The Few

We live in a time where monoculture has been divided up and partitioned off.

Music used to be of great service, but it has been fragmented into niches.

What’s left? Sport and advertising. Monoculture is the mains system to the world, and people crave to be plugged in

If you stand at a bus stop and want to talk to the person beside you, you can’t say “Did you see that new band or new TV show?” But you can say “Did you see the match?”

You can say “Did you see that new Nike ad?”

Brands have a service to people.

Trust is earned, not owed.