In this episode of Ripples by Rival, Lance, and Cecelia explore  another Deep Dive into two significant microcultures that go hand-in-hand: Spicy Lit and Dark Academia. They discuss how Spicy Lit is revitalizing the romance genre and revitalizing the whole of the physical book industry in its wake. Dark Academia is shaping fashion, culture, and viewing trends with hits like Netflix's Wednesday, being borne out of a passion for the microculture. The conversation highlights the passionate communities behind these microcultures and the opportunities they present for brands to connect with consumers through shared interests and escapism.

Chapters

00:00 Introduction to Microcultures

02:59 The Rise of Spicy Lit

05:52 Impact of Spicy Lit on the Literary World

08:48 Understanding the Spicy Lit Community

11:51 Brand Opportunities within Spicy Lit

14:56 Exploring Dark Academia

17:53 Dark Academia's Influence on Fashion and Culture

21:07 Conclusion and Future Insights

Mentioned in the show

• A Court of Thorn and Roses 
• Sarah J Maas
• Rainbow Rowell 
• Booktok lean
• Dark Academia

Ripples is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Ripples is hosted by Lance Koenig & Cecelia Parrish.

Find Rival online at www.wearerival.com, LinkedIn. 

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