Naima Cochrane earned her music entertainment stripes first as an intern at Bad Boy Entertainment, and grew over the course her career in the marketing departments of Arista Records, Columbia Records, and Epic Records - with a few detours and tangents along the way. Through a now 20-year career, Naima has worked on and/or spearheaded the marketing for projects and artists including Maxwell, Beyoncé, Juicy J, Mary Mary, Tyler, the Creator, Ciara, Jidenna, and John Legend. The latter relationship ultimately prompted her to move to the management side of the business and join Friends at Work, where she handled Legend’s Day-to-Day and applied her marketing and label insight across all platforms of the company for two years.
Since 2018, Naima has worked with brands, organizations, and public-facing figures to shape their stories in authentic ways and develop strategic solutions in marketing and branding through her company, This is cltr. (culture), and manages the music career of TONY, Emmy and Grammy-award winning actress and singer Cynthia Erivo.
Naima is also a music and culture writer, with a focus on telling the unknown and/or forgotten stories that connect the dots between current music and culture and the foundations of the past, through her wildly viral and popular Twitter series #MusicSermon, and work with Vibe, Billboard and more.