Follow the Rabbit

Explore how niche markets, like arthouse cinema and local journalism, are thriving against mainstream monotony. Discover the rise of Mubi, a leader in tailored streaming, and how teens in the Hamptons are reviving community news. Delve into the transformation of retail as personal connections reshape consumer behavior post-pandemic. The conversation reveals that being 'everything to someone' can outshine impersonal strategies, emphasizing authentic interactions over algorithm-driven reach.

Christie George, an investor, producer, and writer, shares her unexpected journey from a pandemic-inspired book report into a creative movement. She discusses the radical concept of doing seemingly pointless tasks as acts of resistance against a productivity-obsessed culture. Christie emphasizes the power of personal and collective memories, the joy found in unlearning, and the importance of authenticity in a digital age. Her reflections on creative hobbies illuminate how individual practices can foster genuine human connections, challenging conventional definitions of success.

Navigate the multifaceted landscapes of truth in a polarized world. Explore how multiple realities coexist through personal experiences, media narratives, and travel insights. Discover the concept of the 'comfort class' and its impact on understanding societal struggles. Listen as optimism from the Global South challenges dominant narratives around technology and AI. This discussion encourages empathy as a bridge for understanding diverse perspectives and complex issues in our lives.

Guillaume "Gee" Schmidt, the co-founder of Amsterdam's iconic streetwear brand Patta, dives into the power of print in a digital landscape. He shares how magazines have profoundly influenced his life, from inspiring creativity to forging cultural connections. Patta created its biannual magazine as a love letter to storytelling, emphasizing cultural depth over profit. With a mission to authentically represent Blackness, the magazine juxtaposes diverse influences, showcasing the brand's commitment to community and identity in the ever-evolving streetwear scene.

In a world obsessed with digital content, why are luxury print magazines not just surviving but thriving?In this episode of Follow the Rabbit, we explore the persistent appeal of print magazines in our hyper-digital world. Sparked by a New York Times article about “the revenge of the niche fashion magazine,” we examine how these physical artifacts create communities, serve as premium spaces for advertisers, and offer respite from algorithm-driven experiences.Drawing from Johannes' long-standing connection to Monocle magazine and broader industry observations, we look at how print publications are finding new relevance not despite our digital immersion but because of it. The discussion moves beyond nostalgia to explore how tactile media creates deeper engagement, how luxury brands seek “safe spaces” away from controversial online environments, and why younger demographics increasingly turn to print as an alternative to screen-based content.From indie magazine shops in Berlin to brand-created publications like Patta's community-focused magazine, the episode offers insight into how print media is evolving from a mere information vehicle to a cultural touchpoint that brings people together in physical spaces.Chapters:00:00 - Introduction & Context02:35 - The "Print is Back" Cycle04:10 - Johannes' Personal Connection to Print Magazines05:07 - How Magazines Survived the iPad Era07:15 - Niche Markets and the Myth of "Winner Takes All"10:13 - The Cultural Influence of Indie Magazines13:02 - Community Building Through Physical Media18:45 - The Role of Collectibility and Advertising21:37 - The Siemens Example: Digital Products in Print25:29 - Nostalgia as Alternative History28:52 - Digital Fatigue and Young Readers' Preferences35:40 - Bringing People Together: The Monocle Patron Circle39:17 - Print as a Counterpoint to AI-Generated ContentLinks:NY Times – ‘The Revenge of the Niche Fashion Magazine’: https://www.nytimes.com/2025/04/07/style/fashion-magazines.htmldo you read me?! Shop: https://doyoureadme.de/enMonocle: https://monocle.comPatta (Shop & Magazine): https://www.patta.nl/Digital Dualism as critizised by Nathan Jurgenson: https://thesocietypages.org/cyborgology/2011/02/24/digital-dualism-versus-augmented-reality/Sources for the statistics:2021 MPA Factbook: https://www.newsmediaalliance.org/wp-content/uploads/2018/08/2021-MPA-Factbook_REVISED-NOV-2021.pdfBold Entity: https://boldentity.com/print-marketing-a-millennials-perspective/Electro IQ: https://electroiq.com/stats/print-marketing-statistics/ ---------------Follow the Rabbit on ⁠Spotify⁠Follow the Rabbit on ⁠Apple Podcasts⁠Follow the Rabbit on ⁠Youtube⁠Follow the Rabbit is a Known Unknowns productionKnown Unknowns on ⁠⁠YouTube⁠⁠ Known Unknowns on ⁠⁠Instagram⁠⁠Follow the Rabbit is hosted by Igor Schwarzmann & Johannes KleskeFind out more about ⁠⁠Igor Schwarzmann⁠⁠ Find out moire about ⁠⁠Johannes Kleske⁠⁠

Adrian Monck, former communications chief at the World Economic Forum and independent journalist, dives into the complexities of the modern media landscape. He discusses the challenges of maintaining journalistic integrity while navigating algorithm-driven demands in his successful newsletter, 'Seven Things.' Monck shares his journey from broadcast journalism to independent publishing, emphasizing the paradox of freedom in writing without institutional constraints. He explores how evolving media consumption alters authority and trust, revealing the inherent 'incoherence' of today's narratives.

In this monthly recap episode, Igor and Johannes reflect on cultural phenomena that caught their attention during March 2025, exploring luxury consumption, wellness trends, and the evolving nature of media consumption.From the luxury supermarket Erewhon and its influence on brand perception to the complex social implications of GLP-1 drugs and the fascinating personalization of sound through the Endel app. The hosts conclude with insights on how long-form conversations are reshaping our relationship with media consumption and knowledge formation.Key themes:How luxury food retailers like Erewhon transform shopping into status signalingThe emerging social dynamics around weight loss medicationsPersonal soundscapes as a form of positive algorithmic personalizationThe shift toward conversations as units of culture and knowledge productionHow consumer products reflect our collective search for belongingChapters:00:00 - Introduction & Monthly Format02:55 - Erewhon: The Business of Aspirational Groceries12:25 - Status Signaling & The Loneliness Connection17:45 - GLP-1 on Campus: Elle's New Column on Student Usage24:52 - Andal: Personalized Soundscapes for ADHD Focus35:24 - Conversations as Culture: The New Unit of Knowledge Formation41:05 - Video vs. Audio: Different Ways to Experience Dialogue47:51 - Long-form Conversations & Human Connection52:27 - Closing ThoughtsSuggested Links:Erewhon-related content:Vogue Business article about Erewhon: https://www.voguebusiness.com/story/consumers/the-business-of-erewhon uID=16d13b220ccb049d0b0aeccdeb34f14634765ffc5ec3b5735cbf184ebf8c07f2Touchland:Article/coverage about their growth from 16M to 100M revenue: https://www.nbcnews.com/select/shopping/touchland-hand-sanitizer-rcna197416GLP-1/Ozempic coverage:Elle magazine's new column on GLP-1 drugs: https://www.elle.com/ozempic/The specific article about "GLP-1 drugs on campus“: https://www.elle.com/beauty/health-fitness/a63787623/ozempic-secret-college-campuses-trend-explained/Endel app:Endel's official website: https://endel.io/Conversations as culture:Kayle Chayka's newsletter post about "conversations as the new unit of culture“: https://onethingnewsletter.substack.com/p/conversations-are-the-new-unit-ofJeff Staple's dinner conversation video/series: https://www.youtube.com/watch?v=mSpLRsQ1vsw&t=695sOther references:Information about Jellycats and blind box collectibles: https://www.bbc.com/news/articles/c4g34x51en8o---------------Follow the Rabbit on ⁠Spotify⁠Follow the Rabbit on ⁠Apple Podcasts⁠Follow the Rabbit on ⁠Youtube⁠Follow the Rabbit is a Known Unknowns productionKnown Unknowns on ⁠⁠YouTube⁠⁠ Known Unknowns on ⁠⁠Instagram⁠⁠Follow the Rabbit is hosted by Igor Schwarzmann & Johannes KleskeFind out more about ⁠⁠Igor Schwarzmann⁠⁠ Find out moire about ⁠⁠Johannes Kleske⁠⁠

Amy Daroukakis is a cultural strategist with 20 years of experience, renowned for her work on diversifying cultural insights. She discusses how trend reporting is heavily skewed towards just 10 cities, creating a limited perspective on global culture. Amy emphasizes the importance of curiosity as a professional asset in an AI-driven world. She shares fascinating stories from diverse cultures and challenges the stifling structures in creative industries. Additionally, she highlights how meaningful human storytelling can illuminate insights that algorithms often miss.

Dive into the viral curiosity of a $19 strawberry, revealing the complexities behind luxury consumption and outrage culture. Discover Japan's meticulous craftsmanship in fruit cultivation and the challenges of global logistics that make such a luxury item possible. The hosts analyze how social media fuels performative consumption and critique the intersection of sustainability and high-end markets. This discussion illuminates the absurdities of consumer behavior, framed within a larger cultural context of authenticity and digital engagement.

Sari Azout, founder of Sublime, delves into the intersection of AI and personal curation. She discusses transforming skepticism into curiosity and highlights how personal taste is vital in a content-saturated world. The conversation reveals AI's role as a collaborative partner in enhancing creativity while emphasizing the need for human judgment. Sari also shares insights on training AI to reflect unique perspectives and cultivating a distinctive taste amidst algorithm-driven content, reminding us that individuality can thrive even in a tech-dominated landscape.