Korrine Sky · Cultural Strategist & Entertainment Executive
Cultural brand strategy, proven at commercial scale.
One discipline, applied three ways: strategy for brands and institutions, talent representation, and live culture. All of it builds the same thing, the authority that unlocks the right rooms.
14 years
In business and culture, now CEO of SMADE Group since 2025
100+
Talent bookings delivered, UK and international
Worked with
The short version
I arrived in the UK as an asylum seeker, learned early that credibility is something you build in public, and turned that instinct into a craft.
Asylum seeker, teenage trader, medical student, crisis organiser, chief executive. It reads like a detour until you notice every step was about the same thing: who gets believed, and why.
2,000+ students evacuated from Ukraine in 2022, with borders still moving.
The practice
Three applications of the same idea.
Cultural brand strategy is the discipline. Talent representation and live culture are where I apply it at full commercial scale.
Most recent flagship
Timaya Day, a sold-out O2 homecoming.
20
Years of Afrobeats, staged live
Timaya
A sold-out headline show at indigo at The O2, with a full room, a surprise-filled set and the operating proof to scale Timaya's next UK campaign.
My role
Project leadership · Live production · Artist relations · Marketing · PR · Programming · Audience strategy
Recent work
More selected work.
2026, ongoing
Doek & Slay UK
The biggest Zimbabwean girls' day out in the UK.
My roleCultural Strategy · Audience Development · Community Growth · Marketing
5,000Audience target for the UK festival
Ongoing, narrative and communications strategist and advisory board member
The Executive Branch
16,000+ members, one connected brand story.
My roleNarrative Strategy · Advisory · Partnerships
16,000+Community members
26 to 30 May 2026, SMADE Group official entertainment partner
Unity Cup 2026
Four nations, three match days, one entertainment operation.
My roleCultural Strategy · Talent · Live Entertainment
11M+Reach and impressions
Live culture
Ten thousand people in a field in Leicester.
Africa Music Festival 2024 · Marketing Direction · Talent · Audience Strategy
Talent
A selection of the artists I have worked with.
The thinking
I don't just work inside culture. I study it.
Essays, frameworks and a working library on authority, credibility and access.
PDF, free download
The Cultural Brand Strategy Toolkit
The working document behind the frameworks: the definition, the five principles, the glossary, the Clarity to Connection™ model and the Cultural Alignment Filter™. Free, no gate you cannot walk through.
By Korrine Sky
Get in touch
Tell me what you are building.
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