Introducing KIN

Ever since Crowd DNA’s first insight project, over a decade ago, we’ve been predicting what’s next for brands by connecting with those at the epicentre of emergent culture. Now, we’re bringing these leading edge voices together through KIN – a curated global network.

KIN means we can get up close and personal with cultural shifts as they happen, better understanding how new ideas take hold. This platform, with divisions managed locally from our global offices, allows us to connect brands with impressive talent in categories ranging from footballers and fashion influencers to writers and next gen entrepreneurs. You name the category – we’ve got it covered.

Key to KIN is close collaboration with the Crowd DNA team. So while KIN is made up of those at the sharp end of trends, we have the wider lens on global consumer behaviour and category innovations. This means we can translate findings into cultural strategies primed for large audiences. Combined, KIN and Crowd DNA offer something that we think is pretty special.

Designing A KIN Project

KIN has been created with bespoke projects in mind, rather than as a one-size-fits-all ‘product’. However, these are the typical stages of the project design process:

1. Establishing the project objectives: the development of new products or experiences; to shape up comms or brand positioning; to ready for new markets; or more broadly to identify trends and prepare for change?

2. Ascertaining which markets are of interest (or indeed if a wider global or regional view is preferred)

3. Next, talking through the details, such as:

+ If there’s an interest in your stakeholders spending time with our KIN contributors, or if the work should be carried out remotely, via digital platforms

+ Whether we want our KIN contributors collaborating with each other, or working solo

+ If you envisage this as a short term project or would like a more longitudinal view

+ Casting the right mix of KIN contributors for your project, such as if it makes sense to work with those closely involved in your category and the culture surrounding it, or if there’s a benefit in engaging with those who can bring transferable learnings from markedly different fields

4. Not losing sight of the objectives! Defining exactly how we’re going to get from engaging with the KIN network through to meeting commercial needs; setting the KPIs

5. From there, mapping out for you the full project design, costs and timeline

More interviews with our KIN members will follow, but to start things off, we gathered up some of their thoughts on culture – what it means to them and to their work – who inspires them and how their respective industries are changing.

How do you apply culture to your work?

Poonam: To me, culture is everything we’re surrounded by – from behaviour and attitudes to our choices in what we wear. It’s not even about how I apply culture, because it just is. I’m not trying to be something I’m not.

Everything from the menu, food,  branding, curated playlist and visuals, to how I communicate with my audience is a reflection of my culture. Aspects of both south east London and Sikh-Punjabi culture are woven into every aspect.

There’s culture behind the name, too. I decided to call it YSM8 ( yes mate!) firstly because it’s how I greet my friends; secondly, because I always say this when I’m cooking or eating something that’s seriously tasty. It’s also loaded with memories. When I was younger, I used to visit a lot of fruit and veg markets with my dad. The stall holders always greeted him with ‘yes mate’. YSM8 is a positive universal affirmation that a majority of people can understand.

All of the YSM8 events begin with authentic storytelling. I share a short story with our guests about the meaning behind the food, my relationship to the dish and the labour of love involved. YSM8 is about celebrating my British Punjabi identity; it’s about educating people about this demographic; it’s about empowering young creative South Asians and other people of colour. We create affordable events for an inclusive community. We want people to connect in real life and we do that by facilitating these cultural supper clubs. We’ve just launched The YSM8 Podcast, where I explore identity, representation, spirituality, creativity and food stories through a British-South Asian lens.

Instagram: @_ysm8

We always hear that Indonesia is a country of contradictions – what best represents that?

Hadi: Yes, there’s something that’s distinctly Indonesian in this. There’s a strong conservatism and actually a trend towards modesty that’s growing today, but then on the other hand we have a thriving local music scene called ‘Dandut’, which is all women in skin-tight clothes, gyrating on stage with snakes. It’s like there are certain things we focus on at any one time, but it’s subject to change, so people don’t always take it that seriously.

Julius: But there is a general ‘wokeness’ among this educated, globalised youth and it’s based on what they see on social media. They are aware of much more and they have identified issues that they know need to be fought for.

Instagram: @manualjakarta

Are you excited about skateboarding’s future, with its inclusion in the 2020 Olympics?

Helena: The present for me is particularly exciting, rather than the future.  Skateboarding as a trend always comes and goes in waves, and after the 2020 Olympics, I feel it could go either way.  However, the build-up to the Olympics has seen a lot of media attention and investment, which has brought along amazing opportunities for skateboarding, and female skateboarders in particular.

Instagram: @helenalegslong

What are the biggest shifts in your industry at present?

Paddy: There are so many, but I think the biggest is the shift towards premium and craft brands, as more consumers take greater care about what they’re drinking and who made it.

Also, the rise of sugar-free and no or low alcohol drinks – brought on by the younger generation, in particular. Lastly, the influx of premixed cocktails, and cocktails on tap, as the science improves.

Instagram: @punchydrinks

How do you apply culture to your work?

Deby: As an Indonesian, culture is in our roots. Whatever we do, we have to look for the cultural base and understand the foundations – it’s just the way we think. It helps us decide everything and that’s how I grew up.

I never chose to make documentaries but it’s just something I do naturally when I explore – I’ve always questioned things; culture, religion, everything. Photography is really just the medium I use to express my feelings and ideas. I always have to find the answer and really understand something – the way it is and why, before I can shoot it.

Instagram: @debysucha

Tell us about one of your heroes:

Will: I try not to idolise anyone to an extreme, as we are all just human after all. That being said, Damon Albarn has been writing the soundtrack of my life since childhood. His music has been a huge inspiration for me in times of joy, as well as loss. The way he is able to redefine his style with every album drop, and his ability to collaborate with an incredibly diverse group of musicians has kept me in awe.

Describe the power of culture in five words:

Will: Everyone wants to fit in.

Instagram: @vanzeesignco

What are the biggest shifts in your industry at present?

Zsuzsanna: The dilemma caused by digitalisation. On the one hand, there’s a sense we’re entirely losing touch with physical media. But on the other, people are actually embracing the physical again, like it’s a brand new thing. Things like print are having a resurgence and I think we’re more appreciative of craft and conversations.

Instagram: @zsubidu

How do you apply culture to your work?

Papa: Local culture is always our starting point of reference. We begin with what we see, what is real, and that informs the conversations we will focus on throughout the project, intervention, or visual manifestation. It’s not always about literal representations of culture, but it’s always about telling stories that seem specific to a context.

Instagram: @awhitespacelagos

To explore options for how to collaborate with our KIN network get in touch here. We’d love to hear from you…