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Following in the footsteps of anti-establishment rap groups like NWA and Run The Jewels, the trio present themselves as dissident underdogs, giving a voice to the oppressed.

Holmes is the ur-citizen detective, but he’s also a gentleman’s version of an anti-establishment figure – content to help Scotland Yard when it and his interests align, but otherwise uninterested in serving the status quo.

One thing I was very clear about when I launched Zeteo was that I was going to be walking that tightrope between being anti-establishment and establishment, between mainstream and non-mainstream.

"Zelensky saw Trump as more or less as himself, as a media guy who moved into politics, who was anti-establishment," he says.

Brand has pivoted away from acting and has worked to refashion himself as an anti-establishment commentator, and made news last year announcing he’d been baptized.