Commercialization and Brand Hijacking

Dancing at dawn isn't rebellion. It's strategy.Igor just wanted his morning coffee. Instead, he walked into a full-blown rave at 10am, complete with turntables and wood dust, desperately clutching his toddler while navigating through impeccably dressed dancers. Welcome to soft clubbing, a trend we first identified in February that has since become delightfully bizarre.What started as quirky morning dance parties has morphed into something far more intriguing: thermal gatherings in saunas, corporate-sponsored run-and-rave combos, and coffee shops transformed into analog listening lounges with walls of vinyl and monster speakers from Singapore to Brussels.Here's what we're noticing: This isn't just about young people partying wrong. It's a masterclass in navigating impossible conditions. When traditional nightlife becomes unaffordable, when every digital interaction demands a decision, when your phone becomes a cognitive burden—you improvise. You dance at dawn because it works better with your work schedule. You steal music and play it on resurrected iPods because it's the only way to escape algorithmic control. You prioritize immediate action over systemic solutions because, quite frankly, there are limited alternatives.What we're discussing in this episode:- Why soft clubbing is simultaneously shallow Instagram content AND genuine community building- The return of music piracy isn't about broken streaming—it's about reclaiming the choice to just hit play- How vinyl walls and turntables have become the new third space aesthetic from Berlin to Singapore- Why oscillating between digital and analog isn't confusion—it's strategyEvery critique of soft clubbing—"it's just rich kids," "it's not real clubbing," "young people these days"—is exactly why it exists. When every move gets dissected, commodified, and scorned within weeks, the only rational response is to keep moving, keep experimenting, and keep refusing to commit to any single identity. As we discover, Gen Z isn't a demographic; it's a strategy.Chapter markers:00:00 - Introduction & Igor's Coffee Shop Rave 01:54 - What Is Soft Clubbing? From February Prediction to Reality 07:50 - The Many Faces: Thermal Gatherings to Corporate Run-and-Raves 09:53 - Why It Exists: Economic Reality and Lost Nightlife 17:31 - The Analog Revival: Vinyl Walls from Singapore to Brussels 26:21 - Music Piracy Returns: iPods and Escaping Algorithms 34:40 - Cognitive Overload and the Choice to Disconnect 37:03 - Gen Z as Survival Strategy, Not Demographic 39:11 - OutroLinks:- Yusuf Ntahilaja's essay "2025: The Year of 'Soft Clubbing'"

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Follow the Rabbit feels like eavesdropping on a fascinating conversation between two well-read friends at a Berlin coffee shop—smart without being pretentious, critical without being cynical, and deeply engaged with contemporary culture while maintaining historical perspective. The podcast occupies a unique space between trend forecasting, cultural criticism, and philosophical inquiry, delivered with warmth, humor, and genuine enthusiasm for understanding how the world works.

Follow the Rabbit is hosted by Igor Schwarzmann & Johannes Kleske

Find out more about ⁠⁠Igor Schwarzmann⁠⁠ 

Find out moire about ⁠⁠Johannes Kleske⁠⁠