category 1
ABOUT
CATEGORY 1
Music - Sports - TV/Film - Entertainment
Category 1 Entertainment is a marketing and creative firm operating at the intersection of music, sports, tv/film, tech and entertainment. We exist to empower the greatness within today’s culture defiers from artists, athletes, entertainers, brands, and institutions committed to shaping what’s next. We translate influence into cultural relevance into measurable elite performance: awareness, fandom growth, brand equity, and long-term value.
Our work blends creative and marketing strategy, cultural insight, philanthropy, and innovation to help clients engage audiences with intention. Through marketing consultancy, strategic storytelling, talent representation, impact-driven partnerships, and immersive experiences, we connect culture, community, and performance to build value to our partners that will resonate now and endure later.
SERVICES
WHAT WE DO
Marketing Strategy & Cultural Consulting
We partner with artists, athletes, entertainers, and organizations to shape cultural positioning, build strategic narratives, and develop marketing campaigns create momentum, disrupt culture, and sustain attention.
From album rollouts, tours, and television/film campaigns to athlete branding, product launches, talent development, and social impact initiatives, we create strategies designed to drive relevance, audience connection, and measurable impact.
At every stage of growth, we help clients navigate pivotal, career-defining moments that translate visibility into long-term influence, cultural equity, and lasting brand value.
MEET THE FOUNDER
YOUR PARTNER IN WHAT'S NEXT
Sierra Lever
Founder, CEO
Specialities:
Marketing & Content Strategy, Talent Development
Lever is a culture-driven strategist and executive with over 15 years of experience across music, sports, tech, and entertainment. Recognized by Billboard’s 40 Under 40 as the former Head of HipHop/R&B at Amazon Music and known for architecting some of the most defining moments in culture, while advising brands on strategy, her work spans presenting Kendrick Lamar’s record-breaking "The Pop Out" concert, the Lil Wayne & Hot Boys Reunion, the first-ever Juice WRLD Day, Lil Durk’s Neighborhood Heroes Scholarship initiative & more. She played a strategic marketing role in the explosion of Lil Nas X’s “Old Town Road” and has led marketing efforts for artists including Chloe x Halle, The Kid LAROI, Polo G, Baby Keem, 24kGoldn and more, also major contributions to Quality Control’s culture-shifting “Flood the Streets” era.
She is a Billboard 40 Under 40 recipient, a Billboard Women in Music recipient, a Rolling Stone “Voice of Influence”, a four-time R&B/Hip-Hop Power Player, an active member of the Recording Academy, and serves on the Black Music Action Coalition (BMAC) Executive Leadership Council. Lever is also a national music and culture commentator, including appearances on Access Daily.
"Be a part of something bigger than yourself."
PROUD TO WORK WITH
Some Incredible Clients
PAST PROJECTS
SUCCESS STORIES
Kendrick Lamar
“The Pop Out Concert” (2024)
In the midst of a public beef, a historic cultural reset that shattered records as the highest-streamed live concert in music history that reaffirmed hip-hop as a space for truth, community and unity.
Lil Weezyana Festival
Hot Boys Reunion (2024)
A once-unthinkable reunion, livestreamed for fans that turned New Orleans into the epicenter of hip-hop history reaching the world.
Erykah Badu
Juneteenth Celebration,
Dallas (2025)
A powerful performance of freedom marking Erykah Badu’s bold new chapter as an independent artist, celebrated in the originating state of Juneteenth, Texas.
Juice WRLD Day
First Anniversary of Life Concert, Chicago (2021)
A deeply emotional homecoming at the United Center honoring Juice WRLD’s life and legacy, uniting his community through live performances and an exclusive first listen since his passing to the new album, Fighting Demons.
Lil Nas X
“Old Town Road” Single
A genre-defying global phenomenon that became one of the most successful and awarded songs in music history from holding the Billboard Hot 100 record for most weeks at No. 1 (19 weeks) to achieving 15x-platinum certification by the RIAA, making it the highest-certified song in history.
Chloe x Halle
Ungodly Hour, Album
A critically acclaimed sophomore album that defined artistic growth and cultural impact during a global moment of The Black Lives Matter movement and Covid-19 pandemic.
Lil Durk
Neighborhood Heroes
Foundation Scholarship
An impact-driven initiative opened doors for Chicago-native high school students to attend Howard University through mentorship, access, and tuition support.
