ON ROAD’s Post

Our latest newsletter explores the vital lifeline pubs, barbershops, caffs and cornershops provide local communities and how they’ve been emerging more and more in brand campaigns. Our Head of Culture Jesse B. writes: “Last week, veteran grime MC Chip released his latest posse cut featuring the old guard of the scene including JME, Novelist, Skepta, Flirt D, D Double E, Bruza, Jendor, Jamakabi and Frisco. It inspired deeper thinking about what corner shops, pubs, caffs and barbershops represent as third spaces within local, predominantly working-class communities. There’s something particularly comforting about the corner shop or ‘bossman’ shop. With fewer barbershops, greasy spoon caffs and traditional pubs, many local communities lose those spaces where they can stay grounded and connected. People of all ages often hang outside corner shops for various reasons but mostly because it’s a readily accessible source of leisure. Barbershops have long been spaces where men not only get haircuts but meet up and talk all day, often with no purpose. It’s these spaces that can sometimes feel like a living room away from a living room. The answer won’t always be for a brand to do a corner shop takeover or a shoot in a Victorian pub (done a countless amount of times now) but they do remind us of the value and importance of these spaces in people’s lives. At the very least, it’s something that should be celebrated more in engaging and inclusive ways. Representation alone isn’t enough in brand campaigns, if they’re going to take over vital community spots, doing so with intention and working with local groups, collectives and businesses ensures that there’s more equity. We all know the high street has been dying for some time now, a symptom of rising commercial costs, online shopping and consumer behaviour. Brands across different sectors have attempted many ways to revitalise the in-store consumer experience but these spaces on local high streets aren’t what bring people together. The Wray and Nephew’s wrapped Cornershop on Atlantic Road in Brixton was an authentic way of honouring the brand’s cultural legacy and heritage without changing what the space itself is intended to be. That isn’t always enough though, beyond the brand’s logo being plastered on the corner shop wrapping, how can this benefit local residents in a meaningful way? Sometimes these moments land, but more often than not they don’t because there’s an underlying poverty porn tone. Working-class aesthetics used in brand campaigns while doing little to address the sociopolitical issues that affect those communities look great on Instagram but don’t do much to affect real change.” Sign up to our newsletter to read more: https://bit.ly/4hbJlW9

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