A lot of people are quietly mourning who they used to be. They're not failing or falling behind, they’re just uncertain of who they are now or how to move in this new era. I’ve felt it, too.I’ve always thought of myself as an agent; someone who sees “it” early, spots trends, connects dots, and makes things move. That identity shaped my entire life. In college, Napster bowled me over. I was already making mixtapes, but peer-to-peer sharing and streaming changed everything overnight. My taste exploded along with newfound access. Music’s power became exponential.After school, I jumped into the music industry. At 23, I signed The Clipse and toured the world. Their album went #2 on the charts and my life changed overnight again.But the time again came to pivot. I joined a mobile gaming company from Europe that was entering the U.S. I brokered deals and learned a new business. Then, it imploded, so I moved back to New York in 2007 to start Nue, where my brother and business partner, Alex joined soon after.You see the pattern. You evolve only to evolve again. Nearly 20 years later, we’re right back in that exciting, uncomfortable place, as the ground moves from under us.AI hasn’t simply arrived, it has accelerated. A lot of what we do here can now be done as well and in a fraction of the time (well, maybe only 70% as well). Strategy isn’t as scarce and every time we use AI tools, we’re collectively training them. Our thinking, our briefs, and our frameworks are all feeding the machine.Some businesses have taken a hit, and as a result a lot of people have been let go. I started seeing the writing on the wall. It wasn’t panic, but something harder to explain: that mourning I mentioned earlier. The version of me that always worked might not work the same anymore.I don’t think I’m alone in that. Right now, people are stuck between, “I was really good at what I was” and “I’m not sure what I’m becoming.” That space is uncomfortable, but it’s real.But something has clicked. That something is Open Claw – the Claw Code – and the idea of becoming agentic.It sounds like an empty buzzword, but it’s not. Being agentic is about not just advising, but building.Not just having ideas, but having intelligence.Not replacing taste, but scaling it.Not forgetting about relationships, but compounding them.So now, we’re evolving again!Our current mission? To build a music intelligence system that couldn’t exist before. If we succeed, it will be a strong way for brands and event organizers to move with confidence, to validate decision making, know who to book and partner with, why they matter, and how they connect to culture (including comparative analysis, sentiment evaluation and more), but with the human side still executing to deliver results.Think of it as an index for smarter talent decisions, or an agency powered by AI. A service as a software grounded in taste, nuance and real-world experience.Taste + Data!Will it work? We’ll see. What I do know is this: technology has made me stronger in the past, and it will make me stronger again.I couldn’t be more proud or prepared to host ClawCon in Miami tonight, because the people who win this era aren’t going to be the ones pretending they have it figured out. They’re going to be the ones in the trenches rebuilding, relearning, and rewiring who they are. Those are the people I want to be around.So if you feel the tension right now, you’re not behind. You’re early. You’re just a new version of yourself.
BEATS
Nespresso knows Gen Z runs coffee now, so it hired Dua LipaNespresso is betting on Gen Z’s growing influence in coffee culture by partnering with pop star Dua Lipa. The move reflects a broader shift toward celebrity-driven brand storytelling aimed at younger consumers. (Fast Company)
The Programming Era of MusicMusic is increasingly being shaped by programming strategies rather than traditional album cycles or artist-led releases. This shift is redefining how audiences engage with music and how the industry builds sustained attention. (AJ Washington)
Post Malone to Headline 2026 March Madness Music Festival in IndianapolisPost Malone will headline the 2026 March Madness Music Festival in Indianapolis, adding major star power to the NCAA’s annual event. The performance underscores the continued importance of music as a cultural extension of major sporting moments. (Billboard)
Zevia and Cardi B Announce Partnership Rooted in “Radical Realness”Zevia has partnered with Cardi B on a campaign centered around authenticity and “radical realness.” The collaboration aims to connect with consumers through bold, personality-driven messaging. (PR Newswire)
You Can Catch Keanu Reeves’ Dogstar Live This Year (And Should)Keanu Reeves’ band Dogstar is returning to live performance, offering fans a chance to see the actor in a different creative role. The tour taps into nostalgia while introducing the band to new audiences. (Hypebot)
Festival Curator Brad Sweet On Raising $700K In Fan-Powered OwnershipFestival curator Brad Sweet raised $700,000 through a fan-powered ownership model, signaling a new approach to funding live events. The model gives fans a direct stake in the success of the festival. (Hypebot)
Sprite Doubles Down on Street Cred to Win Over Gen ZSprite is leaning further into street culture to strengthen its connection with Gen Z audiences. The brand is focusing on authenticity and cultural relevance to stay competitive. (Adweek)
Airbnb Says Gen Z ‘Groupie Getaways’ On the Rise As ‘Show Hopping’ for Concert Travel TrendsGen Z is traveling far and wide to catch their favorite artists in concert in a trend defined by groups of friends staying together to cut costs.(Digital Music News)
BYTES
In this episode of The Eventful Podcast, Jessica and Meredith sit down with Alex and Jesse Kirshbaum, co-founders of Nue Agency and longtime collaborators and friends. They share how they built their business over the past 18 years, from their early days in music and artist representation to evolving into a culture marketing agency working at the intersection of brands, music, entertainment, and technology.
Jon Wexler is one of the most influential figures in 21st century sneaker culture. Matt and Stak linked up with him during NBA All-Star weekend in LA to break down his legendary run at Adidas, how he recruited Kanye away from Nike, and what it was like working with young Kobe and T-Mac. We also got into Steph Curry's sneaker free agency, Anthony Edwards' rise in the shoe game, and where fashion is headed. This one is straight free game from one of the sharpest minds the industry has ever seen.
Twenty-six years ago, we democratized music. Now we’re democratizing expertise. Build a crew of specialists who amplify your capabilities and extend your reach.This is you, multiplied.
A snapshot of Ultra Miami 2026, featuring the biggest tracks played across the festival’s mainstage. Packed with festival anthems and global dance hits, this playlist captures the sound and scale of one of electronic music’s most iconic weekends.
SPIN IT BACK
LAST WEEK'S BEATS + BYTES | Q1 Just Rewired Culture From CES to Sundance, the Super Bowl to the WBC, the Grammys to the Oscars, and now SXSW to the Winter Music Conference, the calendar has been packed with cultural checkpoints.
This week's newsletter was carefully curated by the Nue Agency staff and our editor Rachel Meisner. If you think we missed something this week or have any suggestions/comments for next week's newsletter, let us know!