Next In Culture
Julia Makhalova-Chi, JonCultural critiques and observations for professionally curious people.
| Platform |  | Pricing | Only free issues | Publishes | Weekly |
|---|---|---|---|---|---|
| Issues | 15 | Subscribers | Read | nextinculture.substack.com |
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Latest Issues
Recent posts by this newsletter. Browse the email archive.
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.
When the art stops innovating, can the branding become the art?
Two 20-something dudes walk down a street in New York’s art district, passing a three-block line.
How Vinyl has Become the Only Non-Social Music Experience
I have a theory. Everyone keeps talking about how vinyl sales are up, and the music industry believes fans are rediscovering the physicality of music. I think I know why:
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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