LSN : Daily Signals : Atonemo and NTS Build a Player for Trusted Taste

Atonemo and NTS Build a Player for Trusted Taste

Atonemo NTS Radio Player, Global

Global – Tech company Atonemo and online radio station NTS have launched a pocket-sized radio player designed for ‘omakase listening’ – a curated music experience shaped by ‘someone whose taste you trust’.

The wireless streamer plugs into any speaker or amplifier, turning existing hi-fi systems, old speakers or vintage finds into internet-enabled music devices. This mirrors themes explored in our Tangible Tech report, which looks at how hardware is being designed around tangible interaction, purposeful function and emotionally engaging experiences.

Instead of using a phone or computer, listeners turn a physical wheel to choose from NTS’s 16 Infinite Mixtapes, each represented by emoji-like icons including a happy face, sun, microphone, violin and safety pin. Two large buttons connect directly to NTS Radio 1 and 2.

The launch reflects growing interest in screen-free experiences and human-curated discovery – a theme explored in our upcoming report, The Future of Discovery, which is launching tomorrow.

Strategic opportunity

How can your brand create ways for trusted experts, communities or creators to guide discovery across categories?

Balenciaga backs Substack creators in media-first brand partnership

Global – Balenciaga has become the first fashion brand to join Substack’s native partnership programme, enabling brands to invest directly in independent creators through newsletter advertising, affiliate links, product features and live events.

The move reflects a broader shift towards trusted, creator-led communities, as audiences increasingly seek meaningful engagement beyond algorithm-driven social platforms. Balenciaga plans to collaborate with creators across fashion, music and wellness, expanding its cultural reach through niche editorial voices.

The partnership signals an evolution from buying media to backing influential ecosystems. The opportunity lies in investing in trusted creators whose audiences are built on choice, credibility and sustained engagement.

As explored in our The New Creatorverse and The Creator Economy’s Post-Follower Playbook reports, the creator economy is shifting from scale to trust, with independent voices building direct audience relationships beyond traditional platforms.

Mindy Seu by Isabella Behravan for Figures, US

Strategic opportunity

Diversify your marketing budgets and work with independent trusted niche creators and subscription-led communities that prioritise credibility, cultural relevance and sustained engagement over algorithmic reach

Stat: Gen Alpha show early interest in trade jobs despite AI boom

Toniebox 2, Luxembourg

US – A new survey of 2,000 parents and their Gen Alpha children (ages 5–16) has found that 85% of Gen Alpha children in the US (5–16) want a hands-on career, despite growing up immersed in technology.

Among the 68% who understand what trade jobs are, 70% are interested in pursuing one, with 85% viewing trades as good careers and 88% regarding them as important.

Firefighting, electrical work and welding rank as top picks. Parents are reinforcing this early – 90% have already discussed careers with their child, typically starting around age nine, with 70% saying they’d encourage a trade path.

The survey aligns with findings from our Gen Z Parents Communities report, which identified how the parents of Gen Alpha and Beta parents are open to their children exploring alternative careers to office work (such as apprenticeships, entrepreneurship and exploring trades) due to disillusionment with higher education and AI anxiety.

Strategic opportunity

Education providers should revisit curriculums to include more hands-on skills alongside coding and tech training – equipping young people with the dexterity to move fluidly between multiple career streams as the world of work continues to change