Over the last month:
1. Rapper Kendrick Lamar launched "Project 3"
2. F1 Driver Charles Leclerc launched "Sidequest"
3. Viral art collective MSCHF launched "Applied MSCHF"
All of them are building creative studios and agencies.
These are people who already command massive attention they can turn into creative engines for brands.
The real question is, why would a brand NOT want to work with them?
They bring:
✅ Built-In Distribution
✅ Cultural Credibility
✅ A deep understanding of how people consume content today
These qualities are hard to find at your typical creative agencies.
Ogilvy, BBDO, or Wieden+Kennedy might have more legacy infrastructure, but they are no longer at the forefront of culture.
Clients realize this and it's reflected in data.
Check out the chart below - advertisers are increasingly spending less money with the major advertising holding companies and instead spending more with independent shops.
While a brand may have traditionally brought in celebrities for a one-off campaign, they're now bringing on creators as strategic creative partners.
At PWR House, we've been saying this for a while. The future of creative is on TikTok, inside recording studios, and maybe even next to an F1 paddock.
So build accordingly.