The hunger for post-pandemic fun is pronounced – in the UK, 

 feel confident about going to live events in 2021, with 82% planning to attend two or more festivals or live events. What’s more, shortly after Briton’s roadmap out of lockdown was announced, Ticketmaster saw a 

 increase in traffic, and festival Mighty Hoopla experienced its biggest rise in ticket sales ever. “People are desperate to return to a social environment,” says 

While some are excited to return to ‘normal’ party-going, many still feel anxious about crowd-filled spaces. Indeed, 

 of Britons say extra hygiene measures are essential for live events and 70% would feel safer if a contactless system was in place for payments. Meanwhile, in the US, 

 of Americans believe unvaccinated people should not be able to attend public concerts. Event organisers and affiliated brands are doing their best to gain people’s trust, with the 

 designing a freestanding, moveable entertainment space that offers a socially distanced capacity of up to 2,400. 

Even as in-person events open up, it’s likely that virtual experiences will stick around. In fact, 

 of Britons who attended a virtual event during the pandemic feel they’re a good alternative to in-person events and can even be an improvement on them. For instance, the 

 to life through VR, letting audiences interact with the play’s narrative and music. Immersive tech is also levelling up the virtual event realm, with 

 working to create a concert experience whereby artists can reach audiences beyond their physical spaces. 

After a year of sheltering in place, it’s no surprise that people are starting to plan for better times. But with safety concerns high and different states opening up before others, what do Americans think about live events? Canvas8 polled 1,000 Americans and spoke to nine people to find out.

How do Americans feel about live events in 2021?

A speedy vaccine rollout has many people eyeing up the return of live entertainment. Yet while there’s a pent-up demand to attend gigs and stage musicals, safety concerns remain. Canvas8 polled 1,000 Britons and spoke to nine individuals to find out whether they’re ready for live events.

What do Britons think about going to live events again?

Streaming platform SoundCloud empowers artists to build and grow their careers by providing progressive tools, services, and resources. With AI having a huge effect on the music industry, SoundCloud aims to bridge the gap through empowerment, AI assistive tools, and building music communities.

How SoundCloud tunes into new forms of British creativity

The Juggernaut is transforming media by focusing on South Asian narratives often overlooked by mainstream outlets. Despite challenges in funding, the platform's subscriber-supported content is striking a chord with young desis who are eager to invest in narratives that truly resonate with them.

How The Juggernaut brings South Asian realism to US media

While virtual K-pop idols have yet to hit the global mainstream, groups like IITERNITI are finding a foothold in South Korea, where Gen Z and Alpha are more open to the possibilities of generative AI. How have they managed to create a solid fanbase while also maintaining a sense of humanity?

How IITERNITI uses tech to grow its AI-curious fanbase

Netflix Japan has collaborated with Suntory’s Horoyoi brand of ‘sours’ to release a limited-edition canned cocktail for some of its upcoming series. As alcohol consumption declines in the country, brands are offering NOLO options centred around evolving social moments and drinking occasions.




Netflix launching canned cocktails for Japanese fans

An exhibition set to open in London invites true crime fans to explore some of history's most famous serial killer cases. While people are seeking greater immersion in the content they consume, concerns are being raised over the ethics of real tragedies as entertainment.  

Serial killer exhibition to open for true-crime fans

Drake’s 100 gigs is a digital archive of unreleased music and behind-the-scenes moments from his career. The rapper faces backlash for failing to connect with audiences at a time when the artist-fan relationship is increasingly fragmented, and people expect less curated content.

Drake’s content dump exemplifies artist-fan expectations

Arsenal Football Club has released Black Arsenal, a book celebrating the club’s connection to Black British culture. As the world of sports reckons with polarisation and disparity, brands can actively engage with people by emphasising the value of community and championing diverse stories.

Black Arsenal celebrates football club’s diverse history

A New York-based film festival is screening a series of hyperlocal stories in a bid to burst the algorithm bubble. Amid rising concern about the cultural and political impact of personalized feeds, the event aims to combat digital division by platforming underrepresented perspectives.

Brooklyn film festival combats digital divisiveness

The charitable organization has commenced its annual Game to Change the World campaign aimed at Gen Alpha fundraisers. Gaming has become a pivotal tool in Gen Alpha’s sense-making practices, and young audiences will be expecting more than just immersion when it comes to virtual activations.

Comic Relief US nurtures Gen Alpha changemakers

Cetaphil has launched the Gentle Exfoliating collection, which addresses the specific needs of 'Gen Zalpha' who want to exfoliate but have sensitive skin. As interest in skincare grows, brands are catering to Gen Z and Alpha by providing age-appropriate products and greater education about safety.

Cetaphil launches skincare line catered for Gen Zalpha

Brazil has blocked access to social media platform X after Elon Musk failed to meet legal requirements, furthering debates over free speech and misinformation. While many users have migrated to alternatives like Threads and Bluesky, the ban has left Brazilians feeling disconnected.

Brazilians feel disconnected following X blockade

Nintendo's success is rooted in its ability to evoke nostalgia, leverage IP, and build hype. By strategically tapping into its iconic franchises, collaborating with brands, and focusing on quality, Nintendo has cultivated a loyal fanbase and positioned itself as a leading player in gaming.

How Nintendo became a go-to brand for UK gamers

Down under, Australia is feeling the pinch of the cost of living crisis. While tightening their belts, they’re also manifesting their aspirations online through Pinterest – surpassing half a billion users in 2024. What does this exhibit about what Aussies are looking for in online platforms?

How Pinterest inspires Aussies through lifestyle curation

Instagram has released a new slate of text-based creative tools for users to apply across their content on the platform. The update is yet another step in Instagram’s active transformation into a more creator-centric platform, offering a variety of tools designed to appeal to content creators.

Instagram update courts desires for creative flexibility

Feeld, a dating app catering to the vastness of human experience and relationships, sponsored an off-Broadway play called Pretty Perfect Lives. As many grow tired of being bombarded with advertising content, sponsoring cultural production is a more organic, grassroots way of reaching audiences.

Feeld soothes ad fatigue with off-Broadway sponsorship

The CFDA has announced a streaming partnership with the Rockefeller Center to showcase collections from American designers at NYFW. This move speaks to a growing desire for brands to break down barriers to accessing luxury by reviving people’s interest in local fashion stories.

CFDA aims to boosts appeal of US fashion during NYFW

Multi-generational dance parties are growing in number on the streets of New York, offering a much-needed source of release for locals, young and old. As people navigate the myriad stressors of modern life, they’re yearning for small moments of collective joy to cut through the gloom.

New Yorkers find release in inclusive dance parties

Substack was founded as a writing platform, but it's quickly becoming a community and identity-building hub for influencers and brands by introducing new features like podcasting and video. What does this say about what American creators are looking for in their online channels?

How Substack reimagines the newsletter as a brand-building hub

Bookshop.org has launched a buy-back scheme, offering readers website credit in exchange for used books. As conscious shoppers look to balance ethical consumption with time constraints and financial strain, the move helps bridge the value-action gap by making sustainability a more convenient option.

Bookshop.org is incentivising ethical consumption 

Survey data shows that American Gen Zers are increasingly relying on social commerce for their holiday shopping sprees. In line with young people’s changing festive shopping habits, there’s an opportunity to get creative with interactive immersion to augment the joys of holiday gifting.

Gen Z take social-first approach to holiday shopping

The NFL has kicked off the 2024 season with a campaign that positions football as a force of unity. The campaign shows how DE&I has become baked into the brand’s DNA and looks to demonstrate how narratives of inclusivity can actually help drive resonance in these polarizing times.

NFL ushers in football season with DE&I-focused ad

In the age of pervasive social media, platforms like TikTok and YouTube become critical to preserving indigenous cultures and passing them on to younger generations. However, rigid censorship rules often impede this work, which calls for a designated approach to such content on these platforms.

Online censorship risks loss of Indigenous cultures

TikTok creators are taking part in debates on the platform in the run-up to the US presidential election. These ‘political battlers’ are building new modes for political engagement and making up to $7000 a month through virtual gifts, but concerns remain about moderation and misinformation.

'Political battlers’ mix democracy with entertainment

Although influencer marketing is widely used by brands, its effectiveness and appeal to people at times of uncertainty are still poorly understood. Canvas8 spoke to Dr Natalya Saldanha and Dr Rajendra Mulye about their research on unique consumer-influencer dynamics during crises.

My lifeline! The science of influencer connectedness

With the cost of living crisis worsening, Aussies are cutting back on discretionary spending and reviewing their streaming habits. As they seek value for money and reduce the number of services they subscribe to, how are they reevaluating which ones are worth keeping and which they don't need?

Are Aussies still streaming entertainment? 

Stores selling animation and gaming merchandise are gaining popularity among Chinese youth as places to connect with like-minded peers. With fandoms providing a crucial source of community building among Gen Z, ‘Guzi’ stores are generating appeal by creating moments of connection and belonging.

‘Guzi’ stores offer community retail for Chinese youth

Prominent content creators are shifting towards slower and less attention-grabbing 'no-edit' formats to recapture audiences fatigued by content overload. In an increasingly saturated social media environment, people are looking to take back control through more mindful modes of consumption.

Creators opt for no-edit content to battle ‘brain-rot’

Nintendo is launching an immersive exhibition in Japan where fans can experience their favourite games from the company's archive. As attitudes around 'kidulting' evolve, brands can appeal to desires for play and escapism by merging modern technology with nostalgic products or experiences.

Nintendo’s Kyoto museum entices nostalgic gamers

UK-based refugee charity, Refugease, has launched a gripping campaign that simulates the dangerous boat crossings made by refugees every day. The campaign not only highlights the power of representing real stories, but uses emotionally captivating immersive mediums to draw viewers in.

Immersive campaign spotlights the reality of refugee journeys

The origin story of an Irish-language rap group has proven a surprise hit at the box office and is driving renewed interest in the local language. As people seek to reclaim heritage through a contemporary lens, demand is growing for diverse cultural identities to be reflected within the mainstream.

'Kneecap' film champions Irish language on a global stage

China’s first AAA level game, Black Myth: Wukong, represents a major breakthrough of the country’s game industry and its global influence. The game offers a fresh perspective on a classical story, appealing to domestic and international players by tapping into the country's rich cultural heritage.

'Black Myth: Wukong' sees China's gaming influence grow

Hinge has enlisted a group of contemporary writers to create an anthology inspired by real user love stories. At a time when young people are turning their backs on digital dating, the campaign taps budding interest in romance literature to reframe perspectives on modern love.

Hinge’s ‘No Ordinary Love’ taps romance lit buzz

TikTok finance influencers have found popularity among Gen Z by doling out advice on how to get rich quickly. With economic insecurity fuelling widespread anxiety among this group, young people are increasingly turning to alternative sources of authority for ways to circumvent a broken system.

‘Hustle bro’ influencers sell financial freedom to Gen Z

Indians are increasingly drawn to exclusivity, customisation, and status when it comes to their gadgets, opening doors for high-end phones and specialised services. Leading this shift in the country are brands like Apple and Samsung, which are considered luxury products.

How are phones transforming into personal assets for Indians?

The Casbah Coffee Club in Liverpool, where The Beatles played their earliest gigs, has been turned into a Beatles-themed Airbnb. The accommodation, run by original drummer Pete Best, gives fans of the band an authentic, immersive experience at a historic venue, speaking to nostalgia and escapism. 

Historic Beatles venue offers fans immersive escapism

Renowned destination Pikes Ibiza has extended its no-phone trial to every night of the week, reflecting club culture shifts. As Gen Y and Z continue to challenge the role of tech and surveillance on the dance floor, venues like Pikes are helping to facilitate safe forms of essential escapism.

Pikes Ibiza’s phone ban counters dancefloor surveillance

Roblox and Distrokid have struck a new deal to make indie artists' music available on the gaming platform – but they won’t be paid any money for their music’s use. The move raises important questions about artist rights and the future of music licensing on interactive entertainment platforms.

Roblox x DistroKid deal sparks debates about artist rights

Netflix has announced plans to bring the world of Squid Game to life with a live-action event in New York. As people increasingly look for immersion in the worlds of their favorite films and series, brands have the opportunity to deepen fan connections and appeal to desires for social gaming.

Netflix taps superfans and social gamers with IRL event

From coconut trees to Venn diagrams, Kamala Harris is leading a campaign that’s just ‘so quirky.’ With an official blessing as a Brat candidate, her eccentric anecdotes and social media presence target young US voters who want unfiltered and nuanced relationships with public figures.

How Kamala Harris’s comms strategy targets young voters

A budding online community is forming around cozy gaming – a genre of low-stakes, non-violent video games designed for relaxation. As myriad global crises drive stress levels to new heights, people are retreating into calming hobbies and re-centering their pastimes around community and wellbeing.

Cozy-gaming community spotlights escapist hobbies

The singer’s music video is facing potential legal action for possible damage to the protected dunes of S’Espalmador in Spain. With ongoing shifts in artist-fan relationships, people are expecting their favourite artists to use their platform for social and environmental good.

Katy Perry’s comeback further mired by eco legal action

The blockchain is changing gaming through non-fungible tokens, play-to-earn models, and decentralised development. As this new paradigm shifts control from developers to players, what’s behind the rise of blockchain gaming? And what opportunities lie in integrating games and Web3 transactions?

What's behind the rise of blockchain gaming?

In an era when Japanese shoppers are losing interest in the written word, Tsutaya is reimagining ways to bring them back to bookstores. The famous chain offers a range of literature, music, film, and other artefacts, often not found anywhere else, in a space built for community and self-expression.

How Tsutaya Bookstore reinvents the literary retail space

Noplace is a social media app that has captivated the hearts and minds of socially curious Gen Zers. By providing a platform for creative expression and a valuable way to connect with friends, it evokes nostalgia for early internet communities and fulfills a desire for authentic interaction.

How social platform Noplace is bringing joy to Gen Z

Videos of Gen Y parents hilariously struggling to converse in Gen Alpha lingo are making the rounds online. As younger generations’ niche slang enter the mainstream, there’s an opportunity for brands to play the role of translator and help parents bridge the gap in understanding.

Gen Alpha slang is impacting parent-child dynamics

Young men and boys are feeling left behind in societal conversations while grappling with what it means ‘to be a man’ today. To understand the challenges they’re facing, Canvas8 spoke to journalist Ruth Whippman about what can be done to foster inclusive and supportive conversations for their development.

Ruth Whippman on the challenge of impossible masculinity

’Tis the season to gift, browse, and shop. Aussies haven’t lost any appetite for the Christmas season as a majority of the country continues to celebrate despite rising costs of living, spending most of their time and money with family. How can brands tap into the country’s holiday spirit?

How are Aussies shopping for Christmas?

Whether she’s dancing to a viral hit that name-drops her in the hook or recalling her difficult upbringing in downtown New York in her memoir, Julia Fox’s authenticity and unfiltered honesty have seen her rise to the top. In what ways does her relatable persona resonate with her Gen Z fandom?

How Julia Fox's frankness and relatability captivate Gen Z

The China Film Co. has partnered with a national broadcaster to air the 2024 Paris Olympics in cinemas across the country. As economic pressures force young people into smaller home environments, Gen Zers are embracing the event, viewing opportunity as a much-needed third space.

Chinese Gen Z choose to watch the Olympics in cinemas

The Indian government proposed and quickly withdrew a bill targeting influencers, raising concerns about digital freedoms. With social media enabling decentralised and more open forms of news reporting, new tensions are likely to arise between state-sponsored media and creator culture.

Broadcasting bill raises transparency concerns in India

Reddit has seen a surge in daily active users in the second quarter of 2024, driven largely by its popularity as a user-generated search engine. As faith in legacy social media wanes, a post-platform era is taking shape, and users are increasingly seeking out smaller, community-based online spaces.

Reddit’s UGC focus appeals to authenticity-seeking users

Ahead of the Global Plastics Treaty negotiations, Greenpeace has launched a campaign calling out global leaders complicit in plastic pollution. People are searching for ways to streamline their recycling habits, and brands can stand out by highlighting the importance of collective participation.

Greenpeace spotlights urgency of collective action

Breaking made headlines in its Olympic debut, but perhaps not for the reasons many had hoped. Organisational issues and unconventional moves dominated conversations, highlighting the challenges of establishing cultural relevance – especially during mainstream sporting events.

Breaking fails to land cultural relevance at Olympics

The ‘metal is girlypop’ trend is redefining metal music by combining cutesy dances with thrashing songs like ‘Custer’ by Slipknot. As posts about 'metal girls' gain traction online, this trend challenges the boys’ club mentality in metal, creating an inclusive community for female fans.

Who are the girly metalheads?

For its soft representation of gay dating, Netflix’s The Boyfriend took the world by storm. Its nuanced layers of representation – from championing alternative lifestyles to reimagining the dating scene in Japan – easily enamoured not just the Japanese public but singles across the globe.

How The Boyfriend gently breaks barriers for Japan’s gay men

Warner Bros., Roblox, and Fandango have teamed up to launch a virtual box office for the upcoming Beetlejuice sequel inside of the online gaming platform. Brands are moving onto gamified platforms to reach younger audiences, providing shopping experiences that bring together the physical and virtual.

Warner Bros. taps Roblox to reach new Beetlejuice fans

The city of Madrid has launched a new initiative aimed at reviving public interest in reading. With many people growing fatigued with time spent on social media, brands can harness the power of interactive storytelling and experiential activation to further immerse people in new worlds.

Decline in reading takes book culture outdoors in Madrid

From health-conscious options to limited-edition collaborations, what people expect from movie theater snacks is evolving far beyond mere popcorn and candy. But what is at the root of this shift? And how can brands within these spaces cater to Americans’ changing preferences?

What do people want from movie theater snacks?

Von Dutch, the iconic Y2K brand known for its trucker hats and tees, is making a comeback aided by Charli xcx and her viral song 'Von Dutch'. As young people turn to the past in a longing for nostalgia, Y2K fashion and recession pop have come together to tap into aesthetic desires.

Von Dutch taps Y2K interest and rides the BRAT wave

Athletes with eye-catching manicures have been driving fan hype at the Olympics. As people crave connection with idols, a new mode of sports fandom is emerging that celebrates both performance and personality. The evolution makes room for partnerships that platform self-expression among athletes.

Olympic manicures speak to shifting sports culture

Canadian convenience store Ed's in Brookswood has become a viral sensation and unlikely tourist destination. The owner's eccentric personality, unique global snacks, and engaging social media presence have reimagined the convenience store experience, all while preserving a sense of local identity.

How Ed’s in Brookswood turns local charm into global appeal

Netflix's unexpected reality hit, The Boyfriend, chronicles a heartfelt journey of love and friendship among a group of Japanese gay and bisexual men. Blending elements of the BL genre and showcasing a diverse cast, the show challenges Japanese cultural norms and captivates global female audiences.

'The Boyfriend' celebrates wholesome queer love in Japan

As Britons continue to navigate polycrisis, they’re seeking emotional repireve, solace, and immersive escapism from their entertainment. Canvas8 spoke to seven people from across the UK to find out which emotions – from fear to nostalgia – they’re most likely to engage with in media.

Do Britons want big feelings with their entertainment?

Amid economic uncertainty and political polarization, Americans are seeking comforting entertainment as a reprieve. Canvas8 spoke to seven Americans to explore how they emotionally engage with media, investigating whether emotional content can help people process and escape the current polycrisis.

Do Americans want big feelings with their entertainment?

Women's sports are growing in popularity, giving rise to new fandoms and a desire for mainstream sports spaces that cater to the needs of a new cohort of women's sports fans. 'Watch Me!' Sports Bar is one of the few places in the US that focuses specifically on the needs of women sports fans.

'Watch Me!' Women's sports bar appeals to growing fandom

Media and Entertainment

People have varied expectations of ‘new normal’ fun

With lockdowns easing in parts of the world, people are finally beginning to see light at the end of the pandemic tunnel. As they gear up for the return of live gigs, festivals, theatre shows, and sport, there’s a spectrum of emotional readiness. People are split on what events should look like, with two key attitudinal camps forming – the wary and the ready.

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