Live masterclass90 minutes
Culture Converts
Using cultural intelligence to build audiences that move
Culture is not a demographic.
A practical masterclass for brands, institutions and marketers trying to reach communities where context, trust and cultural fluency determine whether people listen.
- Live masterclass · Early access
- 90 minutes
- Taught by Korrine Sky
- Date to be announced
- Replay included
Culture is not a demographic.
A practical session for brands, institutions, founders and marketers trying to understand why context, trust, identity and cultural fluency change what people notice, believe, share and buy.
What we explore
- Community
- Trust
- Cultural signals
- Language
- Audience behaviour
- Credibility
- Cultural participation
- Diaspora audiences
- Positioning
- Commercial relevance
The real problem
You can reach the audience and still miss the culture.
A campaign can have the right age group, the right ethnicity, the right media spend and the right influencers, and still feel completely wrong. Because demographic targeting tells you who someone is. It does not always tell you:
- who they trust
- what they recognise
- what language carries meaning
- where credibility sits
- what feels extractive
- what feels authentic
- what communities remember
- what they will actually respond to
The question most people ask
Who is the target audience?
The question that changes the outcome
Who does this community already trust, and why?
Questions this session answers:
- How do we reach African diaspora audiences properly?
- Why is our campaign not landing?
- Who has the credibility to carry this message?
- How do we participate without looking opportunistic?
- What cultural signals matter?
- Why can something work in Lagos and fail in London?
- How do identity and belonging change commercial behaviour?
- What should brands understand before entering a community?
What we cover
- 01
Culture
What culture actually changes.
- 02
Identity
Why demographic labels are not enough.
- 03
Trust
How credibility moves through communities.
- 04
Language
What audiences hear beyond the literal message.
- 05
Gateways
The people, places and platforms that carry influence.
- 06
Participation
The difference between entering culture and extracting from it.
- 07
Conversion
How cultural intelligence affects commercial outcomes.
Built from work across culture, audiences and institutions.
Institutions
Cultural strategy and diaspora engagement work with institutional partners.
Cultural missions
Diplomatic and cultural missions across African markets.
Teaching rooms
Cultural brand strategy sessions led with founders and cultural businesses.
Platforms and panels
Speaking on culture, soft power and the creative economy.
Who it is for
- Brands
- Institutions
- Founders
- Marketing teams
- Cultural organisations
Who it is not for
- teams looking for a diversity statement rather than commercial strategy
- brands wanting a culture campaign without changing anything they do
- anyone expecting a list of influencers to book
What you get for £99
- 01
The live session
Ninety minutes on how cultural audiences decide, judge and buy, taught with real campaigns.
- 02
Live question time
Bring the audience you are trying to reach and the campaign you are unsure about.
- 03
The Cultural Signals worksheet
A short session handout on separating a real audience insight from a stereotype, sized for one working session.
- 04
The session replay
Included with every place and shareable inside your team.
- 05
The slides and reference list
The framework, the examples and the sources behind them.
Add the written version
Add The Cultural Audience Workbook for £25
Instead of £39. Both together for £119 rather than £138.
The session teaches how cultural audiences decide. The Workbook is the research discipline behind it, with twelve chapters and twelve interactive tools you keep for life.
See what is inside itQuestions
- Is this a diversity session?
- No. It is a commercial session about how trust, context and cultural fluency change what audiences notice, believe and buy.
- When does it run?
- Dates go to the waitlist first, with the early place.
- What if I cannot attend live?
- Every place includes the replay.
- Can this be delivered to our team privately?
- Yes. Private sessions and advisory work are arranged directly. Start a conversation and describe the audience you are trying to reach.
Want it private, applied to your exact problem? See the Strategy Intensive.
Culture Converts
Live masterclass · £99 · Date to be announced