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Cultural Tastemakers
Young cultural tastemakers are wielding influence
across multiple industries, from media and music to
food and fashion. Within their dexterous, cross-
platform offerings, they cultivate an authentic
tone-of-voice and a vibrant spirit.
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Online lifestyle magazine WeTheUrban,
founded by US teenager Willie Green, has
become a well-respected media source for
fashion, culture, music and photography
content. The brand has been extended to
a raft of sister microblogging and social
networking Tumblr sites, and Green has now
become the first online editor to successfully
translate a Tumblr into a physical magazine
with national US distribution.
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South London-based Reprezent Radio is a
community radio station manned by young
people that specialises in underground and
unsigned music. It delivers straight-talking,
gritty content. Similarly, SBTV, founded by
UK teenager Jamal Edwards, began as a
YouTube channel covering West London’s
grime scene. It has since become one of the
UK’s leading youth broadcasters.
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Unreal is a brand of “unjunked” candy
started in 2010 by 13-year-old US teen
Nicky Bronner. Unreal re-engineers popular
snacks – like M&M’s, Snickers and Reese’s
Cups – producing versions with no artificial
colourings, flavourings or additives. With
grand ambitions to “unjunk” America’s food
system, stockists now include Target, CVS
and Kroger.
Unreal Candy
© Unreal Candy
12
Redefine
Consumer Lifestyle