The digital landscape of social media and streaming services has changed the relationship between artists and their teams. Rather than binding artists to archaic recording contacts, a new model is emerging where entertainment companies can invest in talent in a way that is mutually beneficial for all parties. This relationship gives artists more autonomy over their work and allows for the company to act as a true partner. Fashion, Music, Lifestyle and Entertainment are increasingly intertwined in today’s cultural landscape; identifying the value and importance of each within an artist's brand is key to maximum exposure and focused growth.