Culture Talk Alert by MYTHOSMKRS—your go-to spotlight on groundbreaking partnerships at the intersection of creators, talent, and brands redefining the cultural landscape. From unexpected collabs to bold storytelling moments, each alert delivers a fresh lens on the partnerships fuelling today’s culture.
This segment is dedicated to those shaping the future – join us, as we decode the artistry and strategy behind collabs that resonate, inspire, and drive culture forward.
1. Culted x Hinge: Solving Dating Burnout One Ghosted Message at a Time
Culted, a Gen Z-focused media brand covering pop culture, fashion, and social trends, has teamed up with Hinge and pop culture host Krystal to spotlight Hinge’s latest feature, Your Turn Limits, which tackles a common digital dating dilemma—serial matching and ghosting.
The feature prioritises quality over quantity, ensuring matches don’t pile up and conversations aren’t left on read. The catch? You can’t swipe forward until you’ve replied or ended existing chats.
This clever move raises awareness about dating fatigue while tapping into Culted’s Gen Z audience. As Krystal puts it, “a personal reminder to stay present and open the door to finding love.”
2. Danny Dyer x Paddy Power: A Love Letter to Football and Festivity
Paddy Power enters the battle of Christmas ads with Danny Dyer, giving us a story that’s equal parts nostalgia, grit, and holiday cheer.
The ad, “A Shirt Not Just for Christmas but for Life”, follows Dyer’s character as he cherishes his team’s football shirt across life’s ups and downs—from boyhood to grandad years. The message? Football fandom is forever.
With its heartfelt storytelling and seasonal spirit, Paddy Power has delivered a campaign that resonates with football lovers everywhere.
3. Paul Mescal x Vinted: Fashion for a Cause
Paul Mescal is making his style a force for good, listing a curated selection of his signature looks—cardigans, press-tour gems, and more—on Vinted. The best part? Proceeds go to an Irish suicide prevention charity close to his heart.
This collaboration is a masterclass in simplicity cutting through. By using his stylist’s personal account to list the items, Paul adds an authentic, low-key touch that aligns perfectly with his brand.
For Vinted, this wardrobe drop lands at a crucial retail moment, driving buzz while showcasing how impactful celebrity-led thrift initiatives can be.
4. NFL x Betches Media: Do You Speak Meme? 🏈✨
The NFL just teamed up with meme powerhouse Betches Media to connect with younger, female audiences—a bold move for a legacy sports brand looking to stay culturally relevant.
The strategy is all about authenticity: real, unfiltered stories that resonate with a demographic Betches already understands deeply. Riding the momentum of Taylor Swift’s influence on NFL viewership, this partnership arrives at the perfect moment, proving the power of speaking the culture’s language.
By tapping into a platform rooted in humor and relatability, the NFL scores big with this fresh, digital-first play.
5.Red Bull Culture Clash Returns for 2025: Four Crews, One Stage, Ultimate Showdown
After nearly a decade, Red Bull Culture Clash is making its highly anticipated return to London on March 8, 2025, at Drumsheds. Inspired by Jamaican sound clash culture, the event promises to deliver a night of unmatched energy, exclusive dubplates, and surprise guests.
This year’s line-up features four powerhouse crews, each representing a distinct sound:
• Homegrown, led by Jyoty (dance music)
• Native Soundsystem, led by Teezee (Afro sounds)
• Voice of the Streets, led by Kenny Allstar (UK rap)
• Spice Army, led by returning winner Spice (dancehall).
The format? A four-round battle where each crew will bring their best, including exclusive tracks and unmissable moments. The ultimate winner will be chosen by the crowd, ensuring the energy stays electric from start to finish.
Red Bull Culture Clash’s return marks a huge moment for fans of music, community, and culture, proving once again why it’s a pillar in London’s cultural calendar.
