
Three months ago, blogger/author/journalist/TV host La Carmina and Japanese-English translator Naomi Rubin launched a new business: La Carmina and the Pirates, which is configured not only to provide cool hunting and trend spotting services, but also TV and film fixing, on-camera hosting, social media assistance, translating, and travel-guiding. Right as the company launched, La Carmina and Naomi graciously took the time to give some extra background on their business. The result: a fascinating interview, which you can read below!
CE: The first time we had an interview, you did not intend to do much coolhunting work- what brought you down this path?
La Carmina: In fact, our interview was an impetus, since I never thought of my work from a coolhunter perspective until then! I’ve built up a readership for my musings on Japan Goth fashion/nightlife/pop culture (on my La Carmina blog). Companies found me via my site, and asked me to host TV shows, arrange and consult. To date, these experiences have included CNN, NHK, Travel Channel, Canal Plus, Sony Australia and Dutch Pepsi. My First Mate, Naomi, is invaluable as a translator and scheduler on Tokyo TV shoots. As our work offers increased, it made sense to start our own coolhunting company: La Carmina & The Pirates.
How does La Carmina & The Pirates differentiate itself from other trend spotters and trend spotting firms?
Naomi: Our sea-faring name comes from the way we immerse ourselves in the topics we cover. Here’s an example: Let’s say you’re interested in writing an exposé on Gothic Lolita fashion, but you have no idea where to start. We’ll give you the big names to follow, hook you up with a fashion show to cover, take care of all the translations including jargon specific to that industry, and make sure you are cleared for any of the footage you need. This is not something your typical translation/film-fixing service will do!
La Carmina: The pirates imagery is apt. We actively take part in and identify with young Goth/alternative/Japan subcultures. So we’ve got the personal connections and insider insight. We tap into our social networks, work fast and deliver hard.
You allude to a team of ‘Pirates’ with whom you work on trend research. Are these coolhunters? Production experts? Personal friends? How might they differ from more traditional groups of trend scouts?
Naomi: The pirates who man our full-rigged ship are professionals and academics within the subcultures we cover. We work with business owners, PR experts, as well as the event organizers, artists, and performers who shape some of the very trends we cover.
La Carmina: No fat-cat overhead, jargon and focus groups here. We have a huge social network of friends and associates — innovative designers, musicians, entrepreneurs — that help us provide access and information, depending on the company’s needs. Everyone’s part of the same underground family, so we trust each other and help each other out.
Can you tell me some of your favorite experiences so far from your TV fixing, hosting and coolhunting work?
Naomi: I have a favorite home-style restaurant and bar called “Kagaya” in downtown Shinbashi that anyone covering wacky Japan should visit. The Japanese owner, who calls himself “Mark” has been running the place for over twenty years. Without giving too much away, a trip there will result in a multi-course meal of traditional vegetables and tofu, several costumed puppet-shows, interactive performance art, and if you’re lucky, some fun vintage parting gifts!
La Carmina: At the Dutch Pepsi shoot, the fun included playing shooting games at the Sega center, eating Cheshire Cat sundaes at the Alice in Wonderland café, and crooning Alanis songs at karaoke. I took Andrew Zimmern’s Bizarre Foods (for Travel Channel) to a jail-themed horror restaurant, which was an unforgettable experience. It’s hard to top brain matter martinis and bedpans of beer!
[Thanks, Naomi & La Carmina!]
La Carmina & the Pirates poses as yet another example of a trend spotting company morphing into something more of a full-service agency, as the consultancy positions itself as a one-stop shop for Japanese pop culture and subculture research, guidance, and coverage. What makes La Carmina and the Pirates particularly interesting is its co-founders’ unique backgrounds and niche focus. While other consultancies present themselves as experts in design, fashion, technology, or formal academic research, La Carmina & The Pirates’ presents itself as the ultimate authority in cutting-edge Japanese culture. This gives them a distinct advantage, since many other trend spotting companies cannot lay claim to the social leverage that true insiders such as Naomi and La Carmina are able to exercise when it comes to research and presentation.
In short, La Carmina & The Pirates is a fascinating new project, presenting both a model and a new endeavor that is definitely worth watching.