Madrid: The New Pinnacle of Cultural Capital in Sports-Fashion Alignment

First off, credit where it’s due - massive shout out to Daniel-Yaw Miller and his consistently razor-sharp DYM for SportsVerse newsletter. His coverage of Louis Vuitton’s partnership with Real Madrid is a must-read for anyone operating at the intersection of global sport and cultural influence. If you’re not subscribed yet, fix that. Immediately.

Now let’s get into it.

This Isn’t a Sponsorship. It’s a Cultural Power Move.

Louis Vuitton’s new alliance with Real Madrid isn’t just another luxury-meets-sport deal - it’s a seismic cultural recalibration. It signals a new era where fashion no longer rides shotgun to sport, but instead co-authors the script. This partnership isn’t about outfitting a team. It’s about owning the cultural moment - and the architecture of aspiration that defines it.

Let’s be crystal clear: Louis Vuitton didn’t need Real Madrid. And Real Madrid didn’t need Vuitton. That’s what makes this so potent. This isn’t a one-way brand equity transfer. It’s a cultural merger between two institutions that command respect and global reach - and who both understand that in the attention economy, aesthetic relevance is strategic currency.

Why It Matters: Fashion Is No Longer Optional in Sports

Ten years ago, this would’ve been unimaginable. Football clubs were obsessed with performance fabrics, not front-row cachet. Athletes were brand ambassadors at best, not fashion muses. But today? If your club doesn’t have a fashion POV, you’re not a cultural force. You’re just another sports team.

Luxury houses used to ignore sports because they didn’t see their customer in the athlete. That changed when they realized today’s athletes are the culture-drivers, tastemakers, and ultimate aspirational figures - especially for Gen Z and Gen Alpha.

Athletes are shaping it. They’re sitting front row. They’re starring in campaigns. They’re walking the runways. And in some cases, they’re even designing the collections. Tyshawn. Bellingham. Alcaraz. These aren't just sponsored athletes - they're cultural co-creators.

The Pharrell Factor: Bridging Luxury and Locker Rooms

Pharrell Williams’ appointment at Louis Vuitton menswear wasn't just a headline play - it was a structural redefinition of who fashion is for. No one else could authentically link the tunnel to the catwalk like Pharrell. His gravitational pull spans hip hop, streetwear, art, and sport. He is the bridge between Vuitton’s heritage and its future. And athletes? They’re already across that bridge.

That’s what makes this Real Madrid partnership more than just tailoring and travel trunks. It’s an intentional alignment between luxury, legitimacy, and lifestyle - one that stretches across continents, languages, and subcultures.

Real Madrid: The Fashion-Forward Club That Makes Sense

From a brand strategy POV, Madrid isn’t just a winning team - it’s the winning team. Legacy meets Gen Z relevance. Their current roster is dripping in style and social power: Jude Bellingham (already on Team Vuitton), Eduardo Camavinga (runway veteran), Trent Alexander-Arnold (regular front-row presence), and Kylian Mbappé (even if he's technically Team Dior). The locker room is already a luxury lookbook.

This is no longer just about who plays well on the pitch. It’s about who captures attention off it. That’s the game Louis Vuitton is playing. And with Real Madrid, they’ve just bought front-row seats to football’s most glamorous evolution.

Sport Is the New Runway - and Vuitton Owns It

Let’s not overlook the macroeconomic context here: the luxury sector is feeling the squeeze. Post-pandemic growth is flattening. Consumers are more critical, more cost-conscious, and more culture-savvy than ever. So what does a mega-brand like Louis Vuitton do? It doubles down on the deepest well of emotion and loyalty available today: sport.

Sport is one of the few arenas left where everyone is watching. It’s unfiltered, unpredictable, and globally unifying. And unlike traditional fashion campaigns, sports moments aren’t staged - they’re felt. That makes them priceless storytelling platforms. Vuitton understands that. And by securing its place at the heart of elite sport - from Formula 1 to the Olympics to Real Madrid - it’s not just selling luxury. It’s selling legacy, aspiration, and victory itself.

What's Next? The Future Is Ownership

Daniel-Yaw’s closing thoughts on Paris FC are a teaser for what might be the most ambitious next phase of this play: brand ownership of sport. Not sponsorship. Not licensing. Full-blown integration. If LVMH decides to turn Paris FC into the on-field embodiment of French fashion and cultural luxury, we are talking about an unprecedented evolution in how sport is branded, packaged, and experienced.

TL;DR: This Is Not a Trend. This Is the Future.

Louis Vuitton’s partnership with Real Madrid isn’t just a smart deal. It’s a declaration of dominance in a new cultural order - one where sport, fashion, music, and identity converge. If you’re a brand that still thinks of sports as a “collab opportunity” instead of a foundational storytelling pillar, you’re not just behind - you’re irrelevant.

Welcome to the new game. Louis Vuitton didn’t just dress the winners. Now, they are the winners.

📝 Again - big love to Daniel-Yaw Miller for lighting the path on this story via SportsVerse. If you care about this space, subscribe. You’ll thank yourself later.

On The Record Linkedin Newsletter 17th June

European Football Breaks €38 Billion Barrier - But Can the Game Keep Its Soul?

European football has surged past a major financial milestone. According to Deloitte’s newly released 2025 Annual Review of Football Finance, the continent’s football industry generated a record-breaking €38 billion (£32.2bn) in revenue during the 2023/24 season, reflecting an 8 percent year-on-year increase.

But that growth pales in comparison to what is happening in the women’s game. The Women’s Super League (WSL) recorded a 34 percent rise in revenue, with every club surpassing £1 million for the first time. That is over four times the growth rate of the men’s game, highlighting women’s football as one of the fastest-growing segments in global sport.

⚽ Key Statistics Driving Football’s Future:

• €38 billion: Total revenue generated by the European football market in 2023/24 (+8 percent YoY)

• Over €20 billion: Combined revenue from the 'Big Five' leagues (Premier League, Bundesliga, LaLiga, Serie A and Ligue 1), passed for the first time

• More than £2 billion: Premier League clubs’ commercial revenue reached a record high

• £1 billion: Championship clubs’ total revenue, up 28 percent, driven by club mix and broadcast income

• £1 million or more: Revenue reported by every Women’s Super League club (+34 percent YoY)

📈 Growth Meets Identity: A Cultural Crossroads

These figures tell a story beyond business performance. They signal that football is not only thriving financially but undergoing a cultural transformation. As clubs attract greater investment and build international fanbases, there is an urgent need to protect their roles as community institutions.

Football clubs are part of the social fabric. They represent history, identity and belonging. As Timothy Bridge of Deloitte emphasises, they must be treated as community assets, not just commercial entities.

The test ahead is clear: clubs must pursue commercial growth while maintaining authenticity and supporting the fans who have sustained them for generations.

🚀 Women’s Football: A Game-Changer in Every Sense

The standout story in the Deloitte report is the WSL’s 34 percent growth. Compared to the 8 percent growth of the overall European football market, it is a remarkable signal of momentum.

This surge reflects more than revenue. It speaks to cultural change. The women's game is now attracting major sponsors, growing broadcast audiences and inspiring a new generation of players and fans.

Women's football is no longer developing in the shadows of the men's game - it is carving its own path, with a distinct identity and increasing commercial value. The numbers show it, but the movement behind them is even more powerful.

🧭 Looking Ahead: Growth With Purpose

European football is thriving, but its long-term success depends on how that growth is managed. Commercial momentum must not come at the cost of local relevance, affordable access or the spirit of the sport.

Sustainable investment should focus on:

• Grassroots and youth development

• Fair distribution of resources

• Growing women’s football equitably

• Safeguarding supporter engagement and club culture

⚖️ Final Word

Football’s record-breaking revenues in 2023/24 reflect its global pull. But the true strength of the sport lies in its ability to unite, to inspire and to reflect society. If the next chapter in football’s evolution is to be successful, it must be written with integrity, inclusivity and cultural awareness.

Protecting the Beat: Why AFEM’s AI Principles Could Shape the Future of Music Creation

The music industry stands at a critical crossroads. The rise of generative AI is transforming how music is made, distributed, and consumed - but not without raising urgent questions about creators’ rights, ethics, and fair compensation. Enter AFEM (Association For Electronic Music), an influential voice in the electronic music scene, which has just released a pioneering set of AI Principles aimed at protecting music creators in this rapidly evolving landscape.

The Cultural Stakes Are High

Music is not just a product; it’s a cultural lifeblood. The International Federation of the Phonographic Industry (IFPI) reported that global recorded music revenues hit $31.1 billion in 2023, driven by streaming and digital innovation. But as AI technologies like generative models proliferate, artists and producers fear losing control over their creative output. According to a recent survey by MIDiA Research, 65% of music creators are concerned that AI could exploit their work without fair recognition or pay.

AFEM’s move reflects a growing alarm among creators worldwide. Its new principles demand that AI developers seek “explicit authorisation” from rightsholders before using copyrighted music to train their models. This insistence is crucial because, as AFEM warns, existing industry contracts were never designed with AI in mind - leaving a legal grey zone ripe for exploitation.

Why This Matters: Rights, Recognition, and Revenue

AFEM’s principles aren’t just about protecting revenue streams; they emphasise creators’ moral rights - the personal connection artists have with their work. Even when labels or publishers hold rights, AFEM stresses that “authors and performers must approve or decline AI uses”, safeguarding artistic integrity in a world where AI can generate “new” content based on original works.

The economic impact of ignoring these protections could be staggering. A 2024 report by Goldman Sachs predicted that AI-generated music could disrupt $5 billion in royalties annually by 2030 if left unregulated, siphoning income away from the very people who fuel the industry’s creativity.

Setting a New Standard

AFEM’s principles join a chorus of industry leaders - including UMG, GEMA, and the Human Artistry Campaign - calling for transparent, fair, and ethical AI use. By prioritising creators rather than just rightsholders, AFEM is pushing for a more inclusive and equitable framework, one that balances technological innovation with cultural preservation.

As AFEM co-chair Kurosh Nasseri put it, “By formulating a simple set of core principles... we will create the environment in which this new technology can flourish without violating the rights of creators and rightsholders.”

Looking Ahead: The Future of Music and AI

With generative AI already responsible for creating over 10% of new music tracks in some streaming playlists (source: MIDiA Research), the music industry’s response to AI’s rise will set a precedent for creative industries worldwide. AFEM’s initiative offers a blueprint not only for safeguarding music creators but also for ensuring AI innovation respects and uplifts human artistry.

The challenge? Aligning fast-moving tech development with the slower rhythms of legal and ethical frameworks - and making sure that, in the rush to embrace AI’s potential, the heartbeat of music’s creators remains front and center.

🎧 AFEM’s AI Principles – Key Takeaways:

1. Explicit Authorisation Required
   AI developers must obtain clear, explicit permission from rightsholders before using copyrighted music for AI training.

2. Fair Compensation and Transparent Credit
   Creators and rightsholders must be fairly compensated and properly credited when their work is used in AI systems.

3. Contracts Must Be AI-Specific
   Existing music industry agreements do not automatically cover AI use. Labels, publishers and distributors must include AI-specific clauses in new contracts to ensure proper authorisation and remuneration.

4. Creators Retain Moral and Usage Rights
   Even when recordings and compositions are owned by labels or publishers, moral rights remain with the creators.
   Authors and performers must approve or decline any AI use of their work.

5. Rights Cannot Be Assumed or Implied
   It must not be assumed that existing contracts or ownership imply consent for AI training or generative outputs.

These principles are designed to set ethical boundaries for AI in music and ensure that creators remain at the centre of innovation, ownership and cultural value.

This post was following Stuart Dredge’s article on music:)ally here

Sources:

• IFPI Global Music Report 2024

• MIDiA Research, Music Creators and AI Survey 2024

• Goldman Sachs, AI and Music Industry Report 2024

• AFEM AI Principles Announcement, June 2025

Charlotte Tilbury and Dallas Cowboys Cheerleaders: A Game-Changing Partnership in Beauty and Sports

In a landmark move that’s shaking up both the beauty and sports worlds, British makeup powerhouse Charlotte Tilbury has become the Dallas Cowboys Cheerleaders’ first-ever official beauty partner. This bold collaboration drops just ahead of the cheerleaders’ Season 2 return on Netflix, and it’s about far more than looks - it’s a powerful celebration of strength, confidence, and influence.

More Than a Sideline Show

The Dallas Cowboys Cheerleaders aren’t just background performers - they’re icons. Known as “America’s Sweethearts,” they’ve been a defining part of American culture for decades, symbolizing discipline, dedication, and charisma. Now, with their Netflix docuseries reaching millions, their story resonates on a global stage.

Charlotte Tilbury shares that drive. As a trailblazer in beauty, she’s built her brand on innovation and empowerment, pushing women to own their identity and express themselves fearlessly. Teaming up with the DCC is a perfect fit - two women-led powerhouses elevating what it means to perform and represent.

Redefining What Beauty Means in Sports

This partnership flips the script on traditional ideas of beauty in athletics. It’s not about fitting a mold - it’s about celebrating individuality and excellence. Fans can look forward to exclusive behind-the-scenes content, surprise pop-ups, and on-site beauty experiences at AT&T Stadium that bring Charlotte Tilbury’s signature energy right to the heart of the action.

Every cheer, every movement, every smile will carry that extra spark of confidence. This is a collaboration that highlights performance and self-expression as one and the same - proving that strength and style aren’t mutually exclusive.

A Cultural Moment That Matters

In today’s world, where women continue to break barriers in sports and entertainment, this partnership stands out as a beacon of progress. Charlotte Tilbury’s leap into American sports, following her work with F1 Academy™, signals a broader movement: empowering women to thrive in spaces historically dominated by men.

For young women and fans watching, this alliance sends a clear message - it’s possible to lead, innovate, and make your mark on your own terms.

What to Expect Next

With the Dallas Cowboys Cheerleaders’ Netflix Season 2 set to drop, this partnership invites audiences to witness more than just performances. It’s about seeing these athletes as trendsetters and role models who embrace their full selves — on and off the field.

Blending British beauty expertise with American sports culture, this partnership celebrates collaboration, empowerment, and evolution. It shows that today’s culture rewards those who break new ground and inspire others to do the same.

The Charlotte Tilbury x Dallas Cowboys Cheerleaders collaboration isn’t just a branding deal - it’s a cultural reset. Prepare to see the cheerleaders bring their game - and their confidence - to a whole new level, proving that power and self-expression can’t be separated.

✊ Angel City FC’s “Immigrant City Football Club” T-Shirts: A Bold Stand Amid Los Angeles’ Immigration Protests

In a time when brands have the power to influence culture and spark meaningful change, Angel City FC has shown what it means to stand with its community. By distributing 10,000 t-shirts bearing the message “Immigrant City Football Club,” Angel City FC has made a profound cultural statement in response to the recent ICE raids and protests shaking Los Angeles.

This is more than just merchandise - it’s a call to recognize and celebrate the immigrant communities that make Los Angeles vibrant and strong. Their message echoes a simple truth: Los Ángeles es para todos - Los Angeles is for everyone.

Context: A City in Turmoil and Resistance

Since early June 2025, Los Angeles has been the epicenter of intense immigration protests following widespread ICE raids. The federal government’s deployment of National Guard troops and active-duty Marines to support enforcement actions has heightened tensions and led to mass demonstrations, curfews, and numerous arrests.

In this atmosphere of unrest, Angel City FC’s initiative stands as a unifying force, emphasizing inclusion and human dignity amid political strife.

More Than a Slogan: A Cultural Affirmation

Angel City FC’s t-shirts proclaim that Los Angeles belongs to its immigrant residents - those whose labor, culture, and spirit fuel the city’s growth and identity. This message is a powerful counter to narratives that seek to exclude or criminalize immigrant communities.

By aligning their brand with this cause, Angel City FC uses its platform to foster solidarity, inspire hope, and challenge division.

The Role of Sports in Social Impact

Sports teams hold unique cultural influence, often transcending divides to bring communities together. Angel City FC’s “Immigrant City Football Club” campaign:

• Elevates immigrant voices.

• Highlights the city’s diversity as a strength.

• Demonstrates leadership in social justice.

In doing so, the club redefines what it means to be a team in 2025 - one that represents not only athletic excellence but also cultural pride and activism.

Los Ángeles es para Todos: A Declaration for the Future

As Los Angeles grapples with political conflict and social upheaval, Angel City FC’s message reminds us all that the city’s essence is its people - all of them. In this declaration of belonging, Angel City FC offers a hopeful vision: a city that welcomes everyone, no matter where they come from.

Wimbledon 2025: Reinventing Tradition to Thrive in the Attention Economy 🎾🔥

Wimbledon is more than just a tennis tournament - it’s a cultural institution that has stood the test of time. Yet, as we live in an era where attention is the most valuable currency, even this iconic event must evolve to stay relevant. Under the leadership of Sally Bolton, CEO of the All England Lawn Tennis Club (AELTC), Wimbledon is striking a powerful balance between honouring its rich traditions and embracing bold innovations.

🎯 Competing for Attention in a Saturated Market

In today’s entertainment landscape, Wimbledon faces fierce competition - not just from other sports, but from an endless stream of digital content vying for people’s attention. Bolton acknowledges, “It’s the attention economy, and we’re trying to maintain our share of that.” With a global audience that’s more fragmented than ever, this challenge has pushed Wimbledon to rethink how it engages fans.

📱 Engaging the Next Generation

Wimbledon’s innovative digital initiatives are game-changers. Take WimbleWorld on Roblox - launched in 2022, it has already attracted 19.5 million visits, connecting the tournament with a younger, digitally native audience in a fun and interactive way. This move signals Wimbledon's commitment to evolving beyond traditional broadcasting and stadium experiences.

🌍 Global Expansion: The U.S. and India

Wimbledon is expanding its footprint globally. In the U.S., the tournament partnered with ESPN and recreated “The Hill” experience in New York, bringing a slice of Wimbledon culture stateside. Meanwhile, in cricket-loving India, collaborations with legends like Sachin Tendulkar have introduced Wimbledon to new fans, tapping into vibrant, passionate sports communities.

📈 Business Growth Through Audience Engagement

This strategic approach is paying off. Over the past decade, Wimbledon’s revenue has more than doubled, soaring from £170 million to approximately £400 million. This growth reflects the success of deepening fan engagement and expanding reach without compromising the tournament’s heritage.

🏟️ Balancing Tradition with Innovation

Wimbledon continues to evolve while holding tight to its core identity. Innovations like electronic line calling and the online ticket ballot system show how technology can enhance the experience without eroding tradition. Bolton puts it best: Wimbledon is “always changing, always staying the same.”

🛍️ Beyond the Tournament: Building a Lifestyle Brand

Wimbledon isn’t just about the fortnight on the courts anymore. With nearly 100,000 visitors annually to its museum and a growing online retail presence, it’s positioning itself as a global lifestyle brand. This allows fans worldwide to connect with Wimbledon’s essence, even if they can’t be there in person.

🔮 The Future of Wimbledon

Looking forward, Wimbledon is set to remain a premier event by continuing to adapt thoughtfully. Bolton’s vision ensures the tournament will maintain its unique charm while meeting the demands of the modern attention economy.

For a deeper dive into Sally Bolton’s strategy and vision for Wimbledon’s future, check out the full Financial Times interview here:
ft.com - Sally Bolton on Wimbledon

For more thoughtful analysis on culture, fashion, music, sport, and brand strategy - including how brands like Wimbledon navigate today’s complex cultural landscape - subscribe to On The Record, my LinkedIn newsletter delivering curated insights and fresh perspectives straight to your feed: Subscribe here to On The Record.

What Club Culture Can Teach Brand Strategy in 2025

In a world where brands fight for fleeting attention, club culture continues to offer something that’s rare and enduring: meaningful connection, community, and cultural momentum.

This year’s IMS Ibiza summit wasn’t just a gathering of the global electronic music elite - it was a window into the systems, tensions and opportunities shaping how culture is made, shared, and sustained in 2025. And if you’re building brands in fashion, sport, music or media, you’d be wise to take notes from the dancefloor.

Here are five critical lessons for strategists, brand builders and cultural thinkers right now - powered by data, and informed by the subcultures still setting the global tone.

1. The Global South isn’t the ‘next frontier’ - it’s the current epicentre

According to the 2025 IMS Business Report, 80% of new music streaming subscribers in 2024 came from the Global South. That’s not a forecast - that’s a shift. From amapiano in Lagos to techno collectives in Mumbai, the cultural centre of gravity is moving.

Brands that continue to prioritise legacy markets while overlooking local scenes in Nairobi, Bogotá or Karachi are missing both influence and opportunity. These aren’t “emerging audiences” - they’re defining the pulse of global youth culture in real time.

✴️ Strategic takeaway: Your next breakthrough moment might come from a place you’ve never pitch-decked.

2. Human creativity is still the algorithm’s beating heart

AI is changing the way music is made and marketed - but not always for the better. Rights organisations like GEMA are already in legal battles over AI models scraping millions of tracks without compensation, and lawyers at IMS warned of AI being used as a "revenue substitution" that sidelines artists entirely.

Here’s the kicker: AI only evolves by learning from human creativity. If we hollow out that creative well, what’s left is a loop of mimicry. Artistic labour must be protected - not just morally, but to keep the machine running.

✴️ Strategic takeaway: Value creators before code. Audiences feel the difference.

3. Subculture still drives style, sound - and spend

Genres like Jungle and Drum ’n’ Bass have outlived many of their mainstream critics. Why? Because they’re rooted in community, adaptability and legacy. These scenes aren’t chasing relevance—they’re renewing it through intergenerational exchange.

At IMS, SHERELLE and DJ Flight spoke about how older and younger artists trade influence, not just spotlight. It’s a reminder that longevity in culture comes from stewardship, not speed.

✴️ Strategic takeaway: Want to build lasting relevance? Nurture a cultural continuum - not just a moment.

4. Curation isn’t dead - but it is under threat

There’s a quiet crisis brewing: algorithmic dominance is eroding trust in taste. TikTok virality might land a track in the charts, but as Hospital Records’ Chris Goss put it, “some young artists are getting signed off the back of 30-second clips who’ve never finished a full record.”

The collapse of music press, editorial platforms and local tastemakers has left a void - one the algorithm is only too happy to fill. But audiences still crave voices they trust, not just trends they’re fed.

✴️ Strategic takeaway: Curation is now a competitive edge. Champion distinct taste over mass optimisation.

5. The future of nightlife starts with who’s allowed in

While club culture was born in queer, Black and trans communities, not all dancefloors are the safe spaces they claim to be. Trans artists face real threats globally - some have been detained simply for performing. And back home, marginalised voices are still being pushed to the periphery.

At IMS, the message was clear: diversity is not an aesthetic - it’s a structural necessity. Brands, agencies, and platforms must do more than posture. They need to create real access, redistribute opportunity, and protect the cultural innovators they profit from.

✴️ Strategic takeaway: Inclusion isn’t a campaign - it’s the baseline for cultural credibility in 2025.

Final thought: The dancefloor is still a signal

Culture doesn’t just trickle down from Silicon Valley or Soho House. It loops, samples, remixes and travels fast through unexpected channels. Club culture continues to be a testing ground for global influence, emotional resonance, and creative agility.

If you want your brand to feel alive, relevant and future-facing? Look where the basslines are. There’s a strategy in every sound system.

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This is On The Record: analysis for brands that move at the speed of culture.

🌀 To read more about the stories behind these insights, explore the full IMS Ibiza 2025 summary here.

Winning Off the Field: Why Women’s Football is the Smartest Play in Sports Right Now

Women’s football in the UK is at a historic crossroads. On one side, Chelsea’s recent triumph in the Women’s Super League (WSL) symbolises the immense growth and professionalisation of the sport, now valued at a staggering £2.35 billion. On the other, Blackburn Rovers’ withdrawal from the WSL paints a stark picture of the fragility that still underpins the game’s infrastructure and financial ecosystem. In the middle of this, Arsenal’s groundbreaking move to host WSL matches at the Emirates Stadium marks a new cultural and commercial landmark, heralding a bright and transformative future for the women’s game.

The Triumph, the Paradox and the Landmark

Chelsea’s dominance on the pitch and commercial stage highlights the exponential growth of women’s football in the UK. The club’s WSL title represents a beacon of what strategic investment, sponsorship and cultural momentum can achieve. The WSL market is now valued at £2.35 billion, reflecting rising fan engagement, broadcast deals and sponsorships.

Meanwhile, Blackburn Rovers’ exit from the league serves as a sobering reminder that despite these successes, many clubs still face significant financial challenges. Blackburn’s withdrawal exposes the precarious realities outside the elite, risking the league’s inclusivity and long-term sustainability.

Amid this paradox, Arsenal’s decision to stage their women’s team’s home matches at the Emirates Stadium, a premier Premier League venue with a capacity of 60,000, marks a historic step. It is the first time a WSL team will regularly play at such a high-profile stadium, symbolising women’s football’s arrival on the biggest sporting stages and offering fans an elevated experience. This move reflects growing confidence from clubs in the commercial and cultural potential of the women’s game, setting new standards for visibility, fan engagement and professional ambition.

A Wake-Up Call and a Call to Action

Blackburn’s departure and the broader disparities in the league highlight an urgent need for strategic investment and sustainable support across all levels of women’s football. Without these, the WSL risks becoming a two-tier competition, undermining grassroots development and regional fan bases.

This moment demands collective action from governing bodies, sponsors and stakeholders to strengthen infrastructure and financial models, ensuring every club can compete sustainably and contribute to the sport’s long-term growth.

Raising the Cultural Bar: Women’s Football as a Cultural Phenomenon

Women’s football is no longer a niche pastime but a powerful cultural movement. Arsenal’s Emirates move epitomises this cultural ascendancy, signalling that women’s matches deserve the grandest stages, equal fanfare and top-tier facilities.

The sport drives important social conversations about gender equality and inclusivity, inspiring new generations of players and fans. Record-breaking attendances and TV viewership figures, such as Arsenal’s ability to attract thousands to the Emirates, prove there is a passionate and growing fan base hungry for women’s football at the highest level.

This cultural relevance amplifies commercial appeal, creating unique opportunities for brands seeking authentic partnerships aligned with progressive values.

Sponsorship Boom: Outpacing Men’s Leagues and Driving Sustainable Growth

Perhaps the clearest signal of women’s football’s unstoppable momentum lies in sponsorship trends. Sponsorship deals in women’s sports have grown by 12% year on year, outpacing men’s leagues by 50 per cent. Brands increasingly prioritise partnerships that reflect social impact and sustainability, and women’s football provides an ideal platform for this alignment.

For investors and sponsors, the women’s game offers a unique proposition: strong financial returns coupled with genuine community engagement and societal impact. The influx of brands committed to equality and sustainability places women’s football at the forefront of responsible sports marketing.

Conclusion: Seizing the Moment

The £2.35 billion valuation of the women’s football market is more than a number; it is a mandate for action. Chelsea’s triumph illuminates what is possible through investment and cultural momentum, Blackburn’s exit warns of the risks of inaction, and Arsenal’s Emirates move showcases the sport’s arrival on the biggest stages.

The rapid growth in sponsorship and cultural relevance provides a clear roadmap for an inclusive, sustainable and transformative future for women’s football.

This historic moment presents an unparalleled opportunity for clubs, sponsors, governing bodies and fans alike. The future of women’s football depends on a collective commitment to ensuring that every club thrives and every fan remains engaged. As the sport continues to grow, it is set to become a celebrated cornerstone of UK sport and culture for generations to come.

When Culture and Community Collide: Lessons from Nike’s After Dark Half-Marathon

Nike’s After Dark women’s half-marathon in Los Angeles was billed as more than a race – it was an immersive cultural experience designed to empower women, elevate community, and celebrate movement after hours. With a post-run performance by Doechii and thousands of first-time runners in attendance, it had all the ingredients for a standout moment in sport and culture.

But the reviews told a more complex story – one that holds key lessons for any brand designing experience-led campaigns in 2025.

A Cultural Moment That Fell Short on Execution

While the event succeeded in creating energy, enthusiasm, and wide participation (with nearly 15,000 runners, 43% of them first-timers), it also faced legitimate criticism over logistics. Attendees reported long wait times, confusion over the start, and pacing policies that changed mid-campaign – challenges that, in some cases, left runners feeling excluded from the full experience, including the post-race concert.

The event’s concept – reclaiming the night through community, movement, and celebration – was strong. But as we’re seeing more often in the experience economy, cultural ambition must be matched by operational clarity to truly resonate.

Experience Is the New Brand Equity

Nike has long set the bar for culture-first storytelling in sport. Their ability to champion marginalised voices and empower communities is central to their global brand power. After Dark reinforced that – but also showed the growing tension between intention and execution.

When an experience is built around empowerment, especially for underrepresented communities, the details matter. Inclusivity is as much about infrastructure as it is about messaging. When expectations shift – as they did with the three-hour pacing limit – even small changes can signal larger disconnects.

Brands today aren’t just judged by their campaigns. They’re judged by how people feel during and after the experiences they create.

Three Takeaways for Brands Designing Cultural Events

1. Inclusive Experiences Require More Than Inclusive Messaging
   Celebrating diversity means designing for it – across paces, identities, and abilities. Clear, consistent communication and support structures are vital.

2. Emotional Equity Begins with Operational Excellence
   From check-in flows to finish line energy, execution isn’t just logistics – it’s brand storytelling in real time.

3. Culture Can’t Be a Backdrop – It Has to Be the Blueprint
   When cultural relevance is central to the brand promise, it must inform every layer of the experience – not just the music line-up or influencer turnout.

The Bottom Line

Nike’s After Dark was a bold move – bringing women together in a joyful, empowering, after-hours run through Los Angeles. And while the vision was compelling, the experience reveals how high expectations have become for brands that lead in cultural space.

As more companies lean into immersive, community-driven activations, the standard is clear: if you’re going to build culture, you have to build infrastructure that supports it.

Because when it comes to cultural relevance, how you deliver is just as important as what you say.

Subscribe to the On The Record newsletter on LinkedIn for weekly insights into the strategies, stumbles, and standout moments shaping today’s most relevant brands.

Nike, LVMH, and the French Open: When Tennis Became the Cultural Arena

The 2024 French Open wasn’t just a tennis tournament - it was a cultural moment, meticulously choreographed in high-definition. While Carlos Alcaraz and Jannik Sinner battled through what is already being called the greatest men’s final in Roland Garros history, a different kind of contest played out in parallel: one of style, brand equity, and cultural clout.

Yes, Alcaraz lifted the trophy. But the real victors? Nike and LVMH.

The Swoosh Returns, Selectively

Nike, after a relatively quiet few years on the tennis circuit, made a thunderous return - not through volume, but through precision. It’s no longer about having everyone under contract. Instead, it’s about backing the few athletes who move the needle both on and off the court.

Alcaraz and Sinner have both been with Nike since 2019, and they didn’t just deliver an all-time classic - they delivered nearly six hours of global screen time, decked out in long-sleeved Nike rugby-style polos that felt more preppy runway than traditional kit. It was a calculated flex: performance meets polish.

And it wasn’t just the men. Naomi Osaka turned heads earlier in the tournament with her Sakura-inspired outfit - a collaboration with Nike infused with Japanese symbolism, manga references, and a Sailor Moon hairstyle to match. Meanwhile, Qinwen Zheng, another rising star, was meant to wear a striking all-crimson ensemble. Even though she said she was “too shy” to sport it on court, the message landed - Nike is reasserting itself in tennis, not just with athletes, but with aesthetics.

Luxury Brands on the Baseline

Add another layer: Alcaraz is aligned with Louis Vuitton. Sinner, with Gucci. This was not just a Grand Slam final - it was a high-fashion face-off, with two of the world’s most powerful luxury houses backing the next era of tennis dominance.

It’s no accident. These brands aren’t chasing exposure - they’re courting cultural resonance. In Alcaraz, Louis Vuitton gets youthful exuberance, versatility, and global appeal. In Sinner, Gucci taps into sleek minimalism, icy composure, and quiet influence. These aren’t just sponsorships; they’re statements.

Tennis has long been the most elegant of sports - but this is something new. Fashion is no longer an afterthought in tennis; it’s becoming the plot.

Walk-Ons as Cultural Runways

In today’s tennis, the walk-on has become the new runway. What players wear before the match often generates as much buzz as their shot selection. The French Open, with its terracotta courts and Parisian backdrops, offers the perfect canvas. Players have become style architects, using fashion to define their on-court personas and extend their influence far beyond sport.

The audience is evolving too. Younger fans - culturally tuned in and visually driven - aren’t just following scores. They’re following stories, fits, and the subtle signals of style and substance. Brands understand this, which is why they're investing in tennis as both a competitive space and a cultural one.

What This Means Going Forward

We’re witnessing a reinvention of tennis - not just as a sport, but as a cultural vehicle. Players are no longer simply athletes; they’re fashion icons, digital storytellers, and brand strategists. The French Open didn’t just produce champions - it broadcast a new blueprint for cultural relevance.

In an attention economy, visibility is currency - and the brands who understand how to place their athletes in the right moments, with the right look, are the ones who will shape the next era of influence.

Next stop: Wimbledon. Expect heritage minimalism. Elevated styling. And more high-stakes storytelling - on and off the court.

(This perspective was inspired by insights from DYM at SportsVerse - a must-read for anyone serious about the convergence of sport, fashion, business, and culture. Give it a look.)

The Cultural Power Play: Why Women’s Sports Marketing Is a Game-Changer for Brands

Women’s sports are no longer just a niche corner of the athletic world, they are a vibrant, thriving market with undeniable cultural relevance. According to Parity’s latest research report, the perfect marketing strategy for women’s sports brands is not just a theory, it is happening right now, and brands who get on board are winning big.

Women’s Sports Are Flourishing and Fans Are Loyal

The numbers do not lie. Parity’s survey shows that more than half of women’s sports fans (51%) are devoted WNBA followers. Other leagues like the WTA, NWSL, and LPGA also boast strong fanbases, each with about 19–20% fan representation. Even emerging leagues like the PWHL are carving out their own spaces with solid regional viewership and promising expansion plans. This growth signals a fundamental cultural shift, women’s sports are becoming a staple of mainstream fandom.

Athletes as Authentic Brand Ambassadors

Here is where the cultural relevance gets interesting. The Parity report highlights that 68% of sports fans trust products endorsed by women athletes. This trust extends beyond traditional fans of women’s sports, 58% of those who rarely or never watch women’s sports also feel this way, marking a 6% increase year-on-year. This universal trust speaks to the growing recognition of women athletes as authentic, influential figures who resonate across diverse audiences.

Beyond Apparel: A Wide-Open Field for Brand Partnerships

While apparel, food and beverage, and health and beauty categories dominate fan awareness and purchase likelihood, the impact of sponsorships goes deeper. One in four women’s sports fans say that seeing women’s sports sponsorships actually makes them more likely to buy a product. For younger generations, particularly Gen Z and millennials, this effect is amplified, with nearly half (46%) more likely to support brands backing women athletes or teams.

This reveals a vital cultural insight, supporting women’s sports is not just good optics, it aligns brands with values of equality, empowerment, and progressiveness that resonate deeply with younger consumers.

The Strategic Play for Brands

Investing in women’s sports sponsorships is more than a feel-good move, it is a proven business strategy. Yet the Parity report also underscores the nuance brands must navigate. While awareness in popular categories like apparel is high, brands in less obvious sectors such as travel, insurance, or tech need more creative partnerships, particularly with media companies, to boost visibility and return on investment.

Why This Matters Culturally

The rise of women’s sports as a cultural force is redefining how brands connect with audiences. It reflects broader societal shifts towards gender equity and representation. By aligning with women athletes and leagues, brands signal their commitment to these values, tapping into a passionate, engaged fanbase that is shaping culture through their support.

In sum, the Parity report reminds us that the perfect women’s sports brand marketing strategy is not a mythical “limit”, it is real, effective, and evolving. Brands that recognise and act on this opportunity are not only winning in the marketplace but also advancing a cultural movement with lasting impact.

For more details, check out the Gist.

When the Lights Dim: Fashion’s Sustainability Stage Grows Quiet

Each June, Copenhagen becomes a cultural checkpoint for the fashion industry. The Global Fashion Summit (GFS), long considered the most influential stage for sustainability in fashion, has traditionally offered a mix of optimism, urgency, and corporate showmanship. But this year, something was different - and revealing.

Big brands noticeably stepped back. Onstage panels were traded for closed-door roundtables. Sustainability leaders who once seized the mic were now curating their exposure. The mood was quieter - and it wasn’t just about tone. It reflected a deeper shift in how fashion is responding to rising pressure, changing politics, and increasingly skeptical audiences.

This comes at a time when the stakes couldn’t be higher:

• Fashion is responsible for 10% of annual global carbon emissions - more than all international flights and maritime shipping combined.

• It produces 92 million tonnes of textile waste annually, set to reach 134 million tonnes by 2030.

• Only 13% of fashion companies are on track to meet their science-based targets.

• Scope 3 emissions - the supply chain — account for over 70% of fashion’s footprint, yet fewer than 20% of brands disclose them.

• In parallel, consumer trust is eroding: 79% of shoppers care about sustainability, but just 23% trust the claims brands make.

And then there’s the political dimension. In the U.S., 22 states introduced anti-ESG legislation in 2024, undermining corporate momentum toward responsible business practices. In Europe, efforts to tighten sustainability regulation have softened - just as greenwashing fines have risen by 40% year-over-year.

So when brands go quiet, it’s not just risk avoidance. It’s a signal - that sustainability, once a strategic front-of-house performance, is now seen as a liability to manage behind closed doors.

But culturally, that silence matters. Because fashion doesn’t just respond to culture - it shapes it. And right now, the industry is modeling a form of retreat just when visible leadership is most needed.

Still, not all is lost. Independent designers, innovators, and next-gen sustainability leaders are stepping into the vacuum - with more transparency, realism, and cultural clarity than ever. They’re not just working within the system; they’re questioning its assumptions.

For those of us invested in cultural relevance and brand strategy, this year’s summit felt less like a celebration - and more like a stress test. The choice ahead isn’t just about compliance. It’s about credibility.

In an era of noise, brands that stay visible with purpose - not perfection - will be the ones shaping the next chapter.

What Chuckmates Can Teach Us About Creator-Led Brand Content (And Why Cultural Relevance Still Isn’t Plug-and-Play)

When Converse dropped Chuckmates - a sneaker-first blind dating show hosted by the always-iconic Amelia Dimoldenberg - it looked like a win on paper. Great creator. Smart cultural hook. A format with viral potential.

And honestly? It is a smart move. Chuckmates is part of a larger shift we’re seeing across brand marketing: investing in original content, building series instead of ads, and collaborating with creators to meet Gen Z where they live - on YouTube, in their feeds, watching things they actually want to spend time with.

But here’s the tension: as brands experiment with creator-led formats, the difference between “featuring a creator” and “creating with a creator” is becoming the make-or-break line for real cultural relevance.

Creators Don’t Just Bring Audiences. They Bring Format Fluency.

Amelia isn’t just a host - she’s a genre. Chicken Shop Date works because of her deadpan delivery, awkward pacing, and the self-aware, lo-fi feel that’s made it a cult favourite.

Chuckmates nods to that tone, but ultimately plays more like a structured gameshow than a satirical character piece. Which is fine - but it means the show doesn’t fully tap into what makes Amelia so culturally sticky.

This is a common slip-up in brand/creator collabs: when you bring in a creator, you’re not just borrowing their face - you’re borrowing their understanding of the platform, their audience, and what formats are actually native to that world.

Let’s Talk Platform: YouTube Isn’t TV with a Share Button

The title of the premiere episode - “Chuckmates Ep. 1 | A Blind Dating Show by Converse with Amelia Dimoldenberg” - reads like it was written for a brand deck, not the YouTube algorithm.

On this platform, titles need to spark curiosity, not summarise a campaign. Same goes for thumbnails. They should feel like moments, not marketing.

This isn’t about clickbait. It’s about relevance. A few small tweaks - a thumbnail that captures one of Amelia’s signature looks, a title that leans into intrigue - could’ve instantly made the show feel more like content Gen Z chooses, not content served to them.

Views ≠ Resonance

Episode 2 currently sits at over 2 million views - but engagement is unusually low. That disconnect is important.

We’re in a phase where it’s easy to buy reach. But resonance - actual cultural traction - is something else entirely. It’s the difference between being watched and being talked about. And when creators are brought in without real creative input, you risk losing that spark.

Here’s the Real Lesson for Brands Trying to Win Online:

If you’re bringing creators into your content, bring them into the creative process too.

The best branded series we’re seeing today aren’t the ones where brands “use” creators as talent. They’re the ones where creators shape the tone, structure, and storytelling from day one.

That’s how you get content that feels fresh instead of formulaic. That’s how you stay relevant and build equity with your audience.

Final Thought

Chuckmates shows that Converse is thinking in the right direction. It’s bold, it's experimental, and it’s built for a platform that brands still struggle to crack. But it also shows how critical it is to not just partner with creators - but to trust their instincts, elevate their voice, and let them steer.

Because cultural relevance doesn’t come from featuring cool people.

It comes from making cool stuff with them.

A Homage To Brian Wilson: The Sonic Architect Who Rewired American Culture

Brian Wilson wasn’t just a genius. He was a disruptor, a quiet revolutionary who remade pop music from the inside out. His passing at 82 closes a chapter on one of the most profound cultural legacies of the 20th century, and his fingerprints are still all over the sound of today.

Before Brian Wilson, pop was catchy. After Brian Wilson, pop was cathedral. He took the California dream - surfing, convertibles, golden-hour innocence - and turned it into a widescreen, Technicolor sound that reshaped how America saw itself. He didn’t just soundtrack the sixties. He mythologised it, then deconstructed it. And when the illusion cracked, he gave us music that looked straight into the void and still somehow offered grace.

Wilson’s Beach Boys weren’t just hitmakers. They were cultural architects. "Pet Sounds" didn’t just inspire Sgt. Pepper. It provoked it. The Beatles weren’t competing with anyone except Brian. Paul McCartney has called “God Only Knows” the greatest song ever written. That’s not a compliment. That’s acknowledgment of Wilson as a generational force, someone whose instincts changed the very vocabulary of pop.

He bent the studio to his will long before that was even a concept. Long before hip-hop producers were layering samples or indie bands were chasing lo-fi transcendence, Brian was wiring harpsichords, dogs barking, and bicycle bells into heartbreak anthems. He built songs like film scores. “Good Vibrations” wasn’t a single. It was a six-month sonic experiment that accidentally became a number one hit. He made emotion into architecture.

And his influence wasn’t just musical. It was spiritual. Wilson cracked open the pop star archetype. He was a frontman who didn’t tour, a genius who couldn’t always function, a legend who often didn’t want the spotlight. He showed the cost of genius and the beauty in vulnerability. He was decades ahead of the conversation on mental health and the toll of fame. In a world now obsessed with authenticity, Wilson was the original unfiltered soul.

You can hear his echo everywhere. In the rich melancholy of Frank Ocean. In the layered optimism of Vampire Weekend. In the cinematic reach of Tame Impala. Every artist trying to push pop past its limits owes something to Wilson’s experiments, whether they know it or not.

His life was complicated. His journey was brutal. But he came through it all still chasing beauty. Still trying to tune into something divine. That’s what made him matter. Not just the hits. Not just the accolades. But the risk. The fact that he never stopped searching for something pure in a world that wasn’t.

Brian Wilson didn’t just change music. He changed what music could mean. And for that, he’ll always be more than a Beach Boy. He’ll be a blueprint.

God only knows what we’d be without him. But thankfully, we’ll never have to find out.

Navigating Cultural Influence and Free Expression: The Kneecap Controversy and the Role of Industry Leadership

As the 2025 festival season unfolds, one question captures attention in the music world: Will Irish rap group Kneecap perform at Glastonbury as planned? And if so, will the BBC stream their set as in previous years, or will external pressures impact their visibility?

This situation offers a valuable lens on how culture, politics, and industry power intersect - and raises important questions about transparency, influence, and artistic freedom.

Behind Closed Doors: The Private Campaign

Recently revealed correspondence shows a confidential letter sent to Glastonbury organisers by a coalition of senior industry insiders. The letter expressed concerns that Kneecap’s politically charged lyrics could be construed as “propagating hate,” suggesting that their appearance might conflict with commitments to “free speech.”

Those involved are not marginal figures; they represent major agencies, record labels, and organisations with influence across the global entertainment sector. Their participation in this private effort highlights how internal industry mechanisms can shape public cultural spaces - often without scrutiny or accountability.

The Challenge of Private Influence

What stands out is the private, non-transparent nature of this intervention. Rather than a public discussion or open dialogue, the letter functioned as a discreet warning - an attempt to influence decisions away from public scrutiny.

This pattern is not isolated to music; similar private pressures have been reported within fashion and other cultural sectors, reflecting a broader trend of behind-the-scenes lobbying that risks limiting diverse voices without accountability.

Ethical Reflections on Industry Leadership

The entertainment industry rightly prides itself on promoting inclusivity and combating discrimination. However, when leaders in this space engage in efforts to restrict political expression - particularly on complex issues like the Israeli-Palestinian conflict - it raises important questions about the boundaries of institutional anti-racism.

The attempt to silence an Irish group critical of ongoing conflict in Gaza - especially amid a growing public demand for honest political engagement - risks alienating younger artists and audiences who expect cultural platforms to support open discourse.

What’s at Stake for Festivals and Broadcasters?

Glastonbury faces a critical choice: to uphold its reputation as a space for bold, diverse artistic voices, or to yield to pressures that may stifle important cultural conversations. Similarly, the BBC’s decision on streaming Kneecap’s set will be a key indicator of its commitment to editorial independence.

Should mainstream platforms step back, independent channels and artists may need to take up the mantle - ensuring that cultural spaces remain accessible to varied perspectives, even when those perspectives challenge prevailing narratives.

Conclusion: Towards a Culture of Openness and Accountability

The Kneecap controversy highlights broader tensions around political expression, cultural influence, and the responsibilities of industry leaders. As the arts continue to engage with pressing global issues, transparency and accountability must guide how decisions are made.

Balancing respect for diverse viewpoints with a commitment to free expression is no easy task - but it is essential for nurturing a vibrant, inclusive cultural landscape.