"Major companies have bitten the dust, industry-wide layoffs have been ongoing, and massive events like Rampage are being put on the cultural chopping block-asking what exactly we're all doing. But in the wake of hardship and the struggles of the industry at large, there are certainly spaces being left behind as one massive institution after another changes shape. And for those of us who reside at the core of mountain biking, it's providing exciting opportunities."
"It not only took a critical look at the industry and culture but also blew my mind in terms of what a mountain bike video could look and feel like. It used the hip-hop songs I knew and loved and finally felt like an accurate representation of what mountain biking was to me and my friends. It was another crew from across the globe that saw eye to eye with all of us at In the Hills Gang."
Mountain biking faces major industry upheaval, with companies failing, layoffs, and large events being scaled back, creating cultural and institutional gaps. Those gaps are leaving room for smaller, resourceful crews to shape the sport's next wave. Crews such as Vale Inc., HESH, In the Hills Gang, and Shred Shed are producing grassroots media and riding experiences that refocus the sport on community, authenticity, and creative expression. Vale Inc., a New Zealand crew of Billy Meaclem, Matt Begg, Nils Heiniger, and Hunter Paull, produced When Does the Trend End? and used hip-hop and raw aesthetics to redefine mountain bike film language.
Read at BikeMag
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