NTS: a new community radio station based in Dalston, launched in April this year. The community in this instance is the bubbling sub-culture of electronic music influenced by a staple of soul, funk and jazz amongst others.
Their recent short gives you a glimpse into the beginnings of the station, their developing culture and a five-a-side football team. Que Umbro's involvement and the second reason for my musings.
Umbro having taken tips from Adidas and Puma, have been quietly repositioning the traditional football gear company as a lifestyle brand, producing content featuring musicians Chase & Status, Liam Gallagher and Murkage and other sports stars.
En route to embedding themselves in pop culture, the Umbro Industries campaign focuses on supporting fledgling creative entrepeneurs in Manchester with £10k bursaries.
The trend of courting creative communities looks like one that will last for a while for culture savvy brands, ensuring buy in from taste makers and all that goes with it. Thus giving creatives alternative forms of investment from financial to profile raising.