Startup 'global digital street team' Your Culture appoints Isabella Mimi as creative strategy lead, celebrates 700th campaign milestone

12 August 2025 - Press release

 

• Your Culture has thousands of community creators across four continents.

• Isabella joins the UK-based team, including co-founders Scott Halliday-Dillon, Joe Streeter, and Josh Brandon.

• The startup has worked 700+ campaigns for clients, including Charli XCX, Fred again.., The Last Dinner Party, and more.

Your Culture—the digital street team connecting artists, fans and content—has announced the appointment of Isabella Mimi as Creative Strategy Lead. This news comes as the 18-month-old startup celebrates a milestone 700th campaign, following a record H12025 in which it doubled its record for campaigns and revenue in March, and continues to exceed those results by some 15% over a busy summer of live music and festivals, consistently achieving an average engagement rate double the industry average.

Reporting to Your Culture Co-Founders Joe Streeter and Scott Halliday-Dillon, seasoned digital strategist Isabella brings over a decade of experience across social media, marketing, and PR to the company. As Creative Strategy Lead, she is tasked with focusing on long-term strategies for major artists, new client acquisition, creative output optimisation, and special projects, alongside split duties at sister company FourFour Digital, run by Scott.

Isabella's previous experience encompasses developing and executing social media strategies, content management, overseeing entire project workflows, UGC strategy, and managing a network of over 40 in-house brand ambassadors in the beauty industry, as well as mentoring and collaborating with the British Beauty Council. Her social impact work includes managing charity partnerships for breast cancer awareness over a five-year period across several companies.

Since launching in January 2024, Your Culture has worked on hundreds of campaigns with thousands of community creators across the UK, US, Mexico, Australia, France, Benelux, and more, publishing over 100k videos, attracting 500m+ views. At the 2025 Glastonbury Festival, it set a company record of 28 sets covered at the event, producing over 400 original pieces of posted content, resulting in more than 11m views. 

Your Culture brings together a global community of music superfans and audience managers, helping build connections between artists and fans, existing and new, across all genres of music. Harnessing the power of UGC, in addition to popular and emerging online fan content areas, it collaborates with communities of real people, with the mission of bringing artists closer to their audiences and amplifying culture through the capture and sharing of moments including headline shows, announcements, pop-ups, release parties, and fan activations.

The company works with developing and international artists, management, promoters, labels, and their wider teams, including Charli XCX, Fred again.., and The Last Dinner Party, among many others.

Isabella Mimi, Creative Strategy Lead at Your Culture, says: "Music is a huge part of my life, and marrying my expertise in multi-platform campaigns with the Your Culture team's wealth of knowledge and innovative projects, I look forward to facilitating more special campaigns and sharing in many joyous music moments."

Scott Halliday-Dillon, Co-Founder of Your Culture, adds: "As we continue to grow our global communities at Your Culture, the hire of Issy boosts our expert senior team as the company expands beyond event content capture to album campaigns, tour announcements, and strategic partnerships with music artists, brands and execs desiring authentic human moments in their content strategy."

Joe Streeter, Co-Founder of Your Culture, comments: "With the trusted global communities we've built at Your Culture, our 'Street Team for the TikTok generation' ethos recognises the importance of cutting through in a saturated market and engages authentically with the biggest music fans who aren't necessarily striving to be influencers but people truly connected with their scenes."

Josh Brandon, Co-Founder of Your Culture, adds: "It's been a super 18 months building this company with Scott and Joe. With Issy joining as a senior exec for our second summer of capturing the festival season for many clients, we're accelerating our offering to the music industry as Your Culture continues to bring the best live music moments to the masses from our global network of dedicated fans."

Your Culture origin story
Founded in 2024 in Brighton, England, Your Culture was born out of Co-Founder Scott Halliday-Dillon's sister agency FourFour Digital and the principles on which pre-digital-age street teams, which were so important and effective, were built.

With decades of experience developing artists, running record labels, and managing digital marketing and social media for world-renowned talent, Co-Founders Scott, Joe, and Josh combine their knowledge of the challenges in amplifying important content and communicating with fans in the music industry.

Recognising that channels of distribution are saturated with talent and rights holders competing for the attention of audiences, they founded Your Culture as a company that helps give superfans access to must-see events, while ensuring artists get the best chance for amplification and content capture of treasured live moments. 

ItsYourCulture.com