Culture Is the Client

Saved by Maarten and

In order to get permission, we need to go beyond our interest in trends, passively educating ourselves, showing appreciation and even giving credit. We should do all of these things, but this alone is not enough.

It needs to push further and get into the details of every aspect, from start to finish.

Relationships from within a culture must be a... See more

Nick Susi • Culture Is the Client

Overall, was it perfect? No. Hawaii still faces the same challenges and impact from over-tourism. But the level of detail on how to best maximize the value back to the community is an important model. It treats the community as a true collaborator, rather than people to sell to or commodify.

[Author’s note: About one week after giving this lecture... See more

Nick Susi • Culture Is the Client

For the show itself, they used a simple blue runway on the beach, instead of a set that would have obstructed the natural surroundings, or even damaged them. At one point in the evening, they gave a native Hawaiian blessing. But it was important to the community that the sacred moment wasn’t commodified, so no one was allowed to record it with... See more

Nick Susi • Culture Is the Client

eera*

Not just respect of another culture, but an adoration for it. To elevate and express it through your own work.

So how do we push this from theory into practice?

Last year, Jacquemus wanted to host their Spring/Summer fashion show in Hawaii. It was going to be their first show outside of France. The location was inspired by a previous Jacquemus campaign in Hawaii. They wanted to support the connection they felt with the people there. But how should they... See more

Nick Susi • Culture Is the Client

If we just passively observe from the outside, and don’t we don’t form direct, active relationships with the leaders, artists, elders, people with lived experiences that make and change a culture, how can we truly be an expert or an advocate?

Further, if we’re talking to consumers, it’s important to understand the distinction between talking to... See more

Nick Susi • Culture Is the Client

Instead, as collective advocates, we should be creating open doors and pathways for our relationships within a community to flow in.

There’s also a difference between making relationships with individuals inside vs outside of a culture. We need both. Talking to well-studied individuals who are outside of a culture looking in is definitely a... See more

Nick Susi • Culture Is the Client

eera*

Become the people.

If we never make an effort to reach out and form real relationships with the origin sources of where we’re gaining valuable cultural knowledge for ourselves, how do we know if we have consent? How do we know if that value chain ever connects back to them?

To be clear, there is unique value that we can provide in our ability to curate, synthesize and... See more

Nick Susi • Culture Is the Client

We need to operate like culture is the client.

If a culture is our client, are we talking to the right people? If we’re talking to no one, that’s definitely not enough. Could you imagine working with a client that you’ve never met or talked to before? American society in particular pushes us to compete as individual experts of cultures. But our role... See more

Nick Susi • Culture Is the Client

Punk, Then & Now

Even in cases where we’re successful in our application of cultural knowledge for commercial gain, that doesn’t mean that it leaves the community in the same or a better place. For example, the punk movement. In the 70s and 80s, from British punk to Afropunk to Queercore, the subculture’s original ideologies were clear. It... See more

Nick Susi • Culture Is the Client

eera*

Reminds me somewhat of new-age culture, not completely, but there are many influencers that are taking advantage of this particular modern movement for their own gain and benefit, posing as teachers, leaders, and gurus, just because they think it is a profitable, “hot” market for them.

With the consequences of spreading false, even mistakenly dark, information that misleads individuals in their own spiritual path.

That is in particular, cultural extraction. There is ethics, their is no morality.

That is how you suck the life-force out of a culture.