Challenge
Create a culturally relevant platform that genuinely connects with emerging subcultures, moving beyond traditional brand sponsorship into something that actively supports and amplifies the next generation of creators.

Insight
Creativity doesn’t come from the mainstream, it lives in the margins. The most influential culture is built at grassroots level, in cities, scenes and communities that need support, not interruption.

Idea
Unlock Your City — a platform designed to discover, support and elevate emerging talent by unlocking access to spaces, tools and opportunities that help creativity thrive.

Execution
Brought to life through a mix of events, content and partnerships across cities, the platform supports creators through access to venues, studio time, promotion and commissioning, building a connected ecosystem both online and in the real world.

Result
Established a credible presence within youth and subculture communities
Collaborations and partnerships with venues and talent including: Drumsheds, Boiler Room, XOYO, Boardmasters, Skream, Jamz Supernova, Saorise and Madam X
Created meaningful engagement through real-world support, not just messaging
Built a scalable platform to champion emerging talent across multiple cities