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/

Melissa Nyambayo was heading for a career in law. It took just one day of work experience with a barrister for her to go home and tell her parents — this isn't me.

What followed was a career that took her through Universal Music, Live Nation, Teenage Cancer Trust and now The Roundhouse — one of London's most iconic venues and youth charities.

In this episode, Melissa gets honest about what it actually takes to break into entertainment without connections, why being genuinely lovely to work with is the most underrated career skill nobody talks about, and what she's learned about marketing, budgets and stakeholder management at every stop along the way.

We also talk money, negotiating your salary, investing in your pension early, and why nobody is coming to save your career if you won't advocate for yourself first.

This one hits different.

⚡ What we cover:
→ Breaking into music and entertainment from scratch
→ Why being kind and easy to work with is a career superpower
→ Agency versus in-house — and why both experiences matter
→ Why purpose-driven work changes everything
→ Salary negotiation and why you need to start your pension now
→ The Roundhouse — what it does for young creatives and why it matters
→ Why nobody is coming to save your career — and what to do instead

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

Kira Matthews didn't stumble into success. She unlearned everything she'd been told about money, worth and what a creative career was supposed to look like — and rebuilt it from scratch.

In this episode, the mindset coach, speaker and creator of Pitch School gets refreshingly honest about the real shifts that took her from styling to building a thriving coaching business. We talk about why chasing market rates is a trap, how to package your skills without overwhelming potential clients, and what it actually means to price from your worth rather than your fear.

We also get into the stuff that keeps most creatives stuck — scarcity thinking, imposter syndrome, and the deeply held belief that money and success are for other people. Kyra dismantles all of it, practically and without the fluff.

If you've ever undercharged, undervalued yourself, or talked yourself out of an opportunity before you even tried — this one's going to hit.

⚡ What we cover:
→ The mindset shifts that built a thriving creative coaching business
→ How to package a wide skill set in a way that attracts premium clients
→ Pricing strategy rooted in your worth — not the market rate
→ Social media as your new portfolio and personal brand tool
→ Breaking free from scarcity thinking and negative money beliefs
→ Building confidence through action, testing and trial and error
→ Releasing imposter syndrome and trusting the timing of your journey
→ Pitch School — what it is and who it's for

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