PODCAST · business
Hitmakers, Season 2
by Ana Andjelic and Lee Maschmeyer
If a finance podcast married a culture podcast, you would get the Season 2 of Hitmakers. Each episode reveals the new logic that driving multiples, margins, and advantages before they appear on balance sheets. Over the course of this season, my co-host Lee Maschmeyer, the co-founder of transformation consultancy Collins, and I decode how cultural forces create market value: why Hermès is worth more than Ford, a far larger company; why Nvidia hired its first community manager; why collaborations became a staple of business; why merch is often more desirable than a brand’s core offering; and how cultural capital creates financial capital. andjelicaaa.substack.com
Episodes
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Resale as the stock market for brands
A product’s life doesn’t end at the point of sale. In fashion, it may be just getting started. There’s a strong connection between people who buy a lot on resale… and people who buy a lot of new clothing, too. They shop more. They turn over items faster. They return more. They discard perfectly...
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What happened to luxury?
Oscar Wilde said a cynic knows the price of everything and the value of nothing. He might as well have been talking about luxury today. Because something is off. The industry spent years raising prices — and for a while, it worked. The higher price was the draw. But then consumers stopped buying...
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The umami experience
There are four basic tastes — sweet, salty, sour, bitter. There’s actually a fifth one. It’s called umami. It’s the flavor that lingers. The one chefs chase because it stays with you after everything else fades. A few years ago, cultural strategist Emily Segal borrowed that idea for her “Umami...
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Popular culture is contradiction in terms
Dame Vivienne Westwood once said, “Popular culture is a contradiction in terms. If it’s popular, it’s not culture.” In the 1980s, we had Air Jordans and Back to the Future. In the 1990s, it was grunge, Pretty Woman, Britney Spears. Iconic things have always been products of their moment. When the...
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What is next for merch?
Is Millionaire Speedy a luxury bag or merch? What about the Balenciaga Maxi Pack? The term “merch” originally referred to items made for music fans, where items like t-shirts were sold on a band’s and musician’s tour. From music, merch spread to sports, film, gaming, art, fashion, design, travel,...
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What makes a brand iconic
Iconic brands are built on products people obsess over.Think Levi’s 501s. Ray-Ban sunglasses. Nike Air Force 1. The Big Mac. Each of these products is a creative expression first—a shape, a taste, a texture, a ritual. Their form and function don’t just sell units; they influence culture, spark...
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Weird on purpose
How many people actually saw It Was Just an Accident, this year’s winner at the Cannes Film Festival? And how many people even heard of it? That gap tells you something important about culture today. Culture fragments faster than it consolidates. Mass attention is gone. Cultural currency no…
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Everybody is talking about world-building, nobody is doing it
Everyone knows what the Magic Kingdom is. And yet almost no brand in history has been able to replicate anything like it. Because world-building sounds simple. It isn’t. There are product worlds born from the thing itself. Merchandise worlds built through collections. Aesthetic worlds defined by…
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Trend Makers vs. Taste Makers
Why does Louis Vuitton cycle through creative directors like fashion seasons—is that a weakness or a strategy? And how can Hermès go 42 years without launching a single new product yet be worth more than the entire LVMH group? Because one behaves like a trendmaker. The other behaves like a...
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Why we will never tire of collaborations
Why do brands collaborate with each other? What differentiates a good collaboration from a bad one? Have we reached collaboration fatigue? And, what is next for collaborations? Today, we reveal how to elevate collaborations from tactics to strategies. We put collaborations in context of IP,...
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Live with Ana Andjelic
Get full access to The Sociology of Business at andjelicaaa.substack.com/subscribe
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CMOs as showrunners
Why are AI brands opening cafés? Why does MiuMiu have a book club? Why does A24, a movie studio, have a membership club, a publishing arm, and now its own theater and bar? It’s not random. It’s a new operating model. And the best CMOs already know it. They’re not running marketing departments....
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Live with Ana Andjelic
Get full access to The Sociology of Business at andjelicaaa.substack.com/subscribe
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How cultural capital becomes financial capital
In the first episode of the Season 2 of Hitmakers, my co-host Lee Maschmeyer, co-founder of a transformation consultancy Collins, and I look at moments where cultural capital turns into financial capital. We break down why Labubu is still printing money — long after most thought its hype had...
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Live with Ana Andjelic
Get full access to The Sociology of Business at andjelicaaa.substack.com/subscribe
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ABOUT THIS SHOW
If a finance podcast married a culture podcast, you would get the Season 2 of Hitmakers. Each episode reveals the new logic that driving multiples, margins, and advantages before they appear on balance sheets. Over the course of this season, my co-host Lee Maschmeyer, the co-founder of transformation consultancy Collins, and I decode how cultural forces create market value: why Hermès is worth more than Ford, a far larger company; why Nvidia hired its first community manager; why collaborations became a staple of business; why merch is often more desirable than a brand’s core offering; and how cultural capital creates financial capital.
andjelicaaa.substack.com
HOSTED BY
Ana Andjelic and Lee Maschmeyer
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Frequently Asked Questions
How many episodes does Hitmakers, Season 2 have?
Hitmakers, Season 2 currently has 15 episodes available on PodParley. New episodes are automatically indexed when they're published to the podcast feed.
What is Hitmakers, Season 2 about?
If a finance podcast married a culture podcast, you would get the Season 2 of Hitmakers. Each episode reveals the new logic that driving multiples, margins, and advantages before they appear on balance sheets. Over the course of this season, my co-host Lee Maschmeyer, the co-founder of...
How often does Hitmakers, Season 2 release new episodes?
Hitmakers, Season 2 has 15 episodes. Check the episode list to see recent publication dates and frequency.
Where can I listen to Hitmakers, Season 2?
You can listen to Hitmakers, Season 2 on PodParley by clicking any episode. We provide an embedded audio player for direct listening, and you can also subscribe via your preferred podcast app using the RSS feed.
Who hosts Hitmakers, Season 2?
Hitmakers, Season 2 is created and hosted by Ana Andjelic and Lee Maschmeyer.
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