AUTHENTICITY WINS
The new leaders in music and fashion grew up with a strong DIY mentality. In a time where you can start a fashion brand or a music label with a few clicks, the experience you make is the most valuable thing.
What does this mean for the consumer these days? Besides the followers being more informed than ever, it also means that they can actually smell if the campaign or the pictures they see are authentic or not. That is why it is so important to be part of a culture yourself if you want to create a good activation.
It is about the hours you put in to finally learn your first fade from one to another record. The kilometers you drove just to play a short dj set in another city, the people you needed to know to get to the special party or simply the guts you had to have to dress in your favorite hip hop brand despite everybody else is wearing bomber jackets.
Exactly this is the feeling a brand should bring to their customers and that is why it is so important to work with authentic people.
Digging Music shot by The Moldernway
