ISSUE 012
IN SITU this week recaps a whirlwind year in culture with 12 Months of Happenings.
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 012 AT A GLANCE
LONG READ Cultural observation opinion piece: 12 Months of Happenings
MUSIC CORNER Album recommendation: Qendresa - Londra
LONG READ
12 MONTHS OF HAPPENINGS
Given ISSUE 012 has fallen at the end of the year, it seemed fitting to write a little recap of all things culture we witnessed in 2024, boiling everything down into 5 key observations.
1. EVERYTHING EVERYWHERE ALL AT ONCE
This borrowed title from the excellent 2022 film perfectly encapsulate the sheer volume of content, news, launches, releases and gossip that circulates our feeds and brains on a daily basis. 2024 seemed like a new peak, with huge cultural & political events such as the Olympic Games, the Euros, a UK general election, an emotionally-laden US Presidential election and the takedown of a few massive cultural figures, there was hardly time to breathe. In between all the big stuff was a never-ending supply of smaller stuff: clips, memes, break-ups and make-ups, never letting us stop the doom scroll.
Prediction for 2025: Consumers interests will be polarised from the super niche to the mainstream, as choice paralysis sets in and it’s tougher to discover good quality, new entrants.
2. CULTURAL CONVERGENCE
What I mean by “cultural convergence” are all the various cultural spheres e.g. music, fashion, sport, art, gaming, food, design etc. encroaching more and more into each other’s worlds. And it’s not just 1+1=2; we’re seeing multiple spheres coming together in one breath. For instance, Merky FC is a football ground & team (sport) founded by Stormzy & adidas (music & fashion). This is a fairly unique example, but even with apparel releases, of which there have been many, we are seeing a similar overlap. For instance, A$AP Rocky (music) x motorsport (sport) X PUMA (fashion) collection in his role as PUMA Creative Director.
Prediction for 2025: The convergence will continue, especially when it comes to sport and fashion. The boundaries for what’s acceptable on the pitch/court/track will be pushed as athletes want to look fashionable as they perform, look for alternative revenue streams, and are increasingly brought in-house at brands.
3. COMMENTARY AS THE JUDGE & JURY
The comment section and general discourse around an event or story often makes more impact than the original narrative. We’re heading straight for the comments section before we even finish the caption, with many keen to weigh in (for better or worse). Fake stories can get a life of their own by being falsely validated in the comments, and followers can point out inconsistencies, copy-cat behaviours or an embarassing campaign mistake, leaving brands & public personas with a clean-up job, or perhaps even a lawsuit. Rightly or wrongly, the headline that actually matters is being written by the masses.
Prediction for 2025: Online commentary won’t let up, leaving even more brands and celebrities exposed to trial by public opinion. On the other hand, a new ‘case’ always comes along quickly to divert attention elsewhere.
4. WOMEN MAKING WAVES
From Kamala Harris running for President, to Charli XCX taking over the summer (alongside Chappell Roan and Sabrina Carpenter) to female athletes such as Simone Biles and Caitlin Clark making history, women really made this year their own. This female dominance is surely no coincidence. None of these examples were an overnight success, but their groundwork coming to fruition at similar times shows that the tide is turning across all spheres, and each woman who conquers her field helps paves the way for others.
Prediction for 2025: Optimistically, we hope this continues into the new year, bringing us new female champions across culture and inspiring the next generation to keep pushing through those glass ceilings.
5. EXPERIENCE FIRST
As cost of living rises make purchasing decision more pertinent than ever, and brands are simulateously having to priortise squeezed budgets, real life experiences are hot currency. Consumers are looking for ways to get more for their money and their time, whether it’s unique retail experiences, investment in wellbeing, live music or travel, spending power is moving from material things to improving quality of life. Fashion & beauty brands especially are tapping into new ways to engage their audiences beyond transaction-based touchpoints.
Prediction for 2025: Consumers will be even more savvy as the global economy looks to stagnate further, and mindless purchases are replaced with mindful practices.
MUSIC CORNER
As there aren’t many new releases this time of year, I decided to share one of my favourite albums from 2024.
QENDRESA - LONDRA
London-based singer, songwriter, producer & DJ Qendresa has been building her sound for years for those in the know. Londra, released in November, is a clear statement of intent from the multi-hyphenated artist. She effortlessly blends 90s/00s RnB sultry nostalgia with a contemporary electronic wrapper, creating something for fans of TLC and Snoh Aalegra, just as much as for fans of The XX and JMSN.
Londra takes the listener through a dream-like journey, existing in a magical realm where Qendresa has created an atmosphere full of desire, infinite possibilites and inevitably, a touch of emotional distress.
Thank you for being part of IN SITU’s inaugural year. Every single person who has taken the time to subscribe and engage with the Substack and IN SITU LIVE has meant the world. We look forward to seeing what 2025 brings!
ICYMI check out our recap video of IN SITU LIVE: VOLUME 001 - THE ART OF COLLABORATION, filmed & edited by Ramone Anderson.
Don’t forget to follow IN SITU on Instagram @insitu.njd, and check out my website at nicolajdavies.com.