Ahead of the release of the second season of Squid Game, Netflix has teamed up with Duolingo to inspire fans to learn Korean. This campaign highlights the value of brands creating unique, immersive experiences that deeply connect with fans and transport them into multi-dimensional worlds.

Netflix deepens cultural immersion with Duolingo tie-up

The rise of #FilmTok has sparked a substantial shift in how young people engage with movies – both new and old. As a result, studios are catching up and attempting to incorporate the platform’s communities into their marketing strategies. But what’s the secret to success in this fast-moving space?

What’s behind the rise of #FilmTok?

Amy Adams stars in Nightbitch as a woman who, overwhelmed by the challenges of motherhood, believes she's transforming into a dog. As pop culture increasingly embraces darker, transgressive portrayals of motherhood, brands have the opportunity to adopt raw, unapologetic representations of maternity.

Nightbitch explores the feral side of motherhood

Creators on TikTok can now create customized pages to fundraise for causes they care about, thanks to TikTok's new partnership with a fintech company that manages charitable donations. This move stands out as people continue to look for accessible and convenient ways to give.

TikTok streamlines creator-driven charitable donations

Spotify’s 2024 Wrapped campaign has faced significant criticism from users, marking a departure from the typical hype. The controversy underscores the growing demand for culturally aware, data-savvy content that amplifies user experiences authentically – and the backlash potential around AI.

Music fans call out AI fails in Spotify's 2024 Wrapped 

Spotify users expressed frustration over the delayed release of its annual personalised year-in-review, “Wrapped.” A fusion of insights and entertainment, Wrapped is hotly anticipated each year, offering music-lovers a chance to share their preferences and listening habits with the world.

Spotify Wrapped wait sparks online frenzy 

A Nielsen Sports report has revealed that Formula One is the world’s most popular annual sporting series, with its fanbase having grown to over 750 million people. With many routes in for fans who aren’t avid or die-hard supporters, F1 has become an example for sports looking to reach new audiences.

Off-track action key to Formula One’s growing fandom

Creators on TikTok are turning the platform into a lifeline for tackling mounting medical bills, using engaging content to generate funds through views, gifts, and rewards. With seemingly insurmountable gaps in the US healthcare system, some Americans are turning to unconventional solutions.

Americans are using TikTok to pay their medical bills

TNT Sports will broadcast the knockout stages of the Emirates NBA Cup in the style of a video game. The move reflects the shifting appetites among sports viewers. While the lack of interactivity may make the broadcast feel gimmicky, the format speaks to the media interests of younger fans.

TNT Sports introduces video game-style live broadcasts

Despite the culture-defining impact of TikTok, people in the UK are increasingly drawn to long-form content. Attracted by the comfort of parasocial bonds, they also seek perspectives that feel more authentic than mainstream media. Canvas8 spoke to eight Britons to find out what keeps their attention.

Why are Britons hooked on long-form content?

Long-form content is reshaping how Americans engage with media, driven by a desire for deeper connections, escapist comfort, and self-directed learning. Canvas8 spoke to six Americans to discover how such media and comms reflect a shift toward more meaningful consumption.

Why are Americans hooked on long-form content?

Futehodo, the shortened name of a TV show about generational differences, was crowned Japan’s most popular buzzword for 2024. The result of the annual contest highlights a widening societal gap – and the opportunity to cultivate greater connections between different age groups. 

Japan’s 2024 buzzword highlights generational divide 

Boredom is rising, according to new research. Even though people are less bored now than they have been historically, the shift towards feeling bored is notable. For brands, there's an opportunity to surprise people with cultural experiences that ignite excitement and counter algorithm-led sameness.

Research on boredom highlights need for spontaneity

As people search for cultural experiences that help them connect with their values, grassroots and culture-first fundraisers are growing. Emphasising the power of localism in helping people support global issues, a Margate exhibition supports art fans in raising aid for Palestine and Lebanon.

Art auction reflects interest in culture-led fundraising

More Indians are tuning into podcasts across genres, including politics, entertainment, popular culture, and mythology, as interest in on-demand content rises. The key to growth in the industry? Better consideration of regional languages and other issues sidelined by popular media.

Why are Indians tuning into podcasts?

The romantic film Layla has been lauded as a joyful and refreshing exploration of queer Muslim identity and love. Intersectional stories are challenging dominant portrayals of minority identities, highlighting the strength and resilience found in the convergence of queerness and faith.

Layla subverts Muslim queer narratives in pop culture

Wicked's transition from stage to the big screen marks a significant step in the portrayal of people with disabilities. Brands can be inspired to create more inclusive, authentic narratives by hiring disabled creatives and stars and ensuring that their characters are given agency and depth.

Wicked elevates disability representation

In partnership with Shanghai’s Power Station of Art Museum, Aesop debuted a themed event that blended film exhibitions with the brand’s new, limited-edition Gift Kit sets. The effort taps into the rising interest of Chinese shoppers in experiential brand pop-ups aligning with their personal hobbies.

Aesop taps Chinese cinephiles in film-themed activation

Brands are transforming TV viewing with shoppable ads, turning passive audiences into active shoppers. By leveraging real-time behavior and cultural moments like the Super Bowl, these spots are helping simplify purchases and successfully tap into desires for instant gratification.

How shoppable ads are transforming TV viewing

When American YouTuber and streamer IShowSpeed toured in Southeast Asia, he broke records by blending entertainment with cultural authenticity. His bold mix of adventure and real-time fan engagement unearths a deeper driving force behind the region’s fast-growing creator economy.

How IShowSpeed localises youthful fun for fans in SE Asia

Louis Vuitton celebrated its first anniversary on Discord with an immersive game for its online community. As people are drawn to playfulness and fun from luxury brands, there’s an opportunity to deepen loyalty by appealing to niche digital communities for connection and belonging.

Louis Vuitton deepens connection through video games

Adidas has signed 16-year-old Kaleena Smith as its first high school women’s basketball NIL partner. The move reflects its commitment to the future of women’s sports, setting a precedent for a cultural shift toward greater inclusion and earlier investment in female talent.

Adidas signing reaffirms support for women's sports

Penguin Random House Canada has released an innovative web app designed to revolutionise children’s story time by creating immersive reading experiences. Emphasising the need for creative approaches to reading, it illustrates the critical role of engaging storytelling in children's development.

Penguin app helps kids explore the magic of reading

A Jacob Elordi lookalike contest in Melbourne is the latest of a wave of similar events. Despite few contestants competing for the $50 prize, its viral appeal highlights fans’ desires for offline connections, with low-fi gatherings offering Gen Zers a respite from polished digital interactions.

Fans connect offline at Jacob Elordi lookalike event

How are Gen Yers reinventing middle age? What do they want from role models and celebrities as their lives evolve? How are they approaching finances in inventive and resilient ways, and what tools are they reaching for to build stronger communities?

2024-2025 Generational Snapshot of Gen Y

Pinterest has launched shoppable celebrity-curated gift guides to simplify the holiday shopping experience while also offering more unique recommendations. Combining a human touch with social algorithms can appeal to people seeking both personalized and authentic suggestions.

Pinterest courts bespoke lovers with celeb gift guides

Singer Kate Nash started a 'Butts 4 Tour Buses' page on adult content subscription platform OnlyFans to ensure good wages and travel for her band and crew on her upcoming tour. The move has sparked online debate about exploitation and commodification in the music industry and sex work more broadly.

Kate Nash's OnlyFans page sparks exploitation debate

The music industry is evolving at lightning speed and much of that change can be tracked to fan activity. Fans have moved from the fringes to the center of conversation, powered by the internet, actively shaping current and future hits. How can brands better connect to this influential cohort?

How Gen Z is changing online fandom culture

The title of Miss Universe 2024 has been taken by Denmark, and the far-right is exploiting the win to tout an 'anti-woke' agenda. The use of women’s bodies to serve political means is not new, but in Trump’s America, such ideologies are becoming more pronounced, entrenching divisions.

Far-right uses Miss Universe to promote 'anti-wokeness'

Online sports gambling is an increasingly popular topic of discussion among Brazilian personal finance influencers – as well as a growing cause for concern and controversy. There’s an opportunity for brands to inform their audiences of potential risks and promote responsible behaviours.

Brazilian financial influencers wary of sports betting 

Despite rising living costs, Aussies are returning to cinemas for shared experiences, cultural connections, and a taste of escapism. To meet these needs, cinemas are evolving – offering loyalty programmes, premium options, and affordable luxuries that enrich the big-screen experience.

Why cash-strapped Aussies still flock to the big screen

Sabrina Carpenter has partnered with Absolut and Kahlúa to let fans enjoy her signature tour cocktail from the comfort of their homes. The collaboration taps into Gen Z’s preference for hosting gatherings and enjoying experiential moments over events in traditional nightlife settings.

Absolut and Kahlúa court Gen Z with Carpenter collab

French TikTok idol Bach Buquen has risen to social media stardom thanks to his mission to normalise make-up for men. Sporting a ‘hetero-dude’ image, his influence is pushing more of his male Gen Z peers to buy into cosmetics, making male make-up not just acceptable but aspirational.

Gen Z French TikToker is normalising make-up for men

Adidas transformed Berlin's Kraftwerk into a 3,000-person fitness-rave fusion event, blending Les Mills workouts with a nightclub atmosphere. The event reflects Gen Z's interest in experiential wellness and rave culture, simultaneously providing them with an authentic community-focused experience.

Berlin fitness rave turns club into workout festival

With so much going on, it’s hard to keep track of endless shifts in relevance and  to make sense of whether something truly is era-defining. Our Best of Insights awards recognises 20 products, people and campaigns that broke through and mattered – and analyses how they did it. 

Who captured the zeitgeist in 2024? 

A versatile artist, FKA Twigs’ recent pursuits range from an experimental album to a ‘self-healing’ exhibition at Sotheby’s to a surprise show at London Fashion Week. But as her works become more multifaceted, how does she maintain the authenticity that fans have grown to love?

How FKA Twigs is redefining art for a modern audience

Queer female and non-binary artists are reclaiming guitar music as an inclusive space for expression. As social media democratizes access to the world stage and as attitudes to gender and sexuality become more fluid, people are looking to see marginalized identities reflected in the mainstream.

Guitar music sees queer female-led revival

The Australian Open is no longer just a tennis event – it’s evolving into a full-blown entertainment and cultural festival. From live music to gaming, fashion to food, there’s a clear focus on creating an immersive fan experience that appeals to tennis enthusiasts and casual attendees alike.

How the Australian Open aces entertainment for sports fans

Minecraft is set to join the real world with rides, hotel rooms, and retail outlets coming to the UK and the US initially. As people hunt for maximalist experiences and passionate fandoms heighten their expectations for immersion, gaming's popularity is set to expand IRL.

Minecraft's IRL attractions meet maximalist desires 

Over two-thirds of global revenues in the gaming industry now come from in-game purchases, partly as a result of an overall shift towards live service models. This evolution within the sector somewhat reflects younger generations' changing expectations of and engagement with gaming.

In-game purchase rise suggests growth in communal gaming

Micro-dramas – which can span over 100 episodes, each lasting anywhere from two to ten minutes – have captured the attention of mobile-first viewers in China with captivating cliffhangers, rags-to-riches tales, and revenge plots that offer escapism. But how long will this format stay in style?

Why snackable micro-dramas are thriving in China

Vodka brand Smirnoff has announced Grammy-nominated artist Troye Sivan as its 'Chief Vibes OFFicer' in a multi-year partnership where his mission will be to see everyone ‘Go Off’. The partnership nods to changing drinking habits among Gen Zers and a communal repositioning of alcohol.

Smirnoff partners with Troye Sivan to court Gen Z

Streamers are going viral on TikTok for playing Roblox’s Dress to Impress game, a competitive dress-up experience. As people look for a reprieve from their daily lives, and as economic and environmental concerns stunt fashion lovers IRL, Dress to Impress offers a fun and communal route to escapism.

Streamers playing Dress to Impress go viral 

Social media series Shop Cats has gained a massive following by shedding light on New York City’s bodega cats. The show also taps into people’s love of small, locally owned businesses and the desire for niche content on social media – helping unlikely creators and stars gain traction in the process.

Shop Cats TikTok show highlights NYC's local charm

Double A, Thailand's leading paper-maker, is looking to prove the power of paper in the digital age by distributing positive hand-written messages to strangers on their daily commute. The campaign targets digital native Gen Zers, tapping into analogue media’s ability to foster connections.

Double A taps into Gen Z's nostalgia for analogue media

Sabrina Carpenter’s rise to stardom has been anything but short n’ sweet, despite what the title of her sixth album suggests. The former Disney kid has spent the past decade carefully cultivating her image using relatability and humor to establish herself as the polished pop star we see today.

Why Sabrina Carpenter gives fans a taste of pop humor

Luca Guadagnino’s romantic drama Queer, starring Daniel Craig and Drew Starkey, boldly explores homoerotic desire and longing. The film is part of a growing trend of sexually explicit queer content that’s appealing to mainstream viewers and challenging established audience expectations.

‘Queer’ spotlights rise of carnal gay narratives 

Hangout is an app that lets users host virtual DJ link-ups and enjoy music with friends. With trust in traditional social platforms waning, brands can lean into customization and personalization to appeal to younger audiences who want greater control and curation over their digital lives.

Hangout entices music fans with virtual DJ spaces

A course on Beyoncé's cultural impact is set to launch at Yale University in spring 2025. Addressing the growing demand for non-linear career paths, the program aims to showcase how people from ethnic minority backgrounds continue to navigate a fraught climate of gender, race, and identity.

Yale course amplifies Beyoncé's global cultural impact 

Challenging the state of diversity in advertising, Unstereotype Alliance Australia has conducted research demonstrating the dearth of disability diversity. As people demand DEI efforts that go beyond the surface, brands need to ensure they are committed to representation across identities.

Advertising in Australia lacks disability representation

Disney's 2024 holiday ad, directed by Taika Waititi, showcases the magical friendship between a boy and an octopus. Emphasising emotional resonance, it joins other Christmas spots offering joyful escapism and genuine connection amid difficult times, reflecting a growing desire for heartwarming ads.

Disney's Xmas ad spotlights joyful, escapist fairy tale

Research has revealed that teens in the US are struggling to identify false information online. It highlights the pressing need to help young people become discerning consumers of information, equipping them with the skills to navigate an increasingly complex media landscape.

US teens are vulnerable to conspiracy theories

Having disrupted the media landscape, Netflix is opening up its live TV offering. Whether it's sports, cooking shows, or the news, live TV continues to be a grounding force for viewers, and in an era of choice overload, programmed content could resonate with people looking for relaxing escapism.

Netflix promotes collective experience with live TV

Following Donald Trump’s election win, there has been a major uptick in searches relating to his plans to place tariffs on imported goods. This retrospective Googling points to a need for education on digital literacy and misinformation as news consumption becomes more atomized.

Tariff searches point to digital literacy challenges

John Lewis’s hotly anticipated Christmas ad for 2024 breaks away from the retailer's traditionally whimsical and escapist approach, instead favouring an undeniably human tale of two sisters. This change in tack is a nod to people’s desire for emotional escapism as well as authentic narratives.

John Lewis Christmas ad offers relatable nostalgia

Luxury fashion houses in Paris are moving to the silver screen, producing films to deepen their cultural influence and connect with new audiences. As they step from the runway to the cinema, how can other brands harness this shift to elevate their storytelling and create more immersive brand experiences?

Why cinema lovers are luxury's next opportunity

Although romance is a staple in much of today's teen media, young people are increasingly interested in stories that focus on friendship and platonic relationships. For them, building genuine connections and showcasing these authentic relationships in media narratives has become a priority.

Gen Z prefer on-screen tales of friendship, not romance

Fortnite is deepening its music industry ties through live-streamed in-game concerts and musician-inspired locations. As gaming and music converge, brands must balance virtual and real-world offerings to create meaningful experiences that go beyond superficial representation.

Fortnite debuts music artist avatars amid uncertainties

A Graham Norton Show clip in which Saoirse Ronan calls out Paul Mescal and Eddie Redmayne has gone viral, sparking dialogue around women’s safety and male privilege. As feminist discourse gains more mainstream exposure, male celebrities face higher expectations to be authentic allies.

Viral Saoirse Ronan clip sparks male privilege debate

The consequences of teen gambling addiction are being brought to life in a Korean short film. Once thought of as an adult crisis, easy access to online gambling platforms has led to addicts skewing younger, prompting conversations about whose responsibility it is to keep young people safe.

Ad campaign highlights Korea’s teen gambling epidemic

JMSN's soulful 2023 track 'Soft Spot' is experiencing a resurgence thanks to its laidback video. Inviting audiences to enjoy the freedom of movement and lightheartedness without burden, it offers an encouraging reminder that even in trying times, it’s okay to 'dance through it'.

'Soft Spot' resurgence captures desires for escapism

Fashion newsletters are transforming how we engage with style, offering personalised, curated content that appeals to consumers fatigued by fast fashion. By fostering direct connections between readers and experts, newsletters emphasise thoughtful, high-quality choices over fleeting trends.

How newsletters are reshaping fashion’s future

Netflix has announced its commitment to generative AI in game development, which can be used to produce concept art, 3D models, voice performances, or in-game dialogue. But fears around gen AI remain widespread in the industry, fuelling a movement that puts a premium on human creativity.

Netflix Games’ gen AI push stirs modern luddite fears

According to Nielsen, the 2000s-era TV series Gilmore Girls receives an annual rise in streaming views every autumn. As people seek nostalgia, comfort, and communal celebration, brands have the opportunity to craft campaigns and activations around the show's fall-coded narratives.

Gilmore Girls spotlights enduring cozy fall vibes

Addressing a younger, female-majority audience, podcaster and social media influencer Alex Clark is a wellness warrior and vocal conservative. As political polarization swells in the aftermath of Trump’s election victory, there is the potential for influencers such as Clark to grow in popularity.

Alex Clark brings conservatism to the wellness space

Smile 2 is letting horror fans watch the opening scene for free online – but the video only plays if users smile for the camera while watching. The move has sparked backlash, highlighting growing concerns about data practices and the need for transparency in an era of rapid AI development.

Smile 2 campaign raises concerns about data collection

Hollywood films like Babygirl, A Family Affair, and The Idea of You center on intergenerational relationships between middle-aged women and younger men. They show the potential for original, raw, and nuanced media narratives that challenge traditional norms and examine female sexual agency.

Glossy age-gap romances spotlight female midlife desire 

Stone Island has launched a music platform featuring playlists and live shows, joining brands like KidSuper in expanding from fashion into cultural programming. The move is reflective of how luxury labels are becoming lifestyle curators rather than just clothing producers.

Stone Island music platform taps into subculture

BBC mini-series Mr Loverman explores a hidden decades-long gay relationship within the Windrush generation. It challenges typical narratives about Caribbean immigrants in post-war Britain, contributing to a growing trend of more nuanced, authentic portrayals of Black experiences in the media.

‘Mr Loverman’ expands British Black narratives  

The fifth edition of Homobloc reflects the rise of large-scale queer festivals that celebrate a traditionally underground culture. Yet its expansion has sparked some criticism, highlighting the desire for its grassroots values to be preserved as LGBTQ+ culture becomes more mainstream.

Large-scale queer events offer authentic representation

Airbnb is offering three families a chance to spend a night in Paddington’s house in London ahead of the third film's release. With many people seeking immersive travel, brands can craft fan experiences that cater to both adults and children, speaking to desires for nostalgia and escapism.

Airbnb venue entices fans with immersive staycation

Teens today view influencing as a viable career path, harnessing viral trends to build substantial followings and earn a salary previous generations could have only dreamed of. However, there's a trade-off as many big names deal with social isolation and scrutiny from peers and followers alike.

Teens seek influencer careers despite potential pitfalls

Nintendo has launched its first music-focused app where users can access soundtracks from its games. As the gaming community grows more inclusive, brands can play a pivotal role in expanding virtual worlds by leaning on nostalgia and kidult behaviors to appeal to both hardcore and casual fans.

Nintendo entices kidults with nostalgic music app

A record number of Britons say they're excited for the 2024 Christmas ads, according to research conducted ahead of the festive season. These ads offer messages of empathy and connection that resonate amid challenging times, highlighting values that should persist in marketing all year round.

Search for positivity fuels excitement for Xmas ads

Netflix has dropped a trailer for ‘Buy Now! The Shopping Conspiracy’, which aims to zero in on the ethical and environmental impacts of overconsumption. As critical spending habits persist following the cost of living crisis, the film taps emerging desires to opt out of harmful consumption cycles.

Netflix documentary taps anti-consumerist sentiments

Japanese election candidates are flocking to YouTube Shorts to reach voters. While short videos boost accessibility, there are misinformation concerns about influencers and memes shaping political discourse, resulting in a push for increased media literacy for citizens based in Japan and abroad.

Short-form content boosts voter engagement in Japan

Washington Post owner Jeff Bezos has defended his newspaper's decision to stop making presidential endorsements, saying the move could help restore public trust in the media. However, the immediate effect has instead been greater divisions and increased skepticism of news outlets.

Washington Post polarizes subs due to endorsement snub

A Washington Post analysis found that Republicans are posting more, getting followed more, and going viral more on X now that the world’s richest Trump supporter is running the platform. People are gathering in closed digital communities that reflect their ideologies, deepening political divides.

Republican views dominate Elon Musk's X 

Fan podcasts are enabling people to fulfill their wildest fantasy: becoming part of the worlds they idolize. Centered on specific celebrities, artists, or TV series, they contribute to the surrounding lore, immerse listeners, and gain fans themselves. But can the fan podcast also build ‘brandom’?

How American fan culture is fuelling the podcast boom

The New York Times has endorsed Kamala Harris with a striking text-only message, urging readers to 'Believe' Trump's stated plans. Its approach reflects a shift towards fact-centered endorsements amid eroding trust in the media, appealing to audiences' desire for transparency and direct information.

NY Times' Harris endorsement taps calls for transparency

Donald Trump's 2024 campaign is making a mark on the electorate via new media platforms, from Joe Rogan's podcast to influencer collabs. As both candidates embrace digital spaces and viral moments – from Harris on Call Her Daddy to Trump's at McDonald's – they're shifting how campaigns reach voters.

New media powers Trump's unconventional campaign

After speculation about a streaming platform, Chick-fil-A is set to unveil an app called Chick-fil-A Play. With a suite of games and family-friendly original content, the app aims to overcome growing disquiet with advertising, opting instead to produce the kind of content that customers want.

Chick-fil-A soothes ad fatigue through entertainment

Gen Alpha is all about building, creating, and making things their own. No wonder they love to game – so much so that gaming is to Gen A what social media has been to Gen Z and Y. As this young generation grows, understanding how they see and use digital spaces will be key to capturing and maintaining their interest.

What does Gen Alpha want from gaming?

Indian beauty brand Sugar Cosmetics has launched a campaign that showcases beauty rituals as a form of empowerment. It’s going one step further than the ‘girlboss’ narrative in Indian advertising, highlighting how women’s identities are fluid and can exist outside of the family-work dichotomy.

Sugar Cosmetics embraces femininity as power in India

Spotify has introduced a creative feature that allows users to design custom cover art for their playlists. The feature empowers listeners to transform their playlists with the artists and songs that hold meaning for them, allowing them to showcase their identities through music and design.

Spotify update lets fans customise playlist covers

Designer Colm Dillane has launched a music label dubbed KidSuper Records, with the first music video featuring pieces from the brand's new collection. This move highlights the growing intersection of music and fashion, allowing brands to support local creatives and enhance personal expression.

KidSuper strengthens community ties with music label 

Bad Bunny has endorsed Kamala Harris in the wake of comedian Tony Hinchcliffe’s inflammatory remarks about Puerto Ricans at a Trump rally. Celebrity culture is more entwined with politics than ever, and election campaigns are foregrounding pop culture-led strategies to resonate with younger voters.

Bad Bunny amplifies pop culture’s sway over US elections

Political campaigns are shifting to streaming ads, reflecting evolving media consumption habits and the need to reach voters on new platforms. Since online memes and creator content are becoming key political communication tools, reaching voters through casual entertainment is the logical next step.

Political campaigners shift from TV to streaming

Cash Cobain fans are being given the chance to create their own unique MP3 of his viral song 'Problem'. As artist-audience relationships become more fragmented, this presents an opportunity for gamified experiences that foster co-creation, allowing fans to strengthen their connection to the music.

US rapper fosters fan co-creation with unique MP3 verses

The owner of the LA Times has opted out of a Presidential endorsement, leading to staff resignations, and an instant drop in subscribers. With the election polarising voters, people are challenging brands to take a stand – and expressing their frustration where they see brands falling short.

LA Times' Harris endorse snub pushes staff and subs away

'Living alone vlogs' on Xiaohongshu celebrate singlehood as a fulfilling lifestyle that emphasises economic independence and self-care. As Chinese citizens' priorities shift, more young adults are choosing to remain unmarried, reflecting women's societal roles beyond traditional expectations.

Women celebrate the joys of solo living on Xiaohongshu

WHSmith, the iconic British high-street retailer, is making a bold move by reintroducing vinyl albums to its shelves after a three-decade hiatus. Amid the ubiquity of digital-first media consumption, fans increasingly value physical media as a way to reconnect with tangible, tactile experiences.

WHSmith vinyl restock taps desires for physical media

Despite the controversy, the National Football League has announced its plans to extend its ongoing relationship with Roc Nation at the Super Bowl Halftime Show. The relationship between fans and artists is fragmenting, with the former demanding meaningful connection and shared values.

NFL extends Roc Nation deal amid fan-artist decline

Male action stars and superhero narratives are evolving, challenged by societal crises and shifting ideas of masculinity. How can directors and producers craft compelling stories for film and television about male heroes that appeal to audiences’ increasingly nuanced tastes?

How the superhero genre is subverting masculinity

To get their hands on the PS5 Pro, Japanese gamers need 30+ gameplay hours, preventing scalpers and prioritizing genuine gamers. This approach combats reselling, engages the core audience, and strengthens brand loyalty while aligning with the growing trend of 'status skills' over 'status symbols'.

Japanese gamers prove skills to obtain Playstation 5 Pro

LEGO has partnered with COLORSxSTUDIOS and singer-songwriter Jacob Collier to launch a new campaign encouraging adults to unwind. Demonstrating the importance of letting loose and self-exploration, the move highlights how experimentation and creativity can help one find one’s happy place.

LEGO ad celebrates need for rest and creativity

Emerging technologies are reshaping creative processes, highlighting a tension between digital tools and a growing desire for authentic, human-driven output. Canvas8 spoke to cultural insider Sorrel Salb to explore the current trends and developments that are impacting the creative community.

Sorrel Salb on the impact of tech on the creative community

Following an initial venture into e-books in 2023, TikTok’s parent company, Bytedance, is planning to steer its publishing arm towards print. Capitalising on a BookTok-fuelled reading renaissance, the move falls in line with shifting preferences towards analogue media, particularly among Gen Z.

Bytedance taps BookTok hype in move to print publishing

From Hanya Yanigihara on suit jackets to Virginia Woolf on evening bags, fashion brands are currently having a literature-inspired moment. But drawing design inspiration from authors is no new phenomenon in the world of style, so what’s driving this resurgence in 2024?

Decoding the fashion world’s literary renaissance

Neuro-inclusive nightlife events are on the rise, creating sensory-free spaces for neurodivergent people to enjoy live music. Demonstrating how tailored environments can enable fuller participation in cultural experiences, these events are paving the way for a more inclusive nightlife scene.

Inclusive clubs cater to neurodiverse needs 

Netflix's foray into gaming capitalizes on the demand for affordable escapism and social connection. By leveraging familiar IPs and nostalgia, the streaming giant is transforming passive viewers into active players – but can it create a truly social gaming experience for its massive subscriber base?

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