As personality-driven media reshapes the entertainment landscape, a new model where talent and brands collaborate from the outset to build culturally relevant content ecosystems is emerging. Join Kylie Kelce and Meg Jones to explore that model in practice: how Wave works with Kylie to build Not Gonna Lie as a true extension of her identity - creating 360-degree collaborations that weave blue-chip brands like Disney, Toyota, Hasbro and Amazon into the world of the show. Kylie shows up for the business the same way she shows up for the audience: with diligence, from vetting a brand's values to crafting the partnership directly with sales and marketing week over week.