*Skill set:
Market analysis, trend scouting & insight sharing
Cultural Relevance Mapping
Building editorial outlets for creative storytelling
Creating sustainable brand–community relationships

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Culture cannot be copied, bought, or accelerated. It has to be understood, respected, earned – and lived!

With over 15 years of experience at the intersection of subculture, lifestyle, fashion, sports, and media, I curate culture for brands that want to move beyond surface-level relevance. My background as a communications lead, brand consultant, editor, and community insider allows me to translate cultural signals into strategic clarity – and into relationships that last.

Moreover, I’ve been there. In the concert halls and in the recording studios; on the skateboarding spots and on the basketball courts; at the sneaker releases and at the fashion shows; on the streets and in the basements. I did not only study culture – I’ve lived it!

I’ve trained basketball under the watchful eye of the then German national coach Dirk Bauermann. I was skateboarding with the Flip team. I’ve shared stage with rapper Casper. I’ve written about Hip-Hop and Sneaker and Streetwear when nobody cared. I’ve visited shops and talked to the people all around Europe before there was something like a hype around shopping and knowing about the latest trends.

My work starts with deep subculture and community insights. As founder of the first German sneaker and streetwear podcast, long-time editor for leading pop-culture publications, and host of cultural panels and events, I don’t observe culture from the outside – I am part of it. This enables precise market analysis, trend scouting, and insight sharing, grounded in real communities rather than dashboards alone.

Based on this understanding, I help brands define where and how they can authentically participate in culture. Through cultural relevance mapping, I identify the right spaces, moments, and collaborations for brands – and, just as importantly, the spaces they should stay out of. This approach has guided market entries, launches, and long-term positioning for global brands across fashion, sports, lifestyle, and tech.

Beyond campaigns, I build editorial structures and outlets that allow brands to tell stories with depth and credibility. From creator-first content ecosystems to owned editorial formats, I design platforms for creative storytelling that feel native to culture, not inserted into it.

At the core of my work is long-term community building. Instead of chasing short-term hype, I focus on sustainable brand–community relationships – built through trust, continuity, and shared values. This philosophy has shaped creator strategies, influencer relations, and cultural programs that turn audiences into communities and brands into participants, not spectators.

Culture Curation is one of the most important things in Culture Marketing in 2026! With all the information out there, ever evolving sub-cultures, and the waves of trends that come and go and come back, it’s important to fully understand the depth, find the connections, and build up a momentum that last!