Andy Crysell on Meaning & Nightlife

Andy Crysell is a cultural strategist, author, and former music journalist. In 2008, he founded **Crowd DNA**, a global cultural insights and strategy consultancy with offices in London, New York, Amsterdam, and beyond. In 2023, he stepped down, and is the author of *Selling The Night* and *No Way Back*, and remains active in creative and cultural projects across the UK and US.

I start all my conversations with the same question, which I borrowed from a friend of mine who’s also a neighbour. She helps people tell their stories, and she had this question that was just so beautiful, I use it all the time. But it’s so big, I tend to over-explain it because I want you to know, before I ask it, that you are in absolute control. You can answer or not answer in any way you want to, and it’s impossible to make a mistake. The question is: Where do you come from?

I've heard this question. I’ve heard you ask it. My answer is a pretty straightforward one. For me, it’s London. That answer is based certainly on geography, but on a bunch of other things as well. It probably sounds quite dramatic to say London made me, but I think in many ways it kind of did.

I’ve always taken so much from the place, even now when I’m spending quite a lot of time in the US. I left school when I was 16—technically 15, but officially at 16. Doing that somewhere else could have been pretty scary and maybe a bit bleak. Doing that in London actually felt quite exciting. There was so much you were in close proximity to. It was all on your doorstep. If you didn’t know people, you could still find ways into different areas of culture and media.

That’s probably why I feel quite defensive of the city these days. Like with other cities, there’s this rhetoric you hear a lot—especially on social media—that “London’s gone.” There’s this idea that it’s now an outrageously dangerous city, that you’ll be relieved of your mobile phone within 10 minutes of arriving, and probably stabbed 10 minutes after that, which just feels so far removed from reality.

I think London is actually having a really strong period at the moment. Everything from US rappers acknowledging that London rappers are good at what they do, to how London dresses, the accents, all of that. I think it has a kind of global cultural cachet right now—probably the strongest since the so-called Cool Britannia days of Tony Blair and Britpop, which, for me, wasn’t that cool at all. These are good days for London.

I’m also just kind of obsessed with cities in general. I’ve always found ways to weave that into my work or to look at my work through the lens of cities. The relationship between London and New York is particularly interesting. I’ve heard quite a few people say that London and New York might have more in common than New York and L.A. There’s some strong cultural tie there—a kind of shared cultural conversation that’s been ongoing.

When I say I’m proud of being from London, I guess it’s no different than anyone else being proud of coming from Philadelphia or Tokyo or wherever. It’s about the cultural components of the city. It’s always been an incredibly creative place. Like everywhere else, it’s hugely gentrified now, but at its best, it still creates opportunities. It still has that DIY spirit. It’s always felt global, super connected to the rest of the world. It’s always changing. It’s fast—kind of like New York, but also different from it.

You mentioned a love of cities, and I’d love to hear more about that. Even the way you talked about London getting a bad rap—it seems like something you hear across the board with big cities. They’re all suffering in similar ways. What do you make of the city today?

I think it's emblematic of the fact that people are just a bit scared these days. And when people are scared of the world, cities tend to bear the brunt of that. There’s a tendency to focus on the downside of city life, rather than all the positives.

And, you know, don't get me wrong, I love the countryside too. I love the beach, but there's just something about the energy of the city. I kind of hope that people will come around to it again and sort of see the positives there.

You know, and cities are growing as well. I think all the statistics say that by, I think it's by 2050, that more people will be living in cities than not in cities. So we kind of need to get, we kind of need to find our way and find our love for cities again.

Yeah. I'm curious, when you were a kid, what did you want to be when you grew up? Do you have recollections of what young Andy wanted to be as an adult?

I think after a very brief period of thinking, maybe I wanted to be a footballer, a soccer player, then realising that was highly unlikely. After that, I think, in a way, all I really knew I wanted to do was something that was kind of a bit cool, some cool s**t, something that felt like it was the centre of the action.

That's the sort of shallow level I operate on. I don't think it was particularly about a career, it's just sort of being in something that felt like it had an energy to it. I was very into music.

And I was very into the media that came with it and the pop culture that surrounded it. I guess I'm not particularly unique there. Lots of people are when they're in their teens.

I suppose I maybe just dug a bit deeper compared to my mates. I kind of, I was the one that read all the details on the record, read the masthead of the magazine and just kind of tried to join the dots between these things. Who were the models of cool at that time for you? I mean, I guess titles like The Face magazine, where there was a sort of, you know, I guess in London, it was sort of smash hits when you're really young.

I'm not sure if you're familiar with smash hits. It was a pop magazine, but it kind of talked about pop music in a really, really different way. So on a surface level, it was all cool haircuts and shiny new pop bands.

It built up this new kind of language around how you talk about pop music. And a lot of people then would gravitate from that to The Face, which I'm sure you're familiar with. It was more kind of more grown up style mag.

But it just kind of, yeah, it felt like it was shining a light on a lot of young entrepreneurialism that was going on in London and elsewhere. So it kind of began from that for me, but it was all a little bit formless. I wasn't really clear how I was going to get into any of these worlds.

I didn't really have much sense of access. You know, my dad was a builder. My mum was a cleaner.

She cleaned people's houses and worked in pubs. There wasn't any sort of clear routes to that world. I got a job as a runner, first of all, a foot messenger, as they were called, a job that literally wouldn't exist these days.

So I worked for, it was a photographic company in Soho that's still there. And my job was to go around to ad agencies with photos. It was a repro house.

So I would take these big photos around in brown envelopes. Now they'd literally be emailed in seconds. But back then I got to walk around Soho delivering these photos to these ad agencies.

And these places all are very cool. You know, it was, I guess it was the sort of a halcyon age of advertising in the late 80s. But I was definitely very much going in through the tradesman's entrance.

I wasn't going in through the front door. So as alluring as it looked, I couldn't really see a way into that world. Yeah, and I think the thing that then changed it for me was the sort of the emergence of acid house or rave culture in London, which kind of really, really blew my mind in many senses.

And all of this musical stuff that I've been interested in, but felt a little bit out of reach, suddenly felt much closer to me. You know, if you didn't know the DJ or the club promoter, you're one of your friends didn't know the DJ or the club promoter. So you could you could kind of immerse yourself in that world.

And you could you could learn a lot. It felt very democratizing, really, you know, there were no there were no experts in a way. So you could become the expert very quickly.

Just to jump forward, I think I’ve benefited from two democratizing moments. One was acid house. The next, about ten years later, was the first dot-com wave. There were experts, I guess, in the form of developers, but there were no experts in terms of how to create content for dot-coms or how to present it to people. So that, again, felt like a democratizing moment.

Back during acid house, I didn’t have a clear career path I wanted to follow. I just wanted to be involved with it. I wanted to be immersed in it. So it began as what you’d call a portfolio career. I was running club nights, helping others run bigger ones, selling tickets to raves. I had a record deal—very briefly. I worked in a record shop and did some writing for magazines—mostly by luck rather than planning. That’s the bit that stuck, really. The other parts fell by the wayside. I ended up spending ten years working as a music and subculture journalist.

So that was the early stage of my journey into, for want of a better word, a career.

I came across you on LinkedIn—the way I come across so many people—and I was curious: what’s the story of Crowd DNA? How did you make the leap from journalism into cultural strategy? And it seems you’ve exited now, right?

Yes, I have exited. Back then, I didn’t have a clear path from being a music journalist to running agencies. But I liked the idea of agencies. They seemed like cool places. There was one in London in the ’90s called Tomato, a design agency. It was a cryptic, collective setup that operated more like a band than an agency. I really liked that idea. Their projects felt very different. You didn’t get the sense they were hustling brands for briefs—they seemed in control of their own destiny.

The dot-com boom was the bridge for me. I moved from being a print journalist to working at a dot-com startup called Ammo City. That lasted about a year and a half—lots of fun, lots of chaos. No one really knew what they were doing, as I mentioned earlier. But it was amazing. We were bringing journalists online for the first time. We also had video, and we ran an online radio station.

As much as I enjoyed the content side of it, I think I also really liked being in a startup. It was the first time I’d ever heard the word “startup.” We were also trying to work with brands—brands that were intrigued by what we were doing and the audience we were building. Some of them wanted to create content on our platform to reach that audience. Others were interested in how they might mine that audience for insights—an early adopter audience, really.

When that dot-com venture folded—like so many of them did because we weren’t making any money—I decided not to go back into journalism. I went the agency route instead.

My first agency was called Ramp, which I started with someone else. We called ourselves a creative communications agency, and that’s really what we were. We didn’t make ads—it was more long-form content: documentaries, print media, curated events. We did a lot of work with Sony PlayStation.

This was the early 2000s—around 2003. They were fun times, and it was still early days for doing creative work online. Brands seemed braver and more ambitious then. With Sony PlayStation, for example, we never did anything related to gaming. It was all about involving them in grime culture and other areas of youth culture. We also worked with Honda, Topshop, and BMW.

Eventually, my business partner and I started to go in different directions in terms of what we wanted out of life. I guess you could call it an aborted project—we got about five years in and then sold the agency to St. Luke’s, the advertising agency. I stayed on and ran Ramp as a division of St. Luke’s, while my business partner left.

That added a new dimension for me. Even though St. Luke’s is considered an unconventional agency, it was more conventional than Ramp. Ramp was all about ad hoc work; St. Luke’s focused more on retained client work, which created a different kind of relationship with the client.

I did that for a while, but I was very keen to start another agency. I had a non-compete clause, so when I left St. Luke’s, I couldn’t immediately start another creative agency. But there was nothing stopping me from starting a more insight- and strategy-based agency. At Ramp, we’d always done a little bit of that, even if we never formally claimed it was our focus.

So that was really the sort of the beginning of starting CrowdDNA. So I launched it in 2008. There were three of us at the beginning. I left it three years ago—no, sorry, no I didn’t—I left it two years ago. It was about 110 people at the end and a whole bunch of cities around the world. And yeah, lots of fun adventures along that sort of 16 years of journey.

Yeah. Amazing. And what did you—what do you love about that work? Where was the joy in it for you? Of all the different parts of that kind of work, what, for you, did you get the most joy out of?

Yeah, I mean, I suppose there are sort of two dimensions to that. One is the work, and one is the business, I suppose. I loved being in a business and just thinking about it obsessively—really trying to plan where you’re going to go with it, thinking about what you can do, and having this sort of blank canvas in front of you. Launching other cities was such a fun thing to do. There are so many reasons not to open offices in other cities around the world. Arguably, you could just do global work out of London. But I think we became a more credible and interesting business by setting up in New York, Amsterdam, Singapore, Sydney, and so on. That side of it was fun and really interesting—trying to build a proposition.

And then the actual work—I guess I just quite loved the randomness of the briefs. I loved the brief. I loved receiving the new brief. The promise of the new brief was always really exciting when it arrived by email. You open it, and maybe it’s a topic you’re really familiar with—and that’s exciting, because you can feel how you’ll build on it. Or maybe it’s a brand-new topic, and that’s exciting in a different way—your brain’s racing, trying to find ways in, trying to find hooks, trying to find your way into that topic. So yeah, those are some of the things that come to mind.

And I suppose just working with—you know, it blew my mind when this relatively small agency had people like Nike and Apple wanting to work with us. It seemed quite unfeasible, in a way. But yeah, lots of excitement came from that.

It’s a little odd to be asking you about this two years after the exit, but I’m just curious: what did you—how did you—how do you talk about what you did, or what that approach was like? And what kind of problems did clients come to you for?

Well, I guess we used the culture word a lot. Back in 2008, I wouldn’t say we were the first people to use “culture,” but it was used less heavily. It’s so heavily used now, which I think creates some challenges for sure. Our strapline was “culturally charged commercial advantage.” We had that from about three years in and stuck with it.

What we were saying to our clients, in essence, was: we understand you’re going to want to look at your category. We understand you’re going to want to look at your customers. We understand you’re going to want to look at your competitors. And we will be doing all of that in our work. But we also encourage you to look out into culture—because out in culture, you’ll find opportunities, and you’ll find threats. And that could relate to your brand, your products, your services, your experiences.

I think we were also encouraging clients to think of people as people—not just as customers or consumers. You could argue: does it matter? Is it just semantics? But I think it does matter. Being a customer is a very thin slice of time. The rest of the time, they’re being a person, with all the hopes and fears and so forth that a person has. I think you need to understand the whole person.

So that was our shtick. That’s what we went in there to do.

The kind of work we actually did could be anything from culturally informed work around the here and now—what does a brand need to be doing in the next three months—to what I guess you’d describe as futures work: what is the future of socializing in 20 years’ time? It was a very ad hoc business, which certainly keeps you on your toes—constantly pitching, always trying to come up with new ways to do the work. Trying to make something that feels organized in amongst a lot of chaos as well, I suppose.

Yeah. And how has it changed? I mean, I guess that’s 20 years, basically—almost 20 years. Is it still the same now as it was in 2008? I mean, I’m curious on your take on culture, and what it’s like now, having...

Yeah, I mean, I guess it feels like the term is very, very heavily used these days. I kind of feel it was one of those COVID-related things. COVID—I think lots more agencies started to talk about it.

We found a lot more people on the client side were interested in things to do with culture. I think COVID maybe was a bit of a wake-up call—that there are things that may happen in the world that may impact you outside of your category. Not necessarily always pandemics, but other things. So I think that put the idea of culture more on the map.

Yeah, I mean, I do think a lot of people are using the term without necessarily describing what they mean by it. And it seems to mean lots of different things to different people. In some circles, when you talk about cultural insights or cultural marketing, it kind of means youth marketing, maybe, or sort of early adopters and influencer-type stuff. Other people will think of it as being to do with the arts. Other people might think of it as being to do with DEI-type topics as well. I think that’s come up quite often.

So yeah, lots of different definitions. I mean, what we were at Crowd, we always thought of it as being to do with shared meaning—you know, the sort of Stuart Hall-type end of the definition. We loved doing youth-related work, style-related work, but we also wanted to do work to do with families, to do with people of all sorts of different generations. So we wanted to have a slightly broader perspective on what culture meant.

But it was—it's an interesting challenge, getting clients’ heads around culture. I think you have some clients that just get it. You don’t have to explain it to them. And you have a whole set of other clients where you have to work out the best ways to make that kind of work, I guess, viable. Yeah, of interest to them.

Yeah, I would love to hear more on that. I’m always reminded in this conversation about culture—are you familiar with Grant McCracken?

I am very familiar. Yeah.

Yeah. I mean, I’ve been a fanboy forever. But I remember he wrote a book called Chief Culture Officer. I think I’m talking out of school, but I remember him sort of bemoaning the fact that everybody saw that title and just—the sort of, what he was saying was that the corporation couldn’t help but think it was talking about them.

Yeah, it was corporate culture.

It didn’t—yeah. He was trying to make an argument about accessing, being porous, and bringing the outside in. But the corporation couldn’t help but see it as an opportunity to talk more about me, me, me.

Yeah, absolutely. Yeah, that’s very correct. That is another definition of culture that comes up a lot when you talk about it in a business context—it's about the company culture, corporate culture.

Yeah. Another thing I love about Grant’s work is the fast/slow.

Yes.

I don’t know if that was his or if he borrowed it from somewhere else, but I think that’s such an interesting and really nice way to break down this kind of large and messy topic. And it feels—so many times for the client, if they’re struggling to get their bearings around culture, to talk about how there is all the fast stuff—media and food and music and fashion. And then you have the slow stuff, the stuff that’s less observable, that moves under the surface. And depending on the brief at Crowd, sometimes we were really sort of keying into the fast culture side. Other times it may be the slow culture side.

Yeah. You mentioned Stuart Hall. And I have this question I like—did you have any mentors or touchstones? I don’t know, I treat this as one question. Any mentors in your career that you really draw on or return to over and over again? Or even concepts that you kind of return to over and over again?

Yeah, I find the whole idea of mentors really interesting. I love being a mentor. I’m not sure I’m that good at it, but I love doing it. And I do a lot of it these days. When I was kind of starting out, so to speak, I don’t think we had mentors back then. I just don’t even think the term existed.

You know, I remember when I was first writing for magazines, you would hang out with other journalists, but no one would ever talk about—no one would ever give you advice whatsoever. The only way you kind of knew if you were doing the right thing was when you got more phone calls. You know, if you submitted work and you got phone calls, you kind of assumed you were writing the right kind of stuff. If you submitted work and you didn’t get phone calls, then you kind of assumed you weren’t writing the right sort of stuff.

That said, there are lots and lots of people who have influenced me. I’m not going to name them all one by one, but yeah, I can think of lots of people that I’ve taken things through from over the years, for sure.

Yeah. And you mentioned Stuart Hall, right? What’s your definition of culture? What did you mean—can you tell me more about Stuart Hall and how that influenced you?

Yeah. I mean, I think his work is—I mean, obviously, it's widely used, widely reported on, and he might be slightly apoplectic about the fact it’s being used in the context of brand work.

But I think the idea of shared meaning—that that is what culture is, this sort of operating system—I like that kind of language. I think that always landed really well with the Crowd team as well. And then how that manifests itself, whether it's through the conversations we have, the codes and the signals, media, advertising, products, and so on.

So yeah, I think it's a good place to start when you're building out a perspective as an agency that wants to work in the cultural space. When I look at all of the agencies these days that talk about culture and use words like “cultural relevance” and so forth—without necessarily, I think, having a lot of depth there—I kind of feel they’ve got to go one of two ways. They’ve either got to really go deep into culture and articulate it in stronger, more cogent ways, or they should maybe move away from using that word and try to come up with a different language set. I think there are too many agencies that are talking about culture in a slightly vanillary, hope-for-the-best sort of way at the moment.

At the risk of asking too many questions—I often ask this because my newsletter is called That Business of Meaning, and you just talked about shared meaning—what are we talking about when we talk about meaning? How would you articulate the distinction you just made about, you know, if you're going to talk about culture, really talk about culture, talk about shared meaning? How do you think about what meaning is? Sounds like a ridiculous question.

Yeah. I mean, in the context of work, I suppose it’s how people relate to brands—that’s through meaning, isn’t it, really? I guess it sort of comes down to fundamentals. When you buy a Mercedes, you want everyone else to also have a shared meaning of what a Mercedes is. You're not just buying it because of its amazing engineering; you're buying it because of what it says about you and your place in the world. So you need everyone to have, I guess, some sense of a shared meaning of what that Mercedes is.

Tell me about—there are two things I feel like I’ve learned about you through LinkedIn. One is the book. I want to hear about Selling the Night. So let’s start there. How did that come to be? And how is it going?

Yeah. So I guess when I came out of the end of Crowd, I was looking for things to do. I spent one week sanding down the kitchen table on a January week, and I think I found I needed some projects. I was, I guess, trying to reclaim a bit of my identity again. And one of the projects that bubbled to the surface—I had a few things I was thinking about—was writing a book about dance music and club culture, and its relationship with brands and advertising and the wider creative industries.

And I guess within that, for me, there are sort of two directions of travel. One is brands moving into dance music to act as sponsors and endorsers, and all of the challenges that come with that around the value exchange and so on. And the other direction is all of the ideas and the people that have emerged out of club culture—the sort of DIY creativity that it manifests—and have gone on to influence everything from travel to advertising to fashion and so on.

So that was the remit I set myself. It took me about nine months to write it. Everyone says that was quite quick. For me, that felt like quite a long time. It was a fascinating process. I consider myself a pretty experienced writer, but writing 160,000 words was definitely a kind of next-level challenge.

It came out in April of this year, and I guess it's been a project of two halves, really. The first half was writing—it was relatively solitary. I spent about two months in Venice, in L.A., on my own for most of it, writing it. And then the second half has been getting out there, talking about it, which has been lovely, really. I’ve got to meet all kinds of interesting people, travelled to interesting places, had a whole bunch of different conversations. So I’ve got to talk about this book in all kinds of interesting settings.

And I have another book project on the go at the moment called No Way Back, which is more of a curated project, so less typing involved with this one. It’s bringing together lots of pieces of music journalism and subculture from other eras and trying to explore ways to... I guess it is about nostalgia, because it’s about the past, but we’re trying to make sure it’s about what you learn from it. We’ve got this line about “learning from, not longing for the past.” We don’t just sort of wallow in the past—it’s: what can you learn from these backstories that can help shape what comes next?

So that’s been great. That’s out as well—it’s been out for a few weeks—and I’ve had a lot of fun, actually, over the last couple of days racing around New York, seeing it in the flesh in places like Casa Magazines and Iconic Magazines on Mulberry Street. It’s lovely looking, and it’s lovely selling it via your own platform, but there’s still something quite cool about actually seeing it in situ in a retail space.

Yeah, that’s got to be amazing. You mentioned in Selling the Night that there were these two patterns: brands going in and then artists coming out. Can you tell me a story or example of the artists that came out of that culture?

Well, I suppose it’s not specific—it can be about artists—but I suppose it’s as much about the creativity that comes out of it. So it could be around boutique hotels. You can trace the birth of the boutique hotel back to disco culture. Ian Schrager is on record saying that his ideas for boutique hotels—and he essentially created the boutique hotel—came out of what was going on in New York disco, and creating those kinds of aspirational spaces. That’s one example.

I think travel was another really interesting one. Travel has been just revolutionized by the idea of people going clubbing—whether it’s Berlin for three days, where people don’t actually bother booking a hotel, they just book a flight and go clubbing for three days—or Ibiza, or Goa, you know. Etc., etc., etc.

It’s sort of reinvented fashion a million times over. It’s changed drinking habits a million times over. I spoke to Ben Kelly, who designed the Hacienda nightclub, about how Virgil Abloh was incredibly influenced by the stripes that featured in the Hacienda club. And he kind of openly admitted that he borrowed those stripes for his Off-White brand.

When Ben Kelly first heard about this, he was pretty irate—this guy was nicking his designs. But then they became the best of mates. In the five years up until Virgil Abloh’s passing, they worked on all kinds of different creative projects together. So yeah, there are endless examples of the kind of creative strands and the through lines that have come out of club culture.

And I think there’s something quite interesting about the creativity it offers. It often comes from a kind of place of necessity. It often comes from quite marginalized people. I don’t think it’s the kind of creativity that you could cook up in daylight hours, in studios and creative agency environments.

Yeah. Maybe this is associated with the other thing I see you doing quite a bit on LinkedIn—really advocating for access to planning. You often highlight job postings that are very exclusionary. I really appreciate it. I mean, I'm an American and I'm not in England, so I know culturally it’s very distinct, but it seems you’re very consistent in calling this out. How would you describe what you're doing? What’s the problem you're addressing?

Yeah, I mean, I guess it’s one of my personal bugbears. And obviously it comes from my own experience. I didn’t go to university. No one in my family had been to university. My daughter is the first one in my family to have gone to university—or still is at university.

I just think it’s very unfair, and a bit absurd really, that it should be the only way people are judged on their appropriateness for roles. And I guess it falls into two categories. One is entry-level roles, where you have no chance unless you've been to university. But maybe education didn’t suit someone. Maybe they had health or mental health issues during that period of their life. Maybe they had to care for someone else. There are lots of reasons why people may not have been able to go to university but might be a really good fit for that kind of work.

And then you get the roles which aren't entry-level, where they ask for a whole bunch of experience—which makes complete sense—but then they also throw in the requirement for a degree, which just seems a little bit nonsensical to me. It feels like lazy thinking—or non-thinking.

So I have written about it in a couple of newspapers. I’m involved in a campaign that’s taking shape. And I’ve been doing my kind of LinkedIn call-outs, which is really interesting each time. I’m staying in my lane with insight agencies, because it’s the world I know. But if I see adverts that make having a degree mandatory, I (hopefully relatively politely) call it out and question it.

It’s really interesting what happens after that. I always get people messaging me from the agency in question, agreeing with me. I sometimes have people in the top brass of the agency contacting me and agreeing that they need to update their policies. I think I’m running at about 10–3 now: 10 agencies that have agreed to change their policies, and three that have so far not. So yeah, it's good. It's nice. It’s direct action.

Yeah, beautiful. Does it feel particular—I mean, you have experience in other cultures and other cities, right—does it feel particular to the UK? Or is this more broad than that?

I think it’s more broad than that. As I understand it, I think the problem is probably worse in the US, isn’t it?

I mean, I’ve been on my own for so long, independent—I wouldn’t even know.

I think it is. I think it’s worse in the US, I guess. And I have called out agencies in the US. I suppose in some ways, it feels easier—again—to stay in my lane, understanding UK culture. But yeah, I think it needs to change. It was something we definitely tried to change at Crowd DNA.

I mean, no one’s going to discount education. This isn’t to suggest that education has no meaning whatsoever. And I’m also very mindful that there are lots of people who go to university who don’t actually come from a privileged background. If you're the first in your family ever to go to university, it’s an incredible achievement. And you don’t need the likes of me coming along and poo-pooing that achievement.

So it’s not to say that education isn’t a relevant factor—but I don’t think it should be mandatory in whether people get accepted for roles or not.

Yeah, yeah. I mean, I appreciate it so much too. I mean, especially the way you were talking about club culture, right—that it is sort of the fringe, it is a place that’s sort of outside. You know, the kind of creativity and the kind of understanding that comes from there is so fundamentally different to what’s available within the conventional pathways.

It’s bonkers. What are you doing? You’re sort of restricting, you’re prohibiting yourself from it—or you’re restricting yourself from access to this really unique...

You are, totally. And as you’re saying, I think people learn really fast in those kinds of worlds, you know. And you become very entrepreneurial, and you do join the dots between lots of different things. And if you’re excluding those people, you may be excluding people that are super resourceful, and super good at joining the dots.

And I think you end up creating more kind of monocultural—this is really—and it always feels very starkly at odds with the kind of messages that these businesses are generally putting out elsewhere, about how they respect all perspectives. Particularly if you’re a research agency. If research agencies aren’t allowing people in from different backgrounds, that seems kind of weird.

Yeah. Yes. I'm not sure—when did you come in? I feel like we are maybe peers. But I remember—I mean, I was early–mid-’90s guy. And the first firm I applied to also seemed kind of like a rock band to me. Like, they were super cool. And I was an English major, you know? I mean, I had no business experience whatsoever. And they were like, “We want you here,” because—for that same reason—this is a creative endeavor.

And, you know, that’s what this is about. So I felt a little bit like we were always outsiders from the corporate culture, which was VA-driven, and just so MBA-driven, it really didn’t understand culture.

So it’s interesting with that. But really—was it Tomato? Was that the firm?

Yeah, Tomato.

It was like a Gen X moment happening.

Yeah, I think it probably was. No, they were just—they were just very cool. You know, they never really explained exactly what they did. Was it even a business? Or was it kind of a collective?

Yeah.

Projects seemed incredibly diverse. As I say, you definitely didn’t get the sense they were on a sort of treadmill of waiting for the latest RFP to come in. They were carving probably more unique opportunities with their clients.

Yeah. So yeah, I think when you think about business in that sense, it starts to feel like an appealing place to be.

Yeah. What you mentioned before—what are you doing now? I mean, there’s the book, you left Crowd, but are you still in the cultural strategy space? Are you still active? What are you working on?

Good question. I mean, I suppose I’ve come out the other side of Crowd. And it’s really interesting—when you’ve been doing the same thing for 16 years. And, you know, whether you mean to or not, you do become quite indoctrinated in this thing that you were doing.

I guess to me, having come out the other side, it feels sort of two-thirds super exciting, wide, wide open horizons: “What am I going to do next?” One-third existential crisis: “Oh my god, what am I going to do next?”

Yeah. I suppose at the moment it’s a lot of projects. It’s the two books. We’re working out how we can maybe make more of No Way Back, how we can maybe start doing events as well—other types of media that may emerge from it.

I am working with the Museum of Youth Culture, which is exactly that—it’s a museum about youth culture back in London. It’s existed in pop-up form for a few years, but it has its first permanent home opening in Camden in the autumn. That’s exciting.

I work with a few charities—particularly one called 2020 Levels, which is around Black representation in various lines of work, various industries.

I’m doing a bit of consulting stuff behind the scenes. I can’t really work in insight at the moment. I’m effectively serving a long-term ban with my restrictive covenants and non-competes. But that’s cool. You know, I feel like I’ve kind of done that.

And I'm talking to some people about other business ideas as well. So yeah, it's kind of fun. Whether I go for it with another business or not—or sort of settle into a life of projects—yet to be decided.

As you look around, is there anybody—I always think—is there anybody, any projects or brands that seem to be really doing things well or right, that kind of excite you? You know what I mean? Where you feel like, “Oh wow, they're operating in culture in a way that seems interesting and correct,” according to how you enjoy things?

Yeah, I probably should have a good answer to that. I see various strands of brands doing good things. I can't necessarily pinpoint one that is nailing it all at present. I think there are some quite interesting agencies emerging at the moment. I like agencies that are playing more on the fringes and not settling into the standard modes of market research or being a creative communications agency.

I think there are some interesting new mini, niche holding companies emerging—ones that feel a little bit more curated. Not just smashing together as many agencies as they can, but being more thoughtful about the range of businesses they bring together.

But yeah, it’s an interesting time to have departed that world, I suppose. I guess I was leaving just as AI was entering. And when I speak to people still in the world of market research, it does feel like it’s a bit of a challenging place at the moment. Quite a lot of uncertainty out there.

I’ve put a few posts out around this topic—of whether even the ethnographic, trends, semiotics, or the more cultural end of market research—should even be part of the market research industry anymore. Should it break free from the world of analytics and panels and start to reframe itself as a different kind of industry?

I think that’s an interesting inflection point right now, where you could argue that people doing that kind of work—work that is maybe a bit more human, a bit more cultural, maybe a bit more journalistic in style—maybe that should move away from the other end of market research.

100%. How has that position been met? What kinds of conversations have sprung up around that?

I think it strikes a chord with people. It’s kind of strange—under the wider umbrella of market research, I think it sort of encourages those doing the ethnographic and cultural work to be kept in their corner. Maybe if they broke free and were able to premiumise the work they do and charge in a different way, they could start to build up a new language and a new position for that kind of work—rather than being seen as a bit of a nice-to-have alongside more mainstream market research.

Is there anybody you see that looks like they’re taking that shape now, close to that kind of positioning?

Yeah, I won’t name names, but I can definitely see different agencies emerging that are changing the language, I suppose, around how they talk about the work. I think the language used is really important. I'm not really that interested in people coming up with brand-new methodologies per se. I'm more interested in people who change the way they talk about the work, and therefore, the relevance the work has.

So yeah, I think there are some people doing that. It does feel like there are too many agencies at the moment—it’s a very saturated space. But at the same time, I think it’s probably a good time for some people to come through and do some different things. It’s time for a bit of a freshen-up as well.

Yeah. How would you describe the role of qual and qualitative research and the benefit of it? I always feel like it’s a little bit of a narcissistic, self-interested question to ask all of my guests to explain the value of qualitative research. But what do you think? What’s the role of it, and what’s the value you think it brings?

Yeah, I mean, I guess for me, when I think qualitative research, I probably think as much about ethnographic research. I’ve never been that big on focus groups. I mean, we had to use them on plenty of occasions, but the idea that you put people in a room, feed them Twiglets, pay them £30, and try to get them to remember things from two weeks ago—doesn’t seem the best of routes.

For me, it’s about being out there with people, really. Whether you're asking the questions or observing them, it’s being with them while they cook that meal for their family, when they go on that commute, while they buy that beer with their friends. I think you just learn so much from that sort of sense of relatability, really.

And I think it’s interesting—everyone in our world wants to be the strategic person. I always feel the “strategy” word is quite a loaded word. Everyone wants to be more strategic than the other person. But I think there’s a lot of value in just being the person who can tell the stories really well. Whether you're doing the strategic piece or not, just telling stories in a way that allows people to empathize with them—and therefore to make good, strong business decisions off the back of them.

Yeah. Telling research stories, basically.

Yeah. I mean, I guess all of my work, in a way—whether it’s working for magazines, where you go out and tell a story about subculture and present it in a magazine, or whether you go out and do what’s happening in subculture and tell it to a boardroom—in a way, there’s a similarity to the process that’s going on there.

Yeah. I feel like I learned that really, really late—that when I was presenting work to a client, just the story I would tell about an interview, or an ethnography, or an observation—that was itself the whole thing. I thought I was doing something else, but the story smuggles in so many other things. It’s sort of transformative.

Absolutely. And I think more people then leave that room and go and do things that work.

Yeah.

If you can switch mode from research to story, and wrap it in story, then I think even people who don’t like market research—and there’s a lot of them out there—when it turns into stories, they’ll go and do good things with that work.

That’s right, because we’re obsessed with people—we can’t help but be interested. Well, Andy, I want to thank you so much. I really appreciate you accepting the invitation—number one, out of the blue—and then just spending the time.

It’s been a pleasure.

Thank you, Peter. It’s been great to talk to you.

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