The emergence of social media, influencer marketing, and Name, Image, and Likeness (NIL) opportunities has revolutionized the way athletes engage with their audience and the world. Athletes must invest in building their personal brand and exploring their passions beyond sports, transforming into multi-dimensional figures in today's sports landscape. As they transition from mere music fans to enthusiastic collaborators, this panel will reveal how athletes can harness their cultural influence to forge innovative partnerships within the multi-tiered music industry.