BEYOND Launches First UK Community for Culture Marketers

Powered by Warm Street founder Theo Gentilli

BEYOND is a new community for culture marketers which has launched in the UK. It brings a unique opportunity for brands to connect, grow and dive first-hand into once-in-a-lifetime experiences.

Piloted in 2024, the community has taken already flight with 132 brands such as Nike, Red Bull, Diageo, Spotify and Adobe registering and diving in.

BEYOND is powered by award-winning communications agency Warm Street in partnership with youth-focused platform SocialFIXT and iconic venues  Drumsheds,Village Underground, EartH, Colombo Group, GALA Festival and Silvertown.

It comes comes from the belief that authentic culture is lived, experienced, not just created behind a desk and provides support, currently lacking, for brand marketers in this space.

Explains Theo Gentilli, Warm Street founder, “Since 2015, we’ve been on a mission to inspire investment into the arts, proving that culture marketing done right can be game-changing for both brands and culture.

He adds, “Clients are time-poor, isolated and fed up with 80-page decks. They want to live the cultures they love, meet the right partners and create their own networks. At the same time, cultural innovators are keen to connect with brands to shape the conversation. We’re thrilled BEYOND is opening up this space for our industry.”

Anna May, media & culture director, Pernod Ricard UK, comments, “We lead pretty busy lives as marketers, working in a world driven by the complexities of culture, but BEYOND has created an invaluable space for brand leaders to step back, connect, and collaborate on creative solutions and shared challenges in this space. Having that curated time away from the day to day has sparked truly insightful and transformative conversations, helping to push new approaches in culture forward.”

BEYOND provides a magical four-pillar cultural programme designed to help brands leaders to step beyond their desks. It looks like this:

• “See You Front Left”: a network of AAA passes, introductions to festivals, clubs, “gold dust” UK shows [eg Ghetts @The Southbank Centre, Roy Orbison @EartH]
• “Great Minds”: breakfast roundtables uniting cultural brands & cultural leaders
• “Field Trips to The Future”: immersive visits exploring future scenes, sounds and space [eg We Out Here Festival]
• “The Business of Culture”: thought leadership revealing the latest trends in culture marketing [eg Future of Culture Led Spirits, Future of Festivals]

A typical day might start with a breakfast roundtable for six trailblazing brand leaders and global music icon or emerging creator. Followed by a “field trip” to The Youth Culture Archives, connecting with Gen Z/Alpha creatives.  Ending with an artist hosted supper and closing with a sold-out gig.

A taster of BEYOND 2025- dive in here for the full culture programme

AAA passes and “gold dust” shows including:

• Gala Festival. 23-25 May. Stage takeovers from tastemakers including NTS, The Pickle Factory and Adonis and line up: Floating Points, Avalon Emerson, Caribou, Theo Parrish, Hudson Mohawke
• Silverworks Island. 5 July.  Michael Bibi presents One Life with The Martinez Brothers, Chris Stussy, BLOND:ISH
• Maiden Voyage. 9 August. Four stages and hosts representing London’s vibrant dance scene in an outdoor setting.  Azealia Banks returns to headline the PXSSY PALACE mainstage

Field Trips to The Future include:

• The Future of Nightlife: meet cutting edge promoters and club owners /how brands can support nightlife and form new partnerships
• The Future of Internet Radio: a day exploring the next generation of radio stations/ potential commercial growth for brands
• The Future of RNB: meet tomorrow’s stars and managers/ how brands can stay ahead of the curve

Daniel Maurice, senior brand manager, Ballantine’s Whiskey concludes, “With so many brands looking to shape culture and be at the heart of entertainment, it’s difficult to meet like-minded brand peers and culture leaders alike – until now. BEYOND is a great opportunity to step away from the day-to-day and connect with other brands in a different setting. The mix of insightful sessions and field trips made for a valuable and engaging experience. This is where culture is made.”

In 2024  Beyond connected 62 brand leaders in the Great Minds workshops/roundtables; took 19 brands on its first Field Trip to We Out Here Festival; worked with 22 festivals and 82 parties; produced five whitepapers for the community and found a home at The Standard Hotel, London.

Source: BEYOND

  Anna May, BEYOND, Pernod Ricard UK, Theo Gentilli, Warm Street