Nicholas was awarded his PhD in 2008. In this research study he explored the relationship between young people, branding and popular music. He followed the way corporations engage with music culture to create valuable brands. In 2010, Nicholas published the book Pop Brands: branding, popular music and young people.
Nicholas' current research examines the intersection between popular culture, social media and branding.
Some of Nicholas' areas of interest include: - The creation of brand value on social media - The use of social media and popular culture by alcohol brands - The use of social media in health communication and communication for social change - Critical approaches to branding and culture - Critical approaches to participation and interactive media