Nina Scott is a cultural partnerships, talent and entertainment specialist working at the intersection of global brands and contemporary music culture. As Culture & Entertainment Lead at Diageo, she leads cultural collaborations for brands including Johnnie Walker and The Singleton, developing programmes that connect artists, venues and creative communities with global audiences.
Across her career, Nina has worked with some of the most influential youth-culture platforms, shaping partnerships that sit authentically within music, nightlife and creative scenes. Her experience spans brand, fashion, film & tv and music culture, including previous roles with Red Bull, Nothing Tech and ASOS, where she helped develop culturally driven projects and collaborations withestablished artists and emerging talent.
Her work focuses on building long-term cultural platforms rather than traditional sponsorship, supporting new scenes and movements, championing new voices and creating opportunities for artists and communities to grow. She is part of a new generation of brand leaders exploring how global companies can contribute meaningfully to the wider music ecosystem - creating long term support of cultural movements and considering long-term industry sustainability within that.
Nina brings a rare perspective on how brands, artists and cultural institutions can collaborate in ways that are credible, community-driven and creatively ambitious, helping shape the evolving relationship between music culture and global brands.
For someone interested in working in cultural partnerships or brand entertainment, what skills do you think are most important to develop early in their career?
I think the most important thing is to love what you do and be interested in the scenes/ spaces you work in (not just the idea of the fun events/ shoots) and to educate yourself on how it works and how everything fits together.
Observation, education, evaluation: Go to shows and events, follow industry news, see what's popping off on social. When I go to events / shows I look at how it was promoted, take notes of the production and merch, the fan bases, key highlights. I take photos and take notes - always good to know what's working, have inspo to reference and sometimes know what doesn't work/ what to avoid. If you’re starting out go out and take notice of what's going on and who’s behind it.
Relationships: most of my contacts now are the ones who I met when I was starting out.
The admin: A huge part of what I do involves a lot of organisation. It’s the less sexy side of things that people don't really talk about. Get to know contracts (not just deliverables). Build budget templates - get to know how much things cost. Know how to communicate what you are trying to sell in - Can you explain it in a sentence…sounds super obvious but the simpler something is to explain the better it’s understood. When you share ideas and decks you don't know who the reader is and you don't often get facetime any more - keep it simple.
Communication: You’re often the middle person - straddling brand side with talent / partner side. It’s important you understand both sides, the perspectives and priorities and know how to communicate and translate each sides desire and needs to each side.
Make it make sense: I think this is most important. Know why something or someone makes sense for a project / campaign. There’s an element of gut feeling (for me anyway) mixed with numbers and insights.
For an artist, collective or independent music organisation looking to work with a brand, what makes a strong first approach? What information should they have ready before reaching out?
Know the brand and what they do and have an idea of why you want to work with them and why you think it’s a match.
Personally I like it when someone approaches me that they have something specific they want to work together on. Know what you’re asking for, how the collaboration will work (how is it mutually beneficial), whats the output/ deliverables
If you’re reaching out to a number of brands make sure you do a proof read first - is the correct brand mentioned and have you spelt it correctly.
A period of illness recently led you to reassess your relationship with work and work-life balance. If you’re comfortable sharing, how has that experience changed the way you approach your career and what you prioritise?
Brain tumour and brain surgery were definitely not on my bingo cards for the year. It was very sudden and meant a handover at work and being off comms for a few months.
For someone who loves what they do and someone who loves to be in the details and in control this was a really hard concept to grasp pre surgery. Post surgery when I was at my most fragile my only focus and priority was staying alive and doing whatever it takes to encourage healing and building strength. My focus was me.
When this is your only focus it really helps you zoom out - focussing on the important things, letting go of smaller details.
When I came back to work I kept this - focus on the bigger picture. This has really helped with longer term vision and planning. Knowing what you want to get done, how to get there and letting go more and putting more trust in people.
The balance isn't clear cut especially if you don't do a 9-5 BUT I prioritise myself and make time with my friends and family.
If someone doesn’t already have contacts inside major brands, how would you recommend finding and approaching the right person?
For bigger brands it can be quite complicated especially when it’s a huge organisation with multiple departments. I would always lean on industry contacts and friends as the first point of call. If it’s someone brand new/ you have no links to them - We’re lucky now because we have linked in and social. Know loosely the direction you’re going in/ what department you’re looking for.
There’s also a lot of exciting agencies who are doing incredible creative work with big brands. Get to know the agencies who are bringing some of the bigger brands' visions to life. If you can't find the brand contact you can also approach agencies.
I think the world has changed so much - it's not always the major brands you should be trying to get in with - there's so many exciting new brands and people doing amazing things.
Networking is such a big part of music and cultural industries. What’s one networking habit or approach that has made a real difference in your own career?
Get face time if possible. For me an in person meeting where possible is great for starting a relationship. A chemistry / vibe check is important especially if you’re planning on big projects/working together for a longer period. It’s always good to be seen as a person.
Reach out when you have something to talk about. Eg. If its someone you want to work with to get an idea of their roadmap for the year OR if you have something specific you want to present to them.
Be nice, the world is small and so is the industry.
In industries where being constantly available and visible can feel like part of the job, what have you learned about setting boundaries while still progressing in your career?
Honestly, I’m only just learning about boundaries now (mine and other peoples). I’ve always been always on all systems go.
Now I ask myself:
Is it urgent?
Is it essential?
Will it help my career or benefit me personally?
If the answer is yes - reply to that email/ text, go to that event etc.
If the answer is no - do what makes you feel good. You don't have to and don’t need to be at everything all the time.
After a particularly busy or difficult day, what helps you switch off and decompress?
I’ve recently discovered and started to appreciate ‘gentle mental’ activities. Things that help me focus on the task at hand, feel creative, really relax me and also help block out all the outside noise. My favourites are lego and colouring in. I’m also enjoying walking. Not just walking to the station but actually going for a walk. I don’t know if I should admit this but I love feeding the crows in the park. I find this particularly relaxing.
What have you been listening to lately? Any artists or releases you keep coming back to?
Playboi Carti is very much on heavy rotation. I’m seeing him live and love to get in the zone.
I always keep coming back to Dua Lipa Future Nostalgia. One of my favorite albums of all times and has so many incredible memories attached to it.
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