How can a brand partnership make the most of their talent’s creativity? For us at New Moon, this is the question that has always guided our work, whether we’re putting on an event, creating an influencer cast, or advising on creative strategy. Selecting the right creators for branded work can be a make-or-break factor of whether a project really comes to life and captures audiences’ imaginations.

Nowadays, we’re taking a wider look when tapping into cultural currents. We’re looking at the creative communities igniting interest in an activity, style, or artform, rather than just the individual creator. We want the communities to lead the tone of an activation or campaign, showing that these collaborations are genuine partnerships and not just one-off hires. For our latest experiential work with Sunglass Hut, we connected with the roller skating communities in LA and New York to create a series of decentralized performances. By seeking out the leaders in the scene, our events had a greater understanding of the culture we connected with.

Keeping this same spirit, we’re highlighting some cultural scenes we’ve been inspired by recently and calling out some of the high-profile leaders of these communities. By combining raw talent with loyal online followings, these creators demonstrate the true power that comes when combining creativity with community. 

BALLROOM:

Ballroom culture has been impacting pop culture since the 90s and is just now being recognized for its influence. The HBO series Legendary has brought a global spotlight to the scene, and breakout stars from the show, like Honey Balenciaga and Gravity Balmain, have used Instagram and TikTok to build their audiences and secure partnerships with brands like Coach, Calvin Klein, and T-Mobile. Arguably, the most high-profile, active member of ballroom is Leiomy Maldonado, a judge on Legendary and the notorious “Wonder Woman of Vogue.” She’s done tons of brand work, like campaign videos for Nike and the NY-based brand Area, that’ve reverberated across the Internet.

CANNABIS CUISINE:

The cannabis industry is one of the most evolving spaces today, as legalization and public acceptance continue to grow. Cannabis cuisine is one aspect of the industry that has gained significant interest, with chefs like Andrea Drummer of Elevation VIP,  Monica Lo of Sous Weed, and Miguel Trinidad of 99th Floor receiving write-ups in the New Yorker, Forbes, Vice, and Vogue. These chefs and entrepreneurs are all using their social media influence to be food influencers, activists and advocates, and educators simultaneously, showing the creative possibility that exists within this subset of the marijuana industry.

RUG MAKING:

Rug making was one of the biggest hobbies to take off during lockdown, especially thanks to TikTok. Madeline Ronzoni has amassed a massive TikTok following for her graphic pieces, with her videos gathering millions of views. Claire Molenda is another rug maker that’s found a wide following on TikTok, whose intricate pieces are like paintings. The satisfying process and  breathtaking final result have made this a particularly successful practice to capture on video, leading to an explosion of Gen Z makers taking on the craft.

URBAN FARMING: 

Many online trends, like cottage core and food porn, combined with greater awareness of social and environmental justice, have paved the landscape for urban farmers to gain traction on social media. People like Ras Levi Peynado and Hilary Kearney use their social media platforms to not only bring visibility to urban farming, but also educate and create impactful content around their practices. Other accounts, like Bonton Farms, are visual diaries of the community networking that an urban farm creates. 

It is in our business philosophy to be avid observers and participants of the cultural movements we advocate for. We believe in strategies that are authentic and impactful, so getting to the source of the creativity is always our go-to. For deeper looks on these cultural spaces, or more extensive lists of subcultures we’ve got our eyes on, hop in our inbox!

Till next time,

Douglas (they/them)