THE POWER DYNAMICS IN SUBCULTURES
THIS COMMUNITY IS CLOSED
It’s a dog-eat-dog out world out there: IYKYK – and if you don’t, then you’re NFI.
Despite their democratic origins, communities are inherently hierarchical – designed to keep posers out, and the real ones in. But as brands and marketers are finally waking up to the power of community, the worst thing you can do is wade in and ignore the dynamics at play.
So, what do you need to know?
THE KNOW #1:
NOT ALWAYS ELITISM, BUT A PROTECTION AGAINST USURPERS
Too often, communities have been burned by brands wanting to cash in on the cultural cool they’ve carefully cultivated, with little to no relevance and next to zero return. A collaboration might shine a light for a little while, but if it’s just a visibility play without real connection, it’s going to slide straight out of public consciousness and leave a bad taste in mouths at best, and burn bridges at worst.
THE DO #1:
SHOW THEM YOU KNOW THEM, WITHOUT OVERPLAYING YOUR HAND
The brands that get it, get it, though. Take Magnum Tonic Wine who leaned into the established rituals of gripping a Maggie for the road at Notting Hill Carnival, and used their platform to amplify organic experiences around the brand – like pre-parties to bring the vibes, corner shop takeovers en route for the link, and after-party access to keep the roll. The right touch, the right places, the right spaces.
THE KNOW #2:
COMMUNITIES CAN BE TOXIC
Communities self-organise and self-regulate – but that brings its own challenges with the ‘us vs them’ call often coming from inside the house. Take sports fandoms – traditionally white male-dominated, women still have to fight for space and the right to participate, while people of colour are often kicked to the curb (literally, in some cases).
THE DO #2:
BE THE FORCE FOR BETTER
While neo-Marxist perspectives assert that subcultures die from diffusion and defusion, the post-modern subcultural landscape shows us fragmentation helps them evolve. As an outside but connected force, you should use your skin in this game to reset the room and help put a stop to outdated norms and intolerances.
Look at how Arsenal FC are working to combat hate – from being the first team to bring back a Women’s side after the FA ban, to their ‘No More Red’ initiatives, and across to the myriad of global Gooners – fan communities around the world who are taking up the mantle to share their love for the team and the game with as many people as they can.
THE DO #3:
BRANDS CAN NEVER BE ‘AUTHENTIC’
Communities and subcultures form around real-life home-grown interests where there’s genuine love. (Brands, by their nature as money-makers, simply can’t match that vibe – and the sooner you strip the word ‘authenticity’ out of your strategies, the better.) But you can work to strike the right balance, without overplaying your hand and overcommercialising (read: gutting) core movements or ideologies.
THE DO #3:
EARN YOUR PLACE
There’s a lot to be said for brand behaviours – deep-rooted beliefs that are actually actioned (and not just left to rot in a deck). Vans stands the test of time as the shoe for the left of mainstream because they’ve stuck to their guns as the ‘shoe for all’, while also actively supporting the skate, surf and pop-punk subcultures who’ve co-opted the shoe as a totem and built their own narratives around it.
Turns out having the guts to relinquish some of the control and let others shape your story can work wonders for longevity, and your spot in culture and community lore.