Ruby Pseudo Wants a Word

Tropicana Sun

2012-01-26T16:23:00.003Z

Juice brand Tropicana, have installed a large fake sun in Trafalgar Square. The sculpture by 'urban artists' Greyworld provided Londonders with two hours of extra sunlight on January 23rd, apparently the most depressing day of the year. Bright idea.

Image courtesy of Dexter Navy.

Converse Rubber Tracks

2012-01-26T15:57:00.003Z

Promotional video from the Converse youtube channel. Rapper Black Spade passes through the Converse Rubber Track Studios. In a similar vein to the Red Bull Music Academy, the brand are facilitating the recording process of good music in order to produce high quality and culturally relevant content. Rather than pay a musician to write and record a song for the brand, Converse are allowing musicians to use their studio, in return the brand (hopefully) become associated with the cool musicians they endorse.

Youtube Education

2012-01-26T14:30:00.004Z

Remember that post about the iZone in New York, and the attempts to reform the nature of schooling to bring it up to date with today. Well I spotted this over on BNTL , youtube is an excellent tool in the class room as just a library archive, but when specially tailored for teaching it could take things to a whole new level. Have a watch ...

The F.C.U Via Galaxy Note

2012-01-23T15:50:00.003Z

Samsung stepped up the comedy factor in their ads. First there was ad where they went for the iPhones jugular and embellished on certain characteristics of iPhone consumers which definitely got my attention and made me chuckle. Now they've commissioned a series called the Fact Checkers Unit. Centered in a "trendy" magazine office around the exploits Dylan and his side kick Russel, who are charged with task of researching every and any type of obscure fact. Of course they are aided by their Galaxy Note mobiles but this still doesn't stop the pair get into some odd situations in the quest to check.

There's a whole lot more of this short shows/skits on the channel, and you can tell by the views that these things are pretty popular.

Goodbye Megaupload

2012-01-20T10:49:00.002Z

File sharing site Mega Upload has been shut down by federal prosecuters in Virgina, after accusations that the site is liable for more than $500 million worth of copyrighted material

Two of the companys co-founders were arrested in New Zealand, while others remain at large. In response to these prosecutions the hackers group Anonymous targeted a number of big websites including the FBI, Universal Music and the Motion Picture Association of America and others.

Many Americans are against the controversial SOPA (Stop Online Piracy Act) and PIPA (Protect Intelelctual Property Act), saying the acts will damage the web's architechture and restrict innovation. Yesterday Google managed to collect over 7 million signatures for a petition against SOPA & PIPA.

Although Megaupload has closed down what about the numerous other sites that do exactly the same thing? I doubt law enforcement agencies will be able to work at a speed that makes the web a place free from copyright infringement. My generation has grown up enjoying music and video content online for free it would take a great deal of change to shift this behavior.

Instagram

2012-01-18T15:34:00.004Z

The mobile photo-sharing app Instagram has turned into a social-media phenomenon, accumulating 400 million uploaded photos and 15 million users since its launch in October 2010, and brands are increasingly taking notice.

Early-adopter brands on Instagram -- which currently only runs on Apple devices -- include Starbucks, which joined in 2010 and now has 202,000 followers, Red Bull (95,000 followers) and Burberry (151,000 followers); media properties such as NPR and The New Yorker; and major events like the Oscars. Nike and President Barack Obama's re-election campaign just joined within the last month... and when the President of the USA jumps on you know its not a joke.

A common use of the platform is to show consumers what's happening behind the curtain at a company similar to the way twitter and tumblr can be used. A recent image posted to General Electric's account shows a technician working on an engine in an aviation facility in Peebles, Ohio, for example, and Tiffany & Co.'s account photos shows the inside of a jewelry workshop in the store's flagship Fifth Avenue location.

Brands are also using Instagram to run contests and source images. Levi's is currently running an open casting call for models by asking Instagram users to tag their photos with #IAmLevis for consideration, and in the case of General Electric, which has roughly 34,000 followers on Instagram. The intent is to showcase the company's impact in areas like energy and transportation by appealing to enthusiasts with photos of engines, turbines and locomotives, according to Linda Boff, executive director of global digital marketing. In addition to its regular account, the company just wrapped a campaign on the platform to find an "Instagrapher" who will be flown to Wales to photograph an aviation facility. Nearly 4,000 Instagram photos were submitted with the hashtag #GEInspiredMe and then posted on Facebook, where fans voted for the finalists.

Amy Cole [head of business operations at instagram] said brands that use Instagram are generally looking to forge a more personal connection with their customers. "Photos can be so emotional," she said. "It's a great way for users to really connect with a brand in a way that's different from text post

Instagram has nine employees in San Francisco, and like many early-stage social startups, hasn't publicly articulated its plans for revenue. It launched with $500,000 in seed funding and closed a $7 million funding round last February. While it doesn't officially partner with brands, the company are aware of roughly 200 brands and organizations (including celebrities such as Justin Bieber and nonprofits like Charity: Water) on the site.

It'll be interesting to see the changes that take place as thing platform for shared content grows and develops... there seems to be tremendous scope to involve a captive audience of consumers..

The New York iZone

2012-01-17T11:10:00.002Z

"The challenge we face is nothing less than transforming our schools from assembly-line factories into centres of innovation," The words of Michael Bloomberg, who warns that the US school system is falling behind international rivals.

The City of New York has implement a pilot [kinda] schooling system under the name of The iZone project - or Innovation Zone - and is challenging state schools in New York City to rip up the rule book. Its an attempt to reimagine inner city education. The NYC lab school in manhattan is part of this re-imagination which has been birthed from the call for personalised teaching that caters to individual student needs.

As with the case with most cosmopolitan areas students that attend schools in urban areas come from extremely varied cultural back grounds so to issue them with a one size fits all education cannot now be seen as sufficient in these modern times. Furthermore in this unstable and rapidly era where the young people of today are immersed in technology can the methods of old be truly suited to these climate?

The principle of one iZone School states that she is part of a pioneering Vanguard, not because her said school is in talks with Google and Apple and their technology is present in the class rooms, [She states throwing laptops at problem doesn't solve anything ] but because of the staff they have on hand which go the extra mile for students to the point where students voluntarily seek them out after school and before for advice and assistance. Also she advocates the necessity of schools to now teach youngsters to be critical thinkers and adaptive as these are the type of skills that will be valued in these social times.

The NYC Lab School is part of an initial group of 81 schools taking part in the iZone experiment, which has expanded to 160 schools and will grow to 400 schools by 2014, and Arthur VanderVeen, until recently the head of innovation at New York's Department of Education, says the iZone is the next step forward in trying to find ways to improve inner-city schools, in all their complexities.

The idea of personalisation is "highly ambitious", he says. "It's a wholesale rethinking of a school and its cultural mindset."

"The 19th Century model is so deeply embedded with parents and pupils."

But such revitalisation is necessary to prepare for the future.

"We don't know what jobs are going to be there in 10 years."

I agree with his sentiments, times are changing at such a rate that the old system of education must look to reform itself rapidly and update its practises or risk being totally ineffective and outdated in the coming years. Projects such as this iZone an exploration of how it can be improved are critically and will shed insight into what steps to take to progress. When we gonna get something like this popping in the uk...

Jameson - Done In 60 Seconds

2012-01-12T11:33:00.003Z

The 2012 Jameson Empire Awards Done in 60 Seconds has arrived!

The Jameson Empire Awards Done in 60 Seconds competition, where the brand asks you to recreate classic movies in no more than 60 seconds. Yes, you must take a piece of cinematic genius (or not so genius if you prefer), distil it down to its essence and cram it all into a timeframe shorter than the life expectancy of the comedy sidekick in a slasher / horror movie.

To take part in this year's competition and be in with a chance of winning a Jameson Empire Award and attending the star-studded and glittering Jameson Empire Awards ceremony in March 2012, grab some mates and blag a camera from somewhere and get shooting.

Here's a few links to some UK finalists.. [http://bcove.me/e51dvrv9]

This looks like the 3rd year this competition will be run, showing no signs of slowing down it may be said that Jameson commitment to dedication to the medium of film has given the brand a nice positioning. Whilst other brands were chasing the Nightlife scene, or the Arts ... Smirnoff / Becks, Jameson snuck in with their Cult Film Club and found a home for themselves, and the co branding with Empire only added to their sway in this department good moves all round I say.

THE KOBE SYSTEM

2012-01-11T14:30:00.003Z

Nike have just released some ads for Kobe Bryants new clothing line, 'The Kobe System' with the tagline 'where the successful find more success'. The ads feature the comedian Aziz Ansari, Serena Williams, Richard Branson and more. A winning combination of humour, celebrity co-signs and the best basketball player on the planet, Nike are on point as ever.

Street Wear Collective [Video Recap]

2012-01-11T10:41:00.004Z

A few weeks ago Cellar Door got together with a number of UK streetwear brands for a two day pop-up shop in the Camden area of London. Across a weekend, brands including Pixel, Playdot, Kaveman, Whyme and 4Love&Money pitched up to sell clothing from their latest lines, along with a number of friends and some light musical entertainment. Virgin Pioneers was on hand to document the action and interview a few of the Brand Owners to hear about their plans and motivations for starting up their own brands.

Its great to see an established brand such as Virgin taking interest in the promotion of young entrepreneurs. [ Big shout outs to @Jossmart ] Hopefully if these brands will continue to push and take things to the next level, this type of exposure will be critical.

Secret 7"

2012-01-11T09:51:00.003Z

A fantastic competition for all you creative people out their, Universal Music, Teenage Cancer Trust and Talenthouse have come together to offer you all the chance to design covers for some of your favourite artists and win prizes all in the aid of charity.

Secret 7” is an exciting and innovative project brought together by Universal Music, Teenage Cancer Trust and Talenthouse, to creatively combine music and art in aid of charity.

An inspired challenge set by seven hosts; The Cure, Florence & The Machine, Bombay Bicycle Club, Ben Howard, CSS, Noah + The Whale and DJ Shadow, the task is to design an original piece of 7″ vinyl artwork inspired by each of their chosen songs. Calling all visionaries from graphic designers to painters, illustrators and photographers, Secret 7″ is providing an incredible opportunity for professionals, novices and art enthusiasts to collaborate with celebrated bands and artists. Viewed by millions, and chosen out of thousands, the final pieces of artwork are decided by the public voters via Facebook and Twitter. The project will culminate in
700 uniquely pressed vinyls (with a limited edition of 100 covers for each artist’s single) to be displayed in an art exhibition at Idea Generation Gallery in London, Shoreditch in the week leading up to Record Store Day April 2012.

All Secret 7” singles with chosen artwork covers will be available to purchase, but none of the buyers will know who has created the sleeve, or even which song it’s for, until they are holding it in their hands – the secret lies within.

Talenthouse will be hosting submissions and enabling public voting to take place. Submissions will be generated through to mid January 2012. To support the exhibition, an online interactive gallery will be created where purchasers of the Secret 7” vinyls can discover who created the artwork.

GO HERE FOR MORE

Police Target Urban Music Scene

2012-01-09T18:00:00.003Z

The Guardian have just published an article: 'Police accused of discriminating against urban music scene' by Alexandra Topping. The article discusses 'heavy-handed bureaucracy unfairly targeting and discriminating against the urban music scene'. While I've noticed there is often a large police or security presence at large events and festivals it has always struck me that such measures may have be disproportionate at 'urban' events or at Notting Hill Carnival, or events where there is black music, in comparison to say, an indie gig.

London MC Plazma, 22 explained that the Metropolitan Police use 'Operation Trident to target rappers like Giggs because of their lyrical content or criminal backgrounds and stop them from getting shows or getting signed. This is actually detrimental to society because Trident are playing a hand in denying youths an opportunity of escaping gang culture.'

By Nick Bamigboye

Mac Miller Forbes Interview

2011-12-20T14:43:00.004Z

19 year old Pittsburgh rapper Mac Miller has had a great year. His debut album, Blue Slide Park sold 144,000 copies in its opening week and the album was the first indie album to top the charts since 1995. Without relying on a major label, Mac has managed to create a large following via social networks: Twitter & Facebook. His success further reveals the inadequacies of an outmoded label system and highlights how social network campaigns will be necessary in the future.

Getting them young...

2011-12-20T12:16:00.002Z

Versace is the latest to get 'em early, opening its first of many Young Versace boutiques. Carrying the inaugural spring 2012 children's collection, the store in Milan—at Via Borgospeso 15/A, next door to Versace Home—is a purply pastel wonderland, whose plush chairs and larger-than-life confections would have sent Willy Wonka into a tantrum.

The new line is "perfect for kids that like to stand out from the crowd," says Donatella Versace, who knows a thing or two about standing out. The kiddy versions of the house's signature looks—crisp white blazers, bright yellow shifts, graphic tees. [Via HintMag]

I'm not too sure about this move, I mean retail aimed at some at the youngest consumers is no new thing al la Baby Gap. But I cant help but feel like this is adding to the precarious trappings of materialism that now even the youngest indivuals in our society will be exposed to. Especially during these austere times, where there have been calls for young people to be taught finance so that they'll learn to live within their means, its strange that these type of stores are popping up.

CÎROC - 'Luck Be a Lady'

2011-12-20T11:43:00.004Z

Vodka brand CÎROC have made a short film: 'Luck be a Lady' featuring Sean 'Diddy' Combs, Eva Pigford, Michael K. Williams, Aaron Paul, Dania Ramirez, and Jesse Williams. Directed by Anthony Mandler in Las Vegas, this short was clearly inspired by the film Ocean's Eleven. Sean 'Diddy' Combs has been the brands ambassador since 2007. By working with men such as Mr. Combs and making such extravagant adverts as the one above, the brand are attempting to associate themselves with luxury and opulence, in the same way brands such as Hennessy & Grey Goose have.

Meet Melody from NYC

2011-12-19T10:32:00.003Z

Our man Alex from New York introduces us to Melody Bryant

1. The main thing brands don't seem to get about being my age is…
I like to dress more mature than my I guess.

2. The thing I've been meaning to do for ages but not got round to damn well doing is…
Getting my license.....I take advantage of my mother too much.

3. If I could change anything about my cell phone I would change…
The fact that it is touch screen! I'm not a fan of modern technology. lol give me a flip phone and a vc r any day!

4. The thing that frustrates me more than anything in my world is…
When people don't speak up for what they want, or tell the truth. I'm all about honesty....unless a little white lie is needed....

5. I'll know I've made it when…
When I feel relief, and sense of complete accomplishment, and happiness.

6. My biggest concern at this time in my life is…
To get through school, enjoy being young, and to focus on the positive things of life.

7. If I was a big brand and could use my power to make a difference I would…
Make a comfortable pair of jeans for women that are thick in the hip and small in the waist.

8. When it comes to looking after myself, I am…
Focused on staying who I am and only look to improve

9. When I think about the future, it makes me feel…
Excited! scared, but ready.

Kicking It At Home With Chloë Sevigny [by Hot Mess in NYC]

2011-12-16T18:34:00.006Z

Reigning Queen of Downtown New York cool culture, Chloë Sevigny, of course, has her own clothing line with another hipper-than-thou downtown staple aka unaffordable fashion retailer, Opening Ceremony. Surprisingly enough, I'm not rolling my eyes at all and kind of obsessed with these At Home With Chloë Sevigny videos, which have been reblogged and RT'd by every damn fashion-y who's who since their online debut.

Who doesn't LOVE witnessing a celebrity, specifically one who's got an It Girl, pretentious rep, being unflinchingly real and kind of adorable? Sevigny comes across as just a big fashion nerd in a thirty-something-year old's body who sometimes gets wasted and rips her uber-expensive Proenza Schouler dress on a smoke-y dance-floor. Also, it doesn't hurt that her closet is KILLER. And, PS, so is her Chloë x OC '90s-grunge-y (duh) collection. After watching this, I might even consider purchasing those overpriced Chloë x OC loafers. She's just like us, y'all! Although her cringing at old photos of her backstage with Kate Moss is a lot chicer than our prom pics... Memories. :'(

At Home with Chloë Sevigny: Part 2 from Opening Ceremony on Vimeo.

Rants & Raves

2011-12-16T16:08:00.008Z

Raves

Unwatchable

This video for this campaign against using conflict minerals from Congo in mobile phones is pretty hard to watch. But then again some of the things that are occuring in Congo are equally hard to fathom. Check out the unwatchable film and learn more about the minerals that go inside your phones here.

Have A Cash Money Xmas

I thought this pink poster wishing me a Cash Money Xmas with four Nicki Minaj's on it was pretty amazing.

The Jingler

This app allows you add jingle bells to any song on your iPhone!

Rants

Littlewoods

If I said Littlewoods was doing anything else apart from trying to unashamedly force cheap goods down your throats I'd be lying. Whilst they may reveal that it's 'Mum' that brings all the gifts and not Santa, at least they make good use of rap music in this advert (not).

M&S x X-Factor

This advert features all of the X-Factor finalists singing 'When You Wish Upon A Star' to promote Marks & Spencers, not a bad idea seeing as X-Factor is an incredibly popular TV show in Britain. However for someone who despises X-Factor and the mediocre pop music they peddle, watching this advert is a bit like receiving acupuncture to the retina.

Iceland

I think this chick was in Big Brother then married a footballer or something. That doesn't really matter. All that matters is to me is that I never have to hear her sing again.

Shweppes ....

2011-12-15T12:26:00.002Z

I dont know who gave this advert the go ahead but they should be found, fired and shot. This advert is first off inherently racist... I'm offended. They should have gone the whole hog and brought out the black out and red lipstick or just got a couple puppet gollywogs, wtf were you thinking.

SAVE THE CUT

2011-12-14T11:14:00.005Z

We're all about the young'uns at Rubypseudo, so naturally we were less than pleased to hear that youth run magazine The Cut risks being being cut due to lack of government funding. Though all is not lost, you can save The Cut by completing a few mini tasks on www.TheStake.co.uk , a Barclays run initiative aiming to get young people thinking of entrepreneurial ideas, many have supported this cause and we're about the spreading the word, so help keep The Cut going log on to The Stake.

SBTV does the Muscat Youth Summit

2011-12-13T12:57:00.002Z

The Muscat Youth Summit is an annual initiative organized by the Brand Oman Management Unit (BOMU) supported by UNESCO, the Sultanate’s Ministry of Education and the Oman National Commission for Education, Culture and Science.

The purpose of the Muscat Youth Summit is to give youth a voice in the planning of activities and programs for their communities and to provide information to adults making decisions that affect their lives. The Summit is a free-of-charge, three-day residential program aimed at 15–24 year-olds drawn from the Middle East, Asia, Europe and North America.

Britains own largest youth broadcaster SBTV was on and to capture the on goings at this summit where the focus is on Social Entrepreneurship, Urban Arts and Digital Participation.
The young people are encouraged via workshops to explore social entrepreneurship and the power it gives youth over the way things are produced, services delivered and decisions made. Above all, it will encourage youth to take shared responsibility for their lives and communities and challenge rigid ideas about the balance of power between 'producer' and 'consumer'.
Whilst also allowing the young people to experience a diverse range of arts and cultural activities to enhance their aspirations, achievements, skills, engagement with and contribution to their respective communities. It also introduces Summit participants to a new area of future employment.

Find out more here...

Television X Twitter

2011-12-13T10:56:00.005Z

As Little Mix beat out Marcus Collins in Sunday’s night’s X Factor finale, predicted by social media, viewers turned towards Twitter in equal measure with the show’s judges when they decided how to vote.

A new study by digital agency Carat reveals an interesting trend with X Factor and Strictly Come Dancing viewers—specifically, that their trust has shifted away from traditional media influencers towards non-traditional media, such as Twitter and Facebook.

Twitter is now seen as the most trustworthy source, with 66% of viewers believing what they read on Twitter about X Factor and Strictly when deciding how to vote.

Some more interesting figures from the study:

- Multi-screen viewing is now the norm. The majority of X Factor viewers surveyed said they use Facebook at the same time as watching the show, at 51%, while 14% used Twitter while watching. [I know I like to watch my guilty pleasure "Take Me Out," whilst checking my twitter feed.]

- Ad engagement among viewers is high—26% of those surveyed had commented on an ad on Facebook during X Factor, while 7% said they had tweeted about an advertising campaign.

During shows like X factor my timeline on my own twitter is cluttered with updates regarding the show, to a point where I actually have the ability to "follow," the show without actually watching it and have a good grasp on whom the favourites are. So its no surprise that Twitter is informing peoples voting decisions

Mr. Moosh

2011-12-09T13:47:00.007Z

Mr. Moosh AKA Gerry Mush is an artist from NYC, there's not much info about on him on the web, but his work speaks for himself. A blend of self help mantras, familiar logos and pop culture references Mr. Moosh is a modern day Andy Warhol or Barbara Kruger. Mr. Moosh is very clever and resourceful utilizing logos and symbols from familiar brands to convey his message of positivity, love of hip hop and to poke fun at the things he sees wrong with the world. He also designs adverts of brands he likes for the fun of it, many of which are better than a lot of the ads the brands actually run with.

By Nick Bamigboye

Rants & Raves

2011-12-09T13:18:00.005Z

Rant

The Trainline.com

I hate these people, they always email me with stupid fucking titles and puns. They're idiots. You're a train website, I use you anyway but thanks so much for making me resent the fact that I have to. Well done you.

Tommy Hilfiger

I am a fan of Tommy Hilfiger's attire and I like a good Xmas party, but if I ended up here I might have to shoot myself. Some of my friends agree:

Rave

Mr Moosh's 'Starting A Small Business - At Your Own Risk'

Watch this. Great animation.

This is what comes up when the internet drops off and you're trying to load a page on Firefox. I really like it. Although it's an annoying situation to be in this kind of approach to it makes it less frustrating and puts a bit of a smile on your face.

Coca-Cola

Coke capitalize on honesty in their latest advert, where we see clips of members of the public responding to finding a wallet on the floor. Apparently 95% of people gave the wallet back. Nice concept and sentiment, but it is slightly reminiscent of a Carlsberg ad from a few months back, which also secretly filmed members of the public in a staged scenario.

Walk Of Shame

2011-12-08T11:47:00.003Z

Great ad from Harvey Nichols, I have never had to endure one of these bops [walks] put I have seen many a woman on her journey of disrepute and I felt the same embarrassment for the actors in this advert, so I guess it worked.

"Art" Basel - by Hot Mess

2011-12-07T16:00:00.000Z

Miami Beach celebrated its 10th Annual Art Basel last week, which basically meant a shit load of over-the-top parties with pretty young things whose, let's be honest, only kind of art they care about is the art of drinking/having their photo taken. Outrageous New York nightlife staple Sophia Lamar, pictured below, said it hilariously best via Twitter (duh): "Art Basel… Eurotrash, F.O.M.O. And a combination of Coachella and Fashion's Night Out."'

Sure, there's tons of rich folks who actually buy art and hit up Art Basel at the convention center -- with floors and floors of galleries from around the world on display. But then there's the others who didn't even know the convention center existed. (I plead the 5th…)

Still, it doesn't mean I didn't see any art. I saw lots of it. Just often through a blurry lens, depending on the day and time. I checked out massive parties like Lovecat Magazine's Art Issue Launch with an incredible two story Mr. Brainwash demented fun house of an exhibit. I went to Mr. Chow's for a champagne-flowing dinner party for a glam crowd of hundreds, including Naomi Campbell, the Hilton sisters, Will Smith, Adrien Brody, Pharrell Williams and hosted by Mr. P. Diddy. Oh, right, it was for the launch of an art photography coffee table book showcasing booties…

I'm not complaining. I had an incredible time. Besides, what's art without the fab people surrounding it? Andy Warhol would've loved it. If the studded biker jacket-clad cuties were the art, then their Twitter/Instagram was their canvas. #ArtBasel hash-tags flooded by Twitter feed, letting you know exactly what you were missing out on. F.O.M.O. was in the beach air, and South Beach was transformed into a downtown Manhattan playground, just for the week. Until next year...!

Pictures: PAPERMAG.com

Trapstar Instores and more

2011-12-07T13:42:00.006Z

Last weekend saw the latest Maybach Music Signee Stalley appear at the Trapstar Flagship Store in west London for a special performance, before leaving and appearing at Vibe Bar brick lane for his first headline performance in the UK. That performance was also brought to you buy the brains behind streetwear brand Trapstar.

Stalley in store performance Via WeAreSme

Though Trapstar have always sought to push the boat out regarding their marketing, I'd have to say this year they've done exceptionally well in regards to the type of talent supporting the grass roots brand also in the way they've created branded content. Their "Trapstar Chronicles Vol 1" was launched to much success [17,000 + views] in which you'll see Wiz Khalifa and Mac Miller sporting the goods, popular youtube comedian Vujanic providing some laughs, and an overall insight into the Trapstar flagship world.

You've got to respect the Trapstar seeding game as well. The hippest rapper out at the moment ASAP Rocky has now been spotted on numerous occasions sporting the london brand, and whilst you cant put quantitative measure on the amount of attention this will be bring to the brand. I would say its invaluable in increasing visibility and its fair to say ASAP is one of the most Tumblr-able faces at the moment.

[ASAP Rocky X Trapstar]

Trapstar started out setting pace in the UK "streetwear" world and show no signs of slowing down, credit is due to Mikey Trapstar and his team even if their clothing isn't for you they've got their marketing game on point, they're early on things and are not doing things by halves.

Join This Gang

2011-12-06T13:09:00.005Z

[Petchey Academy]

Spotted by Roxy in the Evening standard, a London school has set up an "alternative gang," for young males who are lacking male models in their lives. Around 40 pupils have joined this pioneering project at Petchey academy in Hackney where the young men will work alongside Royal Marines and staff from Arsenal football club, some of the staff themselves are ex-gang members. This scheme was set up by the assistant head teacher Andy Robinson , who saw the need for boys needing increased engagement in schools that would provide an alternative to gangs.

"This is out own gang, full of strong male roll models for boys who may not necessarily have a father at home."

Mr Robinson has noticed the impact of the ex-gang member Arsenal coaches as the male pupils responded positively to their presence, in addition to the physical activities the boys are being trained to become mentors in local primary schools. Thus equipping the young men to effect their locality and be role models to their community, I like the perpetual nature of this idea, it can only be a good thing.

SCND TO NONE - NEW SITE

2011-12-06T12:34:00.004Z

The creatives at ScndToNone have launched their new site, its nice and glossy and well put together. These guys are the ones to watch we've been screaming that for a long while now. Go check it out, have a gander at their photo's or better yet go down to Guilford and buy some clobber for the winter months.

Boomtown Stories

2011-12-06T09:57:00.007Z

Boom Stories is a project from Wieden + Kennedy in Shanghai that sets out to understand the hopes, dreams and realities of those people living in some of the fastest expanding metropolitan areas in China; and by proxy, the world. areas in China, and by proxy, the world.

By 2025 it is thought that 20 of the top 50 cities (judged on GDP) will be found in Asia. This is a trend of rapid expansionism in the planets most populous nation. The principle cities studied here are Chongqing, Hefei, Anshan, Ma'Anshan.

This is an ambitious and fascinating study.

NEW MARTINI AD - LUCK IS AN ATTITUDE

2011-12-02T16:38:00.002Z

The new Martini advert depicts a young Italian man going through his day. The split screen shows what happens on one side where he acts positively and creates his own luck the other shows what happens when he behaves less confidently. The advert suggests that one creates their own luck in life. Martini chose their protagonist through their Kisser Casting campaign.

‘Luck is an Attitude’ was created by ad agency Fred & Farid Paris and directed by Peter Thwaites of production company Gorgeous.

(via PSFK)

DC SHOES: THE HOLLYWOOD MEGAMERCIAL

2011-12-02T14:35:00.002Z

Professional rally driver Ken Block and chief brand officer for DC Shoes bring you Gymkhana Four, a visual extravaganza that includes death defying stunts, pyrotechnics and robotic sharks.

Filmed on the backlots of Universal Studios over the course of five days, this latest Gymkhana makes the previous ones look lame in comparison.

Rants & Raves

2011-12-02T10:45:00.007Z

Rants

Toyota Gadget Master Advert

We talk a lot on Ruby Pseudo about the misuse of hip-hop culture and music. This is a prime example. Who is this weird bespectacled man rapping about a 'gadget master'? We're not sure either. The raps and animation are all way off the mark. Please. Stop. This.

Mulitple Choice Adverts

I cannot stand this trend of online adverts [on YouTube and 4OD mainly] where you have to pick what version of the advert you want to see. I've seen quite a few for films, one for a L'Oreal hair product where you had to pick which of the over-chiseled, greased up men's hair style you wanted to see in action. It's quite simple, I don't care. Even when I watched both versions of one of the adverts by chance I could barely notice the difference. For someone to want to watch 4 versions of one advert it's got to be fucking seminal. If there were 4 different versions of the Honda cog advert I'd watch it, or a couple of versions of the Old Spice 'I'm on a horse' advert then I'd happily take the time to choose which I watched... But for a crappy action film and mens hair product? Quite frankly I couldn't give a shit and see it as a genuine waste of my time, even if it's just 3 or 4 seconds. The pace of the Internet in my house at times and the amount of adverts I have to watch [1 of 6????] before I see a program is irritating as it is. Nuff said. (By Rosie Harrison)

Wikipedia Appeal

I like wikipedia, I find it very useful, despite not being entirely correct sometimes... But, I don’t like the sad puppy dog eyed photo of the founder on their website, asking for just £3 a month to help keep wikipedia free...at this time of year, when seeing homeless people out in the cold, at xmas, etc, is heart wrenching enough... I don’t usually give much to charity, bad I know, but if I was going to start making monthly payments anywhere, it would NOT be wikipedia... (Jamie Sweeney)

Raves

GCHQ

GCHQ, Britain's secretive agency of intelligence experts, is looking for new spies. All candidates who successfully crack the code above will be invited to apply for a job on the agency's website. Pretty cool.

Vodafone - Random Acts of Kindness

Vodafone have been offering members of the public gifts on their face book page. Gifts like a mountain of Ferrero Rocher, which is pretty nice really. But on close inspection I'm pretty sure the old lady knew someone was coming, she looks like she's got on her Sunday best.

Red Bull Music Academy X Deviation String Quartet

RBMA always seem to be doing good things, in october they took over the EDF London Eye to present the first music festival in the sky. It was called Revolutions in Sound and it consisted of 30 gigs [each one small and intimate, one per London Eye pod ] which were each streamed live and recorded live. I've been to a few RBMA events and this looks like one I would have killed to go to...redbull rarely get it wrong when it comes to the music side of things some I'm each pod gig would have been thoroughly enjoyable, and If I had to choose one it probably would have been this one below. A Deviation String Quartet, thats something special especially when you hear them flipping SV's Fall In Love and SX's Woo riddim. (Nate)

Racist Tram Response Via Andre Zoom Anderson

2011-12-01T14:42:00.003Z

Now I'm sure the majority of us have seen the appalling video of a woman slinging out heaps of racist abuse on a train in Croydon. It was pretty shocking but vivid reminder to sadly the views that are held by certain people in society, this video has no doubt sparked debate around this sensitive subject. I find this response by Live Magazine's Art Director Andre Zoom Anderson whos is also one of the many bright minds within the Pseudo network particularly pleasing , accurate and apt.

Mr Anderson has recently released his 4th book Manifesto a book based on his concept of Hyperactivism go check him out at http://www.whatiszoom.blogspot.com/..... watch out for ZoOm he's always doing good things.

Stop Biting

2011-11-30T16:10:00.005Z

"To Bite": To rip off another person's style, especially with respect to music or fashion. From early hip-hop culture ...

Now I'm not saying that FLTV has copied the way Jamal Edwards wears his hat, but this is a terrible example of how to launch your brand. Peep the write up by Sian Anderson .

"Formula Live TV have taken quite a unfamiliar approach in terms of marketing to promote their website and channel, claiming (quite brazenly) that they are the new SB.TV. Yes, SB.TV whose tagline 'The UK’s leading youth broadcaster' has grown from founder Jamal Edwards travelling solo across England (aged only 16) filming MCs freestyling into a team of loyal staff, over three million channel views, a Channel 4 series, From Bedroom To Boardroom, and an audience of 16-30 year olds from across the UK, US and Canada. With only 1,246 channel views since their launch in October, quite how FLTV are already running with the tagline 'The UK’s No1 Online Music Broadcaster' is anyones guess.

To add insult to injury, they also state “successful trends arrive in pairs”, using Google & Yahoo, Facebook & Twitter and Nike & Adidas as their examples. What came first the chicken or the egg. Lolz sorry that’s really irrelevant I just wanted to float that thought… Erm yeah, pairs. No they don’t. Google was founded in 1998, Yahoo in 1995. Facebook was founded in 2004, Twitter in 2006, Nike was founded in 1964 and Adidas in 1949. What part of those came in pairs? The shoes? If you’re going to condone what you’re doing, at least use a comparison we can live with. Tom and Jerry for example, both 1947. Ant and Dec both 1988. GRIME DAILY AND SBTV… VALID COMPARISONS. VALID PAIRS"

Well said, that was pretty poor from the brains at FLPTV...tut tut.

Free Boots Via Palladium

2011-11-30T10:05:00.004Z

In order to celebrate the official consumer launch, the brand have set up a Shoe Exchange where they will be giving 100 people the chance to get their hands on a pair of boots. All the people have to do is:

• Head to the Palladium pop-up at BoxPark

• Request a map with directions to the Palladium camper van hidden away in Shoreditch

• First 100 people to find the location of the van will be asked to hand in their map (voucher) in exchange for your boots.

Its great that they've allowed fans to explore London’s East End which is the most creative & diverse culutral district of the city. This type of urban exploration indirectly links back to the roots of brand back in France...

Guardian Christmas Appeal

2011-11-28T10:24:00.004Z

On Friday Guardian Editor Alan Rusbridger revealed the 8 charities that will benefit from the papers christmas appeal. You can read the full article here.

This year the paper have targeted charities that look to support disadvantaged young people. Many of these charities are facing hard times with much of their funding having been slashed by the Government (and by proxy local authorities).

As Mr Rusbridger notes, "To engage and thrive, young people say they need resources and support to help them develop life skills and build confidence. They want to get a job, be offered alternatives to gangs or addiction. They want support for vulnerable families. They are hungry for training, education, youth clubs, arts and sports opportunities, and mentoring advice."

Do take the time to read about the 8 organisations linked below.

Magic Me brings young and old together through art, music and dance projects.

Tomorrow's People helps unemployed young people in rural areas to get and keep a job.

Fare works at grassroots level to tackle gang violence in Glasgow.

St Giles Trust helps young ex-offenders turn their lives around.

The Boxing Academy provides unique educational support for troubled teenagers excluded from school.

Just for Kids Law provides vital support and advocacy for vulnerable youngsters in difficulty.

Street League uses the power of football to inspire and support vulnerable young people.

Community Links prepares disadvantaged youngsters for work and education.

Rant & Raves

2011-11-25T13:31:00.009Z

Raves

Nick Clegg

Deputy Prime Minister Nick Clegg says a £1bn plan to provide subsidized work and training placements will "provide hope" to thousands of young people. Wahey! Let's hope this happens in a properly costed, properly initiated way. Watch this space...

Andre 'zoOm' Anderson

We are proud to announce Andre 'Zoom' Anderson from our network is celebrating his book being published by Penguin today! Introducing a method ZoOm calls 'Hyper-activisim', the book 'Manifesto', written in the wake of the London riots discusses how youths have the potential to totally turn the media, the arts, and education on it's head.

Rants

John Lewis Christmas add

People actually cried at this apparently. I fucking hate it. I hate the smug, contented idiocy of it all and I hate the bastardised soundtrack. Also that kid would never wake up at 8.30am on christmas day, that's just ridiculous.

Lucozade

This is way too much. This is what happens when brands try to do too much and utilize technology in the wrong way. I think only the keenest fans and consumers of Lucozade will bother to download the relevant app and interact with their bottle.

Rihanna With Her Family

2011-11-25T13:04:00.003Z

This is a great advert. Rihanna has just released her new album and this footage of her chilling with her family in Barbados, which features some narration from Jay-Z , has just been released. This footage is a great attempt to normalize Rihanna, so fans can see that whilst she is a pop superstar she also still holds family dear. Great promotion for her new album and a great way to attempt to make Rihanna seem more wholesome, especially when a lot of press often describes her as raunchy or as having a 'bad girl' image.

I also have the feeling Cartier may have paid for some of this, as a lot of jewelry features in the ad. And the only visible brand logo, which is clearly edited in, is Cartier. If this is the case, it's a very clever piece of marketing for both Rihanna and Cartier who will look cool by association. Also this video makes it look like a Cartier ring is the gift you should be buying for your grandmother this Christmas.

Cartier: "Painted Love" by AIR

2011-11-25T12:33:00.002Z

Jewelry brand Cartier have recently released this short "Painted Love" an intense and mesmerizing mix of live footage and animation. It's a bit like 'Who Framed Roger Rabbit' mixed with Michel Gondry's 'Science Of Sleep'. A great viral, that reinforces the brands identity as one of luxury and elegance.

This Holiday's Mother (Cash) Monster

2011-11-24T16:54:00.009Z

If you're a Little Monster, you've got loads to be thankful for this Thanksgiving. I'm not just talking about the Very Gaga Thanksgiving TV Special, which, by the way, I'm really hoping doesn't ruin my appetite by her wearing a bloody turkey headpiece.

Leave it to Lady Gaga to also give Mrs. Claus a run for her money this holiday season. I was luckily on a plane heading home for Thanksgiving and avoiding my Twitter feed when Gaga kicked off her Barney's Gaga's Workshop in NYC. Yes, extremely high-end retailer Barney's has gone Gaga. Despite the fact that the majority of her Little Monsters have yet to graduate high school and will have to beg their parents for that $395 'Gaga Bust' candle. Totally bah humbug!

It's no secret that Gaga (and lets give credit where credit is due -- her incredible team) is a creative fearless fashion defying psycho of all colorful sorts. In a sea of pop stars-copying-pop-stars complete with whipped-creme-spewing-brassieres and multicolored weaves, Gaga is pop's savior… or as she prefers it, the self-proclaimed Mother Monster. My paws are way up for Gaga in terms of pop stars. Creatively and aesthetically, I could perhaps hop on board the Gaga Workshop bandwagon, although I wasn't particularly blown away from the images I've seen so far. I mean,pleather-heels-turned-stockings? Duh.

Out of all of the celebs-turned-designers, it should be Gaga selling her studded biker gloves and fishnets at the mall. Kids love her, and she's an icon with a great trajectory to super stardom worthy of looking up to. I'm sure that the native New Yorker and fashion-enthusiast is beyond thrilled to be taking over motherfucking Barney's. Bless her. But with her fan base, perhaps FAO Schwartz would've been more appropriate (and appreciated by Little Monster mothers).

For the insanely talented artist, at the end of the day, Gaga's Workshop is nothing more than a zany, super overpriced holiday tourist trap. Don't get me wrong, I would've driven my parents to insanity to drop all they were doing to get me to NYC for the holidays if the Spice Girls had taken over Barney's. They would've totally done it better, by the way. Girl Power ornaments, Spice Up Your Life candles and Union Jack stockings… CAN YOU EVEN IMAGINE?!!!

But we all know what happened to the Spice Girls and their over-exposed, short-lived global takeover. Lollipops, Pepsi commercials, dolls… Same thing, different wrapping, Mother (Cash) Monster. Just cause you're collaborating with 'edgy' artists and doing the 'high-brow' version doesn't make it any different.

pics via barneys.com

Street Wear - Collective

2011-11-23T15:45:00.003Z

Cellar Door in association with Virgin Pioneers presents Street Wear Collective !!

Date: Saturday 3rd & Sunday 4th December

Address: Collective, 37 Camden High Street, London, NW1 7JE
Doors: Saturday 10am – 7pm & Sunday 11am – 6pm

Street Wear Collective is about clothing that is made by urban creatives that use garments as expression.

The brands stocked at Street Wear Collective are the next generations of street wear lifestyle brands who have built a strong following through their activity with pop-ups.

Clothing brands include: Dark Circle, PXL, Playdot, Kaveman, 360 Clothing, Shining Heroes, 4loveandMoney, Me Firi Ghana and Why Me.

Art displays, DJ’s and Live PA’s throughout the weekend.....The event will also be filmed and subsequently broadcasts by Virgin Pioneers Network...

Tube: From Mornington Crescent tube head North up the High Street and it is on the left.
From Camden Town tube head South down the High Street and it is on the right.

Bus Routes: 24,27,29,46,88,134,168,214,253 then a 1 minute walk towards north of Camden

Samsung going in on iPhones

2011-11-23T15:13:00.002Z

I chuckled at this little play by Samsung in an Advert for their 4G Galaxy SII. It embellishes on the nature of certain iPhone users to quite comedic effect. Although it did produce a few laughs it is a bigger screen really enough to wean these ibabies aware from their favoured tool of communication and status symbol...

RANTS & RAVES by Emmily Energie.....

2011-11-18T15:13:00.007Z

Rants

Haribo and this cheesy advert.

I hate it! Actually made me not want to eat haribo again but they are so yummy so I will. So the adverts before were a little cheesy with the cheesy ‘TV family’ vibe going on but this one took the biscuit. They don’t sing well, can’t act or dance and they are annoying. I wonder if they were actually trying to annoy people. Haribo lay off the cheese; you aren’t baby bell are you?

Vagisil, tampax.......

Oh my days you make me sick! Like a lot of people I snack as I watch TV, I don’t want to be told about some feminine itch, constipation or mini discrete tampons which by the way are not secret now as you aired it all over TV! Think it should be banned, if I want to know about any of these items I would ask a doctor or pharmacist not turn on the TV.

Christmas

Really?!?! Ok everyone but scrooge loves Christmas but come off it, it’s November. I preferred it when people did the you get bad luck for doing Christmas stuff 2 weeks before or after Christmas. It is one day so why make it an all year worry? It has turned from a day families and loved ones came together and appreciated each other and gave a few gifts into a years worth of stress/ mess.

Raves

Russell Howard's good news

It’s just great to finally be hearing some good news! Seems like we are constantly being depressed with all the bad going on in the world. This is why I don’t watch it but sometimes I feel bit out of touch with the world but thank you Russell, your news I am happy to hear. We love moaning and being grumpy in London and someone smiling can be looked at as if crazy but this lil country fella is a well-needed breath of fresh air into our smog filled city.

COD 3 is here!

It has been advertised everywhere for so long and now it is here.

Girlfriends have gone mad because there men went missing. This game has got men everywhere addicted and caused so much drama (its been freaking brilliant to read about lol). Many females are going to disagree with me here but the game is wicked, just give it a hour or so to get used to the controls and you can even change them if you just can’t get on with them. Now you will see why men everywhere have been lost in the game.

Children in need teardrop tune

Great to see talented musicians of London come together and re invent and bring a beautiful yet forgotten track. Children in need just brings people together for a great cause and I think this year they actually smashed it with the children in need song.

Trend Report from Hot Mess in NYC

2011-11-17T10:32:00.007Z

My Twitter feed has been the grinding-teeth-away kind of annoying this week. Which can only mean one thing: New Yorkers are at a cool part and simply must tell the world (aka their followers) all about it (and if I'm not there, it must mean I didn't get the invite and am experiencing intense FOMO aka FEAR. OF. MISSING. OUT. A deadly social plague especially prevalent amongst the New York 'fashion' crowd.) Anyways first up was the Versace for H&M launch party earlier in the week, which included performances by Nicki Minaj and motherfuckin' Prince. The holy Prince is reason enough to get in a tizzy, but I don't reckon seeing any tweets mentioning what songs Prince performed or how he sounded. Instead, one twat focused their 140 character's on a heels-clad Prince still being smaller than an Olsen. SHOCKING! I have no clue how the runway show was, but I do know who was sitting in the front-row and which of my followers got an Instagram with Nicki Minaj and her overwhelming green sea-urchin-on-acid fro. Kudos to the
@WWD Tweet: 'Party like it's $19.99'. Awesome.
I thought I was fashioned out, then that hoe Victoria and her secrets had to throw her annual smoke-and-mirrors (and lingerie) runway show. As for the surprise? Well, Jay-Z and Kanye West and Nicki Minaj (go on and make that money while you're in town, girl!) and that perpetually douche-y/shirtless dude from Maroon 5 performed. Somewhere in that list someone or two was the big surprise performer(s). I'm still unclear on who was actually slated to perform and who the 'surprise' was. But thx to Twitter, no one knows how to keep a (Victoria's) secret. Forreals. Is Twitter the death of the secret? That can totes be a post of its own.

Now, back to 'trends' in NYC this week So yeah, whether you were a fashion blogger or a fashionista-in-training, my feed was all about these two fashion-y $pectacles. Consumerism at its finest/tackiest. Prince performing at an H&M party Jay-Z performing for Victoria's Secrets. I mean, I've got a feeling neither would rock either brands (for those making the Prince would consider Victoria Secret jokes, LOLz, but I expect his taste in lingerie is a bit more extravagant). But that's how brands tend to roll -- Kelly Osbourne wouldn't wear Material Girl, Mariah never has met Jenny Craig, and Britney would never buy Candies at Kohl's oh, on second thought, she might. Gotta love the girl-err-mom-next-door with a penchant for multi-colored furry Uggs.

As for the Twit norm amongst the fashion-y crowd, it's all about bragging about being at these painfully hip parties, which fab celeb maybe sort of smirked in your direction, and how much money you spent followed by a #fashionboyproblems type of hash-tag. Meanwhile, back in Brooklyn, I'm cuddling my cat in bed behind my lap-top screen, overdosing on FOMO. (One of my fav tweets of the evening from a fellow fashion writer: Whatevs. Prince played at sister's wedding. Nicki Minaj, you weren't even born yet. #whitegirlproblems).

Meet Amy, 16, Queens

2011-11-16T17:47:00.005Z

Amy from Queens, New York is 16 and a high school junior. Outside of school, she's a self-proclaimed Little Monster and has met her idol, Lady Gaga, on numerous occasions on her treks to Manhattan with her friends. So, it's with little surprise that Amy's an aspiring fashion designer and intends to study fashion in college. Her favourite fashion brands include Yves Saint Laurent, Giorgio Armani and Topshop (fancy!) and she can't wait to make her mark on the fashion world.

Check out Amy's responses for our Ruby interview...

The main thing brands don't seem to get about being my age is... that though some teenagers just follow trends, others like me are rebellious and LIKE to be different - so design some stuff that hasn't been worn before! We'll wear it out.

The thing I've been meaning to do for ages but not got round to damn well doing is... furthering my education in fashion design and creating even more clothes - I need to ready myself for college and a career!

If I could change anything about my cell phone I would change... the fact that it's such a simple phone yet still so expensive. Why can't smart phones be cheaper?!

The thing that frustrates me more than anything in my world is... people who are arrogant and selfish. I try to help out people as much as I can, so why can't others do the same? We need love. <3

One time that I never want to be interrupted and definitely not by a corporate brand is when... I'm listening to music or watching television that has an inspiring message. I don't care about what new movie's out, I care about the issues!

I'll know I've made it when... I'm able to design clothing for my ideal customers and make a living from it!

My biggest concern at this time in my life is that... other kids my age are ahead of me and that I won't make it as far as I'd like to.

If I was a big brand and could use my power to make a difference I would... give back a LOT of the money earned from selling items to people in need. In addition, I would also use it to set up organizations that would work to help struggling teenagers succeed in their aspirations.

When it comes to looking after myself, I am... very capable of doing so because I feel that throughout my entire life, I've been independent - I basically taught myself what's right and what's wrong, and I encouraged myself to do well in school no matter what I've been through.

When I think about the future, it makes me feel... a bit frightened, because I'm afraid that I won't have enough time or energy or money to do everything I'd like to, but I'm also looking forward to my future because thinking about what I'm capable of doing in my life is exciting!

SB.TV - Battlefront DB8 in Westminster

2011-11-16T14:01:00.003Z

About two weeks ago online broadcaster SBTV held a "soundclash debate" or "DB8" in Portcullis House in Westminster. Featuring UK musical talent such as G FrSH, Maxsta, Lady Leshurr, Rizzle Kicks, Mic Righteous and Scrufizzer as well as regular members of the public.

"Participants and MCs were randomly assigned a side of the argument to explore and dissect.' Each round of debate is summarized in rhyme by two of the artists.

The three topics of debate were as follows:

"Young people don't respect authority..."
"Urban culture empowers rather than imprison..."
"Young people can create change..."

I think these "soundclash debates" are an excellent way to engage young people, by combining the excitement of a live rap battle with the intellectual dissection of a relevant issue makes for great viewing.

I hope to see much more of this kind of thing.

Channel 4's Battlefront - Shareece's Sex Education Campaign

2011-11-16T12:17:00.006Z

Battlefront is an initiative from Channel 4 that sees young people campaign on issues they feel strongly about such as organ donation, animal conservation and more work experience for young people and more. Progress on the campaigns is documented through the Battlefront T4 show and online.

Shereece 18, is campaigning on sex education, so that young people can teach pupils about the birds and the bees rather than older teachers. The issue is very close to Shereece's heart as her two older sisters aged 20 and 25 both became pregnant young, her brother also became a father at 18.

Using a combination of television programming, celebrity endorsements and a good online presence Channel 4 are certainly doing their bit in helping young people campaign on pertinent issues. While figures of how many people support each specific campaign are published online it remains to be seen how many young people the Battlefront campaign reaches and how much impact the campaigns themselves have.

My only criticism of Battlefront is that all the campaigns seem a little bit light. Although this may be intentional to help engage young people, rather than putting them off with unfamiliar language.

Hold tight Jargon!

2011-11-15T10:45:00.004Z

BBK have gone where no grime collective have every gone before. They've set up their own mobile phone service ... BBK Mobile !! A mobile phone service that offers the fastest 3G network in the UK, and who better to introduce the new techno arm of the BBK branded arsenal, then the twitter technorati JME.

This is a huge step, I dont see why this play wouldn't do well. I'm not saying they'll be able to compete with the giants of the mobile network game, but they will definitely shift a healthy amount of units, there's alof of BBK fans that would love access to the special BBK content portal, whilst 2p per minute from BBK to BBK is a pretty good rate. Savage already said he likes the look of the Oyster card holder and I've already seen the tweets flying around proclaiming that purchasing BBK sim is on the agenda.

Some of the Copy on the BBK site is very cool, staying truly inline with the BBK personality.

"Boy Better Know mobile is on a simple flex. Straight. Call any UK landline for 10p or UK mobile phone for 15p a minute. No Hype. If you call another BBK mobile user it will cost only 2p a minute. Seriously, No hype."

Its quite interesting in a month where we've seen HSBC and Man United looking into their own social network mediums, BBK have launched a phone service.

Drake on Tumblr

2011-11-11T15:16:00.002Z

“I’m really scared for my generation, you know. The thing that scares me most is Tumblr. I hate what Tumblr has become. Because it like, it reminds me of those clique-y girls in high school that used to make fun of everyone else and define what was cool, but in five years, when you all graduate, that shit doesn’t matter. No one gives a fuck about that shit. Instead of kids going out and making their own moments, they’re just taking these images and living vicariously through other people’s moments. It just kills me. Then you’ll meet them and they’re just the biggest turkey in the world. They don’t actually embody any of those things. They just emulate. It’s scary man, simulation life that we’re living. It scares me.”

-Drake

Interesting.

Win a Coupe by Helping Maria

2011-11-11T14:23:00.000Z

The four-week campaign features Marie, a fictional character who finds herself trapped driving a Mercedes-Benz C63 AMG Coupe model in Streetview.

Viewers of the four-minute 'Escape the Map' online film are asked to help Marie escape by taking part in a series of interactive challenges. If thery do not help her, Marie's face will remain blurred in those manner of those photographed on Streetview.

At the end of the film, the viewer will be asked to enter their number into Marie's mobile phone, and they will immediately receive a call from the character thanking them for their help. They will then be entered into a competition to win a C-Class coupe. [I'm not too sure I would be comfortable entering my phone number to get a "call," thanking me for if I'm honest nothing, not feeling that. However getting into a prize draw for a new C class is not a bad thing.]

The online film will be promoted via a TV, print, outdoor and social media activity, by Abbot Mead Vickers BBDO, which rolls out this weekend (11 November) during 'The X Factor' on ITV1. [ No doubt this ensures high visibility and exposure]

This includes a cover-wrap of Metro on 14 November, which, using Blippar augmented reality technology, will enable consumers to view Marie explaining how she has become trapped in Streetview.

David George, UK marketing director at Mercedes-Benz, said: "'Escape The Map' is a bold brand-sharpener – it presents Mercedes-Benz as a vibrant, fresh, aspirational premium brand – and shows people a new side to one of the most prestigious companies in the world."

Rants & Raves

2011-11-11T13:31:00.003Z

Raves

Wake-n-Bacon

I hope this is real.

Carlsberg Cinema Prank

Amazing.

Real Time Second World War Tweets For The Next Six Years

The Twitter account @RealTimeWWII created by 24-year-old Alwyn Collinson aims to tweet a day by day account of WWII in order to put the war into perspective for a modern audience. By tweeting first person accounts each day Always hopes "to use Twitter to help bring the past to life, helping people understand the past as people at the time saw it, without the benefit of hindsight, I want them to see that people then were just like they are now.”

Rant

EDF Energy Fined For Spying On Greenpeace

Very Naughty.

ASAP Rocky - Profile

2011-11-11T11:13:00.004Z

This Asap guy is the dude who the hype is with at the moment, he's got the style and the sound to boot. Here you'll see Dee Vasquez give him the once over via her Profile questions, it provides a nice little insight to the young emcee.

Meet Stephen, 16, North London | By Ruby Pseudo

2011-11-10T11:06:00.003Z

Stephen is 16 and living in North London... He's studying media, P.E and English at sixth form in La Swap [I know, fancy sounding ain't it], based in Camden and spends his free time playing football for Ebbsfleet United, training pretty much everyday [mainly to 'keep him busy' he concedes] and uh, supports Arsenal. Don't they all? He wants to be a professional footballer and mainly listens to rap music. For some reason, I always feel like some one's mum when I saw 'rap music', but hey... I ain't old enough [am I?!? Christ, maybe I am]... His favorite brands are Ralph Lauren, Prada, Gucci, Louis Vuitton, True Religion, Nike and adidas... Don't mean he can afford all of 'em though... He hates Puma and Gola... Nutting new there then...

Here's his answers to the Ruby Interview...

The main thing brands don't seem to get about being my age is... we might not like all their clothes.

The thing I've been meaning to do for ages but not got round to damn well doing is... getting a job.

Two choices I make everyday are... to think and focus.

The thing that frustrates me more than anything in my world is... seeing people get bullied.

I'll know I've made it when... when everyone is screaming my name in the football stadium

If I was a big brand and could use my power to make a difference I would... I would give away an iPad or iPhone to the people who cannot afford them every year...

When it comes to looking after myself, I am... responsible

My favourite place to think is... my kitchen

When I think about the future, it makes me feel... scared because if I do not make it as a football player I do not know what I am going to do.

Ruby Wants A Word with Milly Allen

2011-11-09T16:36:00.003Z

We had a quick chat with Millys World creator and all round busy person Milly Allen, to have a chat about music coming out of london and her live music night which is going from strength to strenght.

First give us a quick introduction to Millys World ?

So i have been been hosting ‘Milly’s World’ at well known venues in London’s music hotbed, Camden Town. Showcasing music’s rising stars, determined to prove that originality is thriving and that performers can shine through without signing their lives away to television judges.
The event is filmed for Milly's World Tv and each artist interviewed for our youtube channel.

How long have you been running Millys World ?

I did my first Milly's World interviews 2 yrs ago with wretch 32 and Eliza doolittle

So you were pretty early on them ?

Maybe its luck or maybe its talent but i have always gone with acts i believe will make it that i personally like and its seems to work.
2 yrs ago i had no idea how well Wretch and Eliza would do. The same happen with The Midnight Beast and Maverick Sabre and I've got plenty more to come too!!

How do you feel about the music coming out of london at the moment?

Im very proud to be part of the London music scene there are a lot of artists with true talent who are making it on their terms. And its nice to see that the raw talent is dominating the charts as well as the manufactured bands! Ed Sheeran as an example

Recently I read an article regarding the closure of youth clubs equates the closure of hotbeds of talents in london... how do you feel about this statement?

Its a hustle for everyone in this current climate and you have to do what you have to do. If you believe in yourself and are passionate about your art then you will find a way. Its terrible to see young peoples opportunities taken away from them as some of the underground artists have a a very raw talent and i saw this in Benny Banks. But they have to keep it moving the Roundhouse in Camden offer some amazing opportunities to the Under 25's and Goldielocks offers her Production skills @ one of the youth centres too so there are still some opportunities you just need to find them.

You're a creative young person your self, what are the challenges that you've faced, how do you think brands can help young londoners ?

Life in itself is hard let alone trying to make something of yourself! At 16 i found myself homeless and living in a hostel and that was the lowest point for me. Work wise its a constant hustle i am not funded so i put my own money in as much as i can and spread the word but im always pulling favours where i can to help me out i take my hat off to all the artists/promoters/producers who are doing the same thing.

Brands can massively help with projects and artists, for instance if a brand took on my project Milly's World even without funding it they would have a much bigger following and would be able to promote my name in ways that i cant without even having to put money into it! They can get involved with local charities and raise money there is a lot to be said for Brands that get involved.

And where can people find out more about what you do and Millys World ?

Thursday 17th November the website launches www.millys-world.com wooooooooooooooooooo!!!!!
Watch out for the stickers

Check out the Flyer below for details on the next upcoming show.

The Big Knit

2011-11-09T12:50:00.004Z

The Big Knit

Since 2002, knitters across the land have knitted their socks off in aid of the annual Big Knit campaign. To date, we’ve popped hats on 2.5 million smoothies and raised over £850,000 for Age UK (formerly Age Concern and Help the Aged) – all to help older people stay warm in winter by providing information, advice and grants on issues like heating, health and hot meals.

This year’s Big Knit takes place from 2nd-29th November. Big Knit smoothies can be found in Boots and Sainsbury’s, and for every behatted bottle sold, 25p will go to Age UK. We’re aiming for 650,000 hats this year, and hope to raise over £200,000. So dust off your needles and get knitting.

A great initiative being sustained by innocent drinks. The quaint, cute nature of this campaign as well as the usefulness of it is brilliant.

The Gen Y fund

2011-11-08T13:53:00.005Z

The U.S. government and the Young Entrepreneur Council are putting their faith into young, fresh-faced entrepreneurs with the launch of the Gen Y Fund, a startup incubator aimed specifically at students.

The Gen Y Fund is the first private enterprise to take advantage of the government’s reforms to its Income Based Repayment (IBR) program, which will start in 2014. IBR was first introduced by President George W. Bush to help alleviate student debt repayments. The program extended the repayment period allowing students to pay back their loans in lesser amounts over a longer period of time. The White House announced IBR will take on more of an entrepreneurial spirit, helping students not just to repay their loans but also to start businesses by lowering barriers to entry. Both the fund and the IBR reforms were recently announced by the White House.

Even though the Gen Y Fund is not partnered with the White House and will receive no government funding, it is intimately tied to supporting young entrepreneurs. The $10 million fund will invest $15,000 to $50,000 into early-stage ventures from students across multiple verticals. It is pairing these investments by further alleviating student debts and providing mentorship and guidance.

The Fund will select students through an application process on the Gen Y Fund website. The students will get a variety of perks. For instance, they’ll have their federal student loans paid for up to three years. Whilst other students will receive campus housing for up to two years and have access to business and entrepreneurship courses from partner universities such as Princeton and Georgetown. The students will also get mentorship from the Young Entrepreneur Council (YEC) to help refine and develop their business plans.

The concept is both simple and ambitious. Basically it implies young entrepreneurs will naturally come up with good ideas so long as financial barriers like debt and seed funding are taken care of. “There is obviously a crisis going on in America right now,” says Scott Gerber, founder of the YEC and Gen Y Fund. “Young people are facing a tough economy and especially entrepreneurs that are recent college grads which is a quickly growing spectrum in the job market.”

Of course, the Gen Y Fund isn’t purely charitable. The Fund receives money from private investors who are then rewarded with some equity in the student ventures. Gerber, however, says the idea is not to pull a fast one on young business-people, but rather to put some meat behind their investment and mentorship opportunities.

The Lost Generation

2011-11-08T10:50:00.003Z

The first issue of The Lost Generation, a magazine which showcases undiscovered creative talent in the UK, is being released online. Each page is taken over by an undiscovered artist or writer who has felt the full force of what is becoming an elusive job market, and knows first hand what it is like to be a statistic of youth unemployment.

Their submitters range from those who lack the experience to get into their chosen industry, to students with concerns about the demand for work experience, to those who have found it difficult to get any paid work at all. We also have stories of inspiration, as is the case with one of their submitters, Tamara Rogers, who is making a living from freelance photography and advises our readers on how they can go freelance themselves.

The Lost Generation is a positive magazine which has been born from a negative situation. When Laura Cude’s and Daniela Di-Benedetto’s temporary job contracts came to an end, they decided they would create themselves an opportunity to show off their respective talents in writing and graphic design. With an Editor and Creative Director partnership secured, the two friends took full advantage of social media and the internet to invite and welcome their peers who have found themselves in similar lack lustre work scenarios, to be a part of their progressive publication.

Their philosophy is, if no one will give you the chance to show what you can do, then create the chance for yourself. And with over sixty submissions for our first issue.

The very first issue will be available to buy here www.magcloud.com/browse/issue/211419 via the self publishing website Magcloud.

Stateside Rants & Raves from new Ruby recruit Hot Mess

2011-11-07T12:40:00.006Z

Hot Mess came through with a stateside Rants & Raves all the way from the Big Apple. He goes in...

RANT

LANA DEL REY

If blogger buzz is to be trusted, this Lana Del Rey character is on her way to be next year's Adele, albeit with a collagen-inflated pout and a contrived shtick. Seriously, how can I take her seriously when official press releases peg her "the gangster Nancy Sinatra"? Barf. Yes, her music and voice is quite good, but the marketing is a mess. And because it's cautiously edgy, it's working for most. Here's why: Perfect timing. Adele's heartbroken wailing is dominating the universe while the other pop starlets are competing in everyday ironic Halloween costume contests. Sure, Adele's awesome if you wanna cry yourself to sleep every night, but I miss the sassy style and bad ass 'tude of another remarkable warbling soul singer, Amy Winehouse. She was my girl. She'd break your heart and break your neck. But the slew of tattoos, bloody ballet flats, and infamous beehive hairstyle somehow felt very true to Amy. Everything about Ms. Rey -- from those DIY video-cam shot music videos to even her voice -- is like artificial sweetener to me. I dunno about you, but I like to know what it's my coffee. Here's a video of the controversial chanteuse on Jools Holland purring out a stripped down (of course) 'Video Games'. She's a fine actress: note the seductive yet sad eyes paired with that bi-polar voice (the Britney nasal croon to the airy, shaky vibrato… now that's talent, girl!). Lana's easy on the eyes and ears, but no matter how heavily she rehearses, she's still acting. And I'm not buying it just yet. PS. Can't believe I'm going there, but where on earth is Duffy? ;-(

Everything Fake Is Now Artisan

LOLz. Will artisan-stamped junk food really make people eat it up? Fools. I dunno about y'all, but I like my potato chips and Chinese take-out to be artisan-free. Check Gawper's take on this here (which is where our image is from also)

SOPHOMORE SLUMP Like, OMFG! A handful of 'New York It Girls' running around dingy NYC diners by day, and overpriced hot-spots by night (and Ms. Lindsay Lohan pouting in a mirror?) star in Sophomore's (you know, a clothing brand) latest video. Sophomore is known as a downtown, hipper-than-thou clothing brand, but c'mon, I think I just beat my personal eye-rolling record. Throw Chloe Sevigny back in the mix, next time.

SOPHOMORE Spring 2012 from Mariko Munro on Vimeo.

SMELL YOU LATER This is the kind of ad which results in me shaking my head. Tell me this isn’t real. For seriously.

RAVE

A CLASS ACT So Lana's got the whole old school Hollywood glamour trailer park thing going on for her. But Class Actress, (who released an EP way back in 2010, TYVM!) is the broken-hearted, glamour-puss slumming it in her Brooklyn apartment replete with antique furniture, records and a vintage-overflowing walk-in closet. This former theater student is not only a really talented actress, but musician. In her sometimes angelic, sometimes sex kitten coo, she sings incredibly nuanced and smart tunes with substance and pairs them with banging beats and dirty synths. She doesn’t get the early Madonna comparisons for nothin’. Here's one of my favorite tunes and videos by the brilliant and burgeoning pop diva, who wrecked my heart/dancing shoes at New York's CMJ music festival last week. Bravo!

DRIVE BY The Drive film soundtrack. Holy shit. Incredible. (Song highlight: 'Under Your Spell')

LIKE MAH STATUS! I really like this LOL-inducing YouTube viral video.

'Generation Catalano' Interesting, fun read here.(Did you UK'ers get'My So Called Life' in the early '90s?) [ED. Yep sure did.]

PS Don't be an asshole for Halloween. Kudos to Ohio University students for starting a campaign against racist Halloween costumes. These posters are awesome.

Grand Theft Auto V Trailer

2011-11-03T11:53:00.004Z

It looks like a movie trailer, and that's the point. Although not out for a while, Rockstar Games the developer of the Grand Theft Auto series know what they're doing. Fans of the game will recognize the Hollywood style "Vinewood" sign from the previous GTA San Andreas game and there is just enough narrative to wet gamers appetites without giving too much away. The thing that struck me is the graphic detail of the virtual rendered world, any one who's played GTA before will know the lengths Rockstar go to to ensure the game is immersive and realistic as possible.

UK Youth Centres, Hotbeds of Brit Talent, Face Extinction

2011-11-03T10:05:00.004Z

Below is an extract from a great article published on MTV Hive by Alex Macpherson on UK youth centres and the impact they've had on the UK music scene and how current government austerity measures are seeing more & more close down, resulting in fewer opportunities for young people to make music within their own communities. Read the full article here.

The biggest story of the last three years in British pop has unquestionably been the gatecrashing of the mainstream by the U.K. urban underground. British rappers scored five number one hits in the U.K. in 2009, a situation that would have been unthinkable even half a decade ago. The momentum has shown no sign of slipping: once the major labels clocked that a fruitful source of income was dormant on its doorstep, the floodgates opened, and an impressive number of the artists pouring through have gone on to genuinely sustained popularity, from Wretch 32 to Plan B to Giggs to Professor Green. It’s a wave that hasn’t exactly been how the critics would have liked it: most crossovers took the form of MCs abandoning the harsh, aggressive innovation of critically beloved grime beats for pop hooks and Eurotrance synths. But the mere fact that these voices of urban, working-class youth now had a place in the mainstream was an exciting development in itself. Two years ago, in what seemed to be the final rubberstamp of legitimacy on the scene, Rinse FM — one of London’s most important pirate radio stations, and a driver of underground music for 15 years — was awarded an official FM broadcast license. It followed that by ushering into the charts Katy B, a singer who represents a genuinely new strain of British pop star: the raver next door taking the funky house and dubstep beats of the underground and turning them into a pop blueprint.

Concurrently, down the road in Westminster — a few miles away from both the council estates from which Britain’s new pop establishment hailed and from the gleaming major label offices that were suddenly a conduit to success for them — the country’s new political establishment have been setting in motion another sea change. The coalition government of the right-wing Conservative Party and the centrist Liberal Democrats, formed from the ashes of a hung parliament in which the electorate didn’t so much choose a party as reject the political class across the board, have opted to govern on a platform of no-holds-barred austerity. Ostensibly in order to reduce the national debt, the enthusiasm and extent to which it has gone about slashing public sector budgets seems rather to indicate that the Tory party has seen the economic crisis as an opportunity to roll back the state as far as possible. The U.K.’s disenfranchised youth has, over the last few months, found ways to fight backand protest.

What do these cultural shifts have to do with each other? Consider the backgrounds of the new British urban royalty. Plan B, Tinchy Stryder and Chipmunk all honed their skills in state-funded youth clubs, as did prior legends of the scene, from ’90s drum’n'bass producers Roni Size and Goldie toDizzee Rascal, the man who started his career by lobbing grime into the mainstream like a molotov cocktail (and who went on to become arguably the UK’s biggest male pop star). These projects have not been specifically targeted by the government, but, with the local councils who control their funding seeing already-squeezed budgets slashed even further, and with even more basic services such as libraries under threat, they are often the first to be cut; splashing out thousands of pounds on staff and expensive musical equipment for no guaranteed return is simply no longer a priority.

The article is a great piece of social reportage highlighting the success of artists such as Wretch 32, Katy B, Dizzee Rascal and Chipmunk, artists who all honed their skills using the facilities at community centres or on pirate radio. It's the access to free equipment and advice offered by youth centres such as Rithmik in North London, which help many young people in the NEET (not in education or employment) category. Although places such as Rithmik have had to campaign to stay open, many others are falling by the wayside. Whilst having the space and the tools to make music is important for young people, it is also about creating an environment where talented youngsters can gain confidence and the support of their peers and community. If such places continue to close down pretty soon UK music will be the preserve of the middle classes, as those who don't have access to facilities will have no where to learn or grow.

By Nick Bamigboye

Fire For Your Timeline

2011-11-02T16:56:00.003Z

This years bonfire night lands on Saturday, a head ache for Londons Fire Services. The last time it fel on a weekend, on Sunday 5 November 2006, London’s firefighters attend 460 fires and 999 control officers take 1,545 calls, averaging one call every minute. The brave fire crews attended nearly 900 incidents across the day. Double the number of fires attended on each of the last four bonfire nights, which fell on week nights.

The fire service is expecting such a high volume of calls, they are going to hold a live bonfire night tweetathon. The @LondonFire twitter account will be tweeting about the hundreds of fires its crews are fighting whilst advising the public on how to stay safe this weekend.

London Fire Commissioner, Ron Dobson, said:

“We’re concerned that the number of Bonfire Night fires could shoot up this year. That’s why we’re taking the extraordinary step of turning to Twitter in a bid to shock people into acting more safely. Many of the Bonfire Night fires we see can be easily prevented so we’re hoping the public will work with us this year to try and reduce the number of fires."

“If this initiative prevents just one person from being badly burned or losing their home to a fire then it will be more than worth it.”

Its an interesting approach and it could well work, seeming as twitter seems to be one of the fastest news services at the moment.

Attention all script writers.

2011-11-02T11:06:00.005Z

Attention all writers who are between the ages of 16 and 22 want a chance to write for a BBC series?! If you wish to write for BBC youth orientated show E20 you should submit a piece of fictional writing for a character that you have created. Write either a blog post, diary extract or a monologue for that character, no longer than 400 words, and remember to send it in by WEDNESDAY 30th NOVEMBER 2011.

Provided you’re successful, you’ll get full training with the EastEnders Script Writers and Producers, and become part of the BBC’s E20 Writers School. Previous graduates are now completing commissions for EastEnders, Holby City, Casualty and Doctors. The BBC are looking to add 3 more talented people to join their roster of young writers. The Deadline is WEDNESDAY 30th NOVEMBER 2011.

To send in your applications you've got to use snail mail? I don't know why...come on BBC get your digital on.

EastEnders: E20 Script Development
BBC Elstree Centre
Clarendon Road
Borehamwood
Herts
WD6 1JF

Meet Gina, 17, Pittsburgh | By Alex Catarinella

2011-11-02T09:37:00.003Z

Meet Gina, 17, a high school senior hailing from Pittsburgh, Pennsylvania (known mostly as Andy Warhol's birthplace, the Pittsburgh Steelers and overwhelming hometown pride). As I'm [Alex Catarinella] also Pittsburgh-born, I first learned who Gina was at my lil cousin's dance recital. Gina was not even yet a tween, but she possessed fiery sass and adorably killer moves that would totally make the big girls cry in their dancing shoes. Now a bit grown up, Gina's still getting her dance on, but focusing on another big leap -- getting into her choice college. Check out our chit-chat with Gina...

1. The main thing brands don't seem to get about being my age is… we don't care about the slogans and all that extra bullshit, just as long as it looks nice and as long as it's a good brand that's had time to establish its validity in our culture then we'll wear it.

2. The thing I've been meaning to do for ages but not got round to damn well doing is… having a boyfriend.

3. If I could change anything about my cell phone I would change… I would make the network faster and make the phone more manageable. I have a Blackberry but it would be nice for a bigger screen. This is why I find the iPhone to be ideal because it has a fast network and is easy to maneuver. It is a useful tool for today's society.

4. The thing that frustrates me more than anything in my world is… the thing that frustrates me more than anything are people who ask unnecessary questions. For example, we're in a lecture and the teacher clearly states important facts for next class, they even write it on the board and one person insists one asking a questions when the answer is literally right in front of their face.

5. One time that I never want to be interrupted and definitely not by a corporate brand is when… when I'm watching television, I hate commercials. So much. Like, let me watch my Tv without your stupid ads. Movie trailers are okay but ads are so obnoxious and don't even portray real life. All commercials for products see life as something picture perfect and it's not. That's why I love DVR so I can skip all of that stupid stuff.

6. I'll know I've made it when… whenever I feel complete satisfaction with the things I've done in my life. Being able to look back without what ifs or regrets - that's when I know I've done all I've needed to do in my life to feel satisfied.

7. My biggest concern at this time in my life is… what i'll be doing this time next year. Am I going to be at my top school or am I going to have to settle for my 3rd or 4th? Maybe i'll be in one of more last choice schools but i'll be happy there.

8. If I was a big brand and could use my power to make a difference I would… I would definitely use my power to help stop poverty in the world. I love the fact that I am financially stable to get my Long Champ bag and my Uggs. But like it would be nice if everyone in the world could have a pair of shoes and clean water to drink. I'd love to help create an equal world to live in.

9. When it comes to looking after myself, I am… irresponsible. I know how to bathe myself and I know how to keep myself from starving to death but I wish I knew how to keep a steady exercise plan and know when to put down my salt n pepper chips.

10. When I think about the future, it makes me feel… hopeful because it's something to look forward to. The future means forgetting the past and just making your life and yourself better and trying to get what you want and deserve out of the life you are currently creating. This is also scary at the same time.

Introducing Our First 'Staff'* American Blogger | Alex Catarinella | introduction By Ruby Pseudo

2011-11-02T09:11:00.005Z

We've known Alex Catarinella, AKA 'Hot Mess' for a few years now, having worked with him on myriad projects from Converse to Sony Ericsson... Gracing the streets of New York, but growing up as 'Mall Rat' out of town in middle America, 'Hot Mess' has been working on various fashion, street and culture projects since graduating college and 'freelancing his ass off', [we say 'arse', but still]... He already writes for lots of amazing publications, although I'd like to think he wrote for us first [I'm gonna stick to that, he did], and is 'obsessed with showcasing exciting, emerging talent', adding 'of course, I love me some pop culture and style writing too'... This summer saw Catarinella covering New Zealand Fashion Week, albeit caught in the 'hurricane'** with me in New York before hand...

Whilst we have some wonderful US bloggers already writing for us, from the inspiring Ms. Mooney to My Little Sister Sophia to Mister Matt FX [and others, I know, it's 9am, my brain needs coffee], Catarinella is the first one to be given a schedule, tasks and mandates - lucky thing... Here's his answers to our Ruby Interview... Be nice, this boy can bite.

Pseudo.

*staff is a horrible word, but I was trying to make a distinction

** it was not a hurricane, it was 'a windy time'. I have never felt so British in New York than when I watched the winds pick up and the panic set in, it was like a normal blustery day in London, whereas NYC were closing their subways and the stores ran out of water... Honestly, how strange...

1. The main thing brands don't seem to get about being my age is… we're actually not all naive fools.

2. The thing I've been meaning to do for ages but not got round to damn well doing is… performing again in one way or another. Sh, it's a secret.

3. If I could change anything about my cell phone I would change… those two (if I'm lucky) bars of service changed permanently to five glistening bars of pristine fucking service.

4. The thing that frustrates me more than anything in my world is… wasted talent, unfulfilled dreams, the word 'potential', artist VS arti$t, fear stomping all over passion, noise.

5. One time that I never want to be interrupted and definitely not by a corporate brand is when… my music time turns to an immediate buzz kill via obnoxious ads. (Pandora/Vevo/Spotify & co. I'm talking to you!)

6. I'll know I've made it when… never. I think/hope one can achieve overwhelming happiness and fulfillment through accomplishments, romance and all of that fun stuff. But I'm a Sagittarius, and, true to form, my satisfaction is fleeting. Give me the earth and I'll be onto the universe next… ;)

7. My biggest concern at this time in my life is… overlooking or missing out. They didn't sing 'living is easy with eyes closed' for nothing!

8. If I was a big brand and could use my power to make a difference I would… think of the world and the species living on it before operating vile environmentally unsound 'workplaces' with shitty living conditions, chemical craziness, etc. I think it's called 'having a heart' or 'being human'?

9. When it comes to looking after myself, I am… messy, but I clean up pretty well.

10. When I think about the future, it makes me feel… kind of nauseous. But I try to listen to my spiritual mother, Patti Smith. 'I don't fuck much with the past but I fuck plenty with the future.'

Discover The Story Behind Every Can...

2011-11-01T10:33:00.005Z

When you understand how much I hate eating fish, [this includes thinking about eating fish, or watching other people eat fish, or hearing other people even talk about eating fish] you'll hopefully see how clever the power of advertising can be...

On Sunday evening I caught the new John West [tinned fish company] advert. The advert itself isn't too special, but the campaign it alludes to is pretty nice. Using the tag line, 'Discover the story behind every can', the rather bog-standard packaging now has a unique [but humbly understated] number printed on it, which you're then encouraged to type into here. In doing this John West, 'will tell you everything you need to know about where your fish comes from. It's as simple as that'.

In the midst of a lot of online driven rubbish out there, with the chance to 'win something-or-rather' or 'design your own thingymebob', here's an idea where you can visibly see the hard work done. I feel brands often forget that whilst our world is ever changing, we're all still human, and still enjoy a simple story...

I'm off to buy my first tin of fish.

Ellie

Jody McIntyre's Bars For Change

2011-10-27T15:18:00.004+01:00

Journalist, author, film-maker and political activist Jody McIntyre who was dragged from his wheelchair and struck with a baton by a member of the Metropolitan Police during the student protests in London last year teamed up with channel 4 and music site SBTV to make the series 'Bars For Change', which aired earlier this year. The series examines hot political topics for young people such as 'Who polices the police', government cuts and UK extremist groups. By weaving political music from artists such as Ghetts & Durrty Goodz alongside a documentary narrative, the series makes for engaging and informative viewing.

The first episode sees Jody examine who polices the police. He speaks to young people who were unfairly treated during the student protests, Brian Paddick the former met commissioner about the IPCC who admits 'the criminal justice system is bias in favor of the police' as well as Benjamin Zefaniah at a public discussion in Brixton. The episode culminates in Jody leading a large group of protesters to Brixton police station to sign complaint forms. I think the combination of genuine political activity combined with relevant music is a particularly engaging format for young viewers.

The second episode sees Jodi campaigning against LibDem/Convservative cuts which have seen funding to many youth clubs, libraries and leisure centres go under since the government announced £81 billion of cuts to public services in 2010. Jodi alongside local young activist Yasmin targets Worcester County Council in an attempt to keep the local community centre in Ruberry open. When their demands fall on deaf ears, Jodi and friends take their demands to the streets, in the form of peaceful protest. Jodi's parting sentiments are inspirational: '...young people have a voice not in political terms but in real terms and realizing more importantly that if they're united they're a lot stronger than you might think.'

For some reason, the third installment which examines extremism in the UK is not available online, only the accompanying behind the scenes youtube clip (above), which detail where Black The Ripper, Mikill Pane and Roxxan got their inspiration from to record their accompanying song 'Never Know'. I was interested to read Jody's blog post, 'Why I am condemning Bars for Change' published in September, where he explains the producers of the series 'were intent on pursuing a elitist agenda' and 'the third film...amounts to little more than a piece of war propaganda'. The source of McIntyre's ire lays in the fact he thinks the film sought to provide the EDL (English Defence League) a racist organization with a 'cloak of legitimacy'.

I enjoyed watching the the first two episodes of this series and would be interested to see the third. It's a shame that instead of helping Jody pursue real change, the producers of the show ended up being those Jody is campaigning against.

Each episode also has an accompanying podcast, with a relevant playlist of UK music put together by Chantelle Fiddy which you can check out on the Bars For Change Soundcloud. I would love to see more programming like Bars Of Change, with campaigns that continue after the programs transmission date.

Rubypseudo meet SECOND TO NONE

2011-10-27T12:34:00.004+01:00

A little while back we caught up with Bakar, Ali, Cal & Sam from Second To None, these guys all under 21, have managed to create a popular music and fashion website and launch their own clothing store out in Surrey.

We spoke to them about good quality content, how their "high end blog" is a response to what they weren't seeing on the net. Their main online influences, look books and how they try impress themselves before their audience. We also got a chance to discuss what music they're listening to including Stalley and Curren$y as well as the music their putting out from rapper Cutta Chase to the producer/emcee Astro B. These guys are the future, pay close attention.

Check out their latest, very clean promo video below.

Excerpt: 'The Tanning of America: How Hip-Hop Created a Culture That Rewrote the Rules of the New Economy'

2011-10-27T10:38:00.003+01:00

We've written on this blog before about Steve Stoute's book 'The Tanning of America: How Hip-Hop Created a Culture That Rewrote the Rules of the New Economy'. The book is an explanation of 'multicultural marketing' and examines the way in which brands interact with the youth market, a market where shared experience and shared culture mean brands should not feel the need to market to an individual race or group. In the following extract published by Ad Age Stoute talks about 'millenials' or the youth market and how they have a shared mindset.

Broadly, millennials are seen as the generation born in the 1980s and 1990s. While it is hard to pinpoint age, we were able to begin with a list of key virtues: a) Our consumer target is a mind-set, b) our consumer is urban, c) our consumer is savvy, and d) our consumer is in control. Elaborating on each of these virtues, we then went on to explain them in the context of the changes happening in the real world at the time -- posing questions to get into the heart of our approach.

1. What distinguishes the mind-set of the target consumer? As boundaries dissolve and information moves without restriction, demography tells us less about the "who" we want to engage. Within our general market consumer universe there exists this psychographic dimension that adapts and responds as a creative collective -- igniting pop culture trends, as well as propagating them into mainstream culture. The polyethnic consumers of this mind-set are inclined to make brands their own and, within their diverse social networks, leverage brands as creative new material in composing self-image and style.

2. Where does our urban consumer live? "Urban" evokes the images of New York City, Atlanta, Chicago, Houston, Seattle, San Francisco, Los Angeles, places where people live in close proximity to one another. In the "00s, "urban" is no longer confined to a literal definition or location. Urban consumers are movers who span urban, suburban, global. Urban consumers are confident and proud of their backgrounds and distinct cultural histories but would not be considered ethnocentric. The urban audience, millennially speaking, cannot be entreated in a superficial manner with style cues or compelled by inauthentic, pre-packaged, or homogenized messaging. "What to have" and other status definers are all intertwined within the media they consume. The urban consumer is the most exacting, precise consumer on the planet -- influential not just individually or as a segment but as a megamovement. Their time is now.

3. What kind of needs and wants define the savvy consumer? With the ongoing debate as to who exactly comprises the hip-hop generation -- whether it's late bloomer adults who connected to the music and culture in the seventies and eighties or Gen X and Gen Y youth and adults who came of age in the late "80s and "90s, or the Now and Next teens coming of age -- these savvy consumer millennials are marketing veterans. They have been marketed to -- directly and indirectly -- since birth, giving rise to an extraordinarily aware and often cynical audience. Belief, therefore, is granted only by experience. They want attention and need a certain level of scarcity. . . . They are fickle and can spot brands that feign understanding; they spot and shun brands that pretend to know them. The savvy millennial consumer wants to align with brands as badges of identity -- as indicators of status. The need is for a much more meaningful relationship than simple utility. The savvy consumer wants to believe in brand properties that confer both instant and perpetual cool.

4. What characteristics describe our consumer in control? Above all, the consumer in control seeks out, takes pride in, and celebrates the unique expressions that define one's self. Consumers in control drives tastemaking forces behind consumption in a range of areas including fashion, technology, media, and entertainment. They are highly connected, infinitely mobile, literate, and empowered by technology. In the "00s, especially, the consumer in control goes beyond the mere functional use of technology to a self-motivated adoption, utilization and creative expression.

What else? You'll have noticed by now that ... we haven't pinpointed age. Truthfully, the more we honor the psychographics, the less we can assert that there is an age range. Because we know that youth is a state of mind, not an age, we have identified a youth mind-set that complements the tan mental complexion -- both of which are aspects of youth culture.

Mr. Stoute raises some great points many of which we agree with and have discussed before.

'The polyethnic consumers of this mind-set are inclined to make brands their own and... leverage brands as creative new material in composing self-image and style.' This is an interesting point and one that reminds me of groups of youth who adopt particular clothing brands as symbols of status, much like the Lo Lifes from New York who dressed head to toe in Ralph Lauren.

Stoute rightly points out 'In the "00s, "urban" is no longer confined to a literal definition or location', the "urban" consumer can best be defined by their mindset and not geography.

'The urban audience...cannot be entreated in a superficial manner with style cues or compelled by inauthentic, pre-packaged, or homogenized messaging.' A reoccurring theme on the Ruby Pseudo blog, we've been stressing for years the need for brands to 'make authentic connections' with consumers.

'They have been marketed to -- directly and indirectly -- since birth, giving rise to an extraordinarily aware and often cynical audience.' Another important point, I often feel that some campaigns underestimate their audience, who are more often than not particularly savvy and can spot a weak or inauthentic campaign message a mile off.

'Consumers in control drives tastemaking forces behind consumption in a range of areas including fashion, technology, media, and entertainment. They are highly connected, infinitely mobile, literate, and empowered by technology.' Here Stoute is stressing the importance of the individual consumer and the power they wield in influencing others and how new media and technology is raising their awareness of how brands are trying to communicate with them. Stoute is also alluding to the power of digital social networks in pushing particular trends or fashions spearheaded by the individual.

Stoute does not specify an age range in referring to his 'millennial' consumers 'because we know that youth is a state of mind, not an age'. Stoute has rightly identified that in this day and age a 17 year old and 35 year old may share the same tastes and buy the same products because they have a shared mindset and values. A good example of this phenomena is skate culture, where young kids wear the same gear and indulge in the same activities as older skaters. For example, the rapper Lil Wayne who is 29, only recently started skateboarding because he says he's 'still a kid'.

By Nick Bamigboye

Skate Stratford Via ISYS

2011-10-26T15:55:00.002+01:00

SK8'S N M8'S from ISYS on Vimeo.

With all the hype surrounding Stratfords new shopping haven its easy to forget the original but much more humble Stratford shopping complex. The smaller maller seems to have become stomping ground for groups of roller skaters from all over london, I'm surprised they werent moved on by some sort of security that being said this probably could never occur in the new shopping centre with the amount of security they've got.

Halloween Ad's

2011-10-26T12:12:00.003+01:00

In the lead up to Halloween I've spotted a few adverts leaning on the festive occasion, I'm sure there'll be many more but here's a quick three.

Vodacom use a stylised werewolf to advertise their new night shift option.

Phones 4 U, enlist a ring-esq character to emphasise there frighteningly good deals.

Whilst Lynx [AXE] reference a whole load of horror films, in order to show you how serious the AXE effect actually is, as it works on those even beyond the grave.

Top Boy coming soon to Channel 4. | By ItsTheLeak

2011-10-25T16:29:00.006+01:00

"A thrilling and raw four-part drama about young lives lived on the edge in east London - an honest and gripping rendition of inner-city drug and gang culture."

Hmmmm, I'm so very skeptical when it comes to these urban drama's although they're nothing new at this stage of the game. We've had Dubplate drama which did entertain me to some degree although some of it ridiculous and in short a bit shit. But it was one of the first television shows to try and incorporate grime culture of inner london, and like many other yout's at the time I wanted to see the cameo's from Wiley etc etc etc.

Then came Kidulthood and we all watched that, laughed at the funny bits, saw the Boxfresh product placement and pondered at the scenes that seemed to flung in for the shock factor. Since then we've seen the sequel Adulthood on our screens , Shank, Attack The Block and Sket [rant worthy name I think] coming sometime soon.

Of couse the previous dramas mentioned were big screen efforts bar Dubplate Drama, but they all have those gritty inner city connotations attached to them and they all had the challenge of being somewhat realistic without being cliche'd. Some of these productions managed it and some failed miserably *cough* Shank *cough*.

Now we're propositioned with Top Boy and I wonder how this will fare, everyones favourite bullet boy in the shape of Ashley Walters taking a lead role, with the likes of Kano supporting and what looks like an acting debut for Scorcher [who loves to play a badman] it could be authentic, well put together which I believe it will be because Channel 4 are usually good at this stuff, or it could be so pants, full of slang in the wrong places and terrible stereotypes.

I'll wait to the premier but in the mean time I'll leave you with the trailer.

Bitesize Theatre For Londoners | By Kate Searing

2011-10-25T12:13:00.014+01:00

I'm a big fan of the theatre. Just this summer I saw Twelfth Night in a forest in Suffolk. It was enchanting. Best birthday ever.

However, what I dislike about the theatre, is finding it. [Ok ok, stop with the 'women and directions' jokes please]. What I mean is discovering the shows you don't know about; there is so much Theatre in London, yet, I never hear about it. Yes, I'm on mailing lists and all sorts, but I don't have the time or energy to read through each one [maybe this is the trick that I'm missing]. Henceforth, I miss out on all the good shows.

I wish there was a website I could go to that would make my life easier and suggest some good choices for me...

Welcome to Taste Theatre. A handy little website which allows you to search for plays in London with keywords, dates, genres... Taste Theatre brings together 12 of London's greatest stages onto one site, allowing Londoner's to rediscover the theatre, old friends, or discover a new passion. The website is simply set up, with all necessary information on the front page. None of that busy, over-bearing bullshit. You can also reach them on Facebook and Twitter, seeing as we're all hyper connected these days.

The twelve theatres that Taste Theatre brings together on it's site.

Well I know what my family are getting for Christmas.

Kate Searing.

More Than A Goal

2011-10-25T09:52:00.002+01:00

Bill Gates and his wife Melinda, in conjunction with the Gates Foundation, have partnered with FC Barcelona in a bid to “End Polio”. Although it has been almost eradicated Polio is disease that continues to cripple and handicap children in countries across the world. The mutual goal of the Gates Foundation and FC Barcelona is to raise awareness and call to action people to help finish the fight against Polio and make it the second disease in history to be completely eradicated. Its strange, as I didnt know Mr. Gates was a football fan, let alone a barcelona fan. But its a good philanthropical effort between two brands as barcelona have also been noted as as one of the most socially aware football clubs.

The campaign has taken a viral and social media marketing method of creating awareness and is now accepting donations through their Facebook page. The campaign has worked to create a global call to action via Twitter and Facebook as well as promoting a petition that allows children across the world to be vaccinated through the Global Polio Eradication Initiative.

Rants & Raves

2011-10-21T16:51:00.008+01:00

Rave

Ten Years of RWD Magazine

In conjunction with the brand Adidas, RWD Magazine, one of the UK's leading "urban" free publications have been celebrating their 10th birthday by exhibiting some of the great pics of grime artists, UK rappers and other artists they've accumulated over the last decade. They've also been throwing parties and making cool films, like the one below. Adidas have been very clever with their continued support of the UK music scene by seeding product to artists, as now when looking back at classic photos of the UK scene everyone's dressed head to toe in Adidas.

Ruby Pseudo In The Guardian

We're excited to announce that Ruby was quoted in The Guardian, Film & Music section today giving her opinion on young people's attitudes to music. Read the full piece here.

Orange: Film To Go

Every Wednesday as well as being able to go to the cinema and Pizza Express and getting a 2 for the price of 1 deal, you can now get a free film to watch on iTunes. Which is perfect for someone like me, who’s extremely lazy when it comes to leaving his house sometimes, furthermore its getting cold now and leaving ones domain is evermore long, thanks Orange. (By Nate Anidugbe)

Rant

Dr. Pepper's new ad campaign for their 10 calorie soda 'Dr. Pepper 10' is being marketing at men with the tagline 'It's Not For Women'. Whilst the new campaign may intended to be humourous or spark discussion we at Ruby Pseudo think it's pretty silly and not as good or clever as the old campaign for Yorkie chocolate bars, 'It's Not For Girls' which came out back in 2002.

Rosie's Comment To The Trainline.com

"Get the fuck out of my inbox. Thanks."

First Lady Michelle Obama Sends Her First Tweet

Check out this video of the first lady Michelle Obama sending her first ever tweet to help promote the US armed forces. Much more exciting than watching paint dry. Not.

Intel Visibly Smart - Jogja Hip Hop Foundation

2011-10-21T16:28:00.003+01:00

The computer hardware brand Intel have made an informative and interesting short examining Indonesian rap group the 'Jogja Hip Hop Foundation'. The group garner inspiration from traditional Javanese poetry and Gamelan orchestras to create their modern hip hop music. The film subtlely demonstrates the relationship between the archaic cultures they draw from to make their music and the technology they use. Great stuff.

Rubypseudo Meets Jason

2011-10-21T14:00:00.003+01:00

A few weeks ago we met with Jason [25] who works for TFL on the london overground, I've known Jason for some time now and I thought it would be interesting to have chat with him to see his views on the youth today and his common interactions with young people whilst at work. Jason also touches on the differences that he can see between his generation and this "new" generation of young people. Have a watch.

"Knowledge of self"

Gang Culture Must Be Stopped At Conception - Says Ian Duncan Smith

2011-10-21T13:44:00.006+01:00

Sounding a bit like someone from a Phillip K Dick novel, Iain Duncan Smith, the Conservative Secretary of State for Work and Pensions announced on Thursday that he would try to stop gang culture in the future by 'intervening when the child is conceived.' Duncan Smith's comments are the precursor to a forthcoming report on youth violence, drawn up after the summer riots. The report will be a collaborative effort with Theresa May, Home Secretary and Minister for Women and Equalities.

Some of the comments emanating from Thursday's briefing struck me as reactionary and draconian: 'The gangs are the epicentre of the problems we face', whilst merely rhetoric I think focusing all the blame on gangs negates some of the glaring factors that helped create such gangs and indeed the conditions for the summer riots. Factors such as social policy, the economic climate and government spending undoubtedly have an impact on youths, whether in gangs or not.

Andrew Ward, head of the Merseyside Matrix unit, responsible for fighting gun and gang crime suggested looking 'at the US, where you can double the sentence by proving someone is part of a gang.' I find this particularly worrying, when one examines the effect incarceration in the US actually has on people: '3.1% of adults in the US are under some correctional supervision', prison rates in the US are the highest in the world where around 2,193,798 are incarcerated. The US has a huge prison culture, which sees many young people lead institutionalized lives that encourage reoffending. In this country many prisoners are also likely to reoffend. Prison is a scary, violent place that rarely fully rehabilitates. For example a Minstry of Justice report on reoffenders published in 2010 revealed that "Fourteen prisons in England and Wales, most of which hold short-term inmates, have reconviction rates of more than 70%."

Karyn McClusky, joint head of the violence reduction unit of Scotland had a warning for young gang members: "I have got 9,000 cops and I am so powerful I can have them all outside your front door if you so wish."

I'm not sure whether these politicians are talking tough just to impress voters or they genuinely believe in what they are saying. Whilst I agree that more can be done to help underprivileged families before they have children, I'm not sure whether tougher policing will reduce crime nor will tougher sentences for gang members serve as a deterrent. Interventionist policy may create more problems than it is trying to solve.

By Nicholas Bamigboye

Inside SBTV: From Bedroom to Boardroom

2011-10-21T09:45:00.003+01:00

This Saturday morning on T4 the first episode in a series based around Jamal Edwards and his SBTV team will air. SBTV is one of the most popular music video sites in the UK, with over 100, 000 subscribers and millions of hits, the name Jamal Edwards has become synonymous with celebrity and hard work. The 12 team members who are featured on the show are all under 25, the show aims to depict all the hard work that goes into running SBTV as well as document all of the cool people they meet and things they get up to. Check out the title sequence above for an idea of what to expect. The first epsiode sees Jamal meet David Cameron, attend the Mobos and much more.

Since starting SBTV in 2007 filming grainy grime freestyles of his mates, Jamal is now directing music videos for A-list pop stars and starring in adverts for Google Chrome. Quite the success story Jamal is certainly a positive example for young people in the UK and is often called upon to represent youth in the UK on on panels and at talks and discussions.

A trip to the Carphone Warehouse with Fadel, 16, Islington

2011-10-20T15:42:00.003+01:00

Fadel & I took a walk down to the Carphone Warehouse on Old Street. There was only one staff member there, and about 5 people waiting, so we didn't get a chance to pick his brains on the latest phones. We did, however, have a chat about what, in Fadel's opinion, constitutes the ideal mobile phone.
Fadel currently owns a Blackberry Bold, and really likes that he can chat to everyone on it for free, via Blackberry Messenger. Also, the fact that Fadel is able to listen to music on his Blackberry is really important to him.
"I normally just get my friends to download music for me, from Youtube to mp3".
On the downside, Fadel thinks the camera on a Blackberry is crap and the internet is painfully slow to use. When we had a look at the Blackberry Torch 9800, Fadel was not too impressed by the touch screen, as it was simply just not his kind of thing.
So I asked Fadel, what would be your ideal phone?
"It has to be able to play music in high quality, have a big enough screen to be able to watch videos, but it also needs to be small and slim, so it can fit nicely into your hand. I want to be able to cover the whole phone in the palm of my hand, so people cannot see it and so they cant rob it."

Teaching Financial Literacy To Kids | Jay Z x Warren Buffet

2011-10-20T13:18:00.007+01:00

You may [or may not] be aware that something I believe strongly in is that brands should [scratch that, 'must'] use their punch and global power to make a difference... Alongside this, albeit something I have probably ranted less about on the blog, is another believe I hold; essentially that our academic system is somewhat archaic... [I'm sure you've all seen that Ken Robinson Ted talk by now, but if you haven't, have a lunch time look...] We may be sending our kids off to debtors prison [shit, sorry, university, I mean university] to teach them about a subject with 99 other students for an hour a day, but what we're not teaching them is how to be adults and how to look after themselves [whether that's wealth, health or common sense].

To that end, imagine my impressed gap-tooth-grin at reading that Warren Buffett and Jay Z have got together to help kids become more financially literate. I actually think this is pretty genius... Taken from the Good website, which is, uh, GOOD. I like that lot too.

Nice, nice.

Inabit.

Pseudo.

Image taken from here, eeek/sorry/etc x

Labrinth Ft Tinie Tempah - Earthquake via Reebok and a bit of Mini

2011-10-19T11:44:00.005+01:00

Sports come lifestyle Brands getting involved in the UK homegrown music scene is something that we're going to see more and more and must get used to. There's obviously times when its done in a cringe worthy and awful fashion, however I don't think this particular video is an example of this. You see, you catch a flash of Labrinths reebok trainers in the opening of the video, and towards the end you see the Reebok logo and snapback come into focus, you notice there presence but its not offensive. Mini getting in on the act is what surprised me, I wonder if this product placement in pop/urban music videos is something that will continue .

Proper Citys - London Edit

2011-10-17T13:59:00.003+01:00

Proper City Series Vol 2 - London from IMG TV on Vimeo.

Just found this video on Def Grip, apparently filmed during the london riots. The edit is filmed in the setting of the council estates who's inhabitants came under much critique and examination during the shocking events earlier this year. The edit is shot beautifully and the architecture of the "social housing" looks strangely serene, to me anyways. I spotted a few spots where I had been before, like parts of the Aylsebury estate on Old Kent Road, now the estate resembles a ghost town as the majority of the residents have been relocated and the estate scheduled for demolition. Thats a good thing, that place though home to alot of people had to go.

Occupy George

2011-10-17T10:43:00.004+01:00

Injustice in the distribution of wealth is a subject that gets quite a lot of attention and rightly so, and in the ever increasing world of social media I've seen this knowledge distributed in a varied forms. There's an injustice facts Twitter account that has over 100,00 followers who re-tweet the information regarding the state of injustice in our world. I'd say there isn't a day when I don't see an Injustice Fact re-tweeted by someone on my timeline. The said account also has a Facebook page to spread the word...

But Occupy George however takes a step back and keeps it lo-fi but highly effective. They've taken to printing the injustices of America's economy and the disparity in the distribution of wealth onto dollar bills, so as the money is spent, " Occupy George informs the public of America's daunting economic disparity one bill at a time."

I think is quite a genius idea and they also encourage the spread of information via the interwebs by sharing the bills over Twitter, Facebook and Flickr.

I Shot The Band

2011-10-17T10:20:00.004+01:00

A unique photography competition, I Shot the Band combines photography and music. What is the influence of music on a photograph? Young talents get a chance to prove themselves and be challenged to create a photo series based on the image of a band. Important are creativity and the subtle visualization of the image of your favorite band.

We’ve all seen them: photographs of bands in front of brick walls, blue skies or some shrub, devoid of any remote meaning of what the band might be about. I Shot the Band challenges young photographers to think outside the box and to capture the many forms of musical talent on and off stage. I Shot the Band stimulates and wants YOU to take initiative.

In the coming weeks I Shot the Band will collaborate with dutch lifestyle magazine BLEND Magazine to showcase the bands, photographers and challenges featured on I Shot the Band.

Check out the Website here [Its based in holland, so for all you Dutch heads out there get involved, RP being global and such]

Ruby Rants & Raves | By Kate Searing

2011-10-14T15:40:00.007+01:00

Yup. You guessed it. It's Friday again. The time has come to collectively gather everything we adore and all the shit we hate, into a bite-size portion of a Ruby rhapsody...

RANTS

BlackBerry's 3 Day Silence

As we are all aware, BlackBerry was down for 3 days. You know what? Shit happens. It was not "life threatening", or "catastrophic", or even enough cause to be "beyond belief". What was a bit shitty however, neither BlackBerry nor RIM made a formal apology for a while, or kept the masses updated on progress [as Ruby quipped over her caustic shoulder, rather like the Queen's silence after Diana's death]. But personally, and I believe I can speak for the majority of the Pseudo crowd, I thought it was quite a nice respite and as Shaun said, "mildly inconvenient at best".

The Only Way Is...

We've all heard the rumours [I say "rumours" in the hope that it's all a big farce, implemented to increase East London's already booming tourism trade]. Whilst we all know that Being A Dickhead is Cool [we've all done the test], I don't need it shoved down my throat. I understand that the aspect of voyeurism into another's lifestyle is intriguing and entertaining, just as we love Made In Chelsea and "T.O.W.I.E", but this is pushing it. I understand I am slightly biased, due to my current place of residence, but enough is enough. Surely? Anyway, "T.O.W.I.D" doesn't have the same ring to it.

I'm sorry, Kim Kardashian likes what?!

Possibly the weirdest name for an energy drink. Ever. The brain child of some unheard entrepreneur, "Pussy Energy Drink" has recently received... umm... how to put it.... shit loads of money from the Branson offspring, to "extend the drink beyond it's celebrity status". I don't fucking know.

RAVES

The only reason to watch X Factor

Last Saturday, after we made it through to the first advert break, of the first live shows of X Factor 2011, we were rewarded. BBH have given us a little gift, in the form on The Churned. The Yeo Valley boys are here and they're great. And if current "rumours" are anything to go by [some I hope so, others not so much], then we'll have to sit through the first segment of Saturday's X Factor, to catch the boys in a sequel. I can't fucking wait. And yes, you can buy it...

Veg Shop Humour

I know I mentioned above that it was boring and not bloody important, but some funny things surfaced. It's an oldie, but a gooden.

The Bear

Stumbled across this today. I thought it needed to be shared. Enjoy.

Kate.

Red Bull Music Academy World Tour 2011: London, Revolutions In Sound

2011-10-14T14:21:00.006+01:00

The Red Bull Music Academy World Tour which started at the end of August has seen the drink brand hosting music events: parties, radio shows and lectures across the globe culminating in last night's extravaganza in London . Events have included nights with Questlove in Paris and will continue over the months with DJ Spinna at Birdfest in the Netherlands, Flying Lotus live in London and a Brainfeeder session in Tokyo.

Last night in London the brand hosted an event called 'Revolutions In Sound' which saw Red Bull takeover all thirty pods of the London Eye and designate each pod to a different artist, musician or DJ. Billed as '1 night, 30 gigs, 30 live streams', the scale of this project is quite amazing, with each capsule on the London Eye representing a different facet of the London music scene. The event managed to fully represent the cultural richness and musical diversity of the UK, from the Garage vibes of Miss Dynamite & Kano to the the more soulful sounds of Benji B & Andreya Triana to the rare grooves of Don Letts all having their own pods respectively.

Red Bull's success in such events lie in the fact that Red Bull don't go halfway, they go the full monty, ensuring no expense is spared in taking over an entire London landmark, making sure each pod is filled with a culturally relevant and interesting artists. And the fun doesn't stop there as events around the world will continue into November.

The Red Bull Academy recently touched down in New York, where they held lectures with such Big Apple hip-hop stalwarts such as The Diplomats, Black Moon, Wu-Tang & Slick Rick as part of their 'Five Out of Five' stretch of their world tour. The academy held lectures and live performances across five days, revisiting a classic hip-hop album, from each borough of the Big Apple: Queens, Brooklyn, Bronx, Staten Island & Manhattan. To an avid East coast rap fan, this news was enough to make me start doing backflips. The five albums were: ‘The Great Adventures Of Slick Rick’ (1988), Black Moon’s ‘Enta Da Stage’ (1993), ‘Enter The Wu-Tang (36 Chambers)’ (1993), ‘The Infamous’ by Mobb Deep (1995), and Dipset’s ‘Diplomatic Immunity’ (2003).

I think such events are a great way for people to have fun and learn about music. Red Bull have managed to become synonymous with good music and cool parties over the past few years by placing such a large emphasis on promotional campaigns. Whilst a can of the drink is never far from reach and logos are omnipresent, it almost doesn't matter because the product the brand is delivering in this case is top notch.

Watch the Red Bull academy lectures here: http://vimeo.com/redbullmusicacademy

"PING ME - LOLZ' - Mister Nath Returns To Ruby... NICE.

2011-10-12T21:05:00.000+01:00

Ping me…LOLZ.

Three days. Three days. Three days of ‘unable to connect to the internet’. No pings. Barely an email. Yes. I am a BlackBerry user.

The last three days have been a PR disaster for Research in Motion, who make BlackBerrys. Their woes began when users in the Middle East, Europe and Africa began experiencing problems with their handsets, namely emails weren’t coming through, apps unable to connect with the BlackBerry service, and the big one, BBM being completely out of action.

BlackBerry users sprang to Twitter to discuss what the hell was going on. The hashtag #BBM quickly trended as people realised that this wasn’t an isolated incident, but rather a plague that was quickly spreading across the earth (yes that may be a hyperbole, but it’s my post and I can write whatever I want, get it?). iPhone users suddenly turned into comedians, coming up with this hi-larious joke: ‘I think it's nice that you're honouring Steve Jobs' death with a 3 day silence.’ Funny, funny stuff.

Anyway, the most frustrating thing about the whole affair is how slow BlackBerry has been in releasing information as to why this is happening in the first place. They waited almost forty eight hours from the time problems began until a vague explanation was released to the press: ‘Message delays were caused by a core switch failure in RIM's infrastructure. Now being resolved. Sorry for inconvenience.’ Yeah… I don’t know what that actually means either.

BlackBerry may currently enjoy a favoured position with the youth market, but we are an impetuous lot with no real sense of loyalty (hi Nokia). BBM is not enough to make people stay with BlackBerry, and a server crash for many is the last straw. iPhones have been ordered and Android phones are being enquired about. (Unfortunately, Sony Ericssons are still gathering dust.)

BlackBerry now have a metaphorical hill to climb in order to regain our affections. A hill that gets steeper as every minute of inactivity passes by. Research in Motion? Research in Motionless, more like. See. BlackBerry users can be funny too.

Follow me and ting: @MasterNath

CoolBrands 2011/12

2011-10-12T16:49:00.006+01:00

The Observer recently published a one of those small supplements that they occasionally do titled CoolBrands 2011/12 - An insight into some of Britain’s coolest brands.

There is always something unnerving about the idea of a cool “brand” and there is something even more unnerving when you discover that Jessie-J is on the “expert council”. Hit this up for her moving thoughts on amputees.

Granted explaining cool is difficult. The tired tropes of rebellion, difference, belonging, opinion, cultural relativism etc getting trotted out in a clichetic procession that only goes to illustrate the poverty of our own knowledge of something that we all claim some kind of passing knowledge about.

The best I can do is to (ludicrously) posit that “cool” is maybe when taste and context settle into an identity that is resistant to, but still makes sense of faddism, trends and the transitory. However mealy mouthed this sounds (it undoubtedly does) there is one thing that can be said upon the subject with some degree of confidence. Anything cool must in some way occupy an important periphery of any scene or industry. Something that sets it apart, something that makes it different; and this doesn’t mean it needs to be aloof or underground (if indeed such a thing exists anymore). This also doesn’t mean that large brands can’t be cool per se but legal obligations tend to dilute the avant-garde within any CEO. However, occupying a periphery territory doesn't make you cool by default. An example of this is Pret-a-Manger. They give their left-overs to the homeless fair enough; however the agressive expansionism and the bastardising of every highstreet in Britain kind of undoes that former, laudable, action.

Yet, the Observer piece is akin to a like-minded dinner party rather than any rigorous examination of social phenomenon. The list therefore provides a very closed and very broadsheet-esque abbreviation of the cutting edge. A judging panel that Greg Dyke might have once described as “hideously white” has served up a myopic exercise in back patting and a list that could be described either as an advertisers wet dream or as a paean to mediocrity. At least the Sunday Times have to good sense to call a spade a spade when publishing their annual Luxx magazine. An odious publication that might as well be called “fuck off I’m rich and you’re not”.

Whilst there were slightly “out-there” selections such as Marmite and Top Trumps (incidentally both selected by Rob da Bank (for me easily the coolest person on the panel)) and some genuinely trendy enterprises such as Wah Nails and… no that’s it Wah Nails; the rest reads like the inside of a persons head who’s heavy on disposable income and light on abstract thought.

Examples (literally selected at random (I made a game out of it (because I’m cool obviously))): Abel & Cole, Bang & Olufsen, Champagne Perrier-Jouet, Dermalogica, Haunch of Venison, John Lewis, Lavazza, Manolo Blahnik, Prada, Pret a Manger, Sunseeker (they build yachts for fucks sake) and wagamama. I know, wagamama?

Praise indeed for these entrepreneurs for all their successes, many do have genuinely impressive modes of business, communication, innovation and CSR; but the homogeny of the judging panel meant that the outcome is staid.

Presenting almost exclusively aspirational lifestyle brands through the lens of “cool” is disingenuous.

In a column within the paper Chief Executive of Exposure, Raoul Shah, did at least nod to the inherent paradox of a brand being cool when stating, “it takes a tremendous amount of effort to make something look effortless”.

And surely this is the very point. Spending money to make money is fine. Spending money to look nice is fine. But spending money to look cool on a macro scale is folly. “Positioning yourself well in a crowded market space” is not a synonym for “cool” and nor should not be presented as such; especially if it’s Lisa Snowden telling me so.

BBM SERVICES DOWN

2011-10-12T11:15:00.007+01:00

So if you haven't wondered why so many people are swarmed back to Facebook in the past few days, I'm going to tell you it's because Blackberry Services went kaput so lots and lots of people myself included couldn't send any messages, receive emails, tweet or use our [shoddy] internet browsers. If you're one of those smug iPhone users right now you're sitting pretty and mocking our cruddy "riot comms" as someone called it.

Anyways, I checked out the Blackberry site when I found out about this server crash, via the Facebook, and I saw no statement or notification explaining what the fuck was going on, so thats poor to begin with. Then I found this statement on the BBC news site...

"The messaging and browsing delays... in Europe, the Middle East, Africa, India, Brazil, Chile and Argentina were caused by a core switch failure within RIM's infrastructure,"

"Although the system is designed to failover to a back-up switch, the failover did not function as previously tested."

"As a result, a large backlog of data was generated and we are now working to clear that backlog and restore normal service as quickly as possible."

Huh? What does this even mean, basically something that was meant to work stopped working and the thing that was meant to keep it working didn't work either, so you flopped didn't you RIM. Cool. Also what is "as quickly as possible". I swear this is the third day, what about all those young'uns whose main mode of contact with their mobile network is BBM, you've just shut them down, furthermore I didn't get Blackberry because its a great phone I got it because it was cheap and functional, now its not functioning I think it might be time to move on.

I had a few words with fellow Blackberry users and got their take on the situation:

Callum 18 London :

Well I think its is a bit of a piss take 'cos there sending people texts saying we're fixing it so no need to contact us but I didn't get one of them so what do they just wont me to think my phoen has broke so I think its a piss take making people buy or bbm top up when they dont need 2 and not even trying to let out what has gone wrong some money grabbin chiefs.

Tara 21 London : Terrifying because it shows our reliance on technology, both business people and the general have been going ape-shit as if their main artery has been cut off. But also terrifying because Blackberry is a huge company that is supposedly a leader in new technology, and they can't even get their servers right?! There should be compensation, a review, some kind of mass gesture that will fix things (like iPhone did with their phone covers that seemed to fix the aerial) but instead, in about a weeks time BBM will be back on, I'll still be getting annoying pings at 1am and we'll all be complaining about something else.

Houdini 22 London : yeah its an issue, I've not really felt it madly but its annoying. its the only reason why im faithful to BB

Jacqueline 21 London : its inconvenient in terms of how I use my phone to communicate but for me unlike for others its not the end of the world. however I will not be paying my data charges this month.

I've also collected a few reactions to this crash that were seen on social media platforms.

NTS Radio: Public Discussion on Riot Sentencing

2011-10-10T14:12:00.002+01:00

Dalston's online station NTS Radio have organized a discussion tonight on the sentences handed down to those convicted after widespread rioting & looting that took place earlier this year across the country.

NTS is an online radio station based in Gillett Square in Dalston, that prides itself on engaging with and involving the local community, hosting some of the hottest DJ's in the capital and broadcasting a wide variety of shows.

I'm glad to see an organizations such as NTS directly engaging with the local community by organizing events such as this discussion, a relevant topic which concerns many young people from the local area.

There will be a panel discussion and the floor will be opened up for Q&A. NTS will be recording the event which will be broadcasted at a later date.

I will certainly be attending, find out more here.

Speakers for Schools.

2011-10-10T12:44:00.006+01:00

The BBC Business Editor, Robert Peston's star just continues to rise. Having first broke the news of the bank run on Northern Rock back in 2007 (an event that prefigured the banking crisis a year later), then getting into a Twitter spat with Labour MP (and serial Murdoch botherer) Tom Watson and being a constant thorn in the side of free market fundamentalism; he's now turned his attention to State School education.

Having been "inundated" with requests to address pupils at private schools, but having never been asked by any state schools; Peston proposed the idea of a charity that aimed to "level the playing field". Speakers for Schools "aims to provide state schools with access to a fantastic network of speakers who are willing to give inspirational talks to young people for free."

Those, of the already 700, who have signed up include the leaders of the three main political parties as well as private equity boss Damon Buffini (voted the most powerful black man in Britain in 2007), the Guardian editor Alan Rusbridger and eminent individuals from the spheres of the arts, science, media, business and politics. A complete list can be found here.

This is an excellent initiative done for the right reasons and by the right people; namely those who've proved themselves through hard work and talent. All involved should be roundly applauded.

Rants & Raves

2011-10-07T16:41:00.006+01:00

Rave

Second To None

Our friends over at SCNDTONONE are opening a shop in Guildford, Surrey. And judging from the video above that's not all they've been up to. Keep it locked for the launch of their new site.

Our mates Tim & Barry have been shutting it down every Wednesday, with recent guests such as Big Nasty & L Dot Man and many more. Check out the recorded version of the live shows here.

Never Ask Take Everything

Ruby Pseudo team member Nate has just dropped his debut mixtape, available to download here. His video for city light's was directed by Johnnie Ford & Joey 2 Bunn.

Piff Breaks & 808's

Ruby Pseudo family members Piff Gang also just dropped their debut mixtape, Piffbreaks & 808's. Check it out here.

Bump @ Plan B

Every Friday at Plan B in Brixton is the night Bump, where revelers can hear a variety of fresh hip-hop and old school vibrations. Peep the video directed by our mate Johnnie Ford for an idea of what to expect.

Rant

Stop & Search

Our newest member of the team, Fadel from Holloway has complained that he feels Police in this country are still more likely to stop and search youths if they are darker than the average and the police's attitude towards him and his friends aren't always the friendliest. It's unfortunate that institutional racism is still a common factor when considering the police in this country.

New Muller Advert

"The weird thing isn’t that this advert got thought up, but that it actually got rubber stamped and bought. Traffic wardens, Kit from Knight Rider, a big sphere robot, Yogi bear, Mr Men, Mutly. It’s like a Hieronymous Bosche painting that has yammed on a bag of Haribo. Utterly bewildering. However, props for getting an FMCG company to agree to it." Shaun Savage

Stratford Westfield

"I went last weekend. It's nice'n'all. However, my biggest problem was leaving.

The 425 bus stops directly outside my house and takes me all the way to the Pearly Gates of Westfield. Getting home is another issue. Where the fuck are the bus stops that are going to take me home? I asked various Westfield staff, to no avail. I ended up getting on the tube.
Now, this could just be me, being an idiot, but I'm not that thick. Surely?
Signs. Just signs. All it takes." Kate Searing

Method Man - 'World Gone Sour' Candy Advert

2011-10-06T17:44:00.009+01:00

Wu-Tang clan rapper Method Man is the star of the new Sour Patch Kids music video/advert for the Kraft food brand. Whilst I am certainly a fan of Johnny Blaze since his Tical days I think that this latest music video reveals Meth for what he really is: an aging sell-out who is past his prime. I'm all for brands using hip-hop music to promote their products, but please just do it properly!

Unfortunately in this particular case, the instrumental used is particularly uninspiring and whilst Meth's rhymes are not bad, they're not great either. It's also quite depressing to see Meth pulling off the same moves he was doing 20 years ago. If we compare Meth's latest offering with the Wu Tang St Ide's advert he did in 95' (below) we can actually observe the difference between something fresh and relevant and something forced and dated.

Getting Snoop or Meth does not automatically equate to cool, the ad has to actually be good too. I think the type of people who would like this ad most would be consumers who were fans of Wu-Tang when they first came out in the early 90's or young kids who may not even know who Method Man is but are still entertained. I personally think the song is whack and cheesy especially when compared to Meth's previous body of work. Also animating candy so they dance and adopt hip-hop poses is not cool and a bit creepy.

Ideally I'd like to remember Meth when he was at the top of his game, in the early 90's on the mean streets of Shaolin, youthful and mysterious (see below). Whilst Meth is no stranger to the shiny world of advertising, this ad has rendered him a 'rapper for hire' a balding, aging, fatter, weaker version of his former self. Shame on you Kraft, although I do appreciate that you even tried. Giving you're favorite childhood rapper a part in the ad you're making isn't always the best idea, especially if that rapper is nowhere near as good as when you were in high school.

Despite the music video missing the mark, the campaign also extends into a video game and a facebook page, settings where the creepy sour patch candies make more sense.

By Nick Bamigboye