This has been the sentiment for (some) of the mainstream audiences on TikTok and social media at large, especially off the back of last week’s GRAMMY win for the artist Doechii. While I know that didn’t pop out of nowhere, and that she’s been at this for a while… I started to wonder, why are some people — especially those who have probably sang along to her many TikTok viral songs — kind of late to the party? What has changed?Three words: It’s the look.In this week’s episode of #IHaveNotes I explore the role that this version of Doechii has played in connecting people’s ability to recognise her sound, with their ability to recognise her as the incredible artist that she is. About: #IHaveNotes is all about the intersection of culture, creativity + communications. #IHaveNotes - New episodes out every week — let me know what you thinkSocial: https://www.instagram.com/abxola/ + https://www.tiktok.com/@abxola

"Should I put myself out there more?"

When Louis Vuitton rolled out their influencer campaign for the new Neverfull a few months ago, I found the reactions extremely interesting. It proved a point that I'm always thinking about: having a big budget isn't going to solve all your business and marketing problems. You need more than that, you need the Art of Finesse: thinking about the creative angle that makes the most sense for your campaign, and usually that may be the most unexpected one.

About: #IHaveNotes is all about the intersection of culture, creativity + communications. New episodes out every week — let me know what you think

Social: https://www.instagram.com/abxola/ + https://www.tiktok.com/@abxola

Shot + edited by https://www.instagram.com/4kford/

What does it take to build a financially sustainable brand? Not being too demure. When Saks Potts announced they were closing after 10 years the fashion industry was up in arms. Since filming this Y/Project has also announced that it's closing. While we don't know the exact reasons why, it's opened up a set of questions around sustainability.

So many people are afraid of ageing. It always shocks me. And when it comes to seeing more mature women in campaigns? It rarely happens, and I'm not sure why. Because like fine wine, we get better with age. Receipts inside.

social: https://www.instagram.com/abxola/ + https://www.tiktok.com/@abxola