# Stop Marketing to Demographics! Why "Interest Media" is the Future of Ads with Joe Lige

Page: https://stenobird.com/podcast/in-studio-with-kimberly-lovi-7053852/stop-marketing-to-demographics-why-interest-media-is-the-future-of-ads-with-joe-lige
Text version: https://stenobird.com/podcast/in-studio-with-kimberly-lovi-7053852/stop-marketing-to-demographics-why-interest-media-is-the-future-of-ads-with-joe-lige.md
Podcast: [In Studio with Kimberly Lovi](https://stenobird.com/podcast/in-studio-with-kimberly-lovi-7053852)
Published: 2026-06-03T07:00:00+00:00
Episode link: https://diamondsandcoconutsblog.libsyn.com/stop-marketing-to-demographics-why-interest-media-is-the-future-of-ads-with-joe-lige
Audio file: https://dts.podtrac.com/redirect.mp3/traffic.libsyn.com/secure/diamondsandcoconutsblog/joe.mp3?dest-id=4761347
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Duration seconds: 2161

## Resource

Ep. 208 - Kimberly is joined by Joe Ligé, co-founder of CultureHiveMedia, to discuss his journey from music production in St. Louis to revolutionizing the advertising technology space in Los Angeles. Joe shares the powerful inspiration behind CultureHive, sparked by a controversial global ad campaign that highlighted a massive gap in cross-cultural understanding. The conversation delves into how modern advertising is shifting from rigid demographic boxes to Gary Vee's concept of "interest media". Joe breaks down how CultureHive's proprietary Cultural Relevance Score (CRS) utilizes contextual, privacy-safe AI to help brands, creators, and businesses optimize their marketing, avoid costly cultural blind spots, and authentically connect with audiences based on shared values and interests. Chapter Timestamps: 00:00 – Welcome & Joe Lige's Journey from St. Louis to LA 02:00 – Transitioning from Music to the Early Days of Ad Tech 04:15 – A Suit in West Hollywood: The LinkedIn Connection that Changed Everything 06:10 – The H&M Controversy & The Spark that Founded CultureHive 08:15 – Redefining Culture: Why It's Not Just a Demographic 10:30 – How the Cultural Relevance Score (CRS) Flags Offensive Content 12:20 – Lessons from Joe's Grandfather: "Learning to See Without Seeing" 15:00 – Moving Past the Demographics Box into "Interest Media" 17:40 – The Authentic Tortilla Problem: A Real-World Marketing Example 20:15 – Finding Your "Why" & The 3 Ds of Life (Desire, Determination, Dreams) 22:10 – Contextual Targeting vs. Personal Identifiable Information (PII) 24:00 – How the CultureHive Platform Optimizes and Executes Cross-Channel Campaigns 26:15 – Self-Serve Tools for Smaller Creators & Wrap Up Demo CultureHiveMedia Here: https://www.theculturehive.ai/ Follow CultureHiveMedia…

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