This marketing and media executive got his start in non-profits, but when I met him, he was reviving the Sprite brand for The Coca-Cola Company with the power of hip-hop culture to reach different generations.

If anyone has put the scaling power of culture to the test, it's James Cuthbert, and it has not only found him working for some of the most iconic brands, it is has landed him at the helm of hip hop legend L.L. Cool J's new content, ecommerce and experience brand, ROCK THE BELLS.

Hear the story of how this former SVP of Marketing from BET (BET Networks, a subsidiary of ViacomCBS Inc.) leans into the power of culture in marketing and into B.E.A.S.T. mode as a leader... and how both have served him over his career.

I'm so excited for James... how we met on the speaking circuit and became friends and his powerful story is coming up on the next episode of The Culture Soup Podcast®.