ISSUE 002
IN SITU this week illustrates how British cultural exports are booming on all fronts, and why a brand's strategy should not be static.
IN SITU is a platform dedicated to the intersection between culture, brand strategy and music. Sometimes the focus will be on one strand more than another, but always sitting in that sweet spot.
ISSUE 002 AT A GLANCE
LONG READ Cultural observation opinion piece: British cultural stock is at an all-time high
VERBATIM Quote from cultural tastemaker: Khalil, London-born DJ & music supervisor living in NYC
SHORT READ Belief relating to strategy and/or insight: Core belief #2: A brand strategy is not static
MUSIC CORNER Album recommendation: Bashy - Being Poor is Expensive
LONG READ
BRITISH CULTURAL STOCK IS AT AN ALL-TIME HIGH
For such a small island, the UK has always punched above its weight culturally. Whether it be music, fashion, sport, literature or entertainment, we have given the world some greats.
But there has always been the younger, more exciting sibling across the pond that has somehow overshadowed much of our gravitas. With their billion dollar industries and sheer size, the US of A has a habit of dampening our voice (and accent). We may speak the same language but the American impact on Great Britain and beyond has somewhat stumped homegrown talent. Think about British artists performing with an American accent, British actors moving to LA, or much-loved British TV shows being remade in Hollywood, such as The Office, Skins and The Apprentice.
But now, the tide may be changing. There has been a global rise in local pride as many countries wriggle out from underneath long-held Western influence and share their exports proudly. For instance, South Africa has given us superstar Tyla, the mighty South Korean K-pop genre has amassed a global audience, Chinese designers have reclaimed the ‘Made in China’ moniker, and Nigerian pop is taking over international stadiums and festivals with the likes of Burna Boy, Rema and Tems.
So what of our own big, little island?
MUSIC
Arguably the most powerful cultural force on the planet, the impact of music cannot be understated. We have a strong musical history, but due to the size of and barriers within the industry, British artists don’t always get the recognition they deserve. This often leads to quitting altogether or, predictably, moving to the US.
We thought grime would ‘break’ America with Skepta and Stormzy in 2015, coincidentally the year I moved to New York. But it was clear on the ground that even many of the hardcore music fans didn’t know either artist, let alone what grime was. (Ironically, they all knew Big Shaq’s ‘Man’s Not Hot’ but did not understand it was a parody, which really says it all). We have some current, major musical ambassadors in the form of Adele, Ed Sheeran, Harry Styles and Dua Lipa, but compared with the amount of talent in this country, this isn’t a fair reflection.
Grime might not have quite made it but now drill is making a play with Central Cee at the helm. Having made music for a while before the breakout hit ‘Doja’ put Cench on the map in 2022, his trajectory has remained steep and upward. Not only did he break into the UK mainstream market, but thanks to referencing the US rapper Doja Cat, Americans got to know him too. With solid follow-up releases, a tumultuous social-media relationship, and collaborations with the likes of Drake, Lil Baby, Asake and just last week, NYC’s princess Ice Spice, Central Cee’s not just breaking America, he’s breaking the world. Moving away from a USA-centric strategy is literally music to my ears.
One would be remiss not to include Charli xcx and her Brat summer. This has truly overtaken seasonal discourse, from fashion, memes and of course, her music, the Essex-born singer, songwriter, producer and DJ is finally getting the attention she deserves after years of cult-status. However, even this impressive artist had to move Stateside to elevate her career.
Other British artists who deserve honourable mentions due to their success in the US and beyond include Little Simz, Dave, PinkPantheress, James Blake and Fred again.
FASHION
London in particular has always been at the leading edge of fashion. But with Burberry as the only British heritage luxury (and recently, not doing so well) it’s fallen to others to pick up this legacy.
Although his namesake label has always been popular, JW Anderson has made the biggest splash in recent years as Creative Director at Spanish brand, LOEWE. From its ‘quiet luxury’ pieces, to the tongue-in-cheek campaigns and of-the-moment brand ambassadors, LOEWE has secured its place in the luxury playground.
But there is a masterful new wave of fashion breaking out from our shores. Wales Bonner is reaching new audiences with her consistently successful adidas Originals collaborations, Martine Rose has dressed the likes of Kendrick Lamar and Rihanna, and brands such as Ahluwalia, Chopova Lowena, Labrum and Nicholas Daley are all becoming established names with unique and expressive collections.
In streetwear, the much-lauded Corteiz is the brand du’jour, and from Manchester, dramacall and Clints are following close behind. More established but still upping their desirability every season are the likes of Palace and Clarks Originals, often releasing high profile collaborations.
SPORT
With sport and popular culture colliding more drastically every season, especially in football, we are seeing the rapid rise of British sports stars boosted not only by their skills, but also by their brand partnerships.
Jude Bellingham is the most timely example, with adidas creating a ‘Hey Jude’ campaign for the Euros. The much-loved Bukayo Saka features in a recent New Balance campaign alongside international athletes such as Coco Gauff and Tyrese Maxey, and Declan Rice is the face of Muller Rice (it had to happen).
There are many football-related creators making a play off the pitch by bridging fashion and football. For instance, Sophie Hird with her football-centric apparel & accessories, SEASON zine in the editorial space, and plenty of vintage jersey sellers such as Classic Football Shirts feeding the demand for bloke core fits.
We’re also seeing a huge upswing in golf and tennis popularity, both typically British endeavours, with plenty of emerging brands such as Manors Golf, and plenty of international, celebrity spectators at Wimbledon.
Finally, F1 has captured the imagination of a younger audience. Lewis Hamilton is still performing on the track and further embedding himself into the fashion world as a Dior brand ambassador and guest designer. A F1 film is coming out next year co-starring Damson Idris alongside Brad Pitt, and with Stormzy recently performing at Silverstone, it looks like this sport has leveraged adrenaline for cultural currency.
With all of these cultural exports, a new government and football almost coming home, perhaps we’re in a Cool Britannia renaissance. Only this time it’s not just British music making the play, we’ve got cultural cache streaming in from every corner.
VERBATIM
WHERE DO YOU SEE THE HIGH POINTS OF BRITISH CULTURE ABROAD RIGHT NOW?
Khalil, London-born DJ & music supervisor living in NYC. Co-Founder of BackToLife & Livin’ Proof
“I think there's always been this idea that British culture is slightly elevated…You hear that shock when someone finds out Sade is British, or Idris [Elba] or Daniel Kaluuya…and then it's followed by, "Of course they are."… It just fits the narrative.
As the world has become more and more global…you don't have to be American to be a big rapper, actor, baller, and maybe not being American is what sets you apart and creates interest. I always thought many of the major UK cities thrive on being multicultural, and a lot of the scenes that come out of the UK represent that, so perhaps the rest of the world finds bits to relate to as well.
In the past, maybe things had to be quintessentially British for them to do well with the likes of Blur and Oasis in the ‘90s, and all those Hugh Grant films. But now you can legitimately have British rappers that the rest of the world loves, and TV & Film that represent other sides of the UK.”
SHORT READ
CORE BELIEF #2: A BRAND STRATEGY IS NOT STATIC
A Brand Vision should be unwavering, but other strategic elements should evolve over time as the world changes.
So why is Vision the only pillar that gets to remain unchanged? A vision should be so future-focused and non-product/service specific, that it’s a timeless statement of intent. It should not depend on external variables.
However, a Purpose has more potential to change over time, even if it’s just by nuance. This is because Brand Purpose relies partially on the state of the world, and if needs change on the outside, then purpose on the inside should reflect that.
Mission and Values are more specific and therefore should almost definitely be updated. As the business evolves, consumer needs change and the world progresses, these pillars must stay relevant and strong enough to uphold the brand strategy.
MUSIC CORNER
Bashy - Being Poor is Expensive
In his own words, “It has been 15 years since my last album. 10 years I’ve been away from music. 5 years I’ve been considering crafting and releasing music again.” One of Britain’s best storytellers is back and it’s come at the perfect time. See if you catch the garage sample used on ‘Blessed’…
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