The Creativ Brief: Discovery, How We Find New Things
I discovered Jungle, the British electronic music project founded by J & T.
I discovered the band on TikTok.
Then I texted my musically versed friend the clip. She said ‘how do you not know about these people, check this music video out.’
Then I watched the music video on YouTube. It included the clip that I originally saw on TikTok.
Next, I found them on Spotify, gave them a listen, and added a couple of their songs to a playlist.
After, I gave the band a Google and clicked around to find out more.
I read their wikipedia page next and found out the founders played their first big U.S. gig at SXSW in 2024.
Music discovery.
You discover something new every day - on your mobile phone, from a park bench, above a billboard, in an app, within a newspaper, through a TV show, over the radio, inside the internet, between the lines.
The trick to being discovered; is being discoverable.
Jungle is a great band you should check them out.
3 Stories Dominating Media and Tech Headlines
Europe reached a provisional deal on landmark European Union rules governing the use of AI. General Purpose AI Systems (GPAI) such as ChatGPT will now have to comply with a few transparency obligations before going to market:
They must draw up technical documentation
Comply with EU copyright law
Disseminate detailed summaries about the content used for training
The agreement also bans:
Cognitive behavioral manipulation
The untargeted scraping of facial images from the internet or CCTV footage
Social scoring and biometric categorization systems
Why it matters: The new EU law could become the blueprint for other nations to follow suit in due time.
Netflix is now publishing "What We Watched: A Netflix Engagement Report" Twice a Year Going Forward
The report includes:
Hours viewed for every title - original and licensed - watched for over 50,000 hours
The premier date for any Netflix TV Series or Film
Whether a title was available globally
Why it matters: This new report, in combination with Netflix’s Top 10’s and Most Popular Lists, will give the industry and creators greater insights into streaming audiences and what resonates with them.
Unidentified Governments are Surveilling Smartphone Users via Their Apps' Push Notifications. According to Senator Ron Wyden, both foreign and US government agencies have been asking Apple and Google for metadata related to push notifications to help tie anonymous users of messaging apps to specific Apple or Google accounts. Data on your device is encrypted, but when sent metadata like names and text travel to an intermediary network, before it reaches another encrypted device.
Why it matters: This is an instance of government surveillance that likely involves the compliance of major tech companies, which raises large concerns over privacy and transparency
Stat of the Week - Influencer Marketing Outpaces Social Ads
Chart by Miles Mahoney
Influencer marketing is outpacing social spend growth by 5%. Almost a third of the marketing mix is now on social, making it an essential part of brand marketing.
While your typical social ad is just a video or graphic placed in feeds, influencer marketing allows for brands and influencers to find synergies between mutual interests and audiences during a campaign or content series.
Look for brands to continue allocating higher percentages of budget to Influencer marketing campaigns going forward.
Client Spotlight - Agency Consolidation Reveals Advertising’s Future
Oliver Lewis, Global CEO of The FIFTH, explores recent acquisitions as a proxy for the massive marketing bets agency groups are making. You can read his article on Ad Age.
One Fun Thing - Social Media Wormhole
Do you ever feel social media is inescapable? Like it follows you? Like spacetime is being ripped apart to leave you in an inescapable loop of social trends?
You may not be alone.