IN SITU started as a passion project in July 2024, to create something just for me that I could curate and share as I see fit.

The first step was Substack, sharing cultural observations, strategic beliefs and music recommendations with anyone who cared to read it. But there was always a plan to do more.

IN SITU LIVE was born from the consistent desire to bring good people together in person, to discuss topics of interest with those who actually know what they are talking about, surrounded by music and positive energy. After both attending and strategising countless brand activations all over the world, it was time to put my knowledge of IRL events together into a package that fit my objectives - and now we’ve done four IN SITU LIVEs, with more on the horizon.

The Substack format is as follows:

LONG READ: Cultural observation opinion piece

VERBATIM: Quote from cultural tastemaker

SHORT READ: Belief relating to strategy and/or insight

MUSIC CORNER: Album recommendation