LSN : News : The Big Idea: Designing Superbrands at SXSW 2024

The Trend: Erotic-tainment

Love Lies Bleeding, US

All signs have been pointing to the death of the adage ‘sex sells’. In October 2023, a study by UCLA found that people aged 13–24 want to see less sex on tv and in films, with 47.5% reporting that the majority of on-screen sex is unnecessary. This came after a year of media headlines reporting the rise of the ‘puriteens’ – sex-averse Gen Zs who are rebelling against Millennials’ rampant sex-positivity.

But where sex was ubiquitous in the 2010s, it’s against this backdrop of purity that a new era of horny media is able to resurface, with shock value. Whether it’s Hollywood borrowing from SpicyTok or R-rated video games, on-screen sex is becoming more honest, weird and unashamed.

The media narrative will need to shift as the so-called sex recession reaches its end. Recent research by eHarmony reported that Gen Z are having the most sex among any generation, with 36% having more sex now than they were a year ago. Meanwhile, Lovehoney found that Gen Z had the highest level of sexual satisfaction in the UK, with 48% saying they were satisfied with their sex lives.

In our Erotic-tainment microtrend report, we analysed how sex-averse culture is only making audiences thirstier, leading to an explosion of entertainment that brings smut to the masses.

The Big Idea: Designing Superbrands at SXSW 2024

Thanks to advances in artificial intelligence and innovative tools such as ChatGPT, Midjourney and Sora, creativity has never been so omnipresent and readily accessible at the same time.

This democratisation of content creation has turned everyone into a creator and a brand who can ideate and execute in seconds – contributing to an overwhelming abundance of content.

Filled with optimism and armed with best-in-class case studies, SXSW 2024 panellists assured the audience that brands can still stand out. But only if they start strategising to become the next superbrands – those brands that not only stand out but also future-proof themselves by strategically using diverse elements such as authenticity, legacy, cultural relevance and playfulness in design, marketing and branding strategies.

From leaning into legacy to using fandom and the universal language of design, our SXSW 2024: Designing Superbrands report unpacks the best creative insights and secret branding stories of Mattel, Looney Tunes and Apple.

SXSW 2024, US

The Campaign: Disney’s ESPN joins Fortnite with football island activation

ESPN Football Island on Fortnite, US

Following Disney’s £1.1bn ($1.5bn, €1.4bn) investment in Epic Games, ESPN and Fortnite are teaming up with a new in-game experience, ESPN Football Island. Launched in October 2024, the activation offers a football-themed world within the popular online game, designed to immerse sports fans in the ESPN brand and its ‘any time, anywhere’ approach to sports entertainment.

Players can engage in a range of interactive activities and challenges centred around Touchdown Rush, a multi-player game mode inspired by football’s competitive energy. The island also offers exclusive, unlockable cosmetics and persistent progression features that encourage players to return and participate frequently.

This partnership exemplifies Disney’s strategy of blending media, sports and gaming, using Epic’s powerful Fortnite platform to capture young, digitally savvy audiences in new, dynamic ways.

In our Game-Changers: The Future of Sports Fandom macrotrend report, we analysed how, to attract young audiences who are less interested in traditional sports broadcasts, sports leagues are increasingly partnering with popular gaming platforms like Roblox and Fortnite, offering interactive experiences that allow fans to engage with and create sports content in familiar digital spaces.

The Viewpoint: Cultural Curation in the UAE

The Sandy Times, UAE

With the ambition to become the Dazed of the Middle East, new lifestyle publication The Sandy Times talked to LS:N Global in May 2024 about the local cultural boom, empowering Emirati talents and edu-taining Western readers.

The sleek and colourful homepage of The Sandy Times sets the tone. It is of a cultural platform filled with content where reviews of World Art Dubai, Design Doha and the art of the Arab world at the 60th Venice Biennale sit next to profiles of feline TikTok sensation Sister Minnie and interviews with everyone from fashion model Lana Albeik to influencer UAE skateboarder Nawstique, and the director of Dubai art gallery Firetti Contemporary, curator Cèline Azem.

The online publication was launched in February 2024 (at present only available in English) and clearly has its finger on the pulse of what is cool and trending in the region. ‘The main idea was to create a media outlet focused on culture, art, designers, artists and performance artists who are based in the Middle East because the industry is booming,’ head of content Sofia Brontvein tells LS:N Global. Behind the scenes, she leads the entire strategy and operations, and a team comprising European and South Asian expatriates rather than locals.

Access the full interview with The Sandy Times now.

The Space: Refik Anadol to open first museum of AI arts, Dataland, in Los Angeles

Dataland, US

Refik Anadol Studio has announced the debut of Dataland, the world’s first Museum of AI Arts, set to open in 2025 at The Grand LA in downtown Los Angeles.

The project aims to blend human imagination with artificial intelligence, redefining artistic expression in the digital age. It will showcase innovative experiences, including an inaugural exhibition using the world’s first open-source AI model based on nature data.

‘Establishing Dataland at The Grand LA is a full-circle moment,’ said Anadol, reflecting on his journey that began with his fascination for Los Angeles at eight years old. Dataland will then join notable cultural venues in the city, including the Walt Disney Concert Hall and The Broad.

Designed in collaboration with Gensler and Arup, the initiative promises to be a hub for innovative art experiences, contributing to the vibrant cultural corridor of Los Angeles.

For more insights on the future of artificial intelligence, head to our macrotrend report The Synthocene Era: Merging Human and Machine Intelligence.

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