We are strategic operators who architect the culture around artists, founders, and brands.

We’re cltr;shft, a fractional executive shop founded by former major-label music executives David “Davy” Wilson and Atika Lynch.

Our shared experience in artist development taught us how to identify what makes an artist distinct, build a narrative around that identity, and develop the audience and content strategies needed to support growth. We know these skills add value far beyond music.

Through culture architecture, we bring that same approach to founders, creators, independent businesses, and brands at pivotal stages of development.

We work directly with our clients as fractional executives, bringing senior-level strategy and hands-on leadership where and when it’s needed.

We’re cltr;shft, a fractional executive shop founded by former major-label music executives David “Davy” Wilson and Atika Lynch.

Through culture architecture, we bring that same approach to founders, creators, independent businesses, and brands at pivotal stages of development.

We work directly with our clients as fractional executives, bringing senior-level strategy and hands-on leadership where and when it’s needed.

01; FOUNDERS

Atika Lynch

NYC

Co-Founder & Fractional Head of Audience Growth & Culture Strategy

Atika Lynch is a cultural strategist, marketing executive, and entrepreneur whose career has been defined by her ability to identify cultural opportunity, shape compelling narratives, and translate audience influence into measurable business growth.

As Co-Founder and Fractional Head of Audience Growth & Culture Strategy at cltr;shft, she pairs discerning creative judgment with cultural intelligence, analytical rigor, and strategic investment expertise to build brands, cultivate audiences, and drive lasting commercial impact.

Her career spans Sony Music Entertainment's AWAL, RCA Records, and Tommy Hilfiger, with experience across marketing investment strategy and major campaigns involving global artists including Alicia Keys, Usher, Doja Cat, Wizkid, and Tems. At AWAL, she played a pivotal role in the breakout development of Julia Wolf, translating early-stage investment and strategic audience development into significant streaming growth, sold-out national and international headline performances, expanding ticket demand, and major festival appearances.

Lynch's approach is grounded in the belief that while data can illuminate opportunity, exceptional taste and cultural foresight are what allow brands and artists to resonate before the rest of the market catches up.

David “Davy” Wilson

Co-Founder & Fractional Head of Content & Culture Strategy, cltr;shft

Managing Director, Lavender Circuit LLC

David “Davy” Wilson is a Los Angeles-based music marketing executive and content/culture architect with 8 years of experience leading in digital marketing & scaling early stage artist careers. Formerly Director of Artist Development at Sony Music’s AWAL, Wilson has overseen multimillion-dollar marketing investments and strategies contributing to 1.3 billion+ streams, hundreds of millions of short-form video views, and hundreds of thousands of tickets sold.

His work spans artists including Moses Sumney, Brutalismus 3000, Sawyer Hill, Hudson Freeman, Whitney, Mandy Lee (Cherry Bomb / MisterWives), and Sasha Allen (The Voice). During his earlier tenure at Nettwerk Music Group, his non-roster work included conceiving the label’s audience engagement department, restarting their internship program, and leading the company’s DEI initiative. Wilson studied the music business at Berklee College of Music.

For Wilson, stepping into consulting & fractional executive leadership is a direct extension of his expertise in scaling early-stage artist careers. Through cltr;shft, he translates major label marketing infrastructure, content systems, and audience development work into strategic growth for companies and founder-led brands.

02; NEW YORK × LOS ANGELES

NY × LA

Built between two coasts. Designed for a culture that doesn’t sit still.

Let’s make the shift

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New York × Los Angeles

Shift the way you market.