Who we are.
Built for our artists first.
Good People Culture started inside our artist management company. Our clients needed the right brand partners, and we could see where marketing was going: through talent, and the audiences they reach online.
Some great companies already work in this space, but we found a gap: bespoke, high-touch partnerships for clients of every size. So we built that. Every deal is made by hand, for one talent and one brand. We look for the most value on both sides, because that is what makes a partnership last, and what turns it into a cultural moment.
- 01
Music
Our founder, Crispin Day, came up through music: production first, then artist management, record labels and distribution. Solving problems along the way meant building a merch company, a distributor and labels, staffing marketing teams and hiring partners around the world. That is how we learned what a talent’s online reach is worth to brands, festivals and IP.
- 02
Partnerships
Every partnership we make is bespoke. Our mission is to create opportunities for both talent and brands to broaden their reach and access cultural spaces within and beyond their horizon. The right partnerships should feel authentic and aligned. We strive to amplify and embolden messaging and guide narratives through partnership that both sides are proud of.
- 03
Culture
Our purpose is to foster shared human experience, through cultural impact. We help artists and brands create connection and cultural moments. We believe everyone can win: the talent, the brand and the fans.
The path to impact.
- 01Learning the clientA deep dive through data, research and conversation. The goal: know everything we need to represent the client properly.
- 02Value assessmentWe map every way the partnership could work: collab posts, content, live activations, live streams and more. Then we put a real value on each one, from raw metrics, using CPM or impact valuation.
- 03Cultural explorationWe look at which brands already live in the cultural spaces that the client and their audience care about. That is where the right partners are found.
- 04OutreachWe find the right people to talk to, and we start pitching.
- 05Partnership engineeringThis is where it all comes together. We know the client, the brand and the value we can bring. Now we build the deal through creative discussion.
- 06ImpactWhen a partnership goes live, cultural moments build, and the momentum with them. Then we trace the afterglow through reporting, and look for the next partnership where there is one.
What we do.
- Festival SponsorshipsFestivalsYour brand inside the festivals your audience already goes to.
- Event SponsorshipsLiveTours, shows and launches where your brand earns a place, not just a logo.
- Talent PartnershipsBrand × TalentThe right talent for your brand, and a bespoke deal built to last.
- Ambassador ProgramsLong-formMulti-year relationships with talent who already love your brand. Not one-off posts.
- Campaign StrategyCreative directionCampaigns built on the talent’s calendar: tours, releases and the moments fans care about.
- Music for BrandsSyncThe right track for your ad, film or game. Cleared fast.
- Tour SponsorshipsTouringBrand partners who help fund the tour and show up for the fans in the room.
- Brand DealsEndorsementsThe brands that already fit your world, and a deal you are proud to sign.
- Campaign StrategyCreative directionBrand moments timed to your releases and tours, so every post lands.
- Sync & LicensingMusic licensingYour music in ads, film, TV and games. Pitched, cleared and paid.
- Product CollaborationsMerch & productCo-branded drops with brands your fans already buy from.
- Media OutreachPressYour story in front of the right press, podcasts and creators when a partnership goes live.
Played with.
- Monos
- Your brand ↗