Cult is neither a trend nor a sales success. Cult emerges when a community makes something its own, defends it, quotes it and passes it on. The CultAWARD jury tests every nomination against seven criteria.
1 · Time
Cult has outlasted generations or is on its way there. Whatever thrills today but is forgotten tomorrow was a trend.
2 · Community
There are people who swear by it: collectors, fans, clubs, regulars. No community, no cult.
3 · Ritual
Cult repeats itself: New Year’s Eve with “Dinner for One”, Sunday evening with Tatort, the first litre of beer at the tapping of the keg.
4 · Language
Cult leaves behind phrases, quotes and gestures that everyone understands without explanation.
5 · Character
Cult is unmistakable. Its shape, sound or attitude cannot be copied without the original being recognised.
6 · Memory
Cult is woven into life stories. You remember when you first encountered it.
7 · Impact
Cult has changed something: an industry, a city, a way of life, the way we talk about something.
The distinction
A trend lacks time, a bestseller lacks a community, a curiosity lacks impact. Cult unites all seven criteria – not always equally strong, but always recognisable.
Cult in pictures
Time, community, ritual
Follow the trail of cult.
Find out how the jury works and whom it nominates.