Press release -
Ametist Azordegan joins SPLIT Stockholm as Cultural Strategist – a new role in the industry
Ametist Azordegan is a hip-hop journalist, cultural profile and most recently co-founder of Juice Studios – an academy that provides space for the creative talent of the suburb Rågsved's youth. Now, she joins the full-service agency SPLIT Stockholm as Cultural Strategist.
Quote from Ruein Golshan, CEO of SPLIT Stockholm:
- We see that the kind of cultural competence that Ametist has is a necessity for the future of the communication industry. As Sweden's only multicultural full-service agency, it felt very natural to start a conversation and see how we can take the lead together for the industry's development. I'm extremely proud to have Ametist on board!
The role of Cultural Strategist is new for the Swedish communication industry and thus also for SPLIT Stockholm. The purpose is to apply an understanding for the frames of reference that belongs to various social groups in the agency's ongoing work, but also in proposing projects and identifying talents for creative collaborations.
According to SCB, about a quarter of the population has an ethnic background other than Swedish, while the communication industry is still very homogeneous. This reduces the industry's chances of keeping up with patterns of ideas that are relevant to a target group that is constantly increasing in size. SPLIT Stockholm sees cultural competence as an important real skill and thus becomes a forerunner for the Swedish communication industry.
Quote from Ametist Azordegan, Cultural Strategist at SPLIT Stockholm:
- This is so much fun since the communication industry is a new arena for me. Media platforms, brands and organizations are constantly coming to me and want help with how they can reach generation Z while the hip hop industry wants help with reaching brands for collaborations. I look forward to being able to open many doors and create new opportunities together with the gang at SPLIT Stockholm.
For questions, please contact: jonna@splitstockholm.se, +46707837414
Photo, Ametist Azordegan ("Photo: Art by Esse" when publishing):
https://drive.google.com/file/d/1GzNKpyJKPgTrslBwKKu8B4AG1y1PRV2k/view?usp=sharing
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SPLIT Stockholm is a modern full-service agency that best can be described as a hybrid between a digital and communication agency. We put strategies into motion and turn ideas into reality. Designing, developing and branding wherever there is a need for a more beautiful and functional tomorrow. We believe the best efforts come from working with the things that inspire us and we don’t close the door for any type of client or need. We believe in diversity in skills, gender and ethnicity and are truly passionate about people. We are girls, we are guys, we are friends, we are family, we are junior, we are senior. We are SPLIT.
