London-based multidisciplinary artist Gary Alake Riley examines the evolving relationship between brands, fashion, technology, big data, and youth culture as a highly sought-after market. His work considers whether subtle processes of influence and persuasion are contributing to the formation of a new kind of idealised consumer. This emerging figure, a hybrid youth shaped by branding, identity, belonging, and technology, is described as the “Cyber Yoot.”

Developed through B3 Media’s Talent Lab, Neon Billboard is an artistic concept in development for an immersive advertising screen and public-facing video installation. The project critically explores the commercial pressures driving constant technological upgrades and trend adoption, and reflects on the implications of these forces for young people seeking visibility, connection, and a sense of belonging within an increasingly mediated public space.

Inside the experience, some participants may feel disturbed by witnessing the glossy seductive sale of technological wears and gadgets without an ethical pause. Many will feel entertained, accepting that what they are witnessing is the next logical step in our close relation with tech. Neon Billboard will ask do we want to sleep walk ourselves into this inventiabke man-machine future or should we proceed with our our wide open, aware of what of ourselves we be signing away.