About.

Algorithm Resistance did not begin as a brand or a theory. Its roots go back to 1996, when Sergej Lugović began working across information science, fashion, technology, music and urban culture. Over the years, this work developed through more than two decades of university teaching, private and public research projects, entrepreneurship, consulting, and a continuous engagement with how technology shapes society and how society, in turn, shapes technology. It also grew from experience across the fashion, music and technology industries, where urban culture, style, identity, commerce and innovation came together—and where questions of appearance, identity, value and belonging became part of the work.

Over the years, questions emerged and were researched: How does information shape behaviour? What do measurements reveal—and what do they distort? How is value created, experienced and captured? How do technologies change the relationships between people, organisations and culture?

Academic research offered concepts and methods. Business exposed the realities of decisions, resources and risk. Music and clubs revealed how attention, trust, identity and collective experience emerge in practice.

In 2026, these lines of inquiry crystallised in the paper Strategic Layers of Algorithmic Resistance: A Sociotechnical Framework for Digital Music Creators. The paper approached algorithmic resistance not as the rejection of technology, but as a way of understanding how people negotiate visibility, work and agency within algorithmic systems. Algorithm Resistance extends that inquiry beyond digital music into culture, organisations and everyday life.

Algorithm Resistance brings these experiences into one independent practice. It is where questions are investigated, connected and transformed into essays, models, experiments, music, tools, events, collaborations and real-world projects.

The KNOW & BRAVE manifesto condenses this practice into nine working positions. They are not final answers, but propositions to observe and test. Together, they suggest that measurement changes behaviour, resistance carries information, algorithms can be friends, value is co-created and experience is sociotechnical. Their purpose is practical: to understand what shapes our actions, know what we own and preserve our capacity to act.