The gift of the golden years

Portrait of Lynn by Harry Borden

It’s nothing new that in the cultural sector, as well as in much of the media, youth continues to be a prized asset. From the 30 under 30s to the lists of (usually young) debut novelists to watch, it can feel at times like writers and artists, however talented, get a decade or two in the limelight before they are thrust to one side to make space for the younger generation.

Riot has worked with the independent publisher, CHEERIO, for several years now, and in that time, Clare Conville and Harriet Vyner have published books by a number of rising stars including Megan Barker and Kandace Siobhan Walker, among others. But two recent campaigns with the publisher have driven home for me how necessary it is that we continue to celebrate writers further along in their careers too.

In April, the octogenarian and psychogeographer Iain Sinclair took readers back to Soho in its artistic heyday, retracing the steps of John Deakin, photographer to the court of Francis Bacon, with his brilliant book, Pariah Genius. Sinclair opens a portal for the reader, taking them to a version of Soho must of us born after 1980 will never know, and surely will never quite return – one where painters rubbed shoulders with gangsters and dockworkers drank among the art world elite.

Just a few weeks later we toasted to the 80th birthday of the legendary journalist Lynn Barber, and the publication of her new memoir, A Little Art Education. In little more than a hundred pages, Barber recounts her journey from art class hanger-on to Turner Prizer juror, along the way striking up enduring friendships with the likes of David Hockney, Tracey Emin and Sarah Lucas. That’s not to mention a memorable encounter in her early career with a certain Salvador Dalí.

Both of these incredible books have taken me to places I can never go to, and in the company of great artists I’ll never have the chance to meet. In both cases it is only possible because in one way or another the writer too was there. And as a result, so am I.

I’m not the only one to have been affected in this way. Our job has ultimately been to ensure that both titles get the attention in the media that they deserve, and in all the coverage the respect and admiration for these two veterans of their trades has been plain to see. The magazine covers might be dominated by the fresh-faced and bright-eyed, but words like ‘peerless’ and ‘inimitable’ are reserved only for those who have been at the top of their game for the longest time. So here’s to the older generation – and thanks for your memories.

Implementing an influencer campaign for the Royal Institution’s Christmas Lectures 2023

With the exception of a pause during WWII, the Royal Institution’s Christmas Lectures have run continuously since 1825. No mean feat, this annual tradition has made a huge impact on the accessibility of science for the general public, which is why we have loved working with the Ri over the past six years. 

After consistently robust media campaigns, we decided, for Christmas 2023, to implement an influencer campaign to complement  a more traditional media-led approach. The Ri were keen to raise awareness of the 2023 Christmas Lectures in the 13-19 age group, and we suggested that developing a social media influencer campaign was the best approach for targeting this demographic.

We began by carefully considering which types of content creators to approach – we needed influencers that were curious, thoughtful and age-appropriate to align with the Christmas Lecture ethos and brand. After presenting several options to the team at the Ri, we settled on three strands of influencers – ‘science with a twist’, ‘booktokers’ and ‘things to do in London’. 

In the science space, we joined forces with the wonderful Pandora Dewan and Nina Chhita (Nina.draws.scientists). Both creators produce science-driven content, sharing insightful nuggets of history and discovery with their followers. Nina and Pandora are avid fans of the Christmas Lectures, so they were thrilled to be invited to a behind-the-scenes tour of the Ri during the busy pre-Christmas filming period. In addition to seeing how the Lectures are made, the influencers also received a tour of the Faraday Museum and archives with the Head of Heritage and Collections, Charlotte New. 

We were so pleased with the wonderful content Nina and Pandora produced off the back of their tour. Pandora posted an Instagram Reel sharing her favourite piece of information from the Lectures – the potential to understand whales by using AI to recognise patterns in their language. Nina chronicled the history of the iconic Christmas Lectures and shared her favourite topic – The Chemical History of a Candle. Their insightful and inquisitive content totally aligned with the Christmas Lectures ethos, and included the key call to action to watch the Christmas Lectures on BBC iPlayer. 

The Ri has a wonderful library and a huge collection of rare first-edition books. Looking beyond science influencers, we decided to approach ‘booktokers’. Creators with a passion for books were invited to explore the library and archives, producing evergreen content showcasing the Ri as a unique day out in London for book lovers. Charlottechaoticbooksxo uploaded a lovely video all about the Ri’s vast collection. 

The team at the Royal Institution was impressed by the strategic and thoughtful nature  of our influencer campaign. We helped them forge strong relationships with content creators who they can work with going forward as they continue to target a teenage demographic.

Creating the UK’s first Moomin Pride event

As part of our work with Moomin Characters this year, we wanted to engage with the LGBTQ+ community through a bespoke Moomin Pride event. There’s a natural affinity between Moomin and the LGBTQ+ community as not only was their creator, Tove Jansson, a queer woman but the themes she explores with these beloved characters also resonate with the queer community.

We entirely created the event from ideation to implementation, sourcing queer bookshop The Common Press as an event partner and forming an intersectional panel of Moomin fans and experts in their creative fields to discuss the Moomins and the queer legacy of Tove Jansson’s work.

This was a sold out event and The Common Press shared that it was not only their most popular Pride event this year, but one of their most successful events ever. We also secured features about the event and the wider subject of Tove Jansson and the Moomins in both PinkNews and Metro.