In this workshop, learn how to market like the underground does: with instinct, culture and community instead of corporate playbooks. You'll learn how to read culture before it becomes a trend, build community-first marketing on no budget, and steal the tools, not the identity, of the scenes that have always done this best. You will leave with a practical framework you can apply to your own creative practice, brand or hustle immediately. This is not a lecture. It is a working session. Come ready to think, share and steal like an artist. Sign-up on the day, spaces are limited so get there early to avoid disappointment! Tito Mogaji is the founder of Nourishment, a Black and youth-led community and cultural marketing agency built on resourcefulness: borrowing from culture, subculture and instinct to create real reach with no budget. Raised in Barking, Tito studied Politics before completing a Masters in Public Policy and Innovation, and moved into the creative industries without a clear map. Rather than learning marketing in a classroom, Tito learned it by studying London's youth culture up close — how a grime night builds its own promotion, how a street brand creates hype through nothing but a WhatsApp group and good timing, how a club flyer or a Boiler Room livestream generates more buzz than a six-figure corporate campaign. Tito stole tools from subcultures, events marketing and social media long before there was language for what he was doing, and built Nourishment on that instinct. Part of Upgrade Yourself Festival 2026.
