Hitmakers: How Brands Influence Culture
Episode: "Who and What Influences Culture?"
Release Date: January 9, 2025

Introduction: Defining Culture and Its Evolution

In the inaugural episode of 2025, hosts Ana Andjelic, a seasoned brand executive, and Rei Inamoto, a creative entrepreneur, delve into the intricate relationship between brands and culture. They kick off the conversation by addressing a fundamental question: What exactly do we mean by "culture"? Recognizing the term's ubiquitous use yet nebulous nature, Ana emphasizes the need for a shared understanding to explore how brands shape and are shaped by cultural dynamics.

Fragmentation of Culture: From Monoculture to Micro and Subcultures

Ana begins by outlining her perspective: “For something to be cultural, it needs to be in the general public conversation... It needs to break out of a certain small circle” (01:48). This traditional view aligns with the concept of a monoculture, where cultural elements are widely recognized and discussed beyond niche groups.

Rei counters this by highlighting the shift towards a pluralistic cultural landscape. “There is no monoculture anymore. Now, culture is an aggregation of those niches,” he explains (03:57). The advent of digital platforms like TikTok and Reddit has exponentially increased the number of microcultures—small, passionate communities each with their unique interests and influences.

Ana further elaborates on this fragmentation, noting how modern media complexity has eroded the tight-knit cultural bonds of previous generations: “What culture used to be... is much more complicated and much more fragmenting than it used to be” (05:51). This fragmentation makes cultural influence more dispersed and harder to predict.

Desirability and Influence: Algorithms vs. Human Taste Makers

Moving beyond the definition of culture, the hosts explore the concept of desirability—whether people actively seek out and desire certain cultural elements. Ana posits that for something to have cultural influence, it must create desire across a broad audience: “Do people want it? Whether it's music or whether it's a product... Do people desire that thing?” (01:30).

Rei builds on this by discussing the role of algorithms in shaping cultural tastes. He observes, “Netflix built its streaming business on algorithmic recommendations... And I think we are now going like people are sort of anti-algorithm” (11:48). There's a growing movement towards human-curated recommendations, as seen with platforms like Substack, where personal taste and curator influence are gaining prominence over algorithm-driven suggestions.

Case Studies: Brands Shaping Culture

1. Netflix: Technological Evolution and Consistent Hit Production

Ana highlights Netflix as a prime example of a brand that has adeptly navigated technological shifts to remain culturally relevant. “They could have gone away if they didn't evolve. Right. And it's a company that consistently have been able to produce hit content several times a year” (10:45). Netflix's ability to adapt and consistently deliver culturally resonant content showcases its significant influence on global culture.

Rei adds, “Netflix built its streaming business on algorithmic recommendations... but you will have the obscure, the paid wall that the taste driven the micro” (11:48). This underscores Netflix's dual role in both mainstream and niche cultural production.

2. OpenAI: Changing Cognitive Behaviors

OpenAI's impact extends beyond entertainment into the very cognitive behaviors of individuals. Ana shares an observation: “The way they organize files on their computers is completely different... because they find everything through search” (16:26). This shift towards AI-driven interfaces like ChatGPT is fundamentally altering how people interact with information, demonstrating OpenAI's profound cultural influence.

Rei concurs, noting, “Technology changes the way people behave and even the way they intellectually or mentally organize information in their head” (17:09). This cognitive shift has far-reaching implications for how culture is consumed and produced.

3. Human Made: A Boutique Brand with Global Influence

Human Made, a boutique apparel brand, exemplifies how smaller brands can achieve significant cultural traction without massive media budgets. Ana states, “They are selling in over 80 different countries... they've managed to create a kind of traction just by doing... they're creating that cultural relevance” (21:27). Rei praises their strategy, explaining, “They use endorsement of tastemakers instead of having Google Ads, meta ads, giant campaigns” (24:25). This approach leverages word-of-mouth and niche influence to build a global presence.

4. HYBE Entertainment: Systematic Production of K-Pop Stars

HYBE Entertainment, the powerhouse behind K-Pop sensations like Blackpink, illustrates the industrial-scale approach to cultural production. Ana finds their model fascinating: “They have been able to replicate the success... they're producing the same thing” (27:27). Rei discusses the balance HYBE maintains between structured talent development and cultural relevance, ensuring a steady pipeline of globally recognized artists.

He also touches on the potential future challenges: “Is there going to be a backlash across creative industries?... brands are going to want to maximize successes like your hype factory and minimize [risks]” (31:23).

5. Personal Brands: The Rise of Micro-Influencers

The explosion of personal branding represents a significant cultural shift. Ana observes, “It's really like in the past three to five years, it just like went exponentially” (33:22). Rei emphasizes the democratization of influence: “With TikTok, literally every person has an audience... you can have 10,000 followers or 100,000 followers” (34:24). This proliferation of micro-influencers has decentralized cultural influence, making it more accessible yet also more fragmented.

The Future of Cultural Influence: Safety, Risk Aversion, and Predictability

As brands become more aware of the volatile nature of cultural trends and the potential for backlash, there's a noticeable shift towards risk aversion. Rei predicts, “Brands are going to play even more safe... it's going to make things more boring” (38:34). This trend towards safe, non-controversial branding aims to minimize backlash but may also stifle creativity and uniqueness in cultural contributions.

Additional Insights and Hit List

Towards the episode's conclusion, Ana and Rei share a hit list of notable observations and recommendations:

• AI in Art and Design: They discuss the rise of AI-generated art, highlighting its potential to accelerate creativity and design processes while also posing questions about authenticity and originality. Ana shares an intriguing example: “An aerial shot of a basketball court with a beautiful Persian rug... it looked so real that I didn't doubt it was AI-generated” (40:21).

• Historical Parallels in Luxury Brands: They reflect on Dana Thomas's observations from 2005 in Deluxe: How Luxury Lost Its Luster. Ana notes, “History repeating itself” (43:06), as modern luxury brands face challenges of overexpansion and loss of exclusivity, mirroring past predictions about the industry's trajectory.

Conclusion

In this thought-provoking episode, Ana Andjelic and Rei Inamoto dissect the multifaceted ways brands influence and are influenced by culture. From the fragmentation of cultural landscapes to the rise of micro-influencers and the cautious strategies of modern brands, the discussion underscores the dynamic and unpredictable nature of cultural influence in the digital age. They leave listeners with a promise to continue monitoring these evolving trends, hinting at more insightful conversations to come.

Notable Quotes:

• Ana Andjelic

  • “For something to be cultural, it needs to be in the general public conversation...” (01:48)
  • “What culture used to be... is much more complicated and much more fragmenting than it used to be” (05:51)
  • “Do people want it? Whether it's music or whether it's a product... Do people desire that thing?” (01:30)
  • “They are selling in over 80 different countries... they're creating that cultural relevance” (21:27)
  • “It's really like in the past three to five years, it just like went exponentially” (33:22)
  • “History repeating itself” (43:06)

• Rei Inamoto

  • “There is no monoculture anymore. Now, culture is an aggregation of those niches” (03:57)
  • “Netflix built its streaming business on algorithmic recommendations... but you will have the obscure, the paid wall that the taste driven the micro” (11:48)
  • “Technology changes the way people behave and even the way they intellectually or mentally organize information in their head” (17:09)
  • “They use endorsement of tastemakers instead of having Google Ads, meta ads, giant campaigns” (24:25)
  • “With TikTok, literally every person has an audience... you can have 10,000 followers or 100,000 followers” (34:24)
  • “Brands are going to play even more safe... it's going to make things more boring” (38:34)

This summary encapsulates the key discussions, insights, and conclusions from the "Who and What Influences Culture?" episode of Hitmakers: How Brands Influence Culture. For a deeper dive, listening to the full episode is recommended.