While providing its clients with the services to build their careers, Culture Collective is also exemplifying and promoting diverse and inclusive leadership in entertainment which is greatly lacking in music companies today. As Jonathan stated in his Variety Inclusion Impact Report interview, “I wanted to build a company that has diversity and inclusion as its mission…it is important because without it our culture’s narrative could be lost or mistold.”

Azu was recently featured as a Change Agent honoree in all three industry trades: Billboard, Variety, and Pollstar Magazines. That year he also launched a production and consultancy division of Culture Collective - working with a variety of major brands on their talent and content initiatives. This includes a partnership with Killian + Company, an award-winning production company that fuses music, film, design, experiences, celebrities, and pop culture.

During his career Azu, a two-time Billboard 40 Under 40 Power Player, also spent time as EVP of Operations and Business Development for Superfly Presents and VP of Music Partnerships for CBS Radio. He has also been credited with the development of many notable artists and brands including Anita Baker, Emily King, Cory Henry, Luke James, Michelle Williams, Miguel, Kool & the Gang, Leon Thomas, Keyshia Cole, Emily King, Outside Lands Music Festival, Bonnaroo, American Express and many more.

Azu also serves as a Board Trustee to his alma mater, Drake University, is an adjunct professor at the University of Southern California and serves on City of Hope's Music Film and Entertainment board.