My work is trends, so I appreciate pop culture. Not because I have to, but because I can’t help myself. I follow Kanye West on Twitter, watch Teen Moms, Bieber Bash, YouTube cat videos, brain bank Ebonics and zone out to MTV, just like everybody else. Incidentally, this drivel comes in handy more than you’d think. I can effortlessly make small talk with strangers or ride a wave of hype in the direction of my own agenda. Once a month I deejay a hip-hop event where I play emerging top 40 hits and 90’s classics. On a Friday night, the bar is full of some of the city's biggest trendsetters but at 1:00 AM everyone will put away their personas and whip their hair to Willow Smith. People unite in pop culture because it’s something we all have in common. I don’t make popular music; I just have the insight to play it. These rules apply to creative marketing. You can take that pop culture buzz, shape it into something tasteful or simply make a current catch phrase reference - undoubtably people will revel in it.
