Cultural relevance isn’t a fixed achievement—it’s a constant dialogue.

Brands that truly resonate don’t just react to trends; they understand the deeper shifts shaping consumer behaviour, creativity, and influence.

On The Record is where I explore how brands, artists, and cultural icons shape and respond to the global conversation. From strategic collaborations to era-defining moments, it’s about dissecting the moves that create impact—not just hype.

Whether it’s Doechii owning Paris Fashion Week, the power of nostalgia marketing, or the intersection of music, fashion, sport, tech, and entertainment, I go beyond the headlines to uncover the strategies driving influence and engagement.

As AI reshapes creativity and digital spaces become more fragmented, the old marketing playbook no longer applies. Brands can’t rely on outdated strategies or surface-level relevance—they need to build genuine connections, adapt to cultural shifts, and earn their place in the conversation.

At the same time, purpose fatigue is setting in. Consumers are increasingly sceptical of brands using social impact messaging as a marketing tool rather than a true commitment. Authenticity and storytelling now carry more weight than performative campaigns, with audiences expecting brands to engage in a way that’s deeper, more meaningful, and genuinely aligned with their actions.

And in this evolving landscape, the creator economy is no longer just an add-on—it’s a primary driver of brand engagement. Creator-led collaborations are shaping everything from product launches to long-term community building, proving that authentic voices hold more influence than ever.

If you want to move beyond trend-chasing and build true cultural staying power, this is where the real conversation begins.

On The Record: Archive