Next In Culture
Julia Makhalova-Chi, JonCultural critiques and brand observations for professionally curious people.
| Platform |  | Pricing | Only free issues | Publishes | Weekly |
|---|---|---|---|---|---|
| Issues | 18 | Founded | 3 years ago | Last Issue | 3 months ago |
| Active | |||||
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nextinculture.substack.comLatest Issues
How absence became aspirational, deprivation became desirable, and why we will pay five-star prices to get beaten up
The quiet inversion at the heart of modern travel: Your standard White Lotus hotel costs $1,000–$9,000 per night. Two weeks run from a 15-grand minimum up to far north of $100k. And that’s just for a room. Holidaymakers arriving in Dagestan...
Was 2025 the Year the Music Died?
A long, long time ago
I can still remember how that music
Used to make me smile
- American Pie, Don McLean
Music is going through one of the biggest shifts in its history.
The question is, however: do we actually like it?
Here ar...
AI Gentrifies Culture
2025 was a remarkable year. This was the year the “dead internet theory” shifted from conspiracy to reality: roughly half of what is published online is now run by bots, for bots.
Children of AI gods such as Shrimp Jesus and Tralalero Tra...
How Studio Underd0g became a cult brand in Gen Z watch subculture
In 2021, almost single-handedly, Studio Underd0g engineered and occupied a niche in the emerging Gen Z subculture: luxury watches. But now the brand faces the same question every successful disruptor faces: What do you do after you win...
Next in: Superfandoms
TikTok promised global scale. But the “you just have to go viral once” logic was only a rumor, an attention bubble, inflated by the platform’s astronomical growth.
The truth is, you can’t algorithm your way into loyalty.
Great social numb...
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Authors
The writers behind this newsletter.
I'm a cultural strategist. I help brands and storytellers find their place in culture.
Jonathan is a seasoned journalist and astrologer, now based in SE Asia, after 10 years with state media in in China. He is in a tin hut in south Thailand, but he is looking at the stars.
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