#DECODED BLOG CW28 2025

⛓️ DECODED: What just happened in culture & marketing? We got you — no scroll required.

🎉 Tyla drops It Is, Reezy’s Block Clubs take over, Bieber reclaims his Swag

Summer is here — and it’s soundtracked by soft power and loud statements.

It started with a studio teaser. Then came the TikToks. Now, It Is is everywhere. Tyla’s new single has turned into a full-blown movement: dance challenges, viral edits, and iconic visuals by Edwig Henson — all wrapped in the hashtag #wewannaparty. With each loop, the song feels like a warm breeze through your For You Page. People are calling it the real start of summer. They're not wrong.

Reezy, meanwhile, is moving with purpose — and beats. His new single Gangsta is the sixth track off his upcoming album BORN SPINNER, but it’s not just a drop — it’s an experience. Welcome to BLOCK CLUBS: open-air day parties in Frankfurt, Hamburg, Munich, and Cologne that blend deep house, Afro grooves, and hip-hop in sunshine-soaked rhythm. Think Boiler Room energy meets park hangout. Early footage already shows unreleased songs being played live — fans catching vibes and future hits in real time.

Then there’s Bieber. Swag, his seventh studio album, just dropped — and it’s weird, raw, and kind of genius. The title alone is a reclamation of his early-era cringe. Sonically, it’s a sharp left turn: no acoustic slow jams, but collabs with Dijon, Mk.gee, Daniel Caesar, and several indie producers, giving it a lo-fi, late-night feel. There’s no attempt to play it safe. Even viral comedian Druski pops up on interludes to troll Bieber’s emotional growth. Love it or hate it, Swag is Bieber in full self-awareness mode — and honestly, it works.

Zara Larsson’s Midnight Sun quietly dropped two weeks ago — and now it’s everywhere.

What started as a sleeper hit has gone viral: dreamy pop vibes, fan edits, and Tumblr-core captions flooding social feeds. Zara isn’t just riding the wave — she’s fueling it, appearing across platforms, learning fan-made choreos, and making every promo moment count. It’s not just a hit; it’s a full-blown moment.

📸 From Kai Cenat to Creator Economy Covers

Influence just hit the newsstand.

TIME just dropped its first-ever 100 Creators issue, and Kai Cenat is on the cover — loud, viral, and undeniable. But this isn’t just clout; it’s validation: streamers, creators, and online architects are the moment. Traditional fame isn’t leading anymore — it’s catching up.

The TIME100 Creators list recognizes the world’s most influential digital voices — from gaming titans to financial educators. It marks a major shift: while legacy media may still dominate TV, creators are now shaping what billions watch, buy, and believe every single day.

Behind the ranking is a detailed methodology led by editor Lucy Feldman and supported by data firm #paid. Their analysis of global creator performance — from reach to engagement — means the list is primarily focused on English-speaking markets, which explains why some big names from Germany and Asia are missing (for now).

At the top:

• Kai Cenat, redefining streaming culture with Streamer University and viral guest spots with Drake.

• MrBeast, the YouTube philanthropist with spectacular challenges and shock value.

• Khaby Lame, TikTok’s silent king of side-eye.

  
  

The takeaway? Influence today isn’t measured by red carpets — it’s in Twitch chat chaos, Discord loyalty, and the ability to break the internet without leaving your bedroom.

🇩🇪 Kendrick, SZA & the Curious Case of German Crowds What happens when U.S. rap royalty meets next-level European energy.

We’re halfway through the Kendrick x SZA Grand Tour — already hailed as the biggest co-headlining show of the year. But the real surprise? German crowds.

Clips from Frankfurt and Cologne are blowing up. Fans are loud, word-perfect, and totally locked in. The verdict from social?

“Germany goes harder for Kendrick than L.A.”

Major U.S. platforms like Complex and BigBoy TV are reacting to the intense, synchronized energy captured in the footage — proving that when it comes to live shows, German audiences are rewriting the playbook.

📿 Beating Hearts & Girl Power Goes Pitchside

From couture surrealism to pure Y2K nostalgia, fashion is in full fantasy mode.

Schiaparelli’s beating heart necklace — yes, literally beating — went viral after its editorial debut. It’s a little eerie, completely couture, and knockoffs are sure to follow.

Meanwhile, the Admiral x Spice Girls “Spiceworld” football shirt just dropped — a collision of football heritage and pop power. The limited-edition jersey channels late-’90s Spiceworld energy with bold stripes, a custom crest, and the classic Admiral logo. Whether you're a lifelong Spice Girls fan or a football purist who loves a standout kit, this piece is a vibrant tribute to individuality, empowerment, and British creativity — and the perfect fit for this summer’s football moment.