Culture — a word we toss around a lot. Too often though, it gets boxed into clichés and stereotypes. It’s more than language, fashion, music, or food, it also shapes how we see the world and, more importantly, how we find each other in it. There was a time when giants like Pepsi, Hollywood, or even Disney shaped the pulse of global culture, but today’s landscape tells a different story. Nowadays, the rise of micro-influencers — an influencer best known within a niche community — and rising brands by small business owners have made it impossible to define culture through a single, universal lens. Audiences today aren’t all tuning into the same show, listening to the same music, or rallying around the same global brands like they once did. The idea of a single, unified mainstream culture has fractured over time, giving way to a rise in subcultures, which are alternative to the conventional norm. In the music world, for example, while pop music used to dominate the mainstream, subcultures rooted in Latin, Arabic, and African sounds have grown in popularity. Nour Abosaif and Aisha Aldris, founders of Culture…
