How Phil Collins became cool (no, really)

By Andre Spicer, Professor of Organisational Behaviour, Cass Business School, City, University of London
Michael Beverland, Professor of Brand Management, University of Sussex
Pinar Cankurtaran, Assistant professor, Delft University of Technology

In August 2020, a YouTube video featuring Tim and Fred Williams, 21-year old twins from Gary, Indiana, went viral. In it, the two young men were listening to Phil Collins’ 1981 hit song In The Air Tonight for the first time, commenting as they went along. They listen intently for the first few minutes, their heads bobbing along. Then Collins’ drum fill with the famous gated-reverb starts and they are astonished. “I ain’t never seen anyone drop a beat three minutes into a song,” Fred explains. When the…

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