SYDNEY MARKETING SOCIETY

By Jazarah Tambyrajah & Tatiana Dahdal When you think of Drake, you think scale. He is not just one of the biggest artists to come out of Toronto, he is someone who understands attention better than most brands. What is interesting about the Iceman rollout is that at its core, it was not about the music. It was about the moment. Before anything officially dropped, there were already conspiracy theories circulating online. People were trying to decode what “Iceman” meant, when it would come,...

By Annika Johnson Coachella hasn't always been what it is today. What started out as a straightforward music festival has, over the last decade, completely transformed into something else entirely, so much so that it's earned itself a new title: The Influencer Olympics. And honestly, that label makes sense. Brand saturation stretches across almost every touchpoint you can think of. Official sponsors, artist billboards, large-scale activations, free product pop-ups, dedicated brand houses,...

By Elizabeth Petrova Many of us saw the movie Encanto when it first hit cinemas back in 2021, a movie centred around Colombian culture, showcasing relatable character and issues. Perhaps one of the most memorable characters was Bruno , a quirky man whose only entertainment was the telenovela he staged. A telenovela is a serialised television drama popular in Latin America. Unlike American soap operas that tend to last for years - telenovela stories generally finish within 8 months. They tend...