99% Attitude

Author: Nicky Vita (@stellavita), Strategy Director, BBH London A few weeks ago, I was at the Temple Synagogue in Krakow’s historical Jewish district, Kazimeirz. It was the closing night for Unsound, an avant-garde music festival with the central theme of “Future Shock”. As a whole, Unsound deliberately defies expectations – about how music should sound, how music genres should/ shouldn’t fit together, who...