Young Blood: The Spoken Word by James Massiah

Misrepresented, underestimated, and devalued? Anxious, educated, and more connected than ever? How do we define the youth of today?

Inspired by Youth Culture

As a marketing agency who work closely with people, brands and culture, Amplify are often asked how to approach young people. For the past few months, we have been busy researching that elusive 13-25 age range for our documentary

Young Blood: Exploring British Youth Culture.

It was important for us to give the people we were talking about a voice and a platform for their work, and so we connected with 9 influencers. There's grime photographer Vicky Grout, disruptive fashion store Wavey Garms, Nike yoga guru Jessica Skye and spoken word poet James Massiah. We also caught up with Nellie Eden, James Martin and James Benenson, founders from all-girl collective BabyFace, media site Sick Chirpse and agency Urban Nerds respectively, as well as YouTube gamer Lydia Ellery and Supa Academy entrepreneur Bejay Mulenga.

Young Blood: A Creative Response

To sum up our research, we asked poet, DJ and one of our influencers James Massiah to create a spoken word poem addressing the themes of the documentaries. Having worked closely with Amplify on Converse's Young and Laced project, we took him up the top of Netil House to film the Young Blood poem (despite his fear of heights!). James' work is wide-ranging, looking at themes of mortality, sex and religion. As the founder of philosophy and arts platform The A & The E, he champions up-and-coming writers, as well as hosting killer parties. He also DJs for NTS with his show The Næw Funk Brækfast Show, fortnightly at 10am on Saturday and he's been recently featured across BBC Radio including shows from Jonathan Ross and Nick Grimshaw.

If you would like to hear more about our research, please get in touch with Amplify’s Head of Planning, Krupali Cescau on krupali@weareamplify.com