Podcast
Follow the Rabbit
Hosted by Igor Schwarzmann, Johannes Kleske · EN
Follow the Rabbit feels like eavesdropping on a fascinating conversation between two well-read friends at a Berlin coffee shop—smart without being pretentious, critical without being cynical, and deeply engaged with contemporary culture while maintaining historical perspective. The podcast occupies a unique space between trend forecasting, cultural criticism, and philosophical inquiry, delivered with warmth, humor, and genuine enthusiasm for understanding how the world works.
20episodes
Episodes
Newest firstAll episodes
Cultural Capital in Crisis: Subcultures in the Algorithm Age
Feb 25, 202500:53:02Tap to summarizeThe Subculture is dead. Long live the Subculture. Or … does it? What is it even these days? How does Instagram (and other platforms) play a role in this and of course what is even authentic these days?In this episode of Follow the Rabbit, Igor and Johannes are joined by Jack Stanley, a writer and creative strategist whose research explores how subcultures evolve in our hyper-connected world. Moving beyond the tired question of whether "subcultures are dead," the conversation examines how digital platforms have fundamentally altered the way communities form, express themselves, and maintain authenticity.The discussion weaves together several key themes that reveal the tension between connection and fragmentation in contemporary culture: How the relationship between online and offline participation has inverted since the MySpace (you heard it right!) era Why emerging third places like reading clubs and chess gatherings reflect a desire for physical community The shift from committed subcultural identity to "micro-identities" curated through social media The economics of modern subcultures as both grassroots movements and commercial opportunities How the frictionless access to cultural content has changed our relationship with discovery and commitmentDrawing on Jack's research into bootleg hardcore merchandise and straightedge communities, the episode offers a nuanced look at how authenticity functions when everything is accessible to everyone. The conversation moves beyond nostalgia to examine what might be gained and lost as subcultures continue to evolve in an era where identity is increasingly fluid and commodified.Chapters: 00:00 - Introduction to Subcultures Today 04:25 - Internet's Evolution: From MySpace to Instagram 12:28 - The Economics of Modern Subcultural Spaces 20:49 - Brands, Merch, and Cultural Capital 32:08 - Identity and Commitment in Digital Culture 44:04 - The Challenge of Authenticity 52:01 - Closing ThoughtsLinks: Jack Stanley’s newsletter ‘Heavy Weather’ about brands and the way they work: http://heavyweather.substack.com/ Jack Stanley's essay ‘Subcultural Diffusion vs Subcultural Capital’: https://open.substack.com/pub/heavyweather/p/subcultural-diffusion-vs-subcultural Are Subcultures Dead? – Proteinhttps://www.protein.xyz/are-subcultures-dead/ Sarah Thornton's work on subcultural capital: https://www.wiley.com/en-us/Club+Cultures%3A+Music%2C+Media+and+Subcultural+Capital-p-9780745668802 J. Patrick Williams' research on straightedge communities: https://journals.sagepub.com/doi/10.1177/0891241605285100 Life after Lifestyle by Toby Shorin:https://subpixel.space/entries/life-after-lifestyle/ Ezra Klein episode with Kyle Chayka:https://www.nytimes.com/2024/01/09/opinion/ezra-klein-podcast-kyle-chayka.html This episode offers a thoughtful exploration of how we form identity and community in a world where both are increasingly fragmented, providing valuable insights for brands, creators, and anyone interested in understanding how culture forms and evolves today.---------------Follow the Rabbit on SpotifyFollow the Rabbit on Apple PodcastsFollow the Rabbit on YoutubeFollow the Rabbit is a Known Unknowns productionKnown Unknowns on YouTube Known Unknowns on InstagramFollow the Rabbit is hosted by Igor Schwarzmann & Johannes KleskeFind out more about Igor Schwarzmann Find out moire about Johannes Kleske
Transcribe →European AI: From Policy to Practice
Feb 18, 202500:43:29Tap to summarizeFrom Paris AI Action Summit takeaways to practical implementation strategies for SMBsIn this follow-up episode to their open source AI discussion, Igor and Axel dive deeper into the European AI landscape following the recent Paris AI Summit. With Johannes out sick, they explore both high-level policy developments and practical implementation strategies, revealing the gap between grand initiatives and on-the-ground needs.The conversation begins with an analysis of the EU's newly announced €200 billion AI investment plan, examining how it compares to investments by major US tech companies and what it means for European competitiveness. Through this lens, they explore a crucial disconnect: while the EU focuses on large-scale research initiatives and “AI gigafactories,” smaller businesses—which make up the backbone of the European economy—often lack clear guidance and support for implementing AI solutions.Key themes include: Breaking down the EU's AI investment strategy and its focus on university partnerships The challenge of GPU availability and infrastructure dependencies Practical strategies for SMBs to implement open source AI solutions The potential for local IT providers to support AI adoption The role of European open source alternatives to major cloud servicesThe discussion reveals both challenges and opportunities, suggesting that while Europe may not win the race for largest AI models, it could pioneer a more distributed, sovereignty-focused approach that better serves its diverse business landscape.Chapters: 00:00 - Introduction & Context 03:32 - Paris AI Summit Analysis 13:53 - SMB Implementation Challenges 19:36 - Open Source Installation Experiences 28:41 - European Software Alternatives 35:54 - Hardware Dependencies & Policy Gaps 42:08 - Practical Next Steps & ResourcesThis episode provides both strategic context for European AI development and practical guidance for businesses looking to implement open source AI solutions, while highlighting the need for better support structures for SMBs in the evolving AI landscape.Axel Quack online: Website LinkedIn---------------Follow the Rabbit on SpotifyFollow the Rabbit on Apple PodcastsFollow the Rabbit on YoutubeFollow the Rabbit is a Known Unknowns productionKnown Unknowns on YouTube Known Unknowns on InstagramFollow the Rabbit is hosted by Igor Schwarzmann & Johannes KleskeFind out more about Igor Schwarzmann Find out moire about Johannes Kleske
Transcribe →Running AI on Your Terms: Open Source LLMs & European Innovation
Feb 11, 202501:00:19Tap to summarizeFrom DeepSeek to local installations, exploring the democratization of AI and Europe's opportunityIn this episode of Follow the Rabbit, Igor and Johannes are joined by Axel Quack, who has led the development of AI-driven products and services for large-scale organizations. Drawing from his extensive experience in financial services innovation and technology transformation, Axel brings unique insights into how European businesses, particularly SMEs, can leverage open source AI while maintaining privacy and control. His hands-on experience with local LLM installations and commitment to democratizing AI technology provides a practical foundation for exploring these emerging possibilities.The conversation examines how recent developments like DeepSeek are challenging the narrative that AI innovation requires massive computing resources and corporate infrastructure. Through Axel's perspective as both a practitioner and strategist, the discussion reveals how smaller organizations can meaningfully engage with AI technology while maintaining their independence and data sovereignty.The discussion weaves together several key themes:How open source AI models are becoming increasingly accessible to individuals and smaller organizationsThe tension between convenience and control in AI deploymentEurope's unique opportunity to differentiate itself through decentralized, privacy-focused approachesThe importance of hands-on experimentation in developing AI literacyHow product development might evolve as foundation models become commoditizedThrough practical examples and strategic analysis, the episode reveals how the democratization of AI technology could reshape not just technical capabilities, but organizational structures and regulatory approaches. The conversation challenges both techno-optimistic and techno-skeptical positions, suggesting a more nuanced path forward that emphasizes experimentation, understanding, and thoughtful implementation.Chapters:00:00 - Introduction & Context02:19 - Understanding Open Source LLMs07:37 - Local Installation & Implementation19:42 - European Perspectives & Opportunities34:15 - Product Development & Future Directions48:33 - Learning & Experimentation54:22 - Closing ThoughtsLinks & Resources:LM Studio (local LLM installation tool): https://lmstudio.ai/OpenWeb UI: https://docs.openwebui.comOllama: https://ollama.comOllama (supported models): https://ollama.com/library (e.g. Mistral, LlaMa, Phi, Gemma, DeepSeek, Qwen etc.)Exo (software to run your own AI cluster on a Mac Mini): https://github.com/exo-explore/exoStable Diffusion: Automatic1111 (UI) - https://github.com/AUTOMATIC1111/stable-diffusion-webuiSmart2Brain: AI plugin for Obsidian based on Ollama - https://github.com/your-papa/obsidian-Smart2BrainZima Cube: https://zimacube.com/This episode provides both practical insights for those interested in experimenting with local AI installations and broader strategic perspectives on how open source AI might reshape technological development. It suggests that while we should maintain healthy skepticism about AI hype, the democratization of these tools creates new opportunities for innovation and agency.Axel Quack online:WebsiteLinkedIn---------------Follow the Rabbit onSpotifyFollow the Rabbit onApple PodcastsFollow the Rabbit onYoutubeFollow the Rabbit is a Known Unknowns productionKnown Unknowns onYouTube Known Unknowns onInstagramFollow the Rabbit is hosted by Igor Schwarzmann & Johannes KleskeFind out more aboutIgor Schwarzmann Find out moire aboutJohannes Kleske
Transcribe →Monthly Rewind: Attention Games, Fashion Tales, and GLP-1 Updates
Feb 4, 202500:44:56Tap to summarizeFrom Trump's mastery of attention to fashion's new masculinity, exploring January's most thought-provoking cultural signals In this episode, Igor and Johannes kick off 2025 with a new monthly format exploring the media and cultural phenomena that captured their attention. They dive into two key topics that set the tone for the year ahead: First, they examine Chris Hayes and Ezra Klein's conversation about the attention economy and its implications for politics, drawing parallels between U.S. and German political landscapes. The discussion reveals how attention, rather than traditional metrics like fundraising, increasingly shapes political outcomes and cultural discourse. Second, they explore the role of curiosity and informed naivety through the lens of ERL, a Venice Beach fashion brand that offers an alternative approach to masculine aesthetics. This leads to broader reflections on meta-modernism and ways to engage with complex cultural topics beyond pure cynicism or oversimplification. The episode concludes with updates on GLP-1 medications, exploring new research about natural alternatives and emerging evidence about their effects on addiction, bringing fresh perspective to themes from previous seasons. Chapters: 00:00 - Introduction & New Format 02:14 - Attention Economy in Politics 14:45 - ERL & Meta-modernist Approaches 29:22 - GLP-1 Updates & Natural Alternatives 44:51 - Closing Thoughts Links: Podcast episode with Ezra Klein and Chris Hayes: https://www.nytimes.com/2025/01/17/opinion/ezra-klein-podcast-chris-hayes.html Erl Website: https://erl.store/ Systems Magazine interview with Erl founder Eli Russel Linnetz: https://system-magazine.com/issues/issue-18/erl-eli-russell-linnetz-interview-andrew-bolton Dr. Michael Greger on restoring our natural GLP-1 satiety circuit with fiber (video): https://nutritionfacts.org/video/a-plant-based-diet-for-weight-loss-boosting-glp-1-and-restoring-our-natural-satiety-circuit/ OZEMPIC: Risks, Benefits, and Natural Alternatives to GLP-1 Weight-Loss Drugs (book) by Michael Greger: https://nutritionfacts.org/book/ozempic/ Weight Loss Drugs for Curing Addiction? Podcast episode with Chris Hayes and Nicholas Reville: https://podcasts.apple.com/us/podcast/weight-loss-drugs-for-curing-addiction-with-nicholas/id1382983397?i=1000683904777 This episode marks a shift to a new monthly format where Igor and Johannes will reflect on the articles, conversations, and cultural phenomena that shaped their thinking. The discussion weaves together themes of attention economics, cultural aesthetics, and health trends while maintaining the show's focus on helping listeners update their mental models of how the world is changing. Follow the Rabbit on Spotify Follow the Rabbit on Apple Podcasts Follow the Rabbit on Youtube Follow the Rabbit is a Known Unknowns production Known Unknowns on YouTube Known Unknowns on Instagram Follow the Rabbit is hosted by Igor Schwarzmann & Johannes Kleske Find out more about Igor Schwarzmann Find out moire about Johannes Kleske
Transcribe →The Future Burrito: Why We Need to Expand Our Present, Not Our Future
Dec 17, 202400:42:42Tap to summarizeWelcome to the multiverse, where every present contains new futures In this special year-end episode of Follow the Rabbit, Igor and Johannes are joined by Simone Rebaudengo to explore new ways of thinking about futures and presents. As a creative director who "builds products and tools for a less boring future," Simone introduces his concept of the "future burrito" as an alternative to traditional future cones, suggesting we need to expand our understanding of the present rather than just projecting into the future. The conversation weaves together several key themes: How accelerating technology and AI are compressing our sense of future timelines Why traditional futurism methods may need updating for our current moment The value of exploring parallel presents rather than just imagining distant futures How design can maintain critical perspectives while working within industry The challenge of maintaining distinct viewpoints without becoming reductive Moving from science fiction to multiverse narratives, the discussion reveals how our cultural imagination is shifting from linear future projections to exploring parallel possibilities. Through examining changes in design, technology, and cultural narratives, the episode offers fresh perspectives on how we might imagine and shape possible futures while staying grounded in an increasingly complex present. Chapters: 00:00 - Introduction & Future Burritos 02:02 - Simone's Background and Design Evolution 05:03 - From Future Cones to Present Complexity 07:17 - Multiple Presents: Lessons from China 09:55 - The Loss of Future Interest 12:55 - Rise of Multiverse Thinking 14:18 - The Future Burrito Concept 16:53 - Navigating Present Complexity 21:27 - From “What If” to “What Else” 24:36 - The ChatGPT Moment and Acceleration 27:34 - Design Fiction and Parallel Presents 29:57 - Challenging the Status Quo 34:48 - Reclaiming Point of View in Design 38:38 - Small Changes vs Grand Visions 41:14 - The Infinite Space of Imagination 42:13 - Closing Thoughts and Thanks This final episode of 2024 provides a thoughtful exploration of how we might reimagine futures and presents as we move into the new year. Links to Simone: oio on Instagram --------------- Follow the Rabbit on Spotify Follow the Rabbit on Apple Podcasts Follow the Rabbit on Youtube Follow the Rabbit is a Known Unknowns production Known Unknowns on YouTube Known Unknowns on Instagram Follow the Rabbit is hosted by Igor Schwarzmann & Johannes Kleske Find out more about Igor Schwarzmann Find out moire about Johannes Kleske
Transcribe →Urban Heat: When Cooling Centers Become the New Third Places
Dec 10, 202400:38:12Tap to summarizeClimate change isn't just transforming our cities - it's reshaping where and how we gather. In this special episode of Follow the Rabbit, we're joined by Juli Sikorska, a designer and researcher exploring how extreme heat is already reshaping our urban spaces. Through her work with the Urban Heat Studio, Juli reveals how climate adaptation isn't just about infrastructure - it's about reimagining how we live, gather, and support each other. The conversation weaves together several key themes we've explored this season - from the evolution of third places to health as a luxury - while examining how climate change might accelerate social transformation. Juli shares fascinating examples of how cities are already adapting, from the ancient wisdom of southern European urban design to emerging community cooling centers in the Pacific Northwest. We explore: How extreme heat exposes and amplifies social inequities in cities Why technical solutions alone won't be enough without stronger communities How existing spaces like supermarkets and churches might evolve into climate refuges The opportunity to rebuild social connections through shared challenges What European cities can learn from places already dealing with extreme heat The discussion reveals an unexpected silver lining: while climate adaptation poses immense challenges, it might also create opportunities to overcome the isolation of modern urban life and build more resilient communities. Chapters: 00:00 - Introduction & Welcome 01:20 - Juli's Journey to Heat Resilience Research 03:15 - Current Impact of Extreme Heat 06:07 - Urban Planning & Heat Adaptation 08:29 - From Third Places to Cooling Centers 11:34 - Community Solutions & Shared Spaces 15:21 - Rethinking Retail & Public Spaces 21:26 - Social Justice & Access to Cool Spaces 25:47 - Churches as Community Cooling Centers 28:41 - Community Building & Behavioral Change 31:14 - Opportunities in Crisis 34:00 - Urban Economics & Real Estate Challenges 37:20 - Closing Thoughts: Building Networks for the Future Photo Credits: Jana Margarete Schuler + Komptenzzentrum Kultur- und Kreativwirtschaft des Bundes Julius Falk / Urban Heat Studio Links to Juli Urban Heat Studio Juli Sikorska --------------- Follow the Rabbit on Spotify Follow the Rabbit on Apple Podcasts Follow the Rabbit on Youtube Follow the Rabbit is a Known Unknowns production Known Unknowns on YouTube Known Unknowns on Instagram Follow the Rabbit is hosted by Igor Schwarzmann & Johannes Kleske Find out more about Igor Schwarzmann Find out moire about Johannes Kleske
Transcribe →Reflecting on 2024: Agency, Algorithms & Cultural Perspectives
Dec 3, 202400:40:01Tap to summarizeFrom podcast gems to critical essays, exploring how we maintain agency in an algorithm-driven world In this special year-end episode of Follow the Rabbit, Igor and Johannes share their favorite and most thought-provoking content from 2024. From podcasts and essays to interviews and cultural criticism, they explore works that have shaped their thinking about agency, algorithmic culture, and societal change. Key highlights include: Sam Fragoso's Talk Easy podcast and its unique approach to emotional interviews The evolving role of science fiction in an era dominated by tech company predictions How complex systems impact decision-making and cognitive load Critical perspectives on broad-stroke cultural analysis and tech criticism The concept of "personalized culture scapes" and their societal impact Finding balance between algorithmic personalization and authentic community The conversation weaves together themes of individual agency, collective experience, and the challenge of maintaining perspective in an increasingly personalized digital world. It offers insights into how we might approach technology and cultural criticism more thoughtfully in 2025. Chapters: 00:00 Introduction & Overview 01:12 Talkeasy Podcast Discussion 08:23 Science Fiction & Tech Culture 14:07 Decision Making & Complex Systems 18:55 Cultural Criticism & Broad Analysis 24:16 Personalization & Cultural Landscapes 34:16 Digital Detox & Finding Balance 38:45 Closing Thoughts & Future Format Links: Talk Easy Pod: Jesse Eisenberg Josh Brolin Vinson Cunningham Lily Gladstone Elvia Wilk and Claire L. Evans on the changing role of science fiction in the age of COVID-19 and catastrophic climate change Odd Lots Podcast – The Theory Why Everyone Went Crazy A Brief History of Yuval Noah Harari The Ezra Klein Show – How to discover your own taste - a conversation with Kyle Chayka Ian Bogost on Airpods in The Atlantic Denial of Future Attack Unplugging Is Not The Solution You Want --------------- Follow the Rabbit on Spotify Follow the Rabbit on Apple Podcasts Follow the Rabbit on Youtube Follow the Rabbit is a Known Unknowns production Known Unknowns on YouTube Known Unknowns on Instagram Follow the Rabbit is hosted by Igor Schwarzmann & Johannes Kleske Find out more about Igor Schwarzmann Find out moire about Johannes Kleske
Transcribe →Social Currency: The Evolution of Sleep from Weakness to Wealth
Nov 26, 202400:30:56Tap to summarizeHow did getting enough sleep transform from a sign of laziness to the ultimate luxury status symbol? In this episode of Follow the Rabbit, Igor and Johannes explore how sleep has evolved from being seen as a weakness in hustle culture to becoming a luxury status symbol. Through examining historical shifts, technological innovations, and cultural changes, they reveal how proper rest became a marker of privilege and success. The conversation traces this evolution from Matthew Walker's influential book "Why We Sleep" to Kim Kardashian's viral sleep scores, showing how scientific research and social media have transformed our relationship with rest. They discuss how this shift has spawned a billion-dollar industry of high-end mattresses, sleep tracking devices, and luxury sleep retreats, while also examining the deeper socioeconomic implications of who gets access to quality sleep. Chapters: 00:00 Introduction & Historical Context 02:02 The Waterbed Era & Early Sleep Luxury 03:50 From Hustle Culture to Sleep Science 08:08 Technology's Role in Sleep Tracking 10:31 Sleep as Social Currency 13:24 The Luxury Sleep Industry 17:34 Hotels & Travel: The Sleep Experience 19:59 Class & Environmental Sleep Factors 22:33 The Huberman Effect & Lifestyle Changes 23:46 Orthosomnia: When Sleep Tracking Backfires 26:51 Practical Applications & Lessons 30:42 Closing Thoughts Follow the Rabbit on Spotify Follow the Rabbit on Apple Podcasts Follow the Rabbit on Youtube Follow the Rabbit is a Known Unknowns production Known Unknowns on YouTube Known Unknowns on Instagram Follow the Rabbit is hosted by Igor Schwarzmann & Johannes Kleske Find out more about Igor Schwarzmann Find out moire about Johannes Kleske
Transcribe →The Ripple Effects of GLP-1: How Weight Loss Drugs Transform Society
Nov 19, 202400:47:39Tap to summarizeWeight loss drugs are reshaping everything from retail to relationships - here's how In this episode of Follow the Rabbit, Igor and Johannes are joined by Susan Cox-Smith to explore the far-reaching implications of GLP-1 medications beyond their medical applications. The conversation examines how these drugs are reshaping everything from retail and relationships to identity and social dynamics. The discussion begins with concrete market impacts: McDonald's potentially redesigning products, major retailers adapting clothing lines, and airlines recalculating fuel consumption based on predicted population weight loss. But the conversation quickly moves to deeper cultural implications, including: How GLP-1 drugs are creating new social divides between those who can and cannot access them The complex relationship between weight, class, and identity in a world where size increasingly becomes a choice Unexpected psychological benefits reported by users, including improved outlook on life and increased confidence The potential future of these medications, from black markets to psychiatric applications How these drugs might reshape our relationship with food, fitness, and self-image With insights from Havas's consumer research and emerging market signals, the episode reveals how GLP-1 medications are becoming more than just weight loss drugs – they're catalysts for fundamental social change. The discussion highlights both the promise and perils of this transformation, raising important questions about healthcare access, beauty standards, and the future of wellness. Chapters: 00:00 Introduction & Market Disruptions 07:22 Identity Shifts & Cultural Impact 16:09 Access & Social Implications 27:40 Future Scenarios & Challenges 38:50 Psychological Effects & Society 49:18 Concluding Thoughts on Health as Luxury Susan Cox-Smith is partner at Changeist Susan on LinkedIn Susan on BlueSky --- Follow the Rabbit on Spotify Follow the Rabbit on Apple Podcasts Follow the Rabbit on Youtube Follow the Rabbit is a Known Unknowns production Known Unknowns on YouTube Known Unknowns on Instagram Follow the Rabbit is hosted by Igor Schwarzmann & Johannes Kleske Find out more about Igor Schwarzmann Find out moire about Johannes Kleske
Transcribe →From Diabetes Drug to Status Symbol: Understanding the GLP-1 Revolution
Nov 12, 202400:38:01Tap to summarizeThis episode of Follow the Rabbit explores the emergence of GLP-1 drugs (particularly Ozempic) as a cultural phenomenon that sits at the intersection of medical innovation, luxury consumption, and social media influence. Igor and Johannes examine how these drugs, originally developed for diabetes management, have become status symbols in the weight loss industry, raising important questions about healthcare access, the medicalization of beauty standards, and the commodification of health. Through both scientific explanation and cultural analysis, the episode reveals how GLP-1 drugs exemplify the broader trend of “health as luxury” while highlighting the complex implications for society, business, and individual well-being. --------------- Follow the Rabbit on Spotify Follow the Rabbit on Apple Podcasts Follow the Rabbit on YouTube Follow the Rabbit is a Known Unknowns production Known Unknowns on YouTube Known Unknowns on Instagram Follow the Rabbit is hosted by Igor Schwarzmann & Johannes Kleske Find out more about Igor Schwarzmann Find out moire about Johannes Kleske
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