Collections of cool

Introduces MTV Networks Europe, where the author is Senior Vice‐President of Research and Planning, as Europe’s largest 24‐hour television network and an organisation which is constantly in touch with its vast Europe‐wide audience, including the youth market. Discusses youth culture and the youth market’s characteristics in an age of media explosion and disappearing national frontiers, where everything seems to comment on itself, context is everything, and individuality and authenticity are prized yet true originality is rare. Identifies the freedom that is on offer as essentially materialistic rather than political. Outlines the key influences on young people: the celebrity culture, music and fashion, technology and innovation, and family and friends. Points out that brand loyalty is weaker than in the past, and that branding tends to hide sameness rather than indicate difference. Describes the Collections of Cool research project at MTV, which analyses the youth market, and MTV’s “Switched On” publication covering microtrends in youth culture: this has identified likely hot artists and styles before they actually became successful. Lists some typical youth style trends: trucker caps, parachute pants, velour tracksuits, bling, school ties. Concludes with a look at the importance of music in youth culture and its links with fashion.