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What is a sub-culture? Why does everyone want to be a part of it? How does it work as an ecosystem? On this episode of Advertising is Dead, host Varun Duggirala is joined by Co-Founders of 4/4 Experiences, Himanshu Vaswani and Nikhil Udupa. They discuss their journey into music, along with the emergence and growth of subculture around content. Talk to Varun on Twitter and Instagram @varunduggi Talk to Himanshu Vaswani on Twitter and Instagram @himanshuvaswani Talk to Nikhil Udupa on Twitter and Instagram @greyoceanblues You can listen to this show and other awesome shows on the IVM Podcasts app on Android: https://ivm.today/android or iOS: https://ivm.today/ios, or any other podcast app.