Contagious is pleased to release a special report examining what the mainstreaming of two previously niche movements, hip-hop and food trucks, can tell us about how cultural expressions break out of humble beginnings to become pop culture powerhouses. This report was specially comissioned by Lapiz and presented live at SXSW Interactive 2016.

We aren’t looking for a formula here; there’s no equation that can be solved to predict the next small movement that will make a big impact. But we hope to create a lens that makes it easier to understand the evolution of cultural manifestations as they grow. And perhaps more importantly, we are developing ideas about what this evolution means for culture – and the people, companies, and brands that seek to shape it. 

Key takeaways:

  • Understand why some niche trends get mainstream attention
  • Learn how brands can place smart bets on fringe cultures
  • Understand how to leverage media and word-of-mouth for your brand



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