THE V&A EAST CULTURE COUNCIL

AUDIENCE DEVELOPMENT

BRAND STRATEGY

PARTNERSHIPS

CONTENT COMMISSIONING

THE CHALLENGE

V&A East needed to build trust and boost relevance amongst a new audience base of young creatives, and east London communities.

With a strong network of supporters and collaborators an ambassador programme felt like the perfect way to share V&A East’s exciting mandate of creativity for change.

But at a time when influencers flood our feeds with paid for recommendations we knew we needed to create something authentic and honest. 

THE WORK

First off we needed concrete data to ground our hunch.

We commissioned agency Kingdom Collective to conduct research and develop a framework. They came back with poignant insights on Gen Z engagement with arts and culture; lifestyle and priorities.

From here, we took the work in house, reaching out to our networks and creating a roster of ambassadors who embodied the V&A East brand. Another opportunity to live our brand values, we sought partnerships only where we could offer meaningful engagement from content commissions (Reece Davey, Alternate Architecture Series), to existing relationships (Yinka Shonibare, Sothebys Fellowship), amplifying collectives making a change (Nourishment, Social Content. Pictured right), to working with other V&A East teams (Elijah, Youth Engagement Project) .

The selection of ambassadors spans local leaders, established public figures and Gen Z’s at the forefront of youth culture - all committed to opening up who makes and enjoys art.

See whose in the council below:

YINKA SHONIBARE CBE

〰️

KLAUDIA FIOR AKA WAVY YUTE

〰️

NOURISHMENT COLLECTIVE

〰️

SAMUEL ROSS

〰️

HOUSE OF DVEY

〰️

ELIJAH

〰️

YINKA SHONIBARE CBE 〰️ KLAUDIA FIOR AKA WAVY YUTE 〰️ NOURISHMENT COLLECTIVE 〰️ SAMUEL ROSS 〰️ HOUSE OF DVEY 〰️ ELIJAH 〰️

THE RESULTS

Ambassadors

Yinka Shonibare
Samuel Ross
Nourishment Collective
Muslim Sisterhood
Elijah
Klaudia Fior AKA Wavy Yute
Reece Davey AKA House of DVEY

Content & Activity

Alternative Architecture Series with House of Dvey

Reese’s Pieces with House of Dvey

See + Do with Nourishment

The Music Is Black BTS with Wavey Yute

Robin Hood Engagement Project with Elijah

Emerging Curator Sotheby’s x V&A East Fellowship (pre-council) with Yinka Shonibare

  • TITO & SOJI, NOURISHMENT

  • KLAUDIA FIOR AKA WAVY YUTE @VAMEAST INSTA

  • ELIJAH & KLAUDIA FIOR

  • HOUSE OF DVEY @VAMEAST INSTA

THE TEAM*

*Because it takes a village to raise an idea

Robyn Kasozi - Project Lead  

Gus Casely-Hayford - Talent selection

Laura Mitchell - Talent selection

Rhianna Puddifant - Social

Jamie Edmunson - Digital

Kingdom Collective - Research & framework 

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