Bubble-Up Culture

Bubble-Up Culture. Popular culture was traditionally “trickle down”, and shaped by the few media gatekeepers with scaled audiences. Shaped by a combination of splintering attention, touchpoint proliferation and audience fragmentation, communities and creators will be more influential than ever across a decentralized media ecosystem. The formation and diffusion of culture is undergoing a shift which is eroding the idea of brands reaching the “mainstream”. Everything from social movements to the latest fads now emerge from disparate communities – whether based around influencers, passions or hobbies – that function entirely independently. TikTok is the main platform upending how entertainment content is made, discovered and enjoyed. Brands must tap into community-first culture in 2023. (M)