D id you get more fomo than usual from last year’s Glastonbury? Did you see a video of Overmono or Lorde or Self Esteem that made you seethe with jealousy? That may have been because more of your friends genuinely did attend the festival last year – or it could be because those acts, and 25 others including Fatboy Slim, Charli xcx and Doechii, paid a digital marketing agency that sent influencers and content creators to watch their sets and upload organic-looking clips to social media. Take a quick look at Your Culture’s Instagram page and you’ll find that the boutique UK agency had a hand in disseminating some of 2025’s most viral live music moments: the Last Dinner Party’s raucous “medieval sleaze” album launch party; Chappell Roan’s headline set at Reading festival . If you saw video from Calum Scott’s surprise set at St Pancras International last year, or Alex Warren’s outside Warren Street, it’s likely because of Your Culture.…