ABOUT VIVRANT

Culture is so broad and with so much to cover it would be foolish of me to expect Vivrant to become the defining place or platform to unpack it. There is also so many great writers, theorists, lecturers and practitioners both past and present who all offer invaluable insights and lessons that have all inspired and shaped my thinking from the late Stuart Hall to Henry Jenkins, Chuck Klosterman to Kyle Chayka, Zoe Scaman to Matt Klein, Ana Andjelic to Marcus Collins to name a few and you should all be following and delving into their work if not already. 

The parts of culture I’ll be focusing on in my writing are the areas that are naturally close to my own upbringing, interests and experiences both personally and professionally.

I’ve always been fascinated by how subcultures form and evolve whether it’s been ones I’ve participated in or ones I’ve followed from afar. What subcultures mean today in a digital accelerated fragmented social world is a big topic of interest to me so expect to see this explored in depth over a series of thought pieces, interviews and essays.  

For the best part of 15 years now I’ve worked in marketing roles both brand and agency side where the impact of digital and social platforms on creative, commerce and culture has been massive. Some of it has been for the better, some of it not so. When platform’s algorithms have so much control on what we create and consume I’m interested in the impact it has on our own tastes and habits as well as what it does to the creative output we see in culture. I’ve spent 15 years working and continue to work with brands on helping them navigate this world and will be sharing my thoughts on this as well as how this also connects and impacts wider culture. 

I think it’s important to say these are simply my own thoughts and perspectives on culture. It’s not intended to be the definitive answer on it as like culture itself, our views and opinions are shaped by our own experiences, learning and influences. And these do change with time and further learning and experiences. There’s chaos and beauty in the contradictions.  

I see Vivrant as an open collection of thoughts, musings, questions and some provocations to add to the cultural discourse. I hope it evolves over time and can be useful to you as an ever evolving playbook. 

Welcome along for the ride and please click that subscribe button. 

ABOUT THE EDITOR

Hey, my name is Warren and I’m a senior marketer, helping brands understand and communicate in the ever changing world of culture.

During my career I’ve helped launch football boots and brand platforms for adidas and New Balance, set up a culture marketing team at Chivas Regal, provided gen-z understanding for Starbucks and contributed to thought leadership and reports as a member of TBWA’s Cultural Intelligence Unit Backslash. I’ve strategically led brand collabs and partnerships from Mobil 1 in motorsports to Hyundai and Bradley Wiggins, Chivas and Manchester United to Vodafone and Capital’s Summertime Ball.

You can read more about that and my work here.