When cultural seeds are replicated rather than cultivated,they often lack authenticity and fade as quickly as they emerge.Our focus is the emerging, experimental & development stage of ideas and ventures.
4 Phases of Culture
Seed - when a new cultural idea/scene/concept is planted.This covers all aspects of culture in all its forms.
Cultivate - nurturing the seeds of culture allowing them the space to grow and develop away from financial or media pressure.
Replicate - when a seed is identified by mass media or branded and replicated, reaching a larger audience, often losing any authenticity.
Echo - The diluted remains of the original seed that have infiltrated into common culture.
When something jumps straight from the seed to the replication phase without being cultivated it usually lacks authenticity and feels fake or contrived.
Publishing small - is this the way forward?
March 5, 2015
Cultivation in practice: How beats moved from the bedroom to CBBC
April 7, 2013
Grazing over Embedding: Kopparberg in Hackney Wick