NERDS Collective

🚨 NEW WIN ANNOUNCEMENT 🚨

We’re excited to announce our latest collaboration with the iconic JanSport!

Our partnership is focused on a specific mission - identifying JanSport strategic target, refining its cultural positioning, and devising a dynamic ‘Back to School’ connection plan that amplifies its cult status.

By integrating cultural intelligence with creative innovation, we’ve crafted a suite of multimedia canvases that are visually engaging and strategically aligned with the cultural codes of our strategic target. The journey doesn’t stop there – we’ve also partnered with renowned platforms like Culted and The Face to ensure that JanSport’s story isn’t just told by the brand.

Stay tuned for more!
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, VF Corporation, JanSport, a VF Company

🚨 Live Now: Back2Skool ft. Rap Music & Cultural Academic - Dr. Joy White

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We're thrilled to announce that we are live with another insightful episode of Back2Skool. Today, we are honored to have Dr. Joy White, a critically acclaimed author and a beacon in the field of rap music studies and cultural academia.

Dr. White has carved a niche for herself by being at the forefront of studies that delve deep into the socio-economic implications of the UK's rap music economy, especially focusing on the Grime music scene.

In this live conversation, we are exploring:
💡 The intricate narratives of young black lives in the inner city, shedding light on their experiences and journeys.
🌆 The substantial role brands can play in uplifting and supporting underprivileged communities, fostering growth and positivity.
🎶 Insights into the vibrant landscape of inner-city black enterprise culture, unveiling stories of innovation and resilience.

If you are keen on diving deep into the nuances of rap culture, youth culture, and understanding the potential avenues of positive change through brand involvement, this episode is a must-listen. Join us now to engage in a powerful dialogue with Dr. Joy White, a leading voice in rap music and cultural studies! 🚀

NERDS Collective: Back2Skool ft. Rap Music & Cultural Academic – Dr Joy White Listen here to our latest episode of Back2Skool ft. Dr Joy White, author of Urban Music and Entrepreneurship: Beats, Rhymes and Young People’s Enterprise, th...

🔮💡 "Exploring the Impact of Gen Z's 'Beta Pioneers' on Brands & Society" 🌐🚀

In a recent article authored by our founder Luke Ashley Hodson for The Drum he dives into an intriguing subset of Gen Z - the 'Beta Pioneers.' Merging diverse cultural aspects, they're pioneering new cultural territories and reshaping our approach to creativity, innovation, and problem-solving. 🎭🔀

Brands today are encouraged to foster exploration and creativity, embrace surprise, and adapt to this new mindset to connect with this influential group. Aligning with the exploratory ethos of the 'Beta Pioneers' could be key to nurturing meaningful relationships and fostering a more innovative future. 🌟🚀

Dive into the full article for a deeper understanding ➡️ https://www.thedrum.com/opinion/2023/07/28/introducing-the-beta-pioneers-how-gen-z-s-unabated-exploration-impacts-brands

Introducing the ‘beta pioneers’: how gen Z’s unabated exploration impacts brands Luke Hodson of youth culture agency Nerds Collective identifies a new open, exploratory approach to culture in gen Z, influenced by tech’s ‘open beta’ approach.

🚨Live Now: Back2Skool ft. Futurist - Will Higham
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We're gassed to announce that we're currently hosting another riveting episode of Back2Skool. Our guest today is none other than Will Higham, a renowned futurist, strategist, speaker, and the CEO of Next Big Thing.

Will has made a name for himself by accurately forecasting future industry trends and empowering businesses to remain competitive in their respective sectors.

In this live episode, our conversation is centred around:
💡 The necessity for brands to adapt in order to maintain relevance in the face of today's rapidly changing landscape

🔮 Key trends that are set to bring about significant transformations in our world in the next five years

🏗️ Will's views on the ongoing transition away from traditional power verticals and the resulting implications for businesses and society

If you're interested in understanding Gen Z's behaviours, trends, and insights, this is an episode you don't want to miss. Gain an edge in this increasingly dynamic marketplace by tuning in now to hear from one of the most insightful minds in future prediction! 🚀
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NERDS Collective: Back2Skool ft. Futurist – Will Higham If you’re interested in understanding future industry trends you gotta check out our latest episode of Back2Skool.Check out EP04 as I chat to the main man Wi...

🚀 LIVE NOW: ʙᴀᴄᴋ2ꜱᴋᴏᴏʟ ft. Head of Cultural Conversations, Chivas Regal UK – Oyin Akiniyi
The wait is over! Join us for a dope episode of ʙᴀᴄᴋ2ꜱᴋᴏᴏʟ, now live, featuring the cultural pioneer Oyin Akiniyi!
A staunch advocate for 'the culture', Oyin possesses priceless knowledge to help brands overcome challenges in this dynamic landscape.

In today's live episode, we delve into:
3️⃣ Three crucial pillars for crafting a successful cultural strategy
👥 Synchronizing team culture with brand culture, highlighting the advantages of incorporating demographic and cultural representatives within marketing teams
👟 Oyin's captivating journey working alongside notable brands such as Nike and Boiler Room

Get Inspired! Tune in now 🤓
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Chivas Regal UK | Pernod Ricard | Bacardi | Heineken |

https://youtu.be/OG1jYeDpvHU

NERDS Collective: Back2Skool ft. Head Of Cultural Conversations, Chivas Regal – Oyin Akiniyi Back2Skool: The podcast decoding youth + culture EP03 ft. Oyin Akiniyi, Global Head of Cultural Conversations – Chivas Regal. Check it out here now.Oyin is a...

🚨ʙᴀᴄᴋ2ꜱᴋᴏᴏʟ ft. Head of Cultural Conversations, Chivas Regal UK – Oyin Akiniyi

Join us for an exciting episode of ʙᴀᴄᴋ2ꜱᴋᴏᴏʟ featuring Oyin Akiniyi, going live this Friday!

Oyin is a passionate advocate for street culture and has invaluable insights into navigating the challenges brands face in this space.

In this episode, we'll explore:

3️⃣ Three key pillars of a successful cultural strategy

👥 Aligning team culture with brand culture, including the benefits of having
demographic and cultural representatives in the marketing team

👟 Oyin's experiences working with renowned brands like Nike and Boiler Room

Tune in for a dose of insight and inspiration! 🤓

🌍 The power of is on the rise!

Check out our founder Luke Ashley Hodson latest article for the The Drum In this article, Luke explores how GenZ is challenging the Eurocentric landscape of pop culture, embracing their cultural roots, and shaping their identities through niche interests. This shift is fostering a more inclusive society, breaking barriers, and empowering underrepresented voices.
Exploring the balance between local and global, modernity and tradition, they're creating a fusion of cultural influences that promotes understanding and empathy.

Brands, it's time to not just acknowledge but empower these diverse cultural expressions. This isn't just a trend; it's Gen-Z redefining cultural norms and values.
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https://www.thedrum.com/opinion/2023/05/10/the-rise-cultural-currency-new-era-gen-z-and-beyond

The rise of cultural currency: a new era for Gen Z and beyond Luke Hodson of Nerds Collective explores how younger generations rediscovering their cultural roots are redefining brand credibility.

🚨 ʙᴀᴄᴋ2ꜱᴋᴏᴏʟ ft. Author & Cultural Connoisseur - King ADZ - LIVE

ʙᴀᴄᴋ2ꜱᴋᴏᴏʟ: The podcast decoding youth + culture EP.2 is now live featuring the legendary King ADZ – the streetwear VETERAN, published author, documentary maker, and cultural connoisseur.

King ADZ and I discuss the origins of street culture and …

🎨 The changes he made to tap into his creativity more effectively.
✍🏻 How writing is the genesis of creativity: the pure source!
🤝🏻 What brands must focus on value trades when engaging culture
🧢 How Streetwear is the number one global youth expression
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https://youtu.be/r4bt9hyeL5Q

NERDS Collective: Back2Skool ft. Author & Cultural Connoisseur - King ADZ Back2Skool ft. Author & Cultural Connoisseur - King ADZBack2Skool: The podcast decoding youth + culture latest EP.2 features the legendary King ADZ – the str...

🚨ʙᴀᴄᴋ2ꜱᴋᴏᴏʟ ft. CMO, JD Sports - Nadia Kokni

Our new podcast show ʙᴀᴄᴋ2ꜱᴋᴏᴏʟ is live & direct.

Check out EP01 for my conversation with Brixton-born marketing legend Nadia Kokni 🏆.

Nadia shares how a south London gal became the CMO on the show!

We talked about the following:

💰 How JD Sports has transformed into a £9bn European business
👥 Why an accurate customer understanding is so important
💥 Why the JD sportswear core consumer is so important within the youth ecosystem
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| | | JD Sports | adidas | Foot Locker | Nike | SNIPES | ASOS | Zalando

https://youtu.be/gfnVgSa81Pk

NERDS Collective: Back2Skool ft. CMO, JD Sports - Nadia Kokni Check out EP01 for my conversation with Brixton-born marketing legend Nadia Kokni 🏆.Nadia shares how a south London gal became the CMO on the show!We talked...

🚨 NEW WORK ALERT 🚨

Check out JBL The Orange Box S3 - EP1 ft Yung Filly & Nella Rose. Currently on 240K views.

This year we virtualised The Orange Box series, transforming talent into cross-game, full body 3D modelled avatars built on blockchain. We took Nella Rose. Krept & Konan, Filly, Ms Banks on a voyage into the metaverse. The talents' avatars were shot against a mixed-reality backdrop using a gaming engine. Once the series was shot, the metaverse-ready avatars were handed over to talent as NFTS. It was a dope experience combining my passion for web3 and street culture as we pushed The Orange Box into a new dimension.
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Yung Filly & Nella Rose | I Don't Care Too Much About The Money | JBL The Orange Box S3 - EP1 In episode 1 Rose chats to presenter, YouTuber, rapper and long time friend Filly. Nella and Filly talk about mental health, his time growing up...

Check out an article our founder Luke Hodson wrote for Campaign Magazine, exploring the paradox between tolerance and the desire to “cancel”: through our work, we see a proportion of young people report agreeing that people deserve to be “cancelled” if they don’t share their same worldview while simultaneously reporting ultra-progressive views regarding gender and multiculturalism. This is a seemingly contradictory notion that partly distinguishes GenZ from other generations. In this article, I want to explore this inconsistency between liberal and illiberal views of Gen Z. Will this generation dominate the social discourse, shutting down non-conformist opinions resulting in trammelled social expression that perpetuates social destabilisation? Or, will Gen Z frontier a paradigm shift in social progression, unlike any other generation?



https://www.campaignlive.com/article/gen-z-progressive-illiberal-both/1807918

Gen Z: progressive, illiberal or both? Where does social justice stop and intolerance of others start, asks Luke Hodson, founder of Nerds.. From Campaign US

Brands Are The New Bands

Check out our founder Luke Hodson's latest article in The Drum, delving into how and why brands have become young people's primary culture and status signifiers.

https://www.thedrum.com/opinion/2022/12/07/brands-are-the-new-bands-music-logos-and-semiotics-marketers
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Brands are the new bands: music, logos and semiotics for marketers Among hand-wringing that mass culture is gone, replaced by tailored feeds and tiny niches, gen Z culture expert Luke Hodson makes a compelling case for brands as the new universal cultural signifiers.

.Swoosh is another example of Nike's phenomenal efforts in pivoting around emerging consumer behaviour and new market opportunities. It's not necessarily Nike's in-house innovation that keeps the brand a market leader; it's Nike's ability to adopt and integrate emerging trends and technology. .Swoosh will create a community around physical and virtual goods, giving consumers more cachet to create, collect, exchange and flex.

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Nike | | |

https://metaversboi.medium.com/swoosh-from-nike-the-future-of-e-commerce-7467b5acc9f8

👀 New Article With The Drum: Focused On The Future Of Loyalty Programs 📈💸

Traditional loyalty programs are redundant, it's cultural communities that drive advocacy and cultify brands. Check out my article below for more information 👇🏻 .
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Cultural communities will replace loyalty programs Traditional loyalty programs are redundant, says Nerds’ Luke Hodson. It is cultural communities that drive advocacy. Hodson looks at how brands with devoted fanbases build long-lasting loyalty and demand through online spaces.

Ohhhh s**t..... JD Sports Christmas AD just dropped 🎅🏼👟

Congratulations, Nadia Kokni and the JD Sports team - very dope.

An all-star lineup, with KANO centre mid, soundtracked with some old-school 140BPM.

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JD SPORTS CHRISTMAS AD 2022 | KING OF THE GAME Ready to play? Welcome to the JD Arcade, where you can become the undisputed King of the Game.Shop Now - https://bit.ly/3SS9dZx Subscribe to JD YouTube - htt...

The GenZ Paradox: Progressive Attitudes vs Intolerance Of Others

Channel 4's new research show BeyondZ has highlighted a youth belief system that people deserve to be 'cancelled'. There is a lack of tolerance for anyone who doesn't share the same worldview. This illiberal servitude is coupled with progressive views regarding gender and multiculturalism compared to older generations. The paradox between tolerance and the desire to “cancel” is a seemingly contradictory notion that distinguishes GenZ from other generations, adding to generational labels such as 'YIPs', Young Illiberal Progressives.

Check out the article on our founder Luke Hodson and the story of NERDS by Starter Story 🙌🏻🙌🏻🙌🏻

https://www.starterstory.com/stories/nerds-collective

I Created A Youth Marketing Agency That Makes Over $2M/Year - Starter Story Hello! Who are you and what business did you start?My name is Luke Hodson, and I am a Forbes 30 under 30, born and bred Londoner that set up NERDS Collective, a youth marketing agency based in London that specializes in big data, cultural intelligence, and gen-Z. I’ve always been determ...

🔬 Niche Internet Micro Celebrities Reign Supreme 👑
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The web has sped up the fragmentation of culture, spawning niche cultures and micro-celebrities (nimcel) that make up micro factions of the attention economy.

Today's micro-influencers are the creators behind meme pages, authors of discord servers and hyper-local Twitter personalities. They are everyday people with a highly engaged, modest following. They are the people that are driven to cater for their tribe and cult following, disinterested in scale. This means their content is purer, built to entertain than make money, and less capitalist. The Tik Tok algorithm is perpetuating this online phenomenon. Digital monocultures have died and been replaced by microcultures, which presents brands with a challenge and opportunity. Brands must find a way to have multiple, hyper-nuanced expressions that resonate with a webwork of niche cultures.

Ten Years Ago Tomorrow.
🔊🎛️🎚️🎛️🔊

The New Regals campaign featuring UK female rap mogul ⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀👑DON👑 V-IV] spotlights a new class of entrepreneurs and creatives who are forging a journey to success, on their own terms. Traditional routes to success are no longer the only way to win. This talent and the people around them have forged their own path, their way, inspiring the next generation of self-made entrepreneurs.   🥃

STARRING: ⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀👑DON👑 V-IV]
CREATIVE DIRECTION: 
PHOTOGRAPHY:
DESIGN: 
PHOTOGRAPHY ASSISTANT:
PRODUCER:
STYLIST:
HAIR:
MAKEUP:

In October, the legendary Jean Paul GAULTIER is hosting a fashion freak show at The Roundhouse. The show is a cultural mashup, a musical r***e and a fashion show runway extravaganza, typical of the icon whose signature is to fuse different subcultural and pop cultural spaces to forge new sensory paths. The show is a smart way of immersing consumers into the brand and the mind of Jean Paul Gautier through an immersive, unconventional medium. Check out tickets here: https://jpgfashionfreakshow.com/

Don't sleep on the esports trend and the creator-driven digital economy of content that is paving the way for a new generation of emerging media companies that will hit billion-dollar valuations. Check out FaZe Clan write-up in Vogue: https://www-gq-com.cdn.ampproject.org/c/s/www.gq.com/story/faze-clans-grand-plans/amp

FaZe Clan’s Grand Plans How a ragtag collective of infamous gamers, esports stars, and YouTube creators built a sprawling, influential, and quite possibly billion-dollar business.

Find Cultural Purpose Or Become Extinct 🦖😵

Brands used to hold all the cards; more recently, consumers took back power individually and collectively with the internet and social media. But today, cultural communities have the keys with platforms like Discord and Substack, and it's an invite-only space for brands. Cultural credibility is incubated within these communities. Brands will become extinct unless they can find a way to invest, support, propel, resource, and become accepted by these movements that drive cultural equity.

MID-NAUGHTIES NOSTALGIA

We're increasingly seeing mid-naughties brands like True Religion and Ed Hardy being mentioned in our latest youth research studies as trends move from the early to mid-2000s. The mid-naughties was when Grime was an underground sound appreciated globally, and brands like Von Dutch, Ed Hardy, New Era, True Religion, and Juicy Culture were everything. Baggy jeans, colourful tops and New Era hats were donned sideways. But it was only a few years ago when 90s retro culture was popping. Unlike any other generation, Gen-Z is reviving trends at an unprecedented speed. Fashion revivals used to occur between 20 to 30 years from incubation, now they move almost seasonally. Whilst I'm gassed to be able to dust off a pair Truey Jeans and my Ed Hardy jumpers, it makes me wonder what the future of nostalgia trends revivals will look like. Will young people need to fuse generational trends, or will they need to explore trends beyond 30 years ago to continue to stand out and express themselves?

Von Dutch New Era Cap True Religion Brand Jeans Germany Juicy culture ED HARDY