{"id":9486,"date":"2025-10-15T15:59:07","date_gmt":"2025-10-15T19:59:07","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2025\/10\/15\/culture-cant-be-bought-but-it-can-be-partnered-with\/"},"modified":"2025-10-15T17:18:22","modified_gmt":"2025-10-15T21:18:22","slug":"culture-cant-be-bought-but-it-can-be-partnered-with","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/culture-cant-be-bought-but-it-can-be-partnered-with\/9486\/","title":{"rendered":"Culture Can\u2019t Be Bought\u2014But It Can Be Partnered With"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By Helen Myers, Advertising Week Correspondent<\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Dion Baez, VP Music Marketing at SoundCloud, sat down with artist Honey Bxby to discuss the intersection of culture and brand.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Baez started the conversation by reiterating that SoundCloud cares about the early stages of creators. He then asked why it is important for the world to hear from those who are just breaking through and might be misunderstood.<\/p>\n\n\n\n\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"2560\" height=\"1707\" src=\"https:\/\/network.advertisingweek.com\/wp-content\/uploads\/sites\/3\/2025\/10\/AWNY-4642-DSC_5642-scaled.jpg\" alt=\"\" class=\"wp-image-9488\" srcset=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/10\/AWNY-4642-DSC_5642-scaled.jpg 2560w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/10\/AWNY-4642-DSC_5642-scaled-300x200.jpg 300w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/10\/AWNY-4642-DSC_5642-scaled-1024x683.jpg 1024w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/10\/AWNY-4642-DSC_5642-scaled-768x512.jpg 768w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/10\/AWNY-4642-DSC_5642-scaled-1536x1024.jpg 1536w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/10\/AWNY-4642-DSC_5642-scaled-2048x1366.jpg 2048w\" sizes=\"auto, (max-width: 2560px) 100vw, 2560px\" \/><\/figure>\n\n<p class=\"wp-block-paragraph\">Honey Bxby mentioned that being able to relate to someone is a powerful phenomenon. \u201cThe world is so big that everybody that&#8217;s misunderstood, like myself, we feel like we&#8217;re so alone. We feel like it&#8217;s only just us, and we feel like it&#8217;s only one out of the 7 billion when half of those 7 billion people feel the same way as you, and it&#8217;s so good to hear people that make you feel the same way that you feel inside,\u201d she said<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">SoundCloud is always looking for what&#8217;s next in culture and how culture is being defined. \u201cIt&#8217;s raw, it&#8217;s undefined. It&#8217;s something that can&#8217;t really be spoken, but it connects and hits with people. Getting in early is something that is really important for communities,\u201d Baez said.<\/p>\n\n\n\n\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"2560\" height=\"1707\" src=\"https:\/\/network.advertisingweek.com\/wp-content\/uploads\/sites\/3\/2025\/10\/AWNY-4691-DSC_5700-scaled.jpg\" alt=\"\" class=\"wp-image-9489\" srcset=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/10\/AWNY-4691-DSC_5700-scaled.jpg 2560w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/10\/AWNY-4691-DSC_5700-scaled-300x200.jpg 300w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/10\/AWNY-4691-DSC_5700-scaled-1024x683.jpg 1024w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/10\/AWNY-4691-DSC_5700-scaled-768x512.jpg 768w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/10\/AWNY-4691-DSC_5700-scaled-1536x1024.jpg 1536w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/10\/AWNY-4691-DSC_5700-scaled-2048x1366.jpg 2048w\" sizes=\"auto, (max-width: 2560px) 100vw, 2560px\" \/><\/figure>\n\n<p class=\"wp-block-paragraph\">Underground artists have a lot to offer and Honey Bxby has experience with how hard it is to get noticed when you are just starting out. \u201cI feel like nowadays there is just so much music now in the streaming era, that people don&#8217;t take the time out to find artists that they really like, or music that they really like. They&#8217;re just so focused on what&#8217;s being put in front of their face,\u201d she said,<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">When artists are first starting out, they view brand partnerships differently than larger brands do. Honey Bxby recalls the early days in her career and how it felt to be noticed. \u201cWhen you&#8217;re very small, and you&#8217;re just coming out, you feel like nobody sees you until people start to see you. Even one person seeing you makes you feel so big,\u201d she explained.<\/p>\n\n\n\n\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"2560\" height=\"1707\" src=\"https:\/\/network.advertisingweek.com\/wp-content\/uploads\/sites\/3\/2025\/10\/AWNY-4636-DSC_5634-scaled.jpg\" alt=\"\" class=\"wp-image-9490\" srcset=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/10\/AWNY-4636-DSC_5634-scaled.jpg 2560w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/10\/AWNY-4636-DSC_5634-scaled-300x200.jpg 300w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/10\/AWNY-4636-DSC_5634-scaled-1024x683.jpg 1024w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/10\/AWNY-4636-DSC_5634-scaled-768x512.jpg 768w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/10\/AWNY-4636-DSC_5634-scaled-1536x1024.jpg 1536w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/10\/AWNY-4636-DSC_5634-scaled-2048x1366.jpg 2048w\" sizes=\"auto, (max-width: 2560px) 100vw, 2560px\" \/><\/figure>\n\n<p class=\"wp-block-paragraph\">Authenticity is a buzzword in the advertising and marketing sphere, but Baez sees it as a vital aspect of brand partnerships, especially when it comes to smaller artists. There&#8217;s a difference between sponsored by, when you just slap your logo on something, and when it&#8217;s powered by, or you get producer credit for something because you took an early gamble. And that gamble, that return is really big\u201d he said.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Gen Z and Gen Alpha care about the creators they follow, and can often spot inauthentic behavior. As fandom culture shifts to be more personalized, artists and brands must learn to shift with it.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Honey Bxby explaines that as barriers break down, creators feel more real to their fans. \u201cThey feel like real human beings. And we take that and we run with it. So it&#8217;s like whatever they do, we want to do. Wherever they&#8217;re at, we\u2019re at. It&#8217;s not just music for them, its a lifestyle,\u201d she said.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Baez challenges brands to create authentic partnerships by working with smaller creators. \u201cJust going for amplification based on someone&#8217;s social media followers is something to rethink. Authenticity, connection. Who is this person? Do they connect with the audience they currently have? Do we think they&#8217;ll connect with the audience in the future? Fans want to see authenticity. They want to see culture. They want to see respect and investment,\u201d he said.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">To end the conversation, Honey Bxby emphasized the importance of taking chances on up-and-coming artists. \u201cTake that bet, because you could have missed out on a very great opportunity,\u201d she said. Successful partnerships can benefit both parties, and the bigger the chance, the larger the reward. \u201cThe worst that can happen is it doesn&#8217;t work, and the best that can happen is that it works way better than you thought it would,\u201d she concluded.<\/p>\n\n\n\n\n\n\n<hr class=\"wp-block-separator\"\/>\n\n<h2 class=\"wp-block-heading\">Also available as an audio podcast through our Uncommon Thinking podcast series. Subscribe now on your favorite podcast platform:<\/h2>\r\n\n<div class=\"wp-block-group aw-mig-inline-images is-content-justification-left is-nowrap is-layout-flex wp-container-core-group-is-layout-c88056ad wp-block-group-is-layout-flex\">\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"128\" height=\"128\" src=\"https:\/\/network.advertisingweek.com\/wp-content\/uploads\/sites\/3\/2020\/12\/100apple.png\" alt=\"apple podcasts\" class=\"wp-image-7392\" style=\"object-fit:cover;width:64px;height:64px\"\/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"128\" height=\"128\" src=\"https:\/\/network.advertisingweek.com\/wp-content\/uploads\/sites\/3\/2020\/12\/100spotify.png\" alt=\"spotify podcasts\" class=\"wp-image-7393\" style=\"object-fit:cover;width:64px;height:64px\"\/><\/figure>\n<\/div>\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/music.amazon.com\/podcasts\/d0901bd2-8fd1-4ed6-9f2d-ae72647e20d5\/uncommon-thinking\"><\/a><\/p>\n\n\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"512\" height=\"512\" src=\"https:\/\/network.advertisingweek.com\/wp-content\/uploads\/sites\/3\/2021\/09\/512betteramazonmusic.png\" alt=\"amazon podcasts\" class=\"wp-image-7394\" style=\"object-fit:cover;width:64px;height:64px\" srcset=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2021\/09\/512betteramazonmusic.png 512w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2021\/09\/512betteramazonmusic-300x300.png 300w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2021\/09\/512betteramazonmusic-150x150.png 150w\" sizes=\"auto, (max-width: 512px) 100vw, 512px\" \/><\/figure>\n","protected":false},"excerpt":{"rendered":"<p>Dion Baez, VP Music Marketing at SoundCloud, sat down with artist Honey Bxby to discuss the intersection of culture and brand.<\/p>\n","protected":false},"author":7,"featured_media":9487,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[37,4],"topics":[2],"class_list":["post-9486","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-awnewyork-2025-content","tag-culture","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Culture Can\u2019t Be Bought\u2014But It Can Be Partnered With | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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