As part of our Horizon Future Leaders series of interviews, we are connecting with the music industry’s next generation of leaders to gather candid advice and insights into their career journeys.
This week we caught up with Isabella Mimi, Creative Strategy Lead at Your Culture and Four Four Digital, and part of a new generation redefining how artists connect with fans.
With experience spanning PR, marketing, social media and creative roles across multiple industries, Issy brings the ability to see the bigger picture, translating trends into strategy and strategy into genuine connection. That perspective now drives campaigns for some of the world’s leading artists, including Fred Again, Swedish House Mafia, Overmono, Louis Tomlinson and Sammy Virji.
For Issy, adaptability and curiosity are non-negotiable. Her advice for newcomers? Use social media as your portfolio, find mentors who’ll share their time, and remember: tech is just the tool, creativity and connection always come first.
👇 Keep reading for Issy’s reflections on mentorship, adaptability, and why opportunities multiply the moment you start seizing them.
What’s your current role in the music industry?
I’m the Creative Strategy Lead across Your Culture and Four Four Digital.
Your Culture is a street team for the digital age, building connections between artists and fans by bringing together a global community of music superfans and audience managers.
Four Four Digital is a creative digital agency connecting global audiences with world-class content for artists through creative marketing, social media strategy and management, content ideation and creation, community building, analytics and reporting for clients including Fred Again, Swedish House Mafia, Sammy Virji, Overmono and Louis Tomlinson.
What does your general day-to-day look like?
Variety keeps me engaged as I split my time between the two agencies - building new strategies for artists, writing creative briefs or deep-diving into stats depending on the unique priorities of the day.
I’m a creative and thrive on balance: time at home to focus and time in the office to bounce ideas around with the team, who are amazing, genuine and talented. I’m also chronically online, expanding my knowledge of social media and sharpening my ability to execute campaigns.
Outside office hours, you will often find me at gigs and industry events, supporting artists. Music is a lifestyle for me; I’m constantly surrounded by it, plus who doesn’t love a two-step?!
What steps did you take early in your career to gain experience and build skills?
Always saying yes to opportunities for expanding my skills - from photography and video editing to DJing - aiming to understand as many aspects of the industry as possible. And every single skill has ended up being useful.
My degree in Marketing And Communications provides a deeper understanding of both fields, elevating my experience within any industry.
Gaining a variety of experience in roles across PR, marketing, social media and creative, in a range of industries from music, to beauty and luxury real estate, has allowed me to learn about wider practices, which contribute to my day-to-day now.
Freelancing, in addition to my full-time role, is crucial for me to continue growing my network and portfolio.
What opportunities did you explore early on that were particularly valuable?
Everything! Walking into a room where you don’t know anyone is terrifying, but it’s also how I built connections that pushed my career forward in ways I couldn’t have imagined.
Plus, what's the worst that can happen… besides tripping over, which has happened before! But hey, I am still here and I have a story to tell from it.
Never sticking to one route has led to my broad range of experience, which has helped propel me into a strategist role because I can see the bigger picture. I work a lot, and I work hard, constantly building and learning - it’s this attitude that has led me to where I am today.
Has the opportunity landscape changed since then?
The landscape has shifted to a more positive space to break into the music industry. Social media has opened the door for people to break through non-traditional routes. Your social media can serve as your portfolio, especially for content creation. It’s easier now to connect with the right people, and I’ve given opportunities to people who have come onto my radar through their content online.
Are there any internships, projects, or initiatives you’d recommend to newcomers?
I’ve found it incredibly valuable having a mentor. I reach out to people I admire, or feel I could learn the most from, and simply ask if they’d be open to dedicating an hour a month to chat.
No matter what stage you’re at in your career, having a mentor is game-changing, and some of the most successful and senior people I know still have mentors.
For aspiring content creators who want to build their portfolio and earn some extra money, Your Culture is a great gateway to do so while also getting your content in front of industry people. We are expanding opportunities for helping the younger generation break into the music industry, empowering the next creative stars.
Outside of music specifically, Girls in Marketing is an amazing community and platform for learning and finding opportunities. I’ve been part of their community since 2019, and I still take so much value from it.
What advice do you have for building and leveraging a professional network in the music industry?
LinkedIn and social media platforms are equally important. Keep them balanced: I aim for 50% work and 50% life. People want to see your personality as much as your professional side, and it helps as a talking point when at events. Networking events feel less intimidating if you already have a few connections from social media, which can help start the conversation.
Don’t underestimate the power of asking someone for a chat. More often than not, they’ll invite you to their workplace, opening opportunities to meet more people and make an impression. I always speak to someone who asks for advice and listen to their current situation - don’t be afraid to ask someone for 30 mins of their time.
How has the evolving digital landscape impacted your role, and where do you focus to stay ahead?
The digital landscape impacts everything I do, in the best way! It’s exciting and means my role is constantly evolving.
Whether there’s a new trend, platform, algorithm update or shift in audience behaviour, these changes impact how we approach strategy for artists and campaigns, so I’m on top of all this and can give my artists and clients the most relevant advice. It’s not just about spotting trends, but understanding why they’re happening and how they can be adapted to fit an artist’s audience or brand authentically.
Newsletters are my secret weapon in giving me bite-sized updates every week, so I don’t have to navigate 100s of articles to find out the latest changes. At the same time, I focus on not getting lost in the hype. The digital space moves fast, but the goal is always the same: creating genuine connections between artists and fans. The tech is the tool we use to amplify creativity, not replace it.
What trends or changes do you see on the horizon for the music industry?
AI is reshaping everything, and while it can make content feel less human, that creates a significant opportunity for community building. Direct artist-to-fan platforms like TikTok, Discord and Patreon are redefining success, although streams and sales will always be important, more emphasis is on engagement and loyalty.
I’d advise early-career professionals to learn data analytics. Increasingly, decisions are guided by insights, so understanding how to read and use that data is powerful. Pair that with digital marketing, content creation and AI tools, and you’re in a strong position.
That said, don’t neglect soft skills like networking, collaboration and creativity. Tech will keep evolving, but relationships are what drive the industry forward.
What’s one piece of advice you wish someone had given you at the start of your career?
Don’t doubt yourself! Imposter syndrome is real and I’ve missed out on opportunities because I felt I wasn’t good enough, which is BS. The best line I often recall is: ‘Opportunities multiply as they are seized’.