This marketing firm is harnessing the power of UGC to build “digital street teams”...

Grassroots marketing has a track record with the use of fan-led street teams by labels.

Brighton-based Your Culture is a tech-powered update on the model: a digital street team linking artists, fans and content. The company brings together a global community of superfans and audience managers to help build those connections. 

Harnessing the power of user-generated content (UGC), in addition to popular and emerging online fan ...