Pulling Up Is Cool, Checking In Is Smarter
How the power of respect, community, and cultural fluency play a role in creative work.
Thank you for all the love on my Amaarae post both here and on Instagram. You all went crazy sharing it, and the Black Star herself followed me and dropped a comment (!). Your support means the world and does not go unnoticed. If that post resonated with you, you’re in for another good one today.
In Today’s newsletter, I’ll be breaking down why staying tapped checked in with culture isn’t just cool, it’s one of the most effective marketing strategies out there. And to bring that idea to life, I’m spotlighting another brilliant female artist who embodies intentional, intellectual creativity.
Context is everything! So before I dive in, let me set the stage.
In this era of creativity we’re all navigating, how you show up matters just as much as where you show up.
It’s kind of like fashion. You ever see someone in head-to-toe designer and yet it still doesn’t land? They look expensive, but not expressive. Polished, but not present. That’s because style isn’t just about wearing the “right” things.
Credit : Colin Dukelow
The best-dressed people aren’t always the ones with the most expensive fit or hottest brands, they’re the ones who know how to match their energy to the environment.
Creativity works the same way. You can have all the talent in the world, the tools, the trend forecasts, but if you’re not in alignment with the space you’re entering, it shows. There’s a difference between making an impression vs. making a connection.
That’s why I was so struck watching Latto take London by storm recently. She served look after look and absolutely owned her image but what made it powerful was the fit not of her clothes, but the moment.
She didn’t just touch down in a new market, She checked in to it.
What is Checking In?
Historically speaking, “checking in” refers to the unspoken rule in hip-hop culture of paying respect to local OGs when entering a new city. It’s a gesture of safety, hierarchy, and protocol. But as culture decentralizes and creatives become the new tastemakers, that practice is slowly evolving. The new check-in is not about collecting g-points, it’s about synergy and creative diplomacy.
As global culture becomes increasingly hyperconnected, authenticity becomes a scarce and valuable resource. The artists, entrepreneurs, and creatives who win aren’t the flashiest, they’re the most aligned. They understand that audiences can feel the difference between between insertion and integration. This is where the concept of the creative check-in comes in.
Why Latto is the Queen of Checking In
Latto gets this and we see it all the time from her. We saw it in her “I Need Somebody” video, filmed in Jamaica, where she didn’t just use the location for aesthetics, she paired it with a Jamaica-inspired capsule collection in collaboration with Body by Raven Tracy. Fashion, music, and location all working in harmony.
Fast forward to London: she rocked Corteiz (a symbol of UK streetwear authenticity), linked with DJ AG and Ceechyna (two names who are the London creative underground), and showed up not just as a headliner but as a student of the ecosystem. That’s the difference. She’s not moving through culture. She’s moving with it.
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To Show Up is to Be Seen. To Check In is to Be Received.
There’s a thin line between global reach and cultural erasure. Many artists treat new markets like billboards, just locations to stamp their name on. But the ones who stick and build lasting relevance are the ones who treat each city like a classroom. They learn the language, the codes, the rhythm.
“In the A they call me fine shyt, but the mandem call me leng”
Latto’s moves show us that this isn’t just about aesthetics—it’s a marketing strategy. One rooted in trust, alignment, respect, and legacy.
Why This Strategy Works (For All of Us)
This strategy is not just for celebrities or artists on tour. Any creative whether you’re a designer, writer, strategist, or brand founder can benefit from moving this way. Here’s why it works:
1. Trust Becomes Transferable
When you align with local institutions, brands, or people who already have community trust, you’re not starting from scratch. You’re getting a warm introduction. And in a world where attention is expensive, that’s priceless.
2. It Makes $ense
Customer acquisition is one of the most expensive parts of growth. But when you enter a new market through collaboration instead of self-promotion, you reduce friction and increase conversion. It’s creative and cost-effective.
3. It Builds Cultural Equity
This kind of presence pays dividends over time. Every check-in is a deposit into your global creative bank. One that builds relationships, opens doors, and ensures you’re not just visiting but part of the architecture.
So… How Do You Check In?
Here’s a simple framework:
Research before reach. Learn the creative pulse of the city. Ask who’s doing the work? what brands are shaping conversations? what spaces matter?
Collaborate with care. Don’t force it. Find people whose values align with yours, and explore what you can build together.
Acknowledge influence. If you’re pulling from a culture, make it known. Tag, credit, uplift. Don’t remix in silence.
Match the energy. Your style, tone, and visuals should reflect your understanding—not just your brand.
Let’s Build Something Together
This whole idea has me thinking what if we had a living document? A Creative Check-In Guide that maps out the people, places, and platforms worth connecting with in cities around the world.
If you’re down to help, I’d love for you to contribute:
📍Drop your name, city, and one creative check-in rec that people should know about when visiting your hometown using this link.
Yeah culture moves fast, but respect moves deeper.
Let’s keep moving right.
DonYé
Looove this + thinking about which South African spots to add - soo good 👏🏾
Love this Lots!! will check in when things in my life settle down a little!