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Sometimes you need to eat a whole cucumber. And sometimes, it’s important to be very mindful, very demure. If you don’t know why, you weren't paying attention to last week’s latest TikTok obsessions. |
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With all this buzz over ‘Cucumber Boy’ and Jools LeBron, it got us thinking about the genesis of these hyper-niche, fast-moving trends and social communities, and how brands can tap in before they become mainstream and yesterday’s news. If you’re a Millennial marketer reading this, please note: Brat Summer is over. TikTok moved on to Demure Fall weeks ago, and now that “Summerween” is over, they’re talking about Halloween—in August. |
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Subcultures were once gated. The barrier to entry was participation, or at least posing. Today, algorithms introduce us to and give us a platform to participate in more subcultures, subgenres, and trends than ever before, and they evolve at the speed of virality. |
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From hyper-specific lifestyle aesthetic groups like “Coastal Aunties”, to fast-food guzzling “Chipotle Boys”, there’s a niche community for everyone. And, unlike subcultures of the past which required participants to adopt a full lifestyle, users can mix-and-match their subcultures and memes to build their own personality—IVL or IRL. |
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In this week’s edition of the Pulse, we’re digging into the power of subcultures and how brands are leveraging them to connect with consumers. Read on to explore the brands, platforms, influencers & creators who are seizing the moment. |
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Bruce, Brian, Ed + The BMF Team |
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 | Pulse Check: Subcultural Aesthetics Subgroups and niches are an integral part of Gen Z's identity—they're the cultural force reshaping everything from music to media, and fashion is no exception. Check out our (non-comprehensive, already dated) round-up of the subcultures driving Gen Z's unique aesthetic and unpack the trends that are set to dominate the future of fashion. ➔ |
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 | BMF Connects With Clive Davis BMF founding partner Brian Feit sat down with legendary music executive Clive Davis to explore his role in transforming counter cultural and subcultural artists into mainstream music phenomena, redefining the very fabric of music culture with his ‘golden ear’ that guided the course of his illustrious career. ➔ |
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The New + The NoteworthyEverything Worth Doing/Seeing/Getting/Booking |
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 | Photo via Rolling Loud Miami |
| From traditional to trap, Rolling Loud—the world's largest hip-hop festival featuring every subgenre of the category—is celebrating its 10-year anniversary at its flagship festival in Miami December 13–15. With headliners and a lineup that's a who's who of the hottest artists in the game, get ready to be blown away by the biggest names in hip-hop. Lock in and get your tickets here. ➔ |
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 | Photo via Newsroom TikTok |
| BMF client TikTok is celebrating the gaming community as the official partner of gamescom 2024. Gamescom, the world's largest games event, attracted over 320,000 gaming enthusiasts last year. The event is currently taking place from August 21–25 in Cologne, Germany. Follow along for epic live streams, exclusive content, and unforgettable gaming experiences #gamescom2024. ➔ |
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|  | Photo via Digital Fashion Week |
| Digital Fashion Week is pushing the boundaries of fashion, tapping into the growing subculture of e-cyberpunk that blends high-fashion with technology. From the innovative showcases in New York City to the cutting-edge presentations in London and Paris, this season promises to be a highlight for fashion enthusiasts and industry insiders alike. Expect to see immersive experiences, groundbreaking designs, and a glimpse into the future of fashion. RSVP for September events now. ➔ |
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|  | | Barrel jeans, a staple of the normcore aesthetic, are back. The casual and unassuming silhouette perfectly embodies the subculture's appreciation for simplicity and authenticity. With celebrities and influencers sporting the style, barrel jeans have solidified their status as a must-have staple this season. Shop the best barrel jeans from here. ➔ |
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 | Photo via Engadget, YouTube |
| Attention K-Drama and thriller fans, Squid Game: The Challenge is coming to Netflix on November 22nd. This thrilling reality show is based on the hit series and will see 456 players from around the world compete in a series of deadly games for a life-changing cash prize. The search for the game’s next batch of 456 players is already underway. Recruitment for Squid Game: The Challenge Season 2 is now casting. ➔ |
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The FrequencyWhat We’re Listening To Now. |
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 | | Hanumankind, the Indian rap sensation whose style can be described as a fusion of hip-hop, rap, and trap, is taking the world by storm with his latest track, "Big Dawgs." This infectious track has shattered records, amassing millions of streams and views in record time. With its catchy beats and raw lyrics, "Big Dawgs" has stormed the Spotify Global Top 50, even surpassing Kendrick Lamar's "Not Like Us." Tap to follow his meteoric rise on the music charts here. ➔ |
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The DestinationNow Departing... |
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 | | The internet has become a fertile ground for the cultivation of subcultures. Once confined to physical spaces, these groups have found thriving digital homes where they can express themselves through shared interests, aesthetics, and values. In our (very conceptual) subcultural travel guide, explore an edit of online communities around the world that are influencing culture and behavior far beyond their borders. ➔ |
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The SublimeCreators, Innovators, And Cool $#!+ You Should Know About. |
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 | | Internet sensation Logan Moffitt (@logagm), aka ‘Cucumber Boy’, has turned the humble cucumber into a culinary star. With his creative recipes and signature prep style, he's inspired millions to rethink this often-overlooked vegetable. From simple salads to unconventional combinations, Moffitt's love for cucumbers—and MSG—has captured the hearts and taste buds of food enthusiasts everywhere. ➔ |
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 | | This shift from Brat Summer to Demure Fall can be attributed to content creator Jools Lebron (@joolieanniemarie) who satirically embraced a demure, reserved persona. Trend followers have playfully adopted a "very mindful" attitude in exaggerated scenarios, often contrasting their behavior with more expressive or assertive actions. It's a lighthearted commentary on societal expectations and the desire for a more relaxed, understated approach. ➔ |
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| The streetwear world is buzzing with rumors of a highly anticipated collaboration between Tyler the Creator (@feliciathegoat) and Supreme is set to launch. With Tyler's signature style and Supreme's iconic branding, fans can expect a collection that seamlessly blends music, art, skaters and streetwear culture. Stay tuned for official announcements and get ready to cop the latest drop! ➔ |
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 | | The iconic artist KAWS has dropped hints about the upcoming stop on his highly anticipated 'HOLIDAY' tour. Known for his oversized Companion figures, the tour has captivated audiences worldwide. With each installation offering a unique and awe-inspiring experience, fans are eagerly awaiting the announcement of the next destination. Be sure to follow @KAWS on Instagram for more updates. ➔ |
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 | | The popular anime series Jujutsu Kaisen has teamed up with the fast-food giant McDonald’s to create a limited-time "Special Grade Garlic Sauce” for anime lovers. Inspired by the show's thrilling world of curses and sorcerers, this fiery condiment is sure to satisfy any fan's cravings. Download the McDonald's Official App here to see if the limited sauce is available at a location near you. ➔ |
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Zurich-based brand Prototypes is leading the charge in sustainable fashion. By transforming discarded materials into stylish pieces, they're not only helping the planet but also perfectly capturing the Off-Kilter Sports trend that’s huge with young people right now. Prototypes are a prime example of how to create fashion that’s both eco-friendly and undeniably cool. ➔ |
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|  | | Former Yeezy designer Dingyun Zhang (@dingyun_zhang) is making waves with his debut collection of futuristic puffer jackets. His bold designs perfectly taps into a subculture obsessed with cutting-edge fashion. Zhang's work seamlessly blends style and functionality, offering a glimpse into the future of fashion and apparel. ➔ |
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The Week in ReviewICYMI... |
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TravelInside the Rise of TikTok Travel ➔ Gen Z And Millennials Are More Focused On 'Passion Travel' Than Picking Destinations ➔ How Southwest Airlines is working with creators to sell plane tickets to Gen Z on TikTok ➔
Fashion & BeautyCan Gen-Z Get Neutrogena Back on Top? ➔ How sportswear brands are winning the battle for Gen Z’s loyalty ➔ Dolly Parton is launching a cosmetics line: Here's what to know ➔ Glossy Pop Newsletter: Ulta Beauty relaunches its in-house Ulta Beauty Collection with a new Gen-Z focus ➔ Head Master: How Sir James Dyson Is Building Beauty’s Next Big Powerhouse ➔
EntertainmentBreaking Down All the It Ends With Us Drama ➔ How '(500) Days of Summer' Inspired Gen Z Style, 15 Years Later ➔ Gen Z’s loneliness crisis may be changing entertainment tastes. Can Hollywood adapt? ➔ Need to calm down: Most Gen Zers say Taylor Swift could sway their vote — And that’s a big problem ➔
TechnologyGoogle Debuts A.I.-Powered Phones in Latest Attempt to Best the iPhone ➔ Millennial and Gen Z small-business leaders aren’t just embracing AI. They’re using it differently ➔ A Visual Guide to the Influencers Shaping the 2024 Election ➔ ‘Smart’ technology is out of control. We adore this dumb tech ➔
MediaGen Zers are investing their way out of the 9-to-5 ➔ Why Retailers Should Stop Worrying About the Gen-Z Versus Millennial Divide ➔ Are Consumers Still Buying What Celebrities, Influencers Are Selling? ➔ How E.l.f. Became Beauty’s Most Innovative Marketing Machine ➔
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