In this insightful episode of Culture Raises Us, Kenny Mac returns to break down the shifting landscape of cultural “tentpole” events—those iconic moments like the Super Bowl, All-Star Weekend, the Grammys, and beyond that once commanded collective attention but are now at risk of losing their impact.
Kenny and Astor explore why over-commercialization, poor preparation, and a KPI-driven approach have diluted the magic of these moments. They dig into the cultural cost of over-branding, the necessity of timing and authenticity, and how new platforms like the NBA Summer League and Fanatics Fest are emerging as fresh cultural hubs.
From protecting the soul of an event to knowing when to pivot toward the next big thing, this conversation is both a reality check and a playbook for brands, creatives, and cultural architects looking to build moments that last.
#CultureRaisesUs #KennyMac #TentpoleEvents #CulturalImpact #BrandStrategy #EventCulture #ProtectTheMoment #TimingAndAuthenticity #FanaticsFest #NBA #CulturalLeadership #MarketingWithIntegrity #EmergingCulture
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:01):
This episode explores how culturally iconic events like the super Bowl,
All Star Weekend, and the Grammys, just to name a few,
have really shifted from meaningful moments of shared cultural resonance
to overly commercialize very surface level spectacles. With declining viewership
and impact, we ask can tentpole moments be reclaimed or
(00:22):
have consumers moved on? Kenny Mack the Brand Building Strategies
is back to do a deep divules in this topic,
and I want to say, so, what defines a tempole
moment in today's culture and how has that kind of
shifted over the last two decades in your POV, I think, you.
Speaker 2 (00:41):
Know, in general tempole moment just to get the kind
of industry jargon out the way, but is a It's
a cultural moment.
Speaker 3 (00:54):
It's an where there's a huge, you know, audience and
community that converge on this event and it becomes a
faux mo moment that everybody wants to be at, everybody
wants to experience. And for the most part, they happen
every year and it's something that people can look forward
to or it happens on a regular cadence, if you will.
(01:15):
I think you know, there's verticals where the traditional verticals
where it's music and it's the Grammys, or it's sports
and it's Super Bowl and All Star on World Cup,
or it's fashion the Fashion weeks, but it's these moments
where that event happens, and so many more cultural activity
and events happen around that time, making it a tempole moment,
(01:38):
making not only people want to be there, but brands
want to be there. I think the way so just
really quickly, I mean aster you and I kind of
started growing up in one of these things. When you
think about the fashion trade shows and what it used
to be to converge in Vegas for magic, then project
then agenda, and as you talk about how things have shifted,
(02:02):
it's very interesting to see how all of those things
kind of happened. They had this big moment and then
you know, you have a flip like complex con which
turns it from being an industry thing to a consumer thing.
And now that's become the ten pole moment as opposed
to those things. I also think what's interesting too is
you know, I mentioned the fact that it happens every
(02:22):
year and all of that, well, ever since COVID has
passed us or the lockdown from COVID has passed us
and live events are through the roof. Live Nation has
been having this moment and the concert the community has
been having this moment where you have things such as
Cowboy Carter or Bad Bunnies moment that's about that's happening
(02:44):
in Puerto Rico as now becoming new ten pole events
where it might not be something that happens every year,
but people are looking for their favorite artists to create
that concert that everybody wants to go to.
Speaker 1 (02:57):
Yeah, I almost feel like, you know, once things moved
to a KPI of more eyeballs rather than relevant activations
and presence, it was like the beginning of the downfall
of this what's what's the cultural cost of overbranding? A moment?
Speaker 3 (03:12):
Think that there's there's a moment of overbranding. I do
think that I do think that uh, branding for branding's
sake will be the deterrent of the brand. You know
what I'm saying? Like I I think you know it's funny.
(03:36):
I'll give you this this story of good friend of mine, Kelly,
was over at under Armour and she hired me to
consult them on what they should do for all Star
weekend in LA and we put together a playbook of
(03:57):
different types of ways they should show up in the community,
how they should do an a vet all of that
and what was This was probably one of the best
experiences I had with the brand that saying no to something,
because when she reviewed and her team reviewed the research
that we had put into it, what they realized was
(04:19):
they couldn't show up the way that we were suggesting.
And because they couldn't show up the way that we
were suggesting, that they shouldn't even do it because they
would look like exactly what you're talking about, a brand
that was just there trying to get eyeballs and whatever
and feeling very transactional as opposed to doing something that
as opposed to doing something that really was meaningful and
(04:43):
had real legs and longevity and really connected with culture.
Speaker 1 (04:49):
Well, kudos to them for not moving forward knowing better,
you know what I mean, because in so many instances
brands might take that and say, well, no, we're going
to move forward regardless, and we've seen the repercussions of that.
So I'm so glad that, you know, they made that
decision and looked themselves at guys and said you know what,
(05:10):
we can't We can't do that, Like we're in no
position culturally to maximize this great plan or vision on
capitalizing on this cultural moment. So, you know, so often
we applaud people for great activations or brands for great activations,
sometimes we need to applaud them for making the right
decision of not being a part.
Speaker 3 (05:30):
Also, I also would want to say this too, like,
you know, Basel happens the same time every year, and
what kills me about it is I'll talk to a
brand in you know, August and say, what are you
(05:50):
doing for our Basel? Oh, we haven't, we haven't gotten
there yet, And then they're scrambling in October to figure
out what they're going to do in the same And
I think that's also poor, just like preparation for what
this is and why these brands end up if I
don't think the ten pole events, like look, culture moves,
(06:12):
Culture moves these events to happening, Culture is going to change.
Something's going to be hot today and not tomorrow. I
bring up art Basel that happened in a moment where
all the stars, all the stars aligned and we were
able to see art create a new vertical in a
(06:36):
moment where music and fashion was all that people were seeing,
and it was like, oh, a tenpole moment in Miami,
and it's with heart. That's amazing, that's different, it's refreshing. Right.
When I talk to brands about these about these tenpole
events though, and being prepared for what it is, I
mentioned the fact it's like it's like a pregnancy, right.
(06:57):
The birth is what everybody talks about. Oh, this happened
in the da da dah, the room and all of this,
but there were ten months, almost a year of the
boy preparing for this thing to happen, and then the
next twenty four to forty eight hours after the birth
is so important for the future health of the baby.
(07:17):
So when brands are looking at these things, they should
be looking at it like that, this is a birth
that you're about to do, and you need to think
about this in a long term, intentional way in order
to make that birth healthy, not only prepping for it,
but after it happens.
Speaker 1 (07:33):
I love I love the baby analogy, and then you know,
so then then I want to stay in this in
this baby analysis. So when you got one kid, you
know that's just this badass kid, like and it's just
rebellious and he's not listening. He was doing right, I e.
NBA All Star Weekend, Like this child has become so
bad from a standpoint of the players not really playing
(07:55):
the events in the moment, like and maybe you know,
just not within my surf. I just don't see the
type of movement in galvanizing around that that used to
take place. And I feel like, all right, well, guess what,
we got a new baby though, in this Vegas NBA
Summer League, Like how do we start to shape and
(08:15):
mold that, Like what about brands being able to pivot
accordingly when there might be something else there and get
that child a little bit more attention?
Speaker 3 (08:25):
Well, you know, I think there's culture moves things, right,
So listen that that that that summer league that happens
have been happening since you know, you and I were
getting out of college and you know, they were going
there in Vegas and before it was just kind of
like a retreat for the NBA players to kind of
(08:46):
play basketball and done and and and kind of hang out.
Culture has moved this. And when I say culture has
moved this and created the importance of what the summer
league is it's because of things like overtime and all
of these nil viral video highlights that are out there
(09:07):
where now the kid who's a fan of the basketball
are watching these kids play as opposed to watching the
NC Double A and the leagues. So now these kids
are at the level where they're going into the league.
So the Summer League is that last moment of Yo,
(09:27):
this is my favorite player that I've watched come up
and now he's about to go into the system and
be a superstar all the way I want to see
him play. So that's why I feel like Summer League
is having such a great moment right now. And if
I was a brand again thinking about that, you know,
leading into it, it's like, how are you watching the
narrative of these kind of pick up over time highlight
(09:52):
reel moments and figuring out who the players are going
to be that everybody's going to be excited about. I think,
you know, one of the biggest moments to the Summer
League was that one kid that just went in the
draft blowing up against Bronnie and everybody was talking about that.
It wasn't like everybody was talking about the established you know,
players that are playing in the Summer League. They're talking
about all the new kids that they've been wanting to
(10:14):
see on an on an NBA stage.
Speaker 1 (10:17):
You know. So that Cooper flag ticket was like four
hundred dollars, it was.
Speaker 3 (10:21):
It was crazy. Yeah, but that doesn't happen unless culture
demands it. Culture wasn't demanding that before, but now it's
demanding it. So it's like, how do like, how do
brands tap into this and how does the NBA embrace
that that's causing this attention to what it is? How
do they create moments for all of those you know, again,
(10:42):
these moments are about there's a central thing that's happening
in the middle, and then other things are popping up
around it. How are they what's the new three point
contest and dunk contest for what the NBA All Star
used to be? What are they creating for these kids
that are coming in here now?
Speaker 1 (10:57):
Right? So as you look, and I love how you
broke that down, and so then I would say, so,
what do you think consumers are actually wanting from these
moments and how? And are they telling us that through
a certain expression or a lack of their engagement?
Speaker 3 (11:13):
Listen, I think it's all about you know, when being
able to identify what the next moment is going to be.
I think I take a well, I take two different
quotes from two very different men. The guy that started
Staples his thing was look for the lines, and Kanye
(11:35):
West said, listen to the kids, And I think that
what's most important is that you will see these trends emerging,
and these trends in culture will lead to these things
being created if you really understand culture, seeing the opportunity
(11:55):
of things not happening for these things and bringing them
to life is also how you create it, right, So
listen the you know, I'll hand it to the the fanatics.
Speaker 1 (12:14):
Uh through.
Speaker 3 (12:18):
Michael and his team, Man, what the foresight seeing all
these different like moments and lulls. I mean they looked
at the fact that you know, you look at it
like this Complex con The original crew from Complex con
sell it and the new team fumbled the bag. So
there's this big opening in the culture con space. You've
(12:41):
got NBA or our athletes, professional athletes and music artists
are fans of each other, but there's no there's no
hub for where that comes together. You've got trading cards growing,
and all of these trading cards fairs are popping up
and it's like these parts are going for crazy money
and whatever. But when you go to these things, I mean,
(13:03):
it's like people trading cards and money, but it's like corny, right,
there's no there's no energy there.
Speaker 4 (13:08):
And then you have the new media, which is kids
in their bedrooms or in their basements streaming and the
amplifying and pushing culture conversations covering culture and talking about it,
and they're doing it from their bedroom.
Speaker 3 (13:24):
They're not doing it from an exciting place. So these
guys took all of that and the fact that they're
the largest you know, partner from a licensing perspective and
creating merch around sports paraphernalia, and they created their own
pond and instantaneously add water. They're the new tentpole event.
Speaker 1 (13:43):
You know, and it's it's it's crazy as you say that,
and that's so so spot on, But it also just
comes right back to your first point, timing.
Speaker 3 (13:51):
Timing.
Speaker 1 (13:52):
Look at what you just broke down and how everything
align with how you broke down. Why the phonetics, you know,
con situation as festival whatever whatever they call it is
happening and has such an impact at this moment, the timing,
everything aligned really really well and organically right, and it's
(14:14):
authentic and if even is putting up a platform in
place for something to resurface, like the training cards and
the and the thought behind that. So my last question
to you would then be how do we keep these
moments sacred and kind of significant and not just monetize
or marketed against.
Speaker 3 (14:35):
I think you know again, I think it's it's it's
the protection of it. Is funny, like, even while I
was at fanatics Fest this summer, I saw Aaron, one
of the you know, the original founder of Complex God
who now has bought complex coneback and has it and
I saw him there and I'm like, these two are
gonna start collaborating, right, Like, So first I think it's
(14:56):
it's the people in the space have to protect each other,
like the think good is going to come for the
whole industry for those two to do business together. Right.
I also think that we also have to manage expectations
and be honest, Right, you build something, you put boundaries up,
you protect it, You control the narrative or you control
(15:17):
the way that brands can get involved with your event.
You do all the things to protect it. You make
sure the right people are coming. But scale is scale
is scale, and what will eventually happen is the thing
will scale out of you know, out of that coolness,
and you know what you do, You exit out of it,
(15:37):
You get your you know, you get your bag, and
then you start looking for the lines and listening to
the kids again, and you find the next day because
culture keeps on moving and there's going to be a
need for it again, for something else. Fanatics wasn't needed
back when we were going to magic, right, But it's
it's the culmination of what that used to be.
Speaker 1 (15:57):
That's right, and it's a reflection of you know, there's
no reference for what's never been done before, right, and
they stepped into that space. So man, I can't thank
you enough for another great convo and look forward to
doing it again.
Speaker 2 (16:09):
Yes, sir,
This episode explores how culturally iconic events like the super Bowl,
All Star Weekend, and the Grammys, just to name a few,
have really shifted from meaningful moments of shared cultural resonance
to overly commercialize very surface level spectacles. With declining viewership
and impact, we ask can tentpole moments be reclaimed or
(00:22):
have consumers moved on? Kenny Mack the Brand Building Strategies
is back to do a deep divules in this topic,
and I want to say, so, what defines a tempole
moment in today's culture and how has that kind of
shifted over the last two decades in your POV, I think, you.
Speaker 2 (00:41):
Know, in general tempole moment just to get the kind
of industry jargon out the way, but is a It's
a cultural moment.
Speaker 3 (00:54):
It's an where there's a huge, you know, audience and
community that converge on this event and it becomes a
faux mo moment that everybody wants to be at, everybody
wants to experience. And for the most part, they happen
every year and it's something that people can look forward
to or it happens on a regular cadence, if you will.
(01:15):
I think you know, there's verticals where the traditional verticals
where it's music and it's the Grammys, or it's sports
and it's Super Bowl and All Star on World Cup,
or it's fashion the Fashion weeks, but it's these moments
where that event happens, and so many more cultural activity
and events happen around that time, making it a tempole moment,
(01:38):
making not only people want to be there, but brands
want to be there. I think the way so just
really quickly, I mean aster you and I kind of
started growing up in one of these things. When you
think about the fashion trade shows and what it used
to be to converge in Vegas for magic, then project
then agenda, and as you talk about how things have shifted,
(02:02):
it's very interesting to see how all of those things
kind of happened. They had this big moment and then
you know, you have a flip like complex con which
turns it from being an industry thing to a consumer thing.
And now that's become the ten pole moment as opposed
to those things. I also think what's interesting too is
you know, I mentioned the fact that it happens every
(02:22):
year and all of that, well, ever since COVID has
passed us or the lockdown from COVID has passed us
and live events are through the roof. Live Nation has
been having this moment and the concert the community has
been having this moment where you have things such as
Cowboy Carter or Bad Bunnies moment that's about that's happening
(02:44):
in Puerto Rico as now becoming new ten pole events
where it might not be something that happens every year,
but people are looking for their favorite artists to create
that concert that everybody wants to go to.
Speaker 1 (02:57):
Yeah, I almost feel like, you know, once things moved
to a KPI of more eyeballs rather than relevant activations
and presence, it was like the beginning of the downfall
of this what's what's the cultural cost of overbranding? A moment?
Speaker 3 (03:12):
Think that there's there's a moment of overbranding. I do
think that I do think that uh, branding for branding's
sake will be the deterrent of the brand. You know
what I'm saying? Like I I think you know it's funny.
(03:36):
I'll give you this this story of good friend of mine, Kelly,
was over at under Armour and she hired me to
consult them on what they should do for all Star
weekend in LA and we put together a playbook of
(03:57):
different types of ways they should show up in the community,
how they should do an a vet all of that
and what was This was probably one of the best
experiences I had with the brand that saying no to something,
because when she reviewed and her team reviewed the research
that we had put into it, what they realized was
(04:19):
they couldn't show up the way that we were suggesting.
And because they couldn't show up the way that we
were suggesting, that they shouldn't even do it because they
would look like exactly what you're talking about, a brand
that was just there trying to get eyeballs and whatever
and feeling very transactional as opposed to doing something that
as opposed to doing something that really was meaningful and
(04:43):
had real legs and longevity and really connected with culture.
Speaker 1 (04:49):
Well, kudos to them for not moving forward knowing better,
you know what I mean, because in so many instances
brands might take that and say, well, no, we're going
to move forward regardless, and we've seen the repercussions of that.
So I'm so glad that, you know, they made that
decision and looked themselves at guys and said you know what,
(05:10):
we can't We can't do that, Like we're in no
position culturally to maximize this great plan or vision on
capitalizing on this cultural moment. So, you know, so often
we applaud people for great activations or brands for great activations,
sometimes we need to applaud them for making the right
decision of not being a part.
Speaker 3 (05:30):
Also, I also would want to say this too, like,
you know, Basel happens the same time every year, and
what kills me about it is I'll talk to a
brand in you know, August and say, what are you
(05:50):
doing for our Basel? Oh, we haven't, we haven't gotten
there yet, And then they're scrambling in October to figure
out what they're going to do in the same And
I think that's also poor, just like preparation for what
this is and why these brands end up if I
don't think the ten pole events, like look, culture moves,
(06:12):
Culture moves these events to happening, Culture is going to change.
Something's going to be hot today and not tomorrow. I
bring up art Basel that happened in a moment where
all the stars, all the stars aligned and we were
able to see art create a new vertical in a
(06:36):
moment where music and fashion was all that people were seeing,
and it was like, oh, a tenpole moment in Miami,
and it's with heart. That's amazing, that's different, it's refreshing. Right.
When I talk to brands about these about these tenpole
events though, and being prepared for what it is, I
mentioned the fact it's like it's like a pregnancy, right.
(06:57):
The birth is what everybody talks about. Oh, this happened
in the da da dah, the room and all of this,
but there were ten months, almost a year of the
boy preparing for this thing to happen, and then the
next twenty four to forty eight hours after the birth
is so important for the future health of the baby.
(07:17):
So when brands are looking at these things, they should
be looking at it like that, this is a birth
that you're about to do, and you need to think
about this in a long term, intentional way in order
to make that birth healthy, not only prepping for it,
but after it happens.
Speaker 1 (07:33):
I love I love the baby analogy, and then you know,
so then then I want to stay in this in
this baby analysis. So when you got one kid, you
know that's just this badass kid, like and it's just
rebellious and he's not listening. He was doing right, I e.
NBA All Star Weekend, Like this child has become so
bad from a standpoint of the players not really playing
(07:55):
the events in the moment, like and maybe you know,
just not within my surf. I just don't see the
type of movement in galvanizing around that that used to
take place. And I feel like, all right, well, guess what,
we got a new baby though, in this Vegas NBA
Summer League, Like how do we start to shape and
(08:15):
mold that, Like what about brands being able to pivot
accordingly when there might be something else there and get
that child a little bit more attention?
Speaker 3 (08:25):
Well, you know, I think there's culture moves things, right,
So listen that that that that summer league that happens
have been happening since you know, you and I were
getting out of college and you know, they were going
there in Vegas and before it was just kind of
like a retreat for the NBA players to kind of
(08:46):
play basketball and done and and and kind of hang out.
Culture has moved this. And when I say culture has
moved this and created the importance of what the summer
league is it's because of things like overtime and all
of these nil viral video highlights that are out there
(09:07):
where now the kid who's a fan of the basketball
are watching these kids play as opposed to watching the
NC Double A and the leagues. So now these kids
are at the level where they're going into the league.
So the Summer League is that last moment of Yo,
(09:27):
this is my favorite player that I've watched come up
and now he's about to go into the system and
be a superstar all the way I want to see
him play. So that's why I feel like Summer League
is having such a great moment right now. And if
I was a brand again thinking about that, you know,
leading into it, it's like, how are you watching the
narrative of these kind of pick up over time highlight
(09:52):
reel moments and figuring out who the players are going
to be that everybody's going to be excited about. I think,
you know, one of the biggest moments to the Summer
League was that one kid that just went in the
draft blowing up against Bronnie and everybody was talking about that.
It wasn't like everybody was talking about the established you know,
players that are playing in the Summer League. They're talking
about all the new kids that they've been wanting to
(10:14):
see on an on an NBA stage.
Speaker 1 (10:17):
You know. So that Cooper flag ticket was like four
hundred dollars, it was.
Speaker 3 (10:21):
It was crazy. Yeah, but that doesn't happen unless culture
demands it. Culture wasn't demanding that before, but now it's
demanding it. So it's like, how do like, how do
brands tap into this and how does the NBA embrace
that that's causing this attention to what it is? How
do they create moments for all of those you know, again,
(10:42):
these moments are about there's a central thing that's happening
in the middle, and then other things are popping up
around it. How are they what's the new three point
contest and dunk contest for what the NBA All Star
used to be? What are they creating for these kids
that are coming in here now?
Speaker 1 (10:57):
Right? So as you look, and I love how you
broke that down, and so then I would say, so,
what do you think consumers are actually wanting from these
moments and how? And are they telling us that through
a certain expression or a lack of their engagement?
Speaker 3 (11:13):
Listen, I think it's all about you know, when being
able to identify what the next moment is going to be.
I think I take a well, I take two different
quotes from two very different men. The guy that started
Staples his thing was look for the lines, and Kanye
(11:35):
West said, listen to the kids, And I think that
what's most important is that you will see these trends emerging,
and these trends in culture will lead to these things
being created if you really understand culture, seeing the opportunity
(11:55):
of things not happening for these things and bringing them
to life is also how you create it, right, So
listen the you know, I'll hand it to the the fanatics.
Speaker 1 (12:14):
Uh through.
Speaker 3 (12:18):
Michael and his team, Man, what the foresight seeing all
these different like moments and lulls. I mean they looked
at the fact that you know, you look at it
like this Complex con The original crew from Complex con
sell it and the new team fumbled the bag. So
there's this big opening in the culture con space. You've
(12:41):
got NBA or our athletes, professional athletes and music artists
are fans of each other, but there's no there's no
hub for where that comes together. You've got trading cards growing,
and all of these trading cards fairs are popping up
and it's like these parts are going for crazy money
and whatever. But when you go to these things, I mean,
(13:03):
it's like people trading cards and money, but it's like corny, right,
there's no there's no energy there.
Speaker 4 (13:08):
And then you have the new media, which is kids
in their bedrooms or in their basements streaming and the
amplifying and pushing culture conversations covering culture and talking about it,
and they're doing it from their bedroom.
Speaker 3 (13:24):
They're not doing it from an exciting place. So these
guys took all of that and the fact that they're
the largest you know, partner from a licensing perspective and
creating merch around sports paraphernalia, and they created their own
pond and instantaneously add water. They're the new tentpole event.
Speaker 1 (13:43):
You know, and it's it's it's crazy as you say that,
and that's so so spot on, But it also just
comes right back to your first point, timing.
Speaker 3 (13:51):
Timing.
Speaker 1 (13:52):
Look at what you just broke down and how everything
align with how you broke down. Why the phonetics, you know,
con situation as festival whatever whatever they call it is
happening and has such an impact at this moment, the timing,
everything aligned really really well and organically right, and it's
(14:14):
authentic and if even is putting up a platform in
place for something to resurface, like the training cards and
the and the thought behind that. So my last question
to you would then be how do we keep these
moments sacred and kind of significant and not just monetize
or marketed against.
Speaker 3 (14:35):
I think you know again, I think it's it's it's
the protection of it. Is funny, like, even while I
was at fanatics Fest this summer, I saw Aaron, one
of the you know, the original founder of Complex God
who now has bought complex coneback and has it and
I saw him there and I'm like, these two are
gonna start collaborating, right, Like, So first I think it's
(14:56):
it's the people in the space have to protect each other,
like the think good is going to come for the
whole industry for those two to do business together. Right.
I also think that we also have to manage expectations
and be honest, Right, you build something, you put boundaries up,
you protect it, You control the narrative or you control
(15:17):
the way that brands can get involved with your event.
You do all the things to protect it. You make
sure the right people are coming. But scale is scale
is scale, and what will eventually happen is the thing
will scale out of you know, out of that coolness,
and you know what you do, You exit out of it,
(15:37):
You get your you know, you get your bag, and
then you start looking for the lines and listening to
the kids again, and you find the next day because
culture keeps on moving and there's going to be a
need for it again, for something else. Fanatics wasn't needed
back when we were going to magic, right, But it's
it's the culmination of what that used to be.
Speaker 1 (15:57):
That's right, and it's a reflection of you know, there's
no reference for what's never been done before, right, and
they stepped into that space. So man, I can't thank
you enough for another great convo and look forward to
doing it again.
Speaker 2 (16:09):
Yes, sir,
Host
Astor Chamber
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