In this episode of Kultuurireflektor, the focus is on personal branding in the music industry and the challenge of balancing authenticity with audience expectations. Drawing on Erving Goffman’s theory of self-presentation, the discussion explores the "authenticity paradox"—how the pursuit of authenticity can sometimes feel staged. The conversation delves into the role of storytelling in shaping a musician’s brand. Guest Olesija Saue, Estonia’s leading personal branding strategist, NLP master practitioner, and leadership coach, shares her insights. The episode is hosted by Cultural Management master’s student Ljupcho Trajanoski.