The Kindred team have been a flurry today discussing the new @instagram feature offering the option for content creators to charge fans to subscribe for ‘exclusive content’ for a fee. With millions of followers and a constant stream of content, they have built huge audiences that are engaged and eager for more. Some are offering access to daily routines, beauty tips, live broadcasts and more. Whilst some fans are excited for this new level of access, others have likened it to Only Fans and condemned the influencers for charging fans for 'advertising'. Regardless of the backlash, it's clear that this new business model is likely here to stay. For better or worse, Instagram influencers now have a way to make even more money from their devoted fans. What do you think of this new feature? Yay or Nay?

Hands up who struggles to wade through content to find stuff that’s relevant! Nowadays, the more challenging part is not finding content on a topic, but finding credible content.  As there is an ocean of free content online, subscriptions could be a viable option to send well-researched news to subscribers without compromising their messaging with advertising.  Konrad Feldman, co-founder and CEO at Quantcast, said that “the internet’s original sin was allowing everyone to believe the internet, and all its diverse, vibrant content... had no cost.” If you walked into a newsagent, you wouldn't pick up a paper and leave without paying. You can’t get something for nothing. So why are people so against online subscriptions for news?  Internet users often choose free news sources because they are more convenient and cheaper. No time limit, no word limit, no gated access. But someone had to pay someone to write that article, and it costs money to put it online. Someone has to provide that financial support.

When you're working on the opening of a stunning new @hotelindigo property in Japan, every day is inspiring!  Happy opening to the team at @hotelindigokaruizawa Japan's second Hotel Indigo takes inspiration from the town's refined aesthetics and abundance of nature, reflecting the neighborhood's spirit through it's design, spa, restaurant and amenities. Featuring the region's first globally branded boutique hotel, KAGARIBI, an all-day dining restaurant using local ingredients, and spa by HARNN. The hotel is close to Karuizawa station and surrounded by natural beauty, making it the perfect place to get away from it all. The @kindred.society team are grateful to have the opportunity to work with a talented hotel team. Congratulations to the hotel team on your opening day Add it to your bucket list! You won't regret it.

As marketers, we’re always on the lookout for thought leadership and innovative new opportunities. So when you hear that Burberry is partnering with Minecraft to create an immersive virtual world experience, you jump at the chance to check it out. The game takes place in a fantastical rendering of London, with pixelated Burberry motifs throughout. You can explore the city streets, visit iconic landmarks, and even shop for the latest collection. This is by far the most in-depth gaming partnership that Burberry has ever done, but it's not their first foray into the gaming sphere. Earlier this year they partnered with Mythical Games' NFT-based game Blankos Block party, and added more characters to their branded virtual world. Gucci Town in Roblox, Dior's designs for Gran Turismo 7, and Louis Vuitton's League of Legends collaboration are just a few examples of luxury brand gaming partnerships. But Burberry's Minecraft experience is definitely one of the most exciting ones yet!

Congrats to the Pro-Invest team on the opening of Holiday Inn Express Melbourne Little Collins! A great hotel, with fab views and environmental credentials in one of Melbourne’s most iconic laneways. Congrats to @kindred.society past and present team members @christinebridge and @margtia for your efforts working on the opening! 👏