Culture Mar­ke­ting Isn't a Trend

Culture has become one of the most valuable assets in music marketing. Yet while brands, agencies and labels increasingly talk about "Culture", the term often remains vague.

What does Culture marketing actually mean? Who gets to shape it? And how can the industry move beyond short-term campaigns towards long-term cultural relevance and authentic collaboration?

Hosted by BEN - Black Entertainment Network GSA, this conversation brings together leaders from music, branding and sport to explore how cultural thinking is reshaping industries, what responsibility comes with it, and why the future of music marketing depends on building genuine relationships with communities rather than simply marketing to them.