As a cultural marketing agency, you get to wear a lot of errrrr…. hats!This month we launched a new campaign with LIDS and ’47 Brand called “Clean Up Season,” starring music artist Chelsea Cutler. To commemorate the start of baseball season, the campaign in collaboration with ’47 is prominently featured in 1,400 LIDS stores across America.Last week, LIDS held an event at their 5th Avenue store premiering new customization technology and celebrating their new collaboration with Chelsea.The roll-out tapped into some key trends:Customization: LIDS is leveraging key trends with their new technology that makes no hat the same and offers the ability to bend your cap to perfection. We will see the demand for unique 1-of-1’s rise. Only at LIDS stores, can your customization dreams come true instantly.IRL Retail Experiences: Between the event, a cool espresso martini bar activation, influencers running wild testing the new tech, press cameras flashing, and lots of networking, LIDS shows what can be achieved when you draw people into retail experiences.Style Shifts: The campaign features loafers, socks, trench coats, and baseball caps; a chic new look for the LIDS storefronts across America.Storytelling Through Influencers: The creator and influencer market is a great way to boost IRL experiences and storytelling. It’s not just about the 20 people in the building, but the tens of millions that are watching from their phones. As influencers go deeper into their niches and hone their storytelling craft, the content keeps getting more informative.Musicians Are the Ultimate Influencers: Using major label recording artist Chelsea Cutler as the hero for this Spring campaign allows more reach, consumer touch points, and talk-ability.From my perspective, Nue lives at the intersection of brands, artists, and technology. We help brands break through the noise and make deeper connections with their consumers through strategic partnerships. We know how powerful music artists can be in this role by leveraging their voice, their image, their fanbase, and their creative potential. It resonates differently than other celebrity and influencer campaigns.My favorite part about this campaign is the unique position LIDS can play in the music industry.This partnership offers an opportunity for the music business and a clear advantage for retail brands like LIDS. A lot of artists can make hits that top the Billboard Charts, but not many artists can be on a billboard on top of LIDS stores to launch the new Spring season baseball collection.See the campaign on socials here and here.
BEATS
Reggaeton's Next WaveBreaking out from the underground, the music reflects the urgency of social and political issues confronting the communities that launched the scene in the first place (SoundCloud).
A24 Makes Its Move Into the Music SceneRenowned for redefining contemporary cinema through critically acclaimed films such as Everything Everywhere All At Once, Moonlight and Lady Bird, A24 is now turning its creative attention toward the music industry (Hypebeast).
Global Gaming League Raises $10M Round For Celebrity-Endorsed Gaming TournamentsThe Global Gaming League (GGL), a global gaming entertainment and media company, has raised $10 million to kick off its gaming battles among celebrity-owned teams (Venture Beat).
Kane Brown Announces Surprising Partnership, Teases Future CollabsKane Brown and Coleman–yes, the iconic gear brand–just announced a first-of-its-kind partnership, hinting that some exclusive collaborations are to come (Parade).
Here's Everything We Know So Far About SZA’s Not Beauty BrandSZA has been teasing a beauty brand for awhile; she mentioned that her lip line would be out “very shortly” while prepping for the Super Bowl Halftime Show, and now we know exactly what she was talking about! Meet Not Beauty, the Grammy-winning musician's new trio of lip glosses—with more to come soon (Glamour).
Exclusive: Chanel Signs Kendrick Lamar as Brand AmbassadorThe American musician’s unique blend of artistry, social commentary and provocation has generated cultural impact, commercial success and institutional recognition. Now, he’s starring in the French brand’s latest eyewear campaign (Business of Fashion).
Pharrell and Adidas' $500 Marathon Shoe Is Dropping AgainHas there been a more elusive running shoe in recent memory than the Adidas Adizero Adios Evo Pro 1? Since its inaugural launch late last year, which featured a limited run of 521 pairs and retailed for $500, marathon runners have been awaiting another release of the shoe, and it appears that could be happening soon (Complex).
BYTES
Looking at the chart dated April 19, 2025, there are the obvious heavy hitters: Morgan Wallen, Drake, Sabrina Carpenter, Kendrick Lamar, Billie Eilish, Bruno Mars and so on. But there are also plenty of songs and artists who function outside of the usual fame apparatuses (New York Times).
New Orleans rising star Rob49 electrifies with his viral hit "WTHELLY" on On The Radar, showcasing the raw charisma and infectious catchphrase.
While it was once Twitch's fight to lose, Kick is 'kicking' the competition into touch, with big names including Adin Ross, Felix "xQC" Lengyel, Kaitlyn "Amouranth" Siragusa, and Jack Doherty. All of these much-subbed streamers could soon have their follower count blown out of the water, with reports that Drake has signed a lucrative deal with Kick (UNILAD).
Mustard's star-studded "Sneaks" soundtrack elevates the animated adventure with Robin Thicke's soulful "Never Too Late" leading a vibrant collection featuring Ella Mai, Swae Lee, and Roddy Ricch that perfectly captures the heartfelt journey of a misplaced sneaker searching for his "sole-mate" across New York City (Roc Nation).
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!