BoF LIVE | Building Cultural Relevance on TikTok

The traditional top-down approach to brand marketing is undergoing a significant transformation. In today's digital landscape, influence is becoming more decentralized, leading to a shift from merely selling a lifestyle to building communities of brand fans. Fandom culture, while not entirely new, has been amplified in scale and impact by platforms like TikTok.

These platforms have enabled participatory communities to form, create content, and interact in real time. Advanced creation tools, collaborative formats, and algorithmic discovery have further accelerated the process of culture development and sharing.

Brands are recognizing the importance of investing in areas with established cultural capital, such as film, pop music, literature, and ready-made communities like sports, Formula 1, running clubs, and café culture. This strategic focus aims to solidify the brand's identity and resonate with its target audience. In this context, BoF LIVE, scheduled for Wednesday, Sept.

23, at 16:00 BST / 11:00 EDT, will feature authors discussing their latest report, ‘How AI Is Reshaping the Battle for Fashion and Beauty Talent.’ The session will explore how players in the fashion, beauty, and media industries can harness cultural capital and creator partnerships to expand their fan communities. Registration is open to all interested individuals who can secure their spot by signing up in advance.