The New Face of Business in the Heart of California Walking through Silver Lake or grabbing a coffee in West Hollywood today looks a lot different than it did five years ago. You aren’t just seeing people taking photos for the sake of likes anymore. You are watching the early stages of product development. The […]

Beyond the Viral Loop: The Rise of Personal Empires in the Digital Age The screens we carry in our pockets have fundamentally changed how we decide what to buy, who to trust, and how a brand finds its way into our homes. For years, the cycle was predictable. A person built a following by being […]

Walking through the Heights or catching a glimpse of the skyline from a rooftop in Midtown, you can feel the energy of a city that thrives on hustle. Houston has always been a hub for independent spirits, from oil tycoons to the modern digital creators filling up the local brunch spots with ring lights in […]

The streets of Denver are currently buzzing with a different kind of energy. While this city has always been a hub for tech startups and outdoor enthusiasts, a new wave of entrepreneurship is taking root in the local creative community. This change is perfectly captured by the recent moves of Alix Earle. For a long […]

The streets of Uptown Dallas and the crowded cafes of Deep Ellum have always been hubs for style and conversation, but lately, the talk has shifted from what people are buying to who is actually making it. For years, the digital world operated on a simple exchange. A creator would post a video, a product […]

For several years, the digital world watched a specific phenomenon take over social media feeds. It was often referred to as the Alix Earle effect. If Alix used a specific concealer or a certain hair clip in a thirty-second clip, that product was stripped from store shelves by the next morning. Brands paid massive premiums […]

The streets of Boston have always been a hub for innovation, but the nature of that innovation is shifting in ways we didn’t expect a decade ago. Walk through the Seaport District on a Tuesday morning or grab a coffee in the Back Bay, and you will see a generation of people who are no […]

The streets of South Congress and the modern offices in East Austin have long been a breeding ground for a specific kind of digital energy. For years, the conversation around social media in our city revolved around the “get” – how to get a brand deal, how to get a sponsorship, or how to get […]

A different kind of launch is catching attention For years, social media creators built entire careers around promoting other companies. A single post could move thousands of units in hours. The formula looked simple from the outside, but behind it sat years of audience building, content testing, and learning what people actually respond to. Alix […]