Raptor Launches Cultural Incubator, Apex, for Brands Seeking Authentic Cultural Connection

Jan. 07, 2026

Global youth marketing agency Raptor has launched apex, a dedicated culture division for brands that want to reach discerning, culturally connected audiences through authentic storytelling and live experiences.

Operating as Raptor's cultural intelligence arm, apex will help brands earn attention rather than buy it, turning cultural instinct into launch platforms, festival activations and long-term strategic frameworks.

The new division will be led by Ben Freeman, former Brand Partnerships Manager for Hypebeast, whose editorial work has appeared in leading culture publications including Vice, Dazed and Interview Magazine. Most recently Freeman has been collaborating on Captain Morgan's cultural strategy, producing events with partners including Foundation FM, Lab54 and EC2A. apex will operate closely with music, fashion and nightlife communities fuelled by Freeman's deep connections.

David Burgman, Co-Founder and CEO, Raptor, said:

“Youth culture has always moved fast, but that pace has accelerated dramatically. apex is our response: a dedicated arm built inside nightlife and youth culture, not observing it from the sidelines. We’re focused on scenes before they scale, communities before they’re commercialised, and moments that are earned rather than manufactured. Crucially, apex is grounded in over a decade of Raptor working alongside youth audiences. Giving us the perspective to approach culture differently, with credibility, care and speed. Ben brings a proven ability to identify the movements shaping what comes next, and to work with them in a way that respects their credibility and energy.”

 

apex will offer three core services:

• Launch Strategy and Creative - Culture-led strategy, creative territories and concepts for product launches that resonate with tastemaker audiences.
• Festival and Live Activation - End-to-end campaign delivery for festivals, nightlife events and IRL experiences.
• Cultural Strategy and Insight - Ongoing cultural intelligence and frameworks that keep brands aligned with where culture is genuinely moving.

As a content hub, apex will also publish regular trend reports covering key cultural moments including fashion weeks, club nights and festivals, providing their audience with timely insight into emerging movements. Freeman will be supported by Raptor Co-Founder Jonathan Edwards, who is also Founder of one of London's most iconic festivals, GALA.

Ben Freeman, apex Lead at Raptor, said:

“Activating properly in culture shouldn’t be hard – you just need to be working with the people who are creating it and living in it. We’re really excited for what apex can bring to the movements and moments that shape the scene.”

 

The division will work with brands seeking culturally credible positioning, while also engaging directly with the tastemakers, DJs, collectives and community leaders who shape cultural conversation.