That’s because cultural relevance is authentic. The Beatles are still one of the best-selling acts in the world long after they stopped recording, and Star Wars, in the Disney+ era, might be more influential than ever.Ĭultural relevance is more valuable than the most effective PR and advertising a brand can buy. Both have influenced culture enormously, including how we speak and dress. The entire entertainment industry on its best days creates culture. Netflix is far from the first brand to wield cultural influence. (And Netflix is monetizing that relevance through merchandising tie-ins with brands.) KATE NETFLIX MUSIC SERIESThanks to the work of Stranger Things music supervisor Nora Felder, the series has been credited for creating a resurgence in popularity for 1980s hits such as Toto’s “Africa” and the Clash’s “Should I Stay or Should I Go.” Because many 1980s iconic brands appear in the series, Stranger Things has also helped the likes of Burger King and Schwinn enjoy a boost in cultural currency. A lot of that has to do with the use of music. Stranger Things, set in the 1980s, has become a pop culture sensation by tapping into 1980s nostalgia - and has arguably engineering that nostalgia. In 2019, Netflix’s Tidying up with Marie Kondo connected with American attitudes about materialism (and its consequences) so profoundly that the show actually created a spike in donations to thrift stores. The show was so popular that it caused a surge in chess set sales and online classes. For instance, in 2020 Netflix released The Queen’s Gambit miniseries, which tells the story of a woman’s journey to becoming a chess master. Netflix shapes attitudes, beliefs, and behaviors. The Netflix effect is powerful because Netflix is one of the most culturally relevant brands in the world. #RunningUpThatHill also has 47.3 million views on TikTok (and counting), and #KateBush was trending on Twitter over the weekend. It also appeared on streaming charts for the first time - skyrocketing to Number 2 (as of this writing) on Spotify’s Top 200 - right up there with Harry Styles and Bad Bunny. By May 29, “Running up That Hill” hit the Number One spot on iTunes. “Running up That Hill” appears in a crucial plot point during Episode 4.
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