If you’re still treating influencers as an “add-on” to your brand strategy, you’re already behind.
At WeRepresent, we’ve always believed that influencers are the future culture makers — not just creators of content, but architects of influence. They don’t just follow culture; they move it, mould it, and make it.
That belief was front and centre as we moderated the standing room only session at Brands&Culture NYC:
“SHAPERS, CREATORS AND UNLIKELY CULTURE ‘MAKERS’ – WHAT’S NEXT IN CULTURE?”
With insights from a powerhouse panel moderated by WeRepresent co-founder Jacquelyn Udeh, WeRepresent talent, Islah Abdur-Rahman, Amazon Music’s Jameka Pankey (Amazon Music), and Dose of Society’s Nii Lartey — we explored what happens when brands stop marketing to culture and start investing in the people who define it.
Here’s what the room heard loud and clear:
👉🏽 Influence is human — not just algorithmic
You can’t replicate the impact of someone who tells a story they’ve lived. AI isn’t the enemy, but it’s not the answer to human connection. That still belongs to creators with lived experience and emotional resonance.
👉🏽 Cultural relevance starts with truth
The creators and platforms building long-term impact aren’t just chasing numbers — they’re telling real stories. And the brands that win? They follow that lead. Vanity metrics fade. Truth endures.
👉🏽 The audience wants to feel seen
It’s not about perfection. It’s about relatability. Whether it’s a sketch about asking for time off for Eid or a custom experience that taps into a fan’s love for an artist, today’s audience connects with content that reflects them — not a sanitized version of them.
👉🏽 No more culture-jacking
The room was unanimous: showing up in culture can’t be performative. Don’t chase moments — create them. And do it with the people who are the culture, not just observers of it.
👉🏽 The takeaway?
Influencer marketing isn’t just part of the culture playbook — it is the culture playbook.
And the brands getting it right are listening to the right voices, co-creating with intention, and building with long-term credibility in mind.
WeRepresent is proud to be at the forefront of this shift — shaping how brands connect with culture through creators who actually live it.
Let’s stop chasing relevance.
Let’s build it.
