26/08/24 – BY APRIL BUTTEN
Harnessing subcultures for mainstream success
And the power of staying true to your roots.
Dear Diary. I can’t stop worrying about what everyone thinks.
If we had to recap our tween sob stories poured over fluffy diaries with the tiniest key that definitely didn’t work, that would be it – right? Now you’d think we’d learnt our lesson since then, but in 2024 we seem to be going backwards.
Because while we’ve all been busy making sure we don’t offend anyone, that our clients aren’t going to get cancelled before they even start, and that every possible media angle has been covered, we’ve forgotten something important. You can’t please everyone. And talking to everyone really does mean talking to no one.
The truth is, the most successful brands weren’t created to appeal to the masses.
They were built in the trenches of subcultures, where identity is fierce, people are passionate and designs reference a certain point in time. If you’re not fully dialled in on talking to your people, you’re just another voice in the crowd.
If I had a dollar for everytime a client asked for an “authentic” brand I’d be retired by now, but in the context of subcultures, it’s not just a nice-to-have, it’s the only way you’ll get into the club. This means fully immersing yourself in their world, not just dipping your toes in for a quick post. You need to spend time understanding the values, language and desires that make these groups tick. And here’s the kicker—if your product or service doesn’t genuinely serve and reflect this subculture you are targeting, you’ll be sniffed out as a poser faster than you can say “sellout.”
Take Liquid Death, for instance. The founders didn’t just wake up one day and decide to slap a Gothic font on their bottle for the fun of it. Liquid Death was born out of a desire to rebel against the big, bland, corporate water companies. (Sorry Evian, you were fine while it lasted). Their mission? To bottle up hardcore rebellion. And in doing so, they didn’t just connect with a subculture; they became a part of it. Embodying the rebellion, individuality, authenticity and love for Ozzy that defines the hardcode punk and metal scene.
The result? They managed to turn something as mundane as water into a movement. And turned a niche brand into a mainstream success without ever losing its edge.
That’s the power of staying true to your roots.
But here’s the catch: while we’re not only talking about punk rock and heavy metal, this kind of branding, no matter the subculture, isn’t for the faint hearted. The quickest way to crash and burn? Approaching your audience with anything less than an honest story, aligned values and true understanding. Subcultures can detect exploitation from a mile away. That’s why you wouldn’t see Ryan Reynolds launching Liquid Death, or Kylie Jenner jumping into the renewable energy scene (queue our unsolicited knowledge of Kylie Air). When it’s not your lane, it’s obvious. And if you don’t belong, you’re better off staying out.
Here at Boast, I like to think we know a thing or two about this. When we designed Lippy for the rave scene, we couldn’t just start with some bold colours and practical packaging. We spent most of our time understanding the energy of doof culture, the need for a product that could actually keep up all-night long, and the desire for brands that promote self expression among rave-goers. We didn’t just create a product; we created an emblem of the culture that our audience could wear with pride.
You can’t design without intent. Focusing on the story you tell and the tone of voice that will resonate, will help you feel like you are part of something bigger. When you nail this, something magical happens—you don’t just have customers; you have advocates, people who will brag about your brand without you having to ask.
Which brings us to the end game—crossing over to the mainstream without losing that hard-earned authenticity. It’s a fine line to tread, but when done right, the sky is your limit. Eco-friendly brands have been paving the way for years now. By going all-in, no hidden skeletons, on sustainability, they build a rock-solid foundation of trust within their niche. Now not many can truly claim to be fully transparent and fully sustainable, but those that are trusted amongst the experts – and those ready to catch them out – tend to sky rocket a few seasons later. As the mainstream masses catch on to the importance of their specific solution, these brands are perfectly positioned to swoop in, social proof aplenty, to lead the charge. Unmissable, unquestionably credible, with an army of advocates pushing them to the forefront.
The trick to all this? Making sure your entrance into mainstream feeds and media is perfectly timed. Stay true to your subcultural roots and OG community, introducing your brand to a broader audience gradually. This helps you dictate the narrative, grow on your own terms, and maintain the authenticity and love for your brand that made you stand out in the first place.
So, here’s my takeaway: don’t try to be everything to everyone. Find your people, and create something that speaks to them so deeply it can’t help but spill over into the mainstream. That’s how you go from niche to necessity, from subculture to success. And trust me, when you get it right, the world doesn’t just notice—they start bragging.