Press Release
Augustus Kirby, an NYC based marketer, Explains How Brands Can Win Loyalty in a Tough Economy
Michigan, US, 23rd June 2025, ZEX PR WIRE, As inflation continues to shape consumers’ daily decisions, New York City based marketing strategist Augustus Kirby urges brands to shift away from transactional messaging and embrace value-based branding. In today’s economic climate, Kirby says, loyalty isn’t built on price; it’s built on purpose.
“People aren’t just pinching pennies, they’re reevaluating what matters,” explains Kirby, who has worked with clients worldwide. “They want to know that the money they spend is going toward something meaningful. That’s where value-based branding enters.”
With food, rent, and transportation costs remaining elevated, Kirby notes that surface-level promotions no longer dazzle consumers. Instead, they seek brands that reflect their identity, ethics, and aspirations. “If your brand message doesn’t make someone feel something, it’s noise,” he says. “And people are tuning out noise faster than ever.”
In NYC, Values Drive Purchasing Power
New York City, known for its high cost of living and diverse population, is a proving ground for this new branding reality. Kirby says some of the city’s most resilient businesses have survived the economic shocks of the past year not by slashing prices, but by reinforcing their mission.
“From sustainable fashion houses in Brooklyn to vegan eateries in Queens, NYC brands that lead with their values outperform expectations,” says Kirby. “Their customers aren’t just buying products, they’re buying a worldview they identify with.”
He cites the example of a Harlem-based skincare company that doubled its customer base by showcasing its commitment to Black-owned supply chains and eco-friendly packaging. “That’s value-based branding in action. It’s not charity. It’s smart business rooted in cultural alignment.”
Beyond Discounts: A New Marketing Playbook
Kirby acknowledges that traditional marketing tactics like discount codes and seasonal blowouts exist only when embedded in a broader narrative. “Promotions are effective when they feel like a reward for belonging, not a plea for attention,” he says.
He encourages brands to consider the following core elements in crafting their value-based branding strategies:
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Purpose Over Promotion: Consumers want to know why you exist, not just what you sell. Your brand purpose should be clear, lived, and visible across channels.
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Community-Driven Content: Instead of broadcasting polished ads, Kirby urges marketers to showcase user stories, behind-the-scenes processes, and mission-aligned collaborations. “People trust people more than logos,” he adds.
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Transparent Messaging: Clarity is currency in an economy where trust is fragile. Brands that are upfront about sourcing, pricing, and business practices earn respect and repeat customers.
 
The Inflation Filter: A Permanent Shift?
While many marketers may hope inflation is temporary, Kirby warns against waiting it out. “This isn’t just a phase. Consumers have learned to filter out fluff. The economy may improve, but their standards won’t revert,” he says.
According to a recent report by Edelman, 64% of global consumers now say they choose, switch, avoid, or boycott a brand based on its stand on societal issues. “That’s not a trend. That’s a redefinition of loyalty,” says Kirby.
What Brands Should Do Right Now
Kirby advises marketers to take three immediate steps to thrive in this new landscape:
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Audit Your Brand Purpose
“If your team can’t articulate why your brand exists beyond profit, start there,” he says. “Consumers can sniff out empty mission statements from a mile away.” - 
Engage Authentically
Use social platforms, especially niche ones, to converse honestly with your audience. “Don’t just post. Listen. Respond. Learn.” - 
Measure What Matters
“Move beyond vanity metrics. Look at retention, customer sentiment, and organic referrals,” Kirby says. “That’s where the real ROI of value-based branding lives.” 
NYC’s Edge in the New Economy
Kirby believes New York City is uniquely positioned to lead the value-driven branding movement. “This city runs on meaning,” he says. “There’s no one-size-fits-all here. NYC brands thrive when they reflect the mosaic of people they serve.”
He points to the growing number of NYC businesses embedding activism, sustainability, and cultural storytelling into their campaigns. “It’s not performative. It’s personal. And customers respond to that.”
The Future of Marketing: Smaller, Sharper, Sincere
In Augustus Kirby’s view, consumers’ economic pressure is forcing brands to evolve fast. “We’re entering an era where being the cheapest or the loudest isn’t enough. You need to be the most aligned,” he says.
And while challenges persist, Kirby sees opportunity. “Smart brands aren’t just weathering this moment, they’re using it to deepen loyalty in ways that last far beyond inflation cycles,” he concludes. “Because when money is tight, meaning matters more.”
About Augustus Kirby
 Augustus Kirby is a marketing consultant based in New York City specializing in brand positioning, community strategy, and technology-driven growth solutions. With over a decade of experience advising startups and global firms, Kirby is known for helping brands navigate complex shifts in consumer behavior, platform dynamics, and economic conditions.
To learn more visit: https://augustus-kirby.com/
About Author
Disclaimer: The views, suggestions, and opinions expressed here are the sole responsibility of the experts. No Digi Observer journalist was involved in the writing and production of this article.
Press Release
Rising Music Artist ROHAN Builds a New Sound Between Indie Rock, R&B, and Technology

ROHAN (stylized as ROHAN), is an Australian-born musician, singer-songwriter, and music producer who blends indie rock, R&B, electronic, and folk influences into emotional, genre-defying songs. Growing up between Australia and Singapore, ROHAN first learned piano from his Indian mother before discovering his love for punk music through Green Day’s American Idiot.
Now based in California, ROHAN has built a career at the intersection of music and technology. After enrolling at Stanford University, he chose to drop out and focus full-time on his creative path. From his DIY home studio, he produces and records his own music — characterized by confessional lyrics, melodic grit, and digital textures that bridge his global background and technical roots.
“ROHAN’s music is honest and alive,” says Romy Bayhack of Big Hassle, who represents the artist. “He’s building a new sound that connects emotion, innovation, and identity.”
ROHAN’s creative story — from coding computers to composing songs — mirrors a new generation of independent artists redefining the boundaries between technology and art. His upcoming releases promise to push that vision even further, blending emotional storytelling with cutting-edge sound design.
Fans can connect with ROHAN on Instagram @rohanx for the latest updates, music drops, and behind-the-scenes content.
About ROHAN
ROHAN is an Australian-born independent artist, producer, and songwriter raised between Australia and Singapore, now based in Los Angeles, California. His sound combines Aussie indie rock with R&B, electronic, and folk influences, creating introspective, genre-blurring anthems. ROHAN is known for his confessional lyricism, DIY production approach, and his commitment to bridging music and technology.
Official Instagram: @rohanx
Listen to his Music: http://www.rohan.fm
About Author
Disclaimer: The views, suggestions, and opinions expressed here are the sole responsibility of the experts. No Digi Observer journalist was involved in the writing and production of this article.
Press Release
Grimeypopstar to Release Highly Anticipated Project “Grimey Luv Songs”

Grimeypopstar is more than just an artist; he is a pioneer who is redefining the music landscape. As the CEO of Grimey Gang Records, he is cultivating a brand that embodies hard work, independence, and genuine artistry. The East Cleveland Ohio based artist is set to release his forthcoming mixtape, “Grimey Luv Songs,” on October 5 across all major platforms. This marks the next phase of Grimeypopstar’s journey — a compelling blend of emotion, street vitality, and authentic storytelling that encapsulates his identity and the ethos of his label.
“Grimey Luv Songs” showcases the complete spectrum of Grimeypopstar’s sound and essence. It transcends mere themes of love; it delves into loyalty, suffering, and the resilience required to persevere when faced with life’s challenges. Each track is a reflection of his unfiltered experiences and his transformation from an aspiring artist to a visionary leader with a message to convey. This project is deeply personal, unapologetic, and crafted to resonate with listeners who understand the grind.
Prior to the mixtape’s launch, fans were given a preview of what to expect with his single “Slickest Activator,” which is currently available on YouTube. This track showcases Grimeypopstar in his prime — self-assured, energetic, and fully in command of his musical style. It is a song that compels movement while also serving as a reminder that every lyric carries a narrative.
As the leader of Grimey Gang Records, Grimeypopstar is not merely releasing music; he is also creating pathways for other artists who share his passion and authenticity. His label signifies a new era of independent strength, empowering artists to remain true to their identities while reaching a global audience.
With “Grimey Luv Songs,” Grimeypopstar demonstrates that he is not just a fleeting presence; he is committed to establishing a lasting legacy. From the recording studio to the executive office, he is setting a benchmark for what it means to be both an artist and a CEO. When October 5 arrives, the world will witness the essence of Grimey Gang Records — genuine talent, heartfelt passion, and tangible outcomes.
You can find and stream Grimeypopstar’s music everywhere November 5th.
Make sure to follow him on all platforms @Grimeypopstar
About Author
Disclaimer: The views, suggestions, and opinions expressed here are the sole responsibility of the experts. No Digi Observer journalist was involved in the writing and production of this article.
Press Release
Scroll Up Magazine Launches the First Hip-Hop Magazine to Bring Social Media, Viral Content, and Street Culture Directly to Those Behind Bars

This month marks the launch of Scroll Up Magazine, the culture’s newest voice and the first publication designed specifically to bridge the gap between the incarcerated community and the rapidly evolving world of hip-hop, social media, and street culture.
Founded by Crystal Gotti and Richie Forbes, Scroll Up Magazine addresses a critical need: keeping those behind bars connected to the culture they helped build but have been locked out of experiencing. For the estimated 1.9 million people currently incarcerated in the United States, staying connected to family, friends, and the cultural movements happening on the outside has never been more challenging – or more important.
“You don’t scroll the jack – you scroll the page,” says Crystal Gotti, Co-Founder and Culture Editor. “Some of our readers haven’t touched down in years. They have no idea what a TikTok video looks like, what’s trending on Instagram, or what’s moving the culture right now. We bring the world to their hands – unfiltered, unbought, and unstoppable.”
What Makes Scroll Up Different:
Unlike traditional magazines, Scroll Up Magazine transforms the digital experience into print, featuring:
Viral TikTok videos captured as photo sequences with captions Instagram posts pulled directly from the timeline Memes, video stills, and social media moments that define the culture.
Issue One launches with a powerful cover story:
“Welcome Home Pooh Shiesty” An in-depth feature on the Memphis rapper’s recent release from federal custody after three years, his welcome home celebration, and his plan to reclaim his throne in hip-hop.
Who This Magazine Serves:
Scroll Up Magazine is essential reading for:
Incarcerated individuals seeking connection to the culture and current events. Families and loved ones of the incarcerated who want to send meaningful, engaging content and Hip-hop enthusiasts who value authentic, street-level perspectives.
Scroll Up Magazine offers more than entertainment – it offers hope, connection, and proof that the culture hasn’t moved on without them.
To subscribe or learn more, visit: ScrollUpMagazine.com or contact Subscribe@ScrollUpMagazine.com
Follow Scroll Up Magazine:
Instagram: @ScrollUpMagazine
About Author
Disclaimer: The views, suggestions, and opinions expressed here are the sole responsibility of the experts. No Digi Observer journalist was involved in the writing and production of this article.
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