Business of HYPE is a weekly series brought to you by HYPEBEAST Radio and hosted by jeffstaple. It’s a show about creatives, brand-builders and entrepreneurs and the realities behind the dreams they’ve built. For episode 17, our anchor sits down with brand consultant and digital marketing specialist Julia Lang.

Jeff spends a few minutes introducing our newest BoH guest and her profession. Since the invention of Instagram in 2010, it has steadily risen to become one of the most popular social media apps in the world. Everyday a new headline advocates its latest success: one billion monthly users worldwide, one million dollars for a celebrity’s sponsored photo, users spend an average of one hour a day within the app, and a one hundred million dollar valuation, just to name a few of the most recent stories. It’s surpassed the photo-sharing app it began as, conceived to help document one’s true life to their friends, family and acquaintances. Now, it’s the arena for brands, especially those within the fashion and luxury industries, to sell not just their product, but the lifestyle that comes with it.

Insert Julia Lang, a Tanzanian-German marketing specialist who aids both large corporations and one-person brands in finding and maintaining their voice on social media, none more apparent then her work for legendary music industry titan Kareem “Biggs” Burke. During their 50-minute conversation, Lang tells Jeff about her humbling upbringing, building a name for herself by blogging her experiences at the various fashion weeks, pitching Biggs on her branding expertise, monetizing your worth, and so much more. We also get a rare glimpse into the relationship between celebrities and those who curate their image, both digitally and in the real world.

Enjoy the episode, then be sure to like and subscribe to HYPEBEAST Radio and Business of HYPE on Apple Podcasts, Soundcloud, Stitcher, Overcast or wherever else podcasts are found, and please, don’t forget to leave a review.

Additionally, feel free to hit Jeff on Twitter, @jeffstaple, or via email at questions@businessofhype.com and he may pick your question to answer at the end of next Sunday’s show. Finally, if you’re interested in interning at BoH, email your information to daniel@byt.nyc.