A new AI-driven cultural intelligence platform, HumanCulture, will launch in summer 2026 to provide key data-based insights for creators, artists, labels and agencies.
Founded by Tim Waine and Tom Macdonald, HumanCulture moves beyond traditional social analytics by analysing qualitative cultural data across social content, including still and moving imagery, captions and audience commentary, and mapping it against quantitative performance signals.
According to the announcement, HumanCulture predicts performance and identifies the cultural factors driving response before content goes live, while traditional analytics tools typically report results retrospectively.
“By analysing qualitative signals such as tone, imagery and narrative themes alongside quantitative performance data, the platform informs creative decisions in advance rather than refining them after publication, allowing teams to validate direction, reduce campaign risk and plan strategy with greater certainty,” said a statement.
The platform has demonstrated 82–90% accuracy in predicting content performance during pilot phases, with clients reporting engagement uplifts ranging from 50% to 500% across reach, comments, views and engagement rate.
In under a year of operation, HumanCulture has already been adopted across music, brand and agency environments. Clients and partners include M&C Saatchi, Believe, Defected Records, Jamie xx, JAECOO and PHA Group, with additional projects spanning Young Recordings, Romy and Tinie Tempah.
The platform supports both campaign planning and long-term content strategy across multiple sectors.
HumanCulture’s analysis framework evaluates narrative themes, emotional tone, persona traits and cultural alignment. The industry-agnostic model is designed to support strategic planning, campaign validation and long-term brand positioning rather than post-campaign reporting.
Co-founder Tim Waine has experience across music, publishing and brand partnerships. At Defected he led global licensing and sync activity across the group, before joining BEN Labs where he managed international talent and IP partnerships spanning artists, brands and cultural figures including Buzz Aldrin and Daniel Craig.
In 2021 he founded Independent Culture, advising brands and independent music companies such as Pernod Ricard, Highsnobiety and Champion on creative and commercial partnerships.
We are intentionally disruptive because social strategy needs this
Tim Waine
Tom Macdonald has joined as co-founder following a decade in music marketing and brand strategy, most recently as director of strategic marketing & brand partnerships at AWAL, leading UK and European brand strategy for artists including Little Simz and Jungle.
Previous roles at Songs Music Publishing, Soho Music Group and Ultra Records developed his expertise across publishing, sync and global campaigns, where strategic decisions were often guided by instinct despite access to large volumes of analytics.
“We're blown away by the pace at which this has taken shape and the range of clients we've attracted, all in under a year of operating,” said Tim Waine. “Everyone we have worked with has access to every tool under the sun, yet they choose to work with us because those tools only offer post campaign analytics, which provides little use to strategy. Instead, our analytics provide clear strategy, backed by predictive frameworks, to what works and why. We are intentionally disruptive because social strategy needs this.”
“After over 10 years of working in partnerships, I’ve learned that the best collaborations start with an understanding of your own audience,” said Tom Macdonald. “We're building a tool that makes that accessible, and it's a game-changer."
Having closed its first funding round at the end of 2025, HumanCulture is now building its scalable platform following paid pilots and client engagements. The company is targeting creators, artists, labels, agencies and brands.
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