Think Twice Podcast

A chat on cultural fragmentation, fandoms and embracing the niches.

I sat down with Perla and Ronak last week to chat about the fragmentation and niching of culture; how the algorithms, bubbles and sheer volume of entertainment choices, means that we are huddling in ever smaller niches.

But that maybe, that’s not such a bad thing.

Maybe these small pockets are where the magic happens, where new ideas/remixes/forms of creativity are born and cultivated, and maybe brands should start to recognise their worth, by swerving the generic demographic target audiences they’re so fond of, and instead create specifically for these fragmented fandoms, which can then add up to bigger, better (but entirely multifaceted) whole.

You can listen here.