From brand deals and product placements to co-created events, now is the time for culture-first brands to engage while the energy is high, because DJs are more than music; they’re trusted curators, cultural anchors and the new influencer. They do the work (the Lord’s work, honestly), hold the room and inspire the perfect vibe. They’ve built trust with communities that brands often struggle to reach. That makes them the perfect partners—not just to soundtrack a campaign, but to drive real connection. But first, let’s take a moment to understand what’s driving the shift in how DJs move culture.

How are people connecting with DJs in new ways?

The typical club experience isn’t fully dead, but it’s not the only place the culture’s building anymore. Today’s audiences are craving new ways to experience music, nightlife and DJs: from random DJ pop-ups in coffee shops and pizza shops, to sunrise sets and rooftop workouts. DJs aren’t just about playing parties anymore—they’re crafting moments. And on the flip side, we as listeners are creating our own.

We’ve seen a culture pivot: instead of bars and clubs, people are turning to social media in the form of YouTube sets, Twitch streams and curated mixes to create ambiance in more intimate, everyday spaces. And while businesses have long played Spotify mixes and custom playlists for ambience, we’re now seeing barbershops stream a set from a collective like Black House Radio, or creative studios looping Sunday Cleaning mixes to stay in the flow.

And in the rise of the “Hosting Era,” Millennials and Gen Z are choosing living room hangs over loud venues, playing DJ sets through Bluetooth speakers and TVs, making curated music part of the cozy experience (myself included; I’ll light some incense, throw on a mix and let the sound melt into my evening. No crowd, no dress code—just vibe). It’s illustrative of a shift from nightlife to lifestyle, where DJs not only offer entertainment but also energy. And that shift is where brands should be paying attention.

What’s signaling this shift?

Tuning into DJ sets was once niche, but this shift in consumption is a major cultural signal driven in part by streaming platforms. In the past year, YouTube’s paid subscriptions jumped by 20 million, hitting 100 million worldwide—and, according to our social listening, many users upgraded just to enjoy uninterrupted DJ sets. Services like YouTube Premium have become essential for seamless streaming, allowing music to keep playing even with the screen locked or the app closed.

The global dance music industry is also booming, with a 34% surge in streams in 2022. Major festivals like Coachella reflect this shift, with dance, & DJ and EDM artists making up 40% of its 2025 lineup. But it’s not just about dance music. Regional sounds like Afrobeat, Cumbia and Amapiano are topping Shazam charts, thanks to DJs introducing these genres to new audiences.

From Brooklyn to Johannesburg, DJ collectives are building communities through sound, serving as the glue in both digital and physical spaces where people gather to vibe, decompress and reconnect. While algorithms suggest music, it’s DJs who resurface forgotten gems, break new sounds and breathe life into everyday moments. They are no longer just background noise—they’re shaping culture in real time.

When it comes to getting in the mix, which brands are getting it right?

Forward-thinking brands are already recognizing the power of DJ culture, showing up in ways that feel authentic, not opportunistic.

Ahead of Coachella weekend, H&M hosted a free mini-music festival that put DJ collectives front and center as the main event—not just the soundtrack. By building an immersive fashion-and-music experience around these collectives, H&M demonstrated what it looks like to authentically engage with the community and let DJs headline the culture.

Other brands are also finding creative ways to tap in, too. Sprite Chill partnered with Black House Radio to co-curate a branded DJ set that blended product and vibe. Instead of a forced sponsorship, the collaboration felt like a chill community kiki (pun intended). It’s a blueprint for how brands can tap into DJ culture in a way that resonates.

Ready to explore how your brand might connect with DJs and the communities they serve? Below is a run-down of some of the biggest DJ collectives and platforms to watch out for—in no particular order—ranging from established names to new, up-and-coming talent. There’s so much talent in this space that these lists aren’t exhaustive, but should prove as great starting points as you immerse yourself in today’s DJ culture.

Foundational DJ Collectives & Platforms

These OG collectives and platforms laid the groundwork for today’s scene—bridging online and IRL with genre-bending sets and global audiences.

• The Lot Radio - An independent, non-profit online radio station broadcasting 24/7 from a reclaimed shipping container in NYC. It offers a continuous stream of diverse music and serves as a community hub with an on-site kiosk offering coffee, beer, wine and snacks.
• Soulection Radio - Soulection is a multifaceted platform and community centered around music discovery, curation and cultural expression, often described as “The Sound of Tomorrow.”
• NTS - NTS is a global radio platform broadcasting music from over 50 cities around the globe, live 24/7.
• Boiler Room- An OG of DJ streaming platforms, Boiler Room has hosted shows in over 100 cities worldwide, amassing more than 3.5 billion minutes of streamed music by 2015. With peak viewership reaching up to 400,000 per set, it’s become a global stage where artists like Kaytranada have showcased their DJ chops—expanding beyond production into live curation.
• The Lab by Mix Mag - The Mixmag Lab DJ streaming series started in 2013. It's a flagship series where DJs play intimate sets for local fans that are streamed to a global audience.

The New Guard

These are DJ collectives and platforms to watch for. Several have started off as YouTube series and then grown to throw special club nights and IRL events.

• Black House Radio - Honoring Black DJs and Black sound, bridging eras of house. Also honors that house started in very queer spaces.
• Papi Juice - A NY-based DJ collective celebrating the lives of queer and trans people of color through music and visual art.​
• Apartment Life - An intimate series of DJ sets that bring the party to home-like settings.​
• Elevator Music Live - This unique space for artists to showcase their musical talent and style in an unconventional setting—like an elevator where frequent surprise guests hop on in between floors. Comedian Zack Fox flexed his DJ skills on this platform, with a remarkable 1.4 million streams on YouTube alone
• The Living Room / socialSupplyVA - Social Supply is a 757-based crew turning everyday spaces into culture hubs, from living rooms to rooftops. They’re all about music, design and community, making room for local creatives to shine loud and proud.
• Major League DJz - A South African twin-brother duo, Bandile and Zinhle Mbere are known for their eclectic blend of American hip-hop and South African music.

20 DJs to Follow Right Now

A mix of music producers moonlighting as DJs, plus various selectors, vibe curators and cultural conduits that are shaping the sound of now.

• Fred Again - British DJ, singer, songwriter, multi-instrumentalist and record producer. He's known for his emotional club beats and has collaborated with artists like Ed Sheeran, BTS and Stormzy.
• Andre Power - Co-founder and creative director of Soulection, known for smooth, soul-infused blends.​ His global "LINK UP" events foster community through sound and style.
• Zee Muffin - A rising DJ bringing personality and playfulness to every set, Zainab Hasnain, aka ZEEMUFFIN, is a Pakistani-born, New York-raised DJ and producer. Her classical training and multicultural background infuse her sets with diverse, crowd-pleasing energy.
• Jamie xx - DJ, record producer, remixer and member of the indie-pop band the xx.
• Eli Escobar- A quintessential New York City DJ, Eli Escobar blends hip-hop roots with house music, creating sets that resonate with the city's diverse dance culture.
• Uncle Waffles - (she/her) Born Lungelihle Zwane in Eswatini, Uncle Waffles is a South African DJ making waves globally with her dynamic Amapiano sets and multifaceted talent.
• David Victor - An artist blurring the lines between house and hip-hop.​ Viral and known for his interesting transitions and weaving in cultural moments like cartoon or jingle references.
• Zack Fox- Comedian and chaos agent, delivering surprisingly compelling DJ sets.​
• 454 - A sonic innovator channeling southern heat and alternative rave aesthetics.​
• Yaeji - Yaeji is an NYC-via-Seoul producer, DJ and vocalist whose introspective, dancefloor-ready tracks have made her a global icon occupying a space all her own. She blends Korean and English like a vibe, mixing house, hip-hop and lo-fi feels into something all her own.
• Arty Furtado - Hailing from Geneva, Switzerland, Arty Furtado is a multidisciplinary creative and founder of Furtado Global, known for his vibrant DJ sets and cultural events.
• BNYX A producer-turned-DJ riding the wave between rap and electronica.​ Benjamin Saint Fort, aka BNYX, is a Philadelphia-born producer of Haitian descent, recognized for his genre-defying sound and collaborations with artists like Drake and Lil Uzi Vert.
• Mike O’Leary - Mike is a Syracuse-based DJ who first caught ears on YouTube with his series Sunday Cleaning—a drop of the grooviest '80s and '90s R&B and smooth, melodic hip-hop from the early 2000s. These days, he’s popping up at coffee shops and cozy spots in different cities—bringing those nostalgic vibes to intimate spaces that feel personal and warm.
• Honey Djion - Chicago-born Honey Dijon is a renowned trans DJ and producer, celebrated for her deep knowledge of house music and advocacy for trans rights within the dance music scene.
• DJ Miss Milan - Known as the “Fairy Vibemother,” DJ Miss Milan is the official DJ for Grammy-winning artist Doechii, bringing electrifying energy to stages worldwide
• Bobby Nsenga - Bobby Nsenga gained popularity through his “living room” mixes on YouTube, creating intimate DJ sessions that connect deeply with his audience. He’s considered one of the first in this vibe-y genre of YT sets.
• Kaytranada - Popular Haitian-Canadian record producer and DJ known for his unique blending of dance music, hip-hop, R&B and funk. Works with many artists like Freddie Gibbs, Kali Uchis, Donald Glover, Anderson .Paak and Kendrick Lamar. 
• INVT - Miami-born duo INVT blends electronic dance and Latin genres, self-producing and mastering their music, and gaining recognition as rising stars in the electronic scene
• Shaun Ross - One of the first professional male models with albinism, Shaun has expanded his creative pursuits into music, showcasing his versatility as an artist.
• Odalys - Harlem native Odalys Peña is a DJ and tastemaker known for her NYC swag and influence across various creative platforms.

Finally, a parting gift: check out some of the DJs mentioned above in this curated mix:

Together with Kraft Heinz, our team set out to answer a simple but powerful question: What happens when you unite a brand built on flavor (Heinz) with a creator who’s made his name synonymous with taste (DJ Mustard)? The answer dropped during the biggest night in music, the Grammy’s, where we turned a meme and a hip-hop moment into a movement that resonated far beyond the screen. More than a clever play on names, the Heinz x DJ Mustard campaign was a testament to what’s possible when brands and creators connect through shared values, mutual respect, and a fearless embrace of culture.

Together, Danielle and I broke down how this partnership came to life, what made it work, and why it’s setting a new standard for culture-driven marketing. In this recap, I’m sharing five key takeaways from our conversation—lessons that any brand or marketer can use to turn cultural insight into real-world impact.

Start with authenticity.

Let’s be honest; when you hear “DJ Mustard x Heinz Mustard,” the easy win is the wordplay. But great partnerships go deeper than a meme or a momentary pun. From the very first conversations with Danielle and the Kraft Heinz team, we were aligned: this couldn’t just be a clever wink to the internet. “His real name, birth name is Dijon. It works. But the why had to be deeper than that,” as Danielle put it on stage.

We started with a keen anchor in the brand equity of “irrational love” and “doing the common thing uncommonly well,” as well as remaining steeped in the business objectives: to bring Heinz out to younger generations and diverse growth audiences, bolster sales across the summer grilling season and drive salience.

As we set out to uncover those deeper connections, it turned out DJ Mustard isn’t just a producer with a catchy moniker—he’s a genuine food lover and a passionate griller. This is a guy with a diamond-encrusted mustard bottle as a tribute to his love of the product. He’s a Heinz fan who lives the brand, both in the kitchen and in the culture. Both are masters of their craft and tastemakers in their field.

In other words, this partnership was never about surface-level synergy. Both parties shared mutual respect for craft, flavor and influence, turning a critical moment into something with real staying power.

Lead by listening to culture.

One of the most underrated skills in modern marketing is listening to your audience, really listening. Before the Heinz x DJ Mustard collaboration ever became a headline, it started as a slow, playful dance. Our approach was simple: don’t crash the party, wait for your invitation.

So, instead of dropping a big announcement out of nowhere, we teased, hinted and engaged with fans across social platforms. We watched the conversations, listened to what people were hoping for and responded in ways that felt organic. Danielle nailed it when she said, “The key word is listening. We show up not just to drop a bomb on culture, but to engage and sit back and listen.”

Think of it like spotting someone across a crowded room—it’s a lot more meaningful to catch their eye and exchange a knowing glance than to shout your intentions from the start. “It’s a lot more appealing to see them noticing you across the room. And so we had to start there. To say, we see you. And then beyond that, we see you seeing us,” as Danielle put it.

That period of social listening and gentle engagement was our testing ground. The validation we got from fans turned what could have been a risky move into something everyone wanted to see happen. By the time the campaign officially launched, it felt inevitable, as if the audience themselves had willed it into existence. That’s the power of fandom when you respect the culture and take the time to listen.

Realize that culture doesn’t live in a conference room.

Cultural innovation doesn’t happen in a vacuum. To pull off a partnership as ambitious as Heinz x DJ Mustard required true collaboration across every boundary: brand, agency, creator and internal stakeholders.

We established a feedback loop that brought together Kraft Heinz teams, our agency partners, and DJ Mustard’s own team. The goal was shared vision, shared understanding and a willingness to drop the hierarchy at the door.

In fact, we made it a point to bring culture directly into those rooms—sometimes quite literally. I’ll never forget the moment DJ Mustard virtually joined one of our Brand Team meetings, Zooming in from the back seat of his Maybach. Beyond bringing the star power, Mustard brought real, actionable ideas for product innovation, packaging and storytelling. He also brought some humanity in sharing his personal story, his perspectives and his purpose (family, faith, cooking as a creative outlet).

That moment revealed the importance of lessening the degrees of separation between culture and the brand. When creators are invited in as true partners, not just spokespeople, inspiration flows both ways. It’s in those candid, cross-functional sessions—where titles take a back seat and passion leads—that the most powerful ideas are born. That’s what made this partnership feel not just relevant, but inevitable.

Risk and bravery are the engine of cultural innovation.

If you want to move culture, you can’t play it safe. The most memorable campaigns are born from a willingness to take risks and embrace the unknown. At Kraft Heinz, we worked hard to cultivate what Danielle calls “safe spaces for cultural strategic bravery.”

We knew there was always going to be risk in stepping into a new cultural conversation, but that’s exactly where the opportunity lies. When you create room for bold ideas and honest discussions, you empower your teams to take the kinds of leaps that lead to real impact.

We put this into practice through initiatives like our “State of the Culture” series, an ongoing curriculum that keeps marketers attuned to what’s happening, what’s coming next, and, crucially, why it matters. As Danielle said, “We stay ready, so we don’t have to get ready.” That mindset let us recognize the moment, move quickly, and launch a campaign that was truly brave. In a world where relevance is fleeting, it’s that spirit of continual learning and risk-taking that keeps our work ahead of the curve.

Don’t forget: buzz means little without business results.

At the end of the day, cultural impact must translate into business impact. Impressions and headlines are important, but true success is measured by how a campaign moves the needle for the brand. With Heinz x DJ Mustard, we saw firsthand how cultural relevance drives commercial results—and even evolves the brand itself.

Early success signals are positive: upticks in shopping intent (and the product hasn’t even dropped yet), increases in website traffic, over a billion earned impressions with some of the highest sentiment scores for the brand, and a renewed energy among the brand’s retail and QSR relationships. But the effect went far beyond just a single product drop. As Danielle challenged us, “How do we use this moment to tap into something that’s real that can then halo out to something bigger?” 

Expect more from the effort as we now head into the big summer grilling season and product drops—with more developments to be revealed soon.

We’re proving that cultural innovation, when done right, generates new relevance at retail, sparks fresh interest and creates what I call “irrational love”—the kind of passion and loyalty that transforms casual consumers into lifelong fans.

That’s the real power of culture-driven marketing. It doesn’t just follow trends. It creates new momentum, new meaning, and new business opportunities, extending what could have been just a moment into lasting brand value.

For brands aiming to engage authentically and tap into cultural currents, Álvarez's success offers a compelling case study in understanding and valuing the depth and dedication of America’s fastest growing consumer base. Let’s take a closer look at what his record-breaking run reveals about the evolving relationship between music, culture and brand opportunity.

Let’s look closer at this convergence of culture—and what it means.

Let's put Álvarez's achievement in perspective. Selling out three nights at SoFi Stadium places him in rarified air, joining global superstars like Beyoncé and The Rolling Stones in commanding such a massive audience draw at that venue. Only Taylor Swift (with six nights) and BTS (with four) have sold out more consecutive shows there. Known affectionately as "El Rey de la Taquilla" (The King of the Box Office) in Mexico, Álvarez's ability to replicate this status on a major U.S. stage underscores the immense power and reach of regional Mexican music stateside.

At a moment when Música Mexicana is the biggest genre within the latino music space, Alvarez represents a more traditional norteño sound, distinct from the genre blending sounds currently capturing mainstream headlines. His success highlights the rich range of musical sub-genres within the Latino market, the massive fan bases they attract, and the enduring appeal of cultural traditions passed down through generations. These concerts serve as not only musical performances, but also multigenerational gatherings, celebrations of heritage and powerful community symbols of cultural preservation.

The sheer scale of this engagement was palpable. Beyond ticket sales, the concerts have reportedly shattered SoFi Stadium's alcohol sales records. While specific figures remain unconfirmed, it points to an audience deeply invested in the experience: actively celebrating, participating, and—to the benefit of alcohol and spirits brands—spending. This level of enthusiasm and economic activity signals a potent opportunity for brands that understand how to connect respectfully and add value to these cultural moments.

Be present where culture comes alive.

The first lesson from Álvarez's success is the importance of showing up where cultural identity is actively being celebrated. Regional Mexican concerts, local festivals, community events—these are vital hubs of connection, pride, and shared experience of the Latine diaspora, often bringing together multiple generations of families. For brands, this means moving beyond generic national campaigns and identifying the specific spaces and moments that hold genuine significance for the communities you want to reach.

Consider collaborating with artists, promoters, local community leaders and venues that are already trusted voices. How can your brand enhance the experience for attendees? Can you facilitate connections, provide relevant services, or co-create content that respects and reflects the cultural context? It’s about understanding the nuances—the specific genres, the regional differences, the artists who truly resonate—and demonstrating a genuine interest in participating, not just advertising.

Are concerts on your culture calendar?

Many brands activate during designated periods like Hispanic Heritage Month, but true connection requires sustained effort. The audiences packing stadiums for artists like Julión Álvarez are deeply engaged, anticipating the event months ahead of actual attendance dates. Planning ahead and showing up for these highly anticipated tours is a cultural access point for brands that want to show up during times that really matter—not just during commercially convenient times.

Elevate identity, don't just brand it.

Perhaps the most crucial takeaway is the need to approach cultural engagement with respect and a desire to celebrate, not just capitalize. Going beyond surface-level moments and into the spaces and events that are becoming modern cultural celebrations for the Latino community is key to staying relevant. This expressive consumer group is actively shaping and expanding what heritage celebration looks like today. These events matter not because they land on a calendar date, but because they put pride, identity, and cultural connection in focus. 

What brands tapped in? 

While sponsorships and campaigns are one way to show up in modern cultural celebrations, for this digitally native, social-first segment, it can be as simple as acknowledging the connection between the moment and the brand online and in real-time. Take Selena Gomez’s Rare Beauty TikTok during one of Julión Álvarez’s concerts at SoFi—spotlighting their lip oil as a must-have for Latina concertgoers. The response? “Rare Beauty just gets it,” echoed fans in the comments.

This kind of resonance doesn’t happen by accident—it requires intention and, often, collaboration. Brands must ask: How does our message align with the values being celebrated in this moment? Are we reflecting the community, or just speaking at them? The most impactful activations go beyond checking a box—they reflect real cultural understanding. When done right, it signals that your brand doesn’t just see the Latino community—it values and understands the role they're taking in shaping their cultural celebration.

The takeaway: culture leads, brands should follow.

Julión Álvarez’s historic run at SoFi Stadium is a powerful reminder that the U.S. Latine market isn’t just diverse—it’s actively setting cultural trends and showing deep loyalty to artists and experiences that resonate authentically. For brand marketers, the opportunity isn’t about fitting this audience into existing frameworks, but about understanding how they’re reshaping long-standing traditions and creating new ones.

Just as much content and anticipation now surrounds Julión Álvarez’s tour or Bad Bunny’s Puerto Rico residency as it does around Noche Buena (Latino Christmas on December 24th). These are cultural moments that carry real weight.

The path forward requires real-time understanding of how this audience centers heritage and identity in celebration. Brands that recognize how events like a Julión Álvarez concert represent a cultural celebration, an alternative to the crowded and well worn traditional holidays, are poised to forge deep connections with today's modern multi-generational Latine audiences.The biggest cultural moments are happening now—the question is whether your brand is prepared to show up where culture leads.

Black History Month started in the United States in 1926 as Negro History Week, founded by Carter G. Woodson to honor the achievements of Black Americans. Over the years, it has grown into a global observance, with countries like the United Kingdom and Ireland holding their own celebrations at different times of the year. No matter when it’s observed, the purpose is to recognize and uplift the creativity, resilience and influence of Black communities.

Black history transcends borders and continues to shape industries, communities and cultures everywhere. This month, we celebrate the voices and contributions of Black members of our global team, whose perspectives make us stronger, spark innovation and help us better connect with the people we serve.

While Black History Month is a time to reflect and celebrate, our commitment to diversity and inclusion is year-round. Across our business, we witness firsthand how diversity drives our internal success and our ability to connect with and influence the world around us. It’s not just a value; it’s essential to who we are and how we grow.

So, who are we? Meet some of the Black voices on our team as they share how Black history has shaped who they are—and how they’re continuing to make a difference today.

Amira Battle

What does Black History Month mean to you?

Black History Month is a time to honor the resilience, brilliance and contributions of Black people throughout history. As a Black woman, it’s deeply personal—it’s about celebrating the achievements of those who came before us and acknowledging the struggles they endured to pave the way.

The title of this piece is “Black History / Our History.” Describe the significance of that title.

The title “Black History / Our History” is powerful because it reminds us that Black history isn’t just a story for Black people—it’s a critical part of world history.

How has your understanding of Black history evolved over time, and what experiences have contributed to that growth?

Growing up, I learned about Black history in a very limited way—primarily through school lessons on slavery and the Civil Rights Movement. Over time, I’ve realized how much more there is to our story.

What is a tradition or cultural practice within the Black community that you cherish, and how do you incorporate it into your life?

One tradition I really cherish is storytelling—whether it’s through conversations with family, music, or literature. Storytelling has always been a way for us to pass down our history, lessons, and values.

What message or lesson from Black history do you believe is particularly relevant for today's society?

The message I always come back to is that knowledge is power. Black history shows us that seeking information, reading, and going beyond the headlines are forms of liberation.

How do you celebrate or honor Black history in your everyday life, beyond Black History Month?

I honor Black history every day by living with intention and pride in my identity. I support Black-owned businesses, mentor young Black professionals, and make sure I’m always giving back to the community.

Nyle Paul

What does Black History Month mean to you?

To me, Black History Month means Black appreciation. Appreciation of our history and of our people.

The title of this piece is “Black History / Our History.” Describe the significance of that title.

This title emphasizes that we are a part of Black history.

How has your understanding of Black history evolved over time, and what experiences have contributed to that growth?

When I was younger, I thought of Black History only as celebrating prominent figures from the past. I didn't realize then that I, too, am part of Black History.

What is a tradition or cultural practice within the Black community that you cherish, and how do you incorporate it into your life?

I really cherish family gatherings that include storytelling, food and music that honors our heritage.

What message or lesson from Black history do you believe is particularly relevant for today's society?

The Civil Rights Movement taught the power of standing together to challenge systemic racism.

How do you celebrate or honor Black history in your everyday life, beyond Black History Month?

I support Black-owned businesses, read books about Black history in my free time, and cook foods that are a part of the Black diaspora. Each day of Black History Month, I research two or three people whom I was unfamiliar with and study their impact on Black History.

Billy Lemorin

What does Black History Month mean to you?

Black History Month is a time to honor the resilience, creativity and contributions of Black people throughout history. It's also a moment to celebrate and reflect on the stories and legacies that shape our culture.

The title of this piece is “Black History / Our History.” Describe the significance of that title.

The title “Black History / Our History” signifies that Black history is not just a separate narrative but an essential part of the collective story. To me, it emphasizes the impact of Black contributions and acknowledges that Black history is integral to understanding the full history of society.

How has your understanding of Black history evolved over time, and what experiences have contributed to that growth?

My understanding of Black history has evolved from first viewing it as just lessons in school to growing up and actually seeing it as a living, ongoing story. Experiences like learning about Haiti's revolutionary history and connecting with my own heritage have deepened my appreciation for the complexity and breadth of Black history.

What is a tradition or cultural practice within the Black community that you cherish, and how do you incorporate it into your life?

A cultural practice I cherish is storytelling. For me, storytelling is one of the best ways to preserve history, pass down traditions and celebrate cultural heritage. I incorporate this into my life through my work as an artist, using my creativity to showcase Black narratives and experiences.

What message or lesson from Black history do you believe is particularly relevant for today's society?

A message from Black history that resonates today is Dr. Martin Luther King's quote, “The time is always right to do right.” It's a reminder that justice and integrity should never be postponed, especially in the face of injustice.

How do you celebrate or honor Black history in your everyday life, beyond Black History Month?

I honor Black history daily by ensuring my work depicts Black themes accurately, supporting Black-owned businesses, and continuing to learn about our history. I also carry it with me through my tattoos—one of '1804' to signify the year Haiti gained its independence and another of Kobe Bryant to honor the late, great legend and his legacy of excellence.

Rebecca Beyene

What does Black History Month mean to you?

For me, Black History Month means the celebration and preservation of our achievements throughout the past, present and future.

The title of this piece is “Black History / Our History.” Describe the significance of that title.

The title “Black History / Our History” is a statement that highlights the interconnection of Black history within the broader collective history of humanity.

How has your understanding of Black history evolved over time, and what experiences have contributed to that growth?

My understanding of Black history has evolved from viewing it as isolated stories of struggle and achievement to recognizing it as the foundation of global culture, innovation, community and resistance.

What is a tradition or cultural practice within the Black community that you cherish, and how do you incorporate it into your life?

I'm not sure if this is considered a traditional or cultural practice, but I just love that unspoken camaraderie we have with one another.

What message or lesson from Black history do you believe is particularly relevant for today's society?

A message from Black history that I believe is particularly relevant is that joy is a form of resistance.

How do you celebrate or honor Black history in your everyday life, beyond Black History Month?

My pride extends beyond the month of February, and I celebrate my Blackness 365 days a year. I celebrate Black History Month in many ways, including sharing stories or interesting historical facts on social media.

Ifetayo Jabari-Kitwala

What does Black History Month mean to you?

Black History Month is a time to shine a spotlight on the countless contributions Black people have made to our daily lives—past, present and future. It’s a chance to honor the trailblazers who came before us, celebrate the resilience and brilliance of those shaping the present, and inspire the dreamers building a brighter tomorrow. Black History Month invites us to pause, reflect on the journey we’ve traveled, and embrace a unified hope for a future filled with equity, opportunity and joy. It’s more than a celebration; it’s a heartfelt reminder of the strength, creativity and love that continue to shape our world.

The title of this piece is 'Black History/Our History' - describe the significance of that title.

I am an important part of Black history. I carry the resilience of those who came before me, standing as both a survivor of their struggles and an embodiment of their triumphs. I am evidence of the present, living proof of the progress we’ve made and the work still to be done. And I am a catalyst for the future, using my voice, my actions and my story to inspire and shape what comes next.

How has your understanding of Black history evolved over time, and what experiences have contributed to that growth?

My understanding of Black history has evolved as I’ve come to realize that Blackness, in all its forms, defies limitations. While my identity is deeply rooted in Christ, it is equally rooted in my Blackness. A pivotal part of my growth has been challenging everything I was ever told I was “supposed” to be—what I should do, how I should act, and where I should fit in. Black history, Blackness, Black women, Black men, Black jobs—Black anything and everything—cannot and should not be defined or confined by anyone else’s standards. Once I embraced this truth, my perspective shifted, and my growth became limitless. It’s a constant journey of unlearning, learning and celebrating the freedom to simply be.

What is a tradition or cultural practice within the Black community that you cherish, and how do you incorporate it into your life?

One tradition I deeply cherish within the Black community is Saturday morning cleaning and Sunday dinners. No matter where I am—whether in a new place or on vacation—I try to incorporate these rituals into my life. There’s something so grounding about starting the weekend with a good, deep clean, fueled by old-school Black hits blasting in the background. The broom turning into a mic stand? That’s a vibe all on its own. It sets the tone for a fresh, rejuvenated space. And then there’s Sunday dinner—a hearty, soul-filling meal that wraps up the weekend perfectly. Sharing that kind of love and comfort, even if it’s just with myself, feels like a connection to my roots that’s truly unmatched.

What message or lesson from Black history do you believe is particularly relevant for today's society?

Black history isn’t confined to our textbooks or the well-known “greats” who broke barriers—it’s so much more than that. While celebrating the iconic moments and achievements is important, Black history is also about the subtle, enduring impact of the Black experience on everyday life and decisions. It’s found in the mundane, the creative and the unseen contributions that shape culture and society in powerful ways. History is being made right now, across all industries, if we take a moment to open our eyes to it. It’s not just about shattering glass ceilings—it’s about recognizing the brilliance in each day and how it continues to pave the way for a brighter, more inclusive future.

How do you celebrate or honor Black history in your everyday life, beyond Black History Month?

I celebrate and honor Black history in my everyday life by staying connected to my roots and uplifting my community. I read books by Black authors to expand my knowledge and perspective. I explore new ways to care for my health, skin and hair, embracing practices rooted in our heritage. I make a conscious effort to support Black-owned businesses and products, knowing that every purchase is a vote for our collective success. I listen to the stories of my family and others, cherishing the wisdom and resilience that continually shape the woman I am today. And hey, adding a brown or black heart or a Black hand emoji on Slack? A small but heartfelt gesture of pride and solidarity that never hurts.

In this hyper-connected world, you can’t afford to let your audience be passive recipients of your brand message; they want to engage and find purpose. Modern consumers gravitate toward brands that mirror their values and seamlessly adapt to their needs. But here’s the catch: as brands strive for streamlined perfection, they risk becoming indistinct. By smoothing out every corner and kink, brands are losing their edge and what makes them unique. 

Standing out requires more than just optimization. It demands embodiment, depth and a dash of courage—the kind that captures attention. To unlock creativity at this level, we must embrace risk and see it as a stepping stone, not a setback. A successful rebrand today is measured not by universal consensus but by its ability to spark conversation and drive transformation. Don’t believe me? Just take a look at the brands we’ve helped to build in our new reel:

Here’s our perspective on what it takes to create brands that resonate, adapt and thrive in a rapidly changing world.

Consistency: Build identities from the inside out. 

At its core, identity is about consistency—remaining true to your purpose and principles, yet maintaining the flexibility to evolve with the times. Technology has amplified this need to balance consistency with adaptability. In today’s fast-paced world, consistency no longer means being static; it’s about staying true to your core purpose while evolving to meet the demands of diverse platforms and ever-changing contexts, a core tenet to our approach to building Real-Time Brands.

We aim to create brands from the inside out, ones that feel more human and are deeply rooted in the lives of their audiences. This requires building interconnected systems grounded in guiding principles that embody the brand’s soul. These systems ensure coherence across touchpoints while allowing for creativity and evolution. 

A brand’s ability to remain relevant hinges on balancing familiarity with innovation. Brands that embrace this adaptive consistency build lasting emotional connections with their audiences and establish themselves as meaningful presences in their consumers’ lives. 

Creativity: Design intelligent ecosystems.

Consistency is the backbone, but creativity is what makes your brand unforgettable. In an increasingly saturated market, rigid brand guidelines are relics of the past. The brands that win today rely on a flexible toolkit of symbols, sounds and stories—a system that empowers creativity while maintaining strategic alignment.

Think of every interaction, whether it’s a scroll-stopping social post, an eye-catching retail display, or an immersive digital experience. Each one should feel like a new twist on something familiar. This sweet spot between creativity and consistency is where your brand becomes more than just a logo—it becomes an intelligent and living ecosystem. By blending cutting-edge technology with human-centric design, you can turn everyday moments into unforgettable experiences. Not only will your brand capture attention, but it will also leave a lasting impression—building loyalty, sparking advocacy and creating fans for life.

Conversation: Engage across dimensions.

Branding used to be a one-way street—a polished message broadcasted to the masses. Not anymore. Today, branding is a two-way conversation. And thanks to AI, it’s more personal, interactive and immediate than ever. With AI, you have the power to understand your audience like never before. By analyzing individual preferences and behaviors, your brand can deliver messages and experiences that feel tailor-made. But here’s the kicker: it’s not just about data. In a world dominated by algorithms, the secret ingredient and most effective branding strategy might just be raw authenticity. The brands that ditch the polished façade and embrace vulnerability will resonate more deeply, turning consumers into loyal advocates. Welcome to the era where “perfect” is passé, and realness rules. 

By fostering meaningful conversations across dimensions—whether through a chatbot, virtual reality experience, or social media engagement—brands can create moments that matter. These interactions go beyond transactional exchanges. They’re opportunities to build trust, spark emotion and carve out a lasting place in your audience’s world.

Connection: Personalization brings participation.

Here’s the real challenge in branding today: staying authentic while catering to the individual. It’s not about bombarding people with tailored ads—it’s about inviting them in. Today’s consumers want more than a transaction; they crave a seat at the table. They’re looking for experiences that let them participate in your brand’s story, creating connections so real they feel like co-owners of your narrative. That’s the future of branding: connection over selling, storytelling over noise.

This convergence of creativity and technology enables brands to design truly multidimensional experiences. Systems powered by AI and other emerging technologies allow for real-time adaptability while maintaining the brand’s core identity. Yet, the foundation of this will always be a clear, consistent identity, which is paramount.

Brands that stay true to their purpose while adapting to change evolve into ecosystems that exceed consumer expectations. They become more than providers of products—they become integral to consumers’ lives, fostering loyalty through meaningful, personalized participation.

Modern brand building is an interplay of the four C’s.

Building brands for the future and facilitating brand transformation in a complex, connected world requires a delicate balance of consistency, creativity, conversation and connection. The future belongs to brands that can shape-shift technological advancements and cultural shifts, while remaining rooted in their essence. 

For branding agencies, this evolution presents both a challenge and an opportunity. By guiding brands through this transformation, agencies have the power to shape the future of culture, commerce and community by leaning into today’s emerging consumer behaviors. When thoughtfully integrated, these activities drive exponential value, solving problems and enhancing experiences faster than ever. 

If your brand is ready to embrace this multidimensional approach, you won’t just survive—you will thrive. You’ll become a powerful enduring force in the global marketplace. But remember: function alone isn’t enough. It’s about anticipating needs, inspiring action and fostering connections that go deeper than the product itself. After all, great brands live at the intersection of logic and magic—and who doesn’t love a little magic woven into their strategy?

With so many options at hand, brands are spending significant time, money and effort on creating content that sometimes fails to resonate with their target audience and build relevance in the long run. Crafting and sustaining iconic and culturally significant brands has never been a simple undertaking, but the rise of AI and the proliferation of content have further compounded this challenge—especially in a post-pandemic world where consumer attention is increasingly saturated and apathetic towards brand messaging.

If this sounds all too familiar, rest assured that you are not alone. As someone who has experienced these challenges firsthand, I understand the frustration. However, the key lies in recognizing your unique value and identifying the specific opportunities and tools to capitalize on.  

The challenge: navigating a million touchpoints.

In the current landscape, brands encounter two primary challenges when it comes to their marketing efforts. The first one stems from the fact that consumers now place a growing emphasis on authenticity and genuine connections. As a result, their scrutiny of brand content and positioning has escalated. The second challenge has to do with their structure. More often than not, brands’ marketing teams have become more divided and hyper-focused, often operating in isolation with their metrics and objectives, neglecting the broader organizational and long-term strategies.

These teams often operate with a narrow perspective of their responsibilities. Brand teams focus on placing advertisements during prime-time TV slots, while performance teams prioritize generating ROI and revenue. Unfortunately, they often lack awareness of how the other team’s efforts impact their own. On top of that, there are thousands of touchpoints between the TV commercial and the static conversion piece—and it’s very dangerous to ignore them.

Google calls these thousands of mini-steps the messy middle, that place where people are constantly exploring and evaluating different brands and communications, feeding their decision-making biases and buying behavior. According to the 2020 report, the messy middle is a space of abundant information and unlimited choice, where consumers have learned to use cognitive shortcuts to navigate. In the traditional conversion funnel, we usually call this stage consideration, but a lot of potential is lost in considering it a single phase, without the nuances of people’s real consideration behavior. 

Within the messy middle, there is an additional layer to consider when devising a marketing strategy. The consumption of content and media, in general, has changed a lot in the last two decades. What was once a futuristic notion, omnichannel has now become a tangible reality. Consumers now anticipate greater coherence and consistency between their digital and offline experiences. The democratization of content creation, largely propelled by platforms like TikTok, has resulted in audiences transitioning from mere consumers to content producers themselves (today, 41% of Gen Z identify as content creators). Lastly, the range of possibilities for content consumption has expanded exponentially, encompassing various screen sizes and often simultaneous use of multiple screens.

The solution: creativity and personalization take center stage.

Despite the challenges, brands and marketing professionals now have an abundance of resources at their disposal to navigate them and establish a strong strategic position. In a world gradually influenced by artificial intelligence and highly personalized media solutions such as Performance Max, creativity and diversity have become the main characters in a compelling brand narrative. 

Embracing fresh perspectives and harnessing them to fuel creative innovation can transform your brand into a powerhouse. Brands and professionals who skillfully tap into this potential will gain a competitive edge in the years to come. How? To begin with, they must develop a comprehensive content production strategy that aligns with the brand’s mission and values while resonating with the fundamental emotions of the target audience.

It may seem necessary for a brand to be present in every conversation at all times. However, this approach is not only untrue, but can also harm consistency and relationships with loyal consumers. The role of a seasoned and strategic marketing professional is to thoroughly comprehend the core pillars that distinguish the brand and determine where and how its voice will be effectively heard by consumers.

To be relevant today is not about being on every channel, using every format and taking a stance on every issue, but rather about being meaningful wherever you are. With viewers becoming more discerning, capable of deciding within milliseconds whether to engage with content or not, mere presence is insufficient. Brands must strive to be an integral part of the culture, and engage with matters that align with their purpose and target audience.

Cultural listening, a relatively new concept, involves the skill of extracting and reinterpreting behaviors observed in a variety of media, such as TikToks, tweets, Instagram posts, songs, series, and other online or offline content, from a specific community. The objective is to navigate and thrive within a dynamic and ever-changing culture influenced by diverse factors—just look at how quickly TikTok’s viral trends come and go—without losing the brand essence. 

In digital, social networks and content creators serve as powerful tools. They not only allow brands to gauge the cultural zeitgeist but also enable active collaboration with creators to evoke emotional connections and diverse perspectives, thus nurturing creativity. Offline, it is equally crucial to align with culturally relevant events like concerts and gatherings, since this sphere presents additional opportunities for brands to engage with the audience in a sensory and memorable way, fostering deeper communication and connection.

Every channel and touchpoint presents an opportunity to build a brand. At the end of the day, users don’t know the difference between brand and performance, they just know it’s brand communication and will judge it as such. The recipe for success lies in brand and performance teams working more and more closely together, exploring and learning together what the “messy middle” of the business is and how to guide consumers in their decision-making process. 

In the face of apathy, it is culture that brings the solutions that marketing teams seek, while creativity has the power to transform channels and formats into communication powerhouses. It is our responsibility to cultivate sensitivity and incorporate both culture and creativity into our short-, medium-, and long-term marketing planning.

The rise of the avatar era and the influence of pop culture.

Masks have been used since ancient times in ceremonies and rituals to symbolize deities, spirits and even emotions. In the digital realm, avatars follow the same pattern; they have evolved into our contemporary masks, blending our true selves with the image we want others to see.

Popular culture has had a significant impact on our idea of avatars. Films like Ready Player One, The Matrix, and even Avatar have portrayed worlds where virtual reality and digital projections are as tangible as our physical existence, with barely perceptible differences. Likewise, video games like Cyberpunk 2077 or the iconic Grand Theft Auto enable us to immerse ourselves in roles and characters that, despite being fictional, shape our perception and influence our actions in the real world.

Some of the early examples of virtual avatars’ success span from Second Life, where people could purchase properties and live alternate lives, to the competitive world of Fortnite, where players can obtain and customize skins. Even in Roblox, we have the ability to create an avatar and construct a whole experience to recreate stories, much like the Cielo Grande campaign for Netflix, which won a silver award at the 2022 Clio Awards.

Furthermore, just like certain pop culture phenomena have shaped our perception of virtual avatars, these avatars are also transforming other industries. For example, they can now attend and actively engage in virtual concerts, where they interact with other avatars and savor live performances. Last year, the Song Breaker Awards were hosted on Roblox, featuring virtual performances by artists like GAYLE and Lizzo using state-of-the-art motion capture. 

Speaking of stars, in the midst of this avatar-dominated era, the emergence of digital celebrities further blurs the lines between authenticity, fame and reality. Take Lil Miquela, for example, a CGI-created character who has achieved influencer status on par with real-life personalities. This very concept inspired us to create the film The First-ever BMW iX2, a project that, together with Lil Miquela, aims to challenge the distinction between real-life experiences and virtual beings, showcasing the longing of a digital entity to belong in the physical world. (Quite ironic, isn’t it?)

The construction of identity and its impact on brand perception.

In the realm of online self-expression, virtual avatars serve as a means for individuals to create and project their identities digitally. However, even those who have not yet explored this virtual avenue are actively shaping their identities online. There is no better evidence of this than on social media, where influencers and celebrities, who exist in the physical world, have mastered the art of presenting idealized versions of themselves. Through filters, edits and careful image curation, they set standards for how we should look and behave in the digital realm.

On one hand, the desire to present ourselves differently in the digital realm is largely influenced by an era where vanity metrics, such as likes and followers, have become the ultimate social currency. We build our digital identities based on how we want to be perceived and how we think others want to see us. However, the digital world has allowed us to break down barriers across gender, sexuality, race and more—and that’s why 60% of Gen Z believe that how you present yourself online is more important than how you present yourself IRL.

It is important for brands to understand and navigate this dynamic when engaging with their audience. The concept of authenticity may be changing, but the importance of transparency and respect for individual identity is as relevant as ever in building meaningful connections in the digital space. Ultimately, individuals tend to follow and connect with brands that align with their values, interests, and lifestyle.

Recommendations for brands in the era of digital identities.

Just like people build their personalities online, so do brands. As individuals, we ponder: What does my avatar say about me? What hidden secrets, desires, and truths lie behind aesthetic choices such as hair color or clothing style? For brands, these questions are equally thought-provoking: Is this digital representation the essence of what truly defines my brand, or is it merely a projection of the ideals set by a brand manager? Are we allowing our brands to evolve in the digital realm naturally, or are we confining them within strict boundaries of expectations and corporate norms?

In my experience, the key lies in harnessing the power of creativity and technology to explore and express what truly resonates with the brand’s essence and with the digital identities of their consumers. Here are some recommendations:

1. Align your brand with the values and aspirations of your target audience. Just as individuals shape their digital avatars to reflect their desired identity, brands should strive to align themselves with the values, interests, and aspirations of their target audience. Understand what matters most to your audience and ensure that your brand messaging and experiences resonate with their digital identities.
2. Embrace fluidity and adaptability. Allow yourself to be flexible with your brand book and have different personalities and tones of voice depending on the channels your brand lives in. Digital identities are constantly evolving, and if people can do so, why can’t a brand? Use A/B testing to understand what resonates best with your target audience, redefine success parameters as you progress, and learn from your experiments.
3. Let people make your brand their own. Foster spaces where users can collaborate and co-create with your brand, customizing their experience and contributing to the narrative of your social brand. This gives them a sense of ownership and personalization that aligns with their desire for self-expression in the digital realm.
4. Navigate from digital to physical and vice versa. The journey doesn’t have to be one-way. Blur the boundaries between the digital and physical realms by creating meaningful connections and experiences that resonate with both, while tapping into your brand’s passion points 
5. Emphasize authenticity and integrity. In an era where digital identities can be curated and idealized, brands should prioritize authenticity and integrity. Strive to portray your brand’s true essence and values, avoiding the temptation to conform to unrealistic expectations or projected ideals. By remaining true to who you are and upholding transparency, you can build genuine connections with consumers. 

Ultimately, the proliferation of digital avatars in the online world has given individuals the power to create and project their desired identities—thus giving brands a unique opportunity to connect with their true selves. As individuals shape their digital avatars based on their values and aspirations, brands should align themselves with the values and interests of their target audience. By fostering collaboration, blurring the boundaries between the digital and physical realms, and emphasizing authenticity, brands can build meaningful connections with consumers in the era of digital identities.