Building Culture & Brand Relevance: Insights from our Co-Founder Nico Mahembe Ingendaay in HUSTLRTALK podcast

In a recent episode of HUSTLRTALK, our Co-Founder Nico Mahembe Ingendaay shared his journey from booking manager to creative strategist and festival founder, offering key insights into how brands can engage with culture in a meaningful way.

At Vibrancy Studios, we believe that culture drives brand relevance—but staying connected to cultural movements requires authenticity, deep understanding, and strategic action.

The Power of Hip-Hop & Cultural Influence

Hip-Hop is more than just music; it’s a global force shaping fashion, marketing, and brand identity. The genre has consistently driven trends, influencing how brands connect with audiences. Nico’s experience in the music industry, from working with major international artists to co-founding the HYPE Festival, has given him a unique perspective on cultural branding.

Why Many Brands Lose Their Cool

One of the most common challenges we see? Brands realizing they’re no longer "cool". Companies often come to us because they struggle to stay relevant and engage in culture-driven audiences. The problem isn’t just about the marketing—it’s a lack of true cultural fluency.

Brands must go beyond surface-level trend adoption. They need to understand the roots of culture, invest in the right voices, and create experiences that resonate authentically.

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🛑 Disclaimer: The podcast was recorded last spring. Since then, Nico is no longer involved with the HYPE Festival, but the episode still provides an in-depth look at the process of running a festival.

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Listen to the Full Conversation

For more insights on music, marketing, and cultural branding, listen to Nico’s full episode on HUSTLRTALK. His journey offers valuable lessons on staying ahead in culture and creating lasting brand impact.

Click to listen to whole episode