This week, we're joined by Bethany Walker, Global Brand Manager at Chivas Regal, where she leads global talent partnerships and culture marketing across music, fashion, sport, art and entertainment. Her job is to help one of the world's biggest brands stay culturally relevant by building authentic partnerships with the artists, creators and communities shaping tomorrow.

Long before working with global brands, Bethany was writing about underground artists, hosting radio shows, interviewing emerging musicians and championing talent years before they became household names. From ASOS and Universal Music to founding Sonic Waves—a platform supporting the next generation of R&B, soul, jazz and hip-hop artists—her career has been built on backing culture before everyone else catches on.

In this episode, we unpack what culture marketing actually means, how brands build authentic partnerships, why relationships are still one of the most valuable currencies in business, and what it really takes to build a long-lasting career behind the scenes of the creative industries.

In this episode, we cover:

• What culture marketing actually is
• How brands work with artists, creators and talent
• Building a career at Universal Music, ASOS and Chivas Regal
• The story behind Sonic Waves
• Negotiating your worth and understanding your value
• Why relationships matter more than networking
• Building a creative career behind the scenes

🎙 She's Lost Control — the podcast for ambitious creatives who are done playing small. 💌 Join #TheChaosClub → www.instagram.com/sheslostcontrolpodcast/