Pirate Studios – Brand Strategy for Aspirational Audiences

This speculative brand strategy project repositions Pirate.com not just as a studio platform, but as a cultural movement. Through ethnographic research, interviews, and audience analysis, the project explores how Pirate can bridge the gap between its practical offer and the emotional needs of creators. The outcome proposes a DGAF-driven strategy to attract aspirational users—musicians, DJs, and podcasters—through values-based messaging and influencer alignment.

Solution

Completed during a Master’s in Brand Design & Strategy, this self-directed brief focused on unlocking Pirate’s brand potential by connecting it with a new generation of creators navigating hustle culture, digital burnout, and the pressure to perform.

Pirate.com is a global network of self-serve music studios built for creators who don’t wait for permission. Open 24/7 in cities across the UK, US, and Europe, Pirate offers affordable space for recording, rehearsing, and producing—no gatekeepers, no distractions. Designed for the DIY artist, the bedroom producer, the underground DJ, and the podcaster with something real to say, Pirate isn’t just a studio—it’s a platform for creative independence.

Cultural Trends: Anti-Matter

This is a generation that defines itself by what it rejects. The Anti-Matter crowd builds identity through resistance—against mainstream narratives, hustle culture, clickbait tactics, and filtered perfection. These trends reflect a shift toward honesty, autonomy, and unpolished truth in both content and culture.

Who Are Pirates?

the anti-boss rebels, the anti-mainstream mavens, and the DJs spinning in their PJs. They’re not looking for just another place to create; they’re seeking a community that mirrors their disdain for the ordinary, values their authenticity, and champions their individuality.

Consumption Audience

In 2023, the influencer marketing industry reached a value of $21.1 billion—up 53% from 2021.

This rapid growth reflects a shift in how audiences engage with content, favoring peer-led influence over traditional media. For brands like Pirate, this presents a critical opportunity: partner with creators who embody real subcultural credibility and can speak directly to aspirational users.

Audience Targeting Strategy

To understand Pirate’s aspirational audience, I recorded interviews with emerging artists and creators who aren’t current users—but want to be. These conversations surfaced raw insights about their barriers, motivations, and what they expect from a platform like Pirate. Their voices helped shape the strategy from the inside out.

DGAF Pushers represent the design target for this strategy—DIY, nontraditional creators who reject polish, perfection, and performance pressure.

They’re not chasing followers; they’re building culture. This group prioritizes authenticity, self-direction, and creative control—pushing raw content out on their own terms. Pirate’s opportunity is to speak directly to them with a brand that feels equally unfiltered and self-defined.