Can MTV save television?

Listening to the Who Killed the Video Star: The Story of MTV podcast, released this year, we couldn't help but think this could be a masterclass in status quo-shaking for any industry, but certainly the television networks and streaming services. It's worth a listen to reminisce, yes, but more importantly, to inspire innovation and culture-catching techniques. The founding MTV team, untrained in making television, capitalized on a consumer desire that only they were paying attention to, winning the loyalty of an entire generation and giving them the respect they craved. The dynamics they observed about the music business and the music customer were eye-opening and incited change in ways you would not expect. The eight-episode podcast hosted by former MTV VJ Dave Holmes, chronicling the rise and fall, is worth a listen and some serious note taking.

THERE'S MORE TO THIS STORY, READ THE REST HERE

The almost 100-year-old archive of consumer, culture, style, and brand history in our possession – a sight to behold, consider this an invite if you haven't seen the 1927-today archives of The Tobe Report – prove there are no new ideas. Full stop. But there is original thinking and creativity, and we believe in and encourage this with all our energy. At CD & Co., we're trained to observe, assess, and apply information from all sources, time frames, and disciplines to move the narrative forward and keep our followers relevant. And lately, we've noticed fresh takes on past tactics that make sense for the future. So, this week, we draw your attention to some movements to be aware of regardless of your industry. Evidence that the "everything old is new again" adage should be taken seriously.

Adult Playdates Are In

Group activities are experiencing a glow-up as consumers reevaluate the importance of play and offline social life. What started as a resurgence of arts and crafts and board games has evolved and inspired new creative hang-outs with commercial opportunity. Recently on our radar: The Big Silly Trivia Game is an invite-only club for girls marrying pop-culture and fashion obsessions, asking questions the audience actually knows the answers to with prizes they really want.

THERE'S MORE TO THIS STORY, READ THE REST HERE

The Great Brand-ertainment

Brands are acting like entertainment entities to insert themselves into culture and cater to consumers’ content interests. A shift to long-form storytelling in advertising ensues as brands echo narrative arcs and entertainment genres relevant to their audiences.

Examples

• Loewe created an 80s film, Decades of Confusion, starring Dan Levy and Aubrey Plaza, showcasing its latest collection of the era’s styling tropes.

• Elf Cosmetics made a true-crime parody, Cosmetic Criminals, and distributed it as a trailer at movie theaters.

• Labucq did an Instagram takeover where a creator posted short-story spoofs surrounding the brand’s shoes that could’ve been a promo for a Lifetime movie.

THERE'S MORE TO THIS STORY, READ THE REST HERE

Pop princesses pivot.

Just after Stagecoach beat out Coachella ticket sales for the first time ever, two of music and fashion's most significant influences—Beyonce and Lana Del Rey—announced forays into Country, joining a band of artists responsible for the genre’s new look and feel (Kasey Musgraves, Luke Combs, Tyler Childers, Orville Peck, Noah Kahan, to name a few). Country’s glow-up hints at a future where American hometown pride coalesces with progressive ideals and high art, instead of equating conservative politics and basic taste. After globalization blurred identities and recent administrations complicated patriotism, this new age of Country is part of a Southern culture revival scratching an itch to "come home." Creatively, this will result in an influx of all things Americana. From Western fashion and interiors to vacation destinations, consumers will follow Pop's pivot.

Sirius XM and the case for radio.

With endless listening options overwhelming consumers, tuning into a go-to “channel” finds new appeal. Once headed for obsoletism, Sirius XM is making moves to compete for consumers’ digital-audio attention. A new all-access streaming plan and appaims to challenge Spotify and Apple Music, while new programming deals like John Mayer’s Life With JM channel modernize the concept of a good-ol-fashioned radio show for digitally native audiences. Much like the impending consolidation shift with streamers, this is an opportunity for brand partners and advertisers to capitalize on listeners' loyalty.

Hot genres: Rom-Coms and Coming of Age.

In recent years, consumer angst and rage welcomed a renaissance and mainstreaming of the horror genre. Now as 2024 approaches, The Co.’s calling a return of classic Rom-Coms and Coming of Age stories, with viewers seeking true comfort and guidance to cope with the anxieties of today. Several key works of 2023 serve as early indicators. Hit Rom-Com No Hard Feelings brought new life to a dwindling R-rated comedy category and attracted a distinctly wide audience, equally distributed across ages 18-64. Throwback young-adult novels were resurrected, from Judy Blume’s Are You There God? It’s Me Margaret film adaptation, to a new Percy Jackson novel and forthcoming TV adaptation. Pay attention to upcoming releases in these genres for partnership and licensing opportunities.

See: Dia Beacon Museum

With a sister location in Manhattan, Dia Beacon is a gem of contemporary art and sculpture nestled on the Hudson River. The expansive building is well-suited for large-scale instillations and features a lovely book shop and café. Go now for Rita McBride’s current exhibition, Momentum, which explores the intersection between architecture and day-to-day life in the public sphere, which will be activated by performances by artists, writers, musicians, and dancers throughout.

What we’re watching: The Buccaneers

The Apple TV adaptation of the popular Edith Wharton novel tells the story of five American girls sent to 1870s London to secure husbands and status. Considered the “anti-Bridgeton,” the series takes a modern approach to The Gilded Age as the free-spirited friends arrive on the scene with a healthy dose of humor, corsets, and Taylor Swift songs. As consumers seek solace in history during these uncertain times, expect to hear more about this period piece made relevant. Culturally, we’re calling a shift to “Ultra Femme,” as aesthetics embrace all things traditionally female. Girlies rejoice! Get ready for sugar and spice, lace, bows, silks, and embellishments.

Fourth Wing

Act swiftly, this one's more "now" than "next." Rebecca Yarros’ sexy dragon fantasy, Fourth Wing, came out in May and has already been dubbed the next Twilight by a fast-growing fan cohort who eagerly anticipated the second installment, released last week. Yarros attended Comic Con in New York last month, and the number of readers dressed up as Fourth Wing characters is an early read on its pop-cultural potential. As the “romantasy” genre grows in popularity, this series will undoubtedly wind up on the big screen—a licensing and collaboration opportunity not to be missed.