Latest / Earn Your Leisure / EYL #169 Miss Diddy on Building a Brand Marketing Empire

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EYL #169 Miss Diddy on Building a Brand Marketing Empire · Earn Your Leisure

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  Speaker 3: How do you negotiate by budget? How do you know
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  Speaker 3: what a fair budget is?
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  Speaker 2: And that's a fair I need all of it fair,
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  Speaker 2: that's relative. I don't I want all of it? And
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  Speaker 2: someone is paying for, like they get earned your leisure
• 1:22
  Speaker 2: the podcast, but they also get you too entities with
• 1:27
  Speaker 2: this podcast. My graduates from my school being forced back drop.
• 1:34
  Speaker 3: Drop, Mike, drop back drop drop. All right, guys, welcome back,
• 1:49
  Speaker 3: e y l. This is gonna be a dope, fun conversation.
• 1:53
  Speaker 3: We had to cut the actual off cancer conversation off.
• 1:56
  Speaker 4: That's going to be a limited edition.
• 1:58
  Speaker 3: Yes, that's the NFT.
• 2:00
  Speaker 5: Explaining that to you, because it seems you still need
• 2:03
  Speaker 5: something explain.
• 2:05
  Speaker 2: I'm here to learn.
• 2:07
  Speaker 3: Yes, so ms Diddy, this is something that we've been
• 2:11
  Speaker 3: looking forward to for a long time. So Shot, this.
• 2:18
  Speaker 4: Is gonna be cleaning. It's just like you're gonna chot
• 2:20
  Speaker 4: this upthing.
• 2:20
  Speaker 2: Uses Listen, this is good. This is me.
• 2:23
  Speaker 3: Here we go, just like my brother Kenny Burns, a
• 2:25
  Speaker 3: lifestyle specialist that came from Kenny Burns. Yeah, Shot to Kenny.
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  Speaker 3: A coordinator of events, brands, marketing, social media, influence, all
• 2:35
  Speaker 3: all of the above.
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  Speaker 4: The Ambassador of LA of Los Angeles.
• 2:39
  Speaker 3: Yes, yes, born and raised in Los Angeles County from Compton, California. Correct, right,
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  Speaker 3: But it's all love all l A.
• 2:47
  Speaker 2: All l A, all of LA Girl, West Coast.
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  Speaker 3: Girl, California, Love West. So this is gonna be a
• 2:53
  Speaker 3: super dope conversation. We're going to talk about brand partnership,
• 2:56
  Speaker 3: we're going to talk about social media influencer, and we're
• 2:59
  Speaker 3: going to talk about promotions and how she's actually been
• 3:02
  Speaker 3: able to build her empire organically through solid relationships. So,
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  Speaker 3: first and fore, Moore, thank you for joining us. Appreciate it.
• 3:09
  Speaker 2: Thank you. You know I practice this beginnings long overdue.
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  Speaker 2: Thank you, guys, and I want to beyond thank you
• 3:19
  Speaker 2: guys for having me here, But I really want to
• 3:22
  Speaker 2: be very intentional and specific about giving you gentlemen your flowers.
• 3:27
  Speaker 2: You know, your kingdom work that you guys are doing
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  Speaker 2: is something that you may not fully understand the magnitude
• 3:38
  Speaker 2: of it for years to come. You think you do.
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  Speaker 2: You don't appreciate that because it's really changing the world,
• 3:44
  Speaker 2: is changing lives. And one thing that you guys preach
• 3:47
  Speaker 2: across the board is the information, the education and getting
• 3:50
  Speaker 2: into our people. And because a lot of us grew
• 3:54
  Speaker 2: up the way we grew up, there's a lot of
• 3:56
  Speaker 2: information that our families didn't give us and our parents,
• 3:58
  Speaker 2: I know for me, you know, parents did what they
• 4:01
  Speaker 2: could and they were great, but there's a lot of
• 4:03
  Speaker 2: information about life and money and finances and things that
• 4:06
  Speaker 2: they never ever taught me. I know, survival got that downpack,
• 4:11
  Speaker 2: you know, and so but there the other components to
• 4:15
  Speaker 2: really live a life fulfilled. There's a lot of things
• 4:17
  Speaker 2: they didn't teach me, and maybe they didn't weren't fully taught, right,
• 4:21
  Speaker 2: But I want to I want to make sure that
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  Speaker 2: I say on record that what you guys are doing
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  Speaker 2: is is God's work and it's going to continuously be
• 4:33
  Speaker 2: a change for the world. And I'm honored to sit
• 4:36
  Speaker 2: here and to share a generation with you guys.
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  Speaker 3: You know what I mean that you have it, ladies
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  Speaker 3: and gentlemen, survival the thriving literally. So let's get into this.
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  Speaker 3: So you are the president of a marketing agency, the
• 4:50
  Speaker 3: brand Group LA. But I want to bring it back.
• 4:54
  Speaker 3: So how did you start into you know, I think
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  Speaker 3: you started as a party technically, yes, So that's interesting
• 5:03
  Speaker 3: because most party promoters, at least on our side, are men. Yes,
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  Speaker 3: it's a very male dominated industry party promotion. So how
• 5:12
  Speaker 3: did you get into that? To that world?
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  Speaker 2: You know, being I had a real good advantage being
• 5:18
  Speaker 2: born and raised from Los Angeles in this fake this
• 5:22
  Speaker 2: not fake. Hold on, we were having a confidence be
• 5:24
  Speaker 2: where the cameras started, this fantasy island, you know, and
• 5:28
  Speaker 2: so you know, this is where people come to make it.
• 5:31
  Speaker 2: And if you're fortunate enough to be amongst those people
• 5:36
  Speaker 2: in so many different worlds and melting pots, then if
• 5:38
  Speaker 2: you're smart and you do your thing, you can thrive.
• 5:41
  Speaker 2: But I really started my own journey because my father
• 5:46
  Speaker 2: was a musician. A lot of people in my family
• 5:48
  Speaker 2: or music, and I grew up around it. But I
• 5:50
  Speaker 2: started my own journey when Gay started Good Music. So
• 5:53
  Speaker 2: monop John Monopoly at the at the time as the
• 5:56
  Speaker 2: president and he's always worked Gay throughout the years, and
• 6:01
  Speaker 2: that's yeah, it's actually how I know Kenny Burns, and
• 6:03
  Speaker 2: so yeah, because you know, Kenny Burns had a lot
• 6:06
  Speaker 2: of He's always had a lot of hand and a
• 6:07
  Speaker 2: lot of things and really assisting a lot of people,
• 6:11
  Speaker 2: which you know he'll never say, he's just so solid
• 6:15
  Speaker 2: like that. But I started waining Good Music started and
• 6:20
  Speaker 2: on the promotion side, so I did all the street
• 6:22
  Speaker 2: team stuff for the West Coast, which were girls I
• 6:26
  Speaker 2: took on my homegirls. Homegirls was always cute little brown
• 6:30
  Speaker 2: girls whatever, you know, and and I was like, yo,
• 6:33
  Speaker 2: we should make the good Girls, and I was like,
• 6:35
  Speaker 2: we should make the Good Girls. That was the name
• 6:39
  Speaker 2: of the street team for good musica. No, but yeah, yeah,
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  Speaker 2: we started the Good Girls. And that you know, this
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  Speaker 2: continued because Yay went from college dropout, such a dope
• 6:52
  Speaker 2: rapper to like second album a superstar, and so that
• 6:57
  Speaker 2: comes with so many, you know, opportunities, And of course
• 6:59
  Speaker 2: k took me under his wing. Kenny Burns really early
• 7:02
  Speaker 2: on in my career and in my life and has
• 7:05
  Speaker 2: been an incredible brother to me. His wife's been a
• 7:07
  Speaker 2: great sister to me and a great mentor and a
• 7:11
  Speaker 2: person I can always call on depend So I started
• 7:14
  Speaker 2: in good music. Then it just naturally progressed to party promotion. Actually,
• 7:19
  Speaker 2: my homeboy called me. The lockout was happening and all
• 7:22
  Speaker 2: the NBA players were out here in LA and they
• 7:25
  Speaker 2: were losing their mind because they didn't know what was
• 7:27
  Speaker 2: about to happen, right, So, I mean, they were all
• 7:30
  Speaker 2: out here. So my homeboy was like, uh, why don't
• 7:34
  Speaker 2: you come to the clubs and I and bring the
• 7:36
  Speaker 2: bring all your girls, and I give you five hundred dollars.
• 7:38
  Speaker 2: I was like cash, all right, whatever, that's exactly what's
• 7:43
  Speaker 2: going on. We're going and so you know, that night though,
• 7:47
  Speaker 2: I was like, hmm, you know, I'm a business person.
• 7:51
  Speaker 2: I'm sitting Then I said, under yea, and them, you know,
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  Speaker 2: I'm a marketer, Like my brain starts work as soon
• 7:55
  Speaker 2: as I step in somewhere. I'm like, how can we
• 7:58
  Speaker 2: turn this into something else?
• 8:00
  Speaker 3: You know?
• 8:00
  Speaker 2: And so from there that night I really took on
• 8:03
  Speaker 2: the whole club. Like the owner was like, everybody, no hurd,
• 8:07
  Speaker 2: you know, and I did. I worked in music. I
• 8:09
  Speaker 2: knew the n rs, I knew the managers, all of
• 8:11
  Speaker 2: that because at that time in the clubs it was
• 8:14
  Speaker 2: only the d boys or athletes, and so for me,
• 8:18
  Speaker 2: I was bringing the music people in, the DJs, the producers,
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  Speaker 2: all of that, and it just started from there, catapulted
• 8:24
  Speaker 2: from there, and I always did good work and that's
• 8:27
  Speaker 2: why men respected me. I never dealt with those issues
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  Speaker 2: in business, really the.
• 8:32
  Speaker 4: Good music experience, because we just want to close over that.
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  Speaker 5: Obviously being around Yay, I mean obviously relationships is key,
• 8:39
  Speaker 5: and you've kept positive and great relationships. What was that experience? Like,
• 8:42
  Speaker 5: what are the biggest things you took from being at
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  Speaker 5: good music?
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  Speaker 2: The biggest things, you know, I was blessed and fortunate
• 8:48
  Speaker 2: enough for those gentlemen to be family to me too,
• 8:52
  Speaker 2: and to really be around them, so not just worked
• 8:55
  Speaker 2: at a label. I was family and friends with them
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  Speaker 2: before I ever. We created this concept of of of
• 9:01
  Speaker 2: the good girls, and before I did the college, the
• 9:04
  Speaker 2: workout plan, little ghetto skit and all of that, you
• 9:06
  Speaker 2: were friend that was me. He had a bulllet wing,
• 9:10
  Speaker 2: you know. But so what I learned was really familyhood.
• 9:14
  Speaker 2: I saw those gentlemen really love each other, you know,
• 9:17
  Speaker 2: and I saw Yay look out for a lot of people,
• 9:20
  Speaker 2: like you know, everyone has their feelings about people. But
• 9:23
  Speaker 2: I saw that and I saw him look out for
• 9:25
  Speaker 2: me as well. And I also learned that you can
• 9:29
  Speaker 2: do whatever you want. Yay has always thought like this,
• 9:33
  Speaker 2: been like this, He's never I saw him pay for
• 9:36
  Speaker 2: his own videos, half of diamonds, and you know, so
• 9:39
  Speaker 2: many other things. And so what I learned a and marketing,
• 9:44
  Speaker 2: there's no dollar amount, there's no cap on that visibility marketing.
• 9:49
  Speaker 2: There shouldn't even be a budget on that. It's very
• 9:52
  Speaker 2: important to spend on that. Explain that as a marketer.
• 9:56
  Speaker 2: Some people think ten percent of this will put towards
• 9:59
  Speaker 2: me marketing, I don't really believe in a cap I
• 10:02
  Speaker 2: believe in you spend until it all makes sense, figure
• 10:06
  Speaker 2: out what your ROI is. It may not be money
• 10:08
  Speaker 2: to come back, and maybe simply visibility. So if you
• 10:11
  Speaker 2: want to put up five billboards, put up ten. Really
• 10:14
  Speaker 2: believe in it and just go and just see what happens,
• 10:17
  Speaker 2: you know. And that's what I saw those guys do
• 10:20
  Speaker 2: you know, look at Don seege Look just Don and
• 10:23
  Speaker 2: everything he's created. You know, It's like I saw those
• 10:26
  Speaker 2: guys really believe in themselves and just kind of go
• 10:28
  Speaker 2: for it. And I was always inspiring to me and
• 10:30
  Speaker 2: I modeled my business after that same like thought process.
• 10:36
  Speaker 4: That's a lot. So who's the team? So is Don
• 10:39
  Speaker 4: c is at that time?
• 10:42
  Speaker 2: So it was Don, It was yay, I mean hip
• 10:46
  Speaker 2: hop g Roberson Yeah yeah, but not of course KB
• 10:55
  Speaker 2: of course was you know, they were always friends and
• 10:57
  Speaker 2: had to I don't know all business dealings men to men.
• 11:00
  Speaker 2: I mean you got GC really do like it was
• 11:03
  Speaker 2: early quinc Yeah, like you know, it was a lot
• 11:06
  Speaker 2: and so you know Finesworth Bentley got to give Bentley
• 11:11
  Speaker 2: his flowers like that man is a real legend to
• 11:16
  Speaker 2: the legends.
• 11:16
  Speaker 3: So working all right, So you start in the clubs,
• 11:19
  Speaker 3: you start developing, you start throwing parties yourself. Then you
• 11:23
  Speaker 3: get into the good music vibe, and then you start
• 11:25
  Speaker 3: working on the street team for good music.
• 11:27
  Speaker 2: That was before the party promoter.
• 11:28
  Speaker 3: Oh, that was before the party emotion. Okay, So at
• 11:31
  Speaker 3: what point does the party promotion really start to take
• 11:33
  Speaker 3: off of you?
• 11:34
  Speaker 2: Almost instantaneously, because I was positioned in a good place
• 11:40
  Speaker 2: because of who I was already. I was already. I
• 11:42
  Speaker 2: was already been stitty, I was already ditty. So I
• 11:44
  Speaker 2: didn't build inside of a specific career. I was already
• 11:49
  Speaker 2: who I was, and so really instant because for me,
• 11:54
  Speaker 2: I didn't drink. I wasn't a party girl. Never, even
• 11:56
  Speaker 2: though I threw parties, no one would ever classify me
• 11:58
  Speaker 2: as a party girl. Because I was looking at how
• 12:01
  Speaker 2: do we make this the biggest movie? You know, and
• 12:05
  Speaker 2: there's a lot of like at that time, there was
• 12:07
  Speaker 2: no cameras in clubs. That didn't happen. You don't take
• 12:10
  Speaker 2: pictures in the clubs and stuff going on in here.
• 12:12
  Speaker 2: I put the camera in the club. I said, I
• 12:14
  Speaker 2: want this to look like a music video. We put
• 12:17
  Speaker 2: Kenneth wyn in the club, Kenneth Winn is James Harden Shooter.
• 12:22
  Speaker 2: We came up together. It's my people were from LA
• 12:24
  Speaker 2: and I said, I want this all our I want
• 12:27
  Speaker 2: this to be a promo video, but it has to
• 12:29
  Speaker 2: look like a rat video. So that whole concept wasn't
• 12:32
  Speaker 2: happening until they started seeing that happen out here. So
• 12:35
  Speaker 2: then you go on to supper Club Tuesdays, which was
• 12:38
  Speaker 2: a huge, huge change the whole trajectory of nightlife out here.
• 12:42
  Speaker 2: Everyone knows about supper club Tuesday. So so I'm going
• 12:45
  Speaker 2: up on a Tuesday that came from super Club Tuesdays.
• 12:49
  Speaker 2: Then you know, this is a time for us in
• 12:51
  Speaker 2: the culture. Being from LA, it was so important because
• 12:56
  Speaker 2: we're a gang culture. We're gangs, We're affiliated, is what
• 12:59
  Speaker 2: it is. You know, we're from different sizes, from different parts,
• 13:02
  Speaker 2: and that was a club that no matter where you
• 13:05
  Speaker 2: were from, it was it was it was even territory.
• 13:09
  Speaker 2: I mean, we had game, we had They had no
• 13:11
  Speaker 2: business being in the same place together, you know what
• 13:14
  Speaker 2: I'm say. There's a lot of politics that we had
• 13:16
  Speaker 2: to move around, you know, but everyone came, you know,
• 13:18
  Speaker 2: Drake Grehanna, j Cole, Chris Brown come every week supper Club,
• 13:22
  Speaker 2: Supper Club and I went over to do well. I
• 13:25
  Speaker 2: have my great team stept by supreme team, indeed Gary,
• 13:29
  Speaker 2: I mean all those guys, Shane Mooney which is Paul
• 13:31
  Speaker 2: Mooney's son, Jimmy mcghetty, Sincere King Show, got to give
• 13:36
  Speaker 2: Sinceres props. Then we went on to do Toxic Day
• 13:38
  Speaker 2: Party with LA's Finance, which just changed the whole day
• 13:41
  Speaker 2: party concept. No one was doing day parties Vegas. Yeah, yeah,
• 13:45
  Speaker 2: we can date pack the day.
• 13:46
  Speaker 3: Remember when day parties became a thing and.
• 13:49
  Speaker 2: Toxic was it was was the Lorina with.
• 13:57
  Speaker 3: Legend that was legend. When a day party Vibe first
• 14:00
  Speaker 3: came to New York, it was very confusing to me
• 14:03
  Speaker 3: because people was going, like I'm going to party and
• 14:06
  Speaker 3: like it's four o'clock, it'lock like it's still like outside,
• 14:10
  Speaker 3: like like that's the new vibe day parties and I'm
• 14:13
  Speaker 3: like a day party. Like I still I didn't never
• 14:15
  Speaker 3: understood the day party started. So you started the day party,
• 14:19
  Speaker 3: the tic.
• 14:19
  Speaker 2: Day party out here Vegas, Vegas. But that's the thing
• 14:24
  Speaker 2: I'm saying. It was a pool party. I'm saying day party.
• 14:26
  Speaker 2: I had nothing to do inside with the pool inside
• 14:29
  Speaker 2: of clubs. Day party outside. Like, you know, even starting
• 14:34
  Speaker 2: with brand partnerships in night life, nobody was doing that.
• 14:38
  Speaker 2: The party promoters didn't even do that in other markets.
• 14:40
  Speaker 2: That wasn't on your radar. When you're a party promoter,
• 14:43
  Speaker 2: you have multiple parties a week. People have no clue
• 14:47
  Speaker 2: the type of how your brain you're just doing this.
• 14:50
  Speaker 2: But for myself, my my guys, who we you know,
• 14:54
  Speaker 2: we would sit down and strategize. All right, well, clearly
• 14:57
  Speaker 2: we need water in here to aquohydrate. Let's talk to
• 15:01
  Speaker 2: SO and so. You know, Okay, Meek's album is coming out, Puma.
• 15:05
  Speaker 2: I need you want to be here because this is
• 15:07
  Speaker 2: an AA demographic and you know that everybody is coming here,
• 15:11
  Speaker 2: every soccer player, basketball player, football player, artists, actress, the
• 15:14
  Speaker 2: whole thing. Need that brand off of you. We'll show
• 15:17
  Speaker 2: you where your branding can live in here. We'll have
• 15:21
  Speaker 2: Meek Mill here.
• 15:22
  Speaker 3: You know what I'm saying, Let's do that. That's a lot.
• 15:24
  Speaker 3: I feel like brand partnerships is something that you know,
• 15:28
  Speaker 3: everybody understands. It makes sense for a brand to sponsor
• 15:32
  Speaker 3: a certain situation. Sure, it's not easy to actually get
• 15:35
  Speaker 3: the brandships. So what was your formula to actually like
• 15:39
  Speaker 3: what worked for you to reach out to brands, and
• 15:42
  Speaker 3: how did that process work to actually get the relationships
• 15:45
  Speaker 3: with the brands?
• 15:46
  Speaker 2: Great point relationships. I date everything back to relationships. I'm
• 15:50
  Speaker 2: old school, you know. I believe in showing the work
• 15:54
  Speaker 2: and you build it, they'll come and relationships. And so
• 15:59
  Speaker 2: I was I've been really fortunate in my career that
• 16:02
  Speaker 2: they it comes to me, and what my brain does
• 16:06
  Speaker 2: at the time it comes to me is formulate how
• 16:09
  Speaker 2: it can look specifically for that brand or for that
• 16:11
  Speaker 2: person at that specific time. So even thinking about the
• 16:15
  Speaker 2: idea of water in a club, you have to have
• 16:18
  Speaker 2: one in the club. Let's go fis aquhydrant. Of course,
• 16:23
  Speaker 2: it's a relationship that we have, you know. And so
• 16:26
  Speaker 2: it came from building business outside of that. So they
• 16:29
  Speaker 2: were all calling me, the labels, the heads, the an rs,
• 16:32
  Speaker 2: they're all my friends, you know. I remember Joeyi calling
• 16:36
  Speaker 2: me and he was an interscope at that time. This
• 16:38
  Speaker 2: one time we took Meek over Joeyya Interscupe Parties, b
• 16:43
  Speaker 2: Et Awards weekend. So Court Diddy, what you're doing, what
• 16:46
  Speaker 2: you're doing? Where we at? What's all right? What you
• 16:48
  Speaker 2: got going on?
• 16:49
  Speaker 1: Oh?
• 16:50
  Speaker 2: You need this artist to be in front of all
• 16:52
  Speaker 2: of this, and you wanted to be a branded party
• 16:55
  Speaker 2: for say Interscope or at the Atlantic Records. Okay, see
• 17:00
  Speaker 2: what this can look like. Right, we have the LED screens,
• 17:03
  Speaker 2: we'll make sure that's up there. Of course the DJ
• 17:06
  Speaker 2: needs to shout it out. But what are your touch
• 17:08
  Speaker 2: points that are special to you? What do you want
• 17:11
  Speaker 2: to get across to your consumer. Let's tailor make that
• 17:14
  Speaker 2: into this event. Because a lot of people with partnerships,
• 17:18
  Speaker 2: they just say, Okay, Coca Cola, you want to give
• 17:20
  Speaker 2: me the money, or Pets you want to give me
• 17:22
  Speaker 2: the money, then we'll just take the money. Well, know,
• 17:24
  Speaker 2: what's important is keeping this relationship with this person, what
• 17:27
  Speaker 2: makes them happy. And what I always excel at is
• 17:31
  Speaker 2: interpersonal customer service. So Atlantic Records, I do the Atlantic
• 17:38
  Speaker 2: Records party. Well, naturally, Atlantic Records needs a whole table
• 17:42
  Speaker 2: for themselves, for their execs beyond the artists. Let's make
• 17:46
  Speaker 2: sure these execs and the A and rs are happy
• 17:48
  Speaker 2: as well, and the producers are happy. And that's people
• 17:51
  Speaker 2: don't think about the person behind.
• 17:53
  Speaker 5: Yeah, when I'm hearing the overall theme, obviously the mind
• 17:59
  Speaker 5: is different, but that's detail. Knowing that look if we
• 18:02
  Speaker 5: need to have order, let's call let's call it, let's
• 18:04
  Speaker 5: have aquahydrate. But in that same sense, it's like, well,
• 18:07
  Speaker 5: if it's we're going to have a party, let's get
• 18:09
  Speaker 5: some rock in there too. And if you're doing a
• 18:12
  Speaker 5: brand dealers with Puma, let's have their branding around.
• 18:15
  Speaker 2: Absolutely.
• 18:16
  Speaker 4: Where did that attention to detail originate from? Is that?
• 18:19
  Speaker 5: Because I know one of the things you pride yourself
• 18:21
  Speaker 5: on was like when you were working as a nine
• 18:22
  Speaker 5: to five employee, you were the best worker.
• 18:24
  Speaker 4: Yeah, So what is that where it came from?
• 18:27
  Speaker 2: I think that it's piece of it is innate ability,
• 18:31
  Speaker 2: an innate it's in me, and a lot of it
• 18:34
  Speaker 2: is being the person behind people as well, and understanding
• 18:38
  Speaker 2: how important my position has been in certain moments with
• 18:42
  Speaker 2: say artists or actors, actresses, whatever, and making sure that
• 18:45
  Speaker 2: person is taken care of. And it's also I don't
• 18:49
  Speaker 2: demand anything of anyone else that I don't demand to myself.
• 18:52
  Speaker 2: Right Oay, So when I was a little girl, I
• 18:55
  Speaker 2: always made my bed. My parents didn't have to tell
• 18:57
  Speaker 2: me to make my bead. They didn't tell me how,
• 18:59
  Speaker 2: they didn't have to tell me to clean the bathroom.
• 19:00
  Speaker 2: They didn't have to tell me to keep my closet clean,
• 19:02
  Speaker 2: because it was just something I had in me. It's
• 19:04
  Speaker 2: what I wanted for myself. I wanted things to be excellent.
• 19:07
  Speaker 2: I wanted things to be together. And I think I
• 19:10
  Speaker 2: always also took life serious. And sometimes when you're in
• 19:14
  Speaker 2: these worlds, you're around these things, it's fun, it's cool,
• 19:18
  Speaker 2: we kicking it. But for me, everything was serious because
• 19:21
  Speaker 2: I was working for legacy in my mind, how do
• 19:24
  Speaker 2: I be the biggest this, how do I present this
• 19:28
  Speaker 2: way in front of my generation? And so every move
• 19:31
  Speaker 2: was serious with me.
• 19:33
  Speaker 5: So I mean you grew up with some people like
• 19:35
  Speaker 5: obviously some people that you know the world may recognize, Yes,
• 19:39
  Speaker 5: and they were successful at a very young age. Was
• 19:41
  Speaker 5: that like an inspiration either, Like, all right, I see
• 19:44
  Speaker 5: O Marian I grew up with him. Yeah, he's made
• 19:46
  Speaker 5: it in his life. Sure, that's that's pushing you to
• 19:49
  Speaker 5: even go harder.
• 19:50
  Speaker 2: Well, I knew it could be could be done. I
• 19:53
  Speaker 2: knew that it was attainable. I think when you're from
• 19:56
  Speaker 2: the hood, unless you get out and you see things
• 20:00
  Speaker 2: outside of that, you don't think that it's for you.
• 20:04
  Speaker 2: Your boxing and kind of think that oh, that's what
• 20:06
  Speaker 2: happens on TV. That's what happens for them, and you
• 20:08
  Speaker 2: don't know that it's for you. I mean, Yay has
• 20:13
  Speaker 2: been living in la for since I've known him. He
• 20:16
  Speaker 2: always had the mansion in Hollywood since I went up.
• 20:19
  Speaker 2: I was twenty maybe when I went up there, So
• 20:22
  Speaker 2: this is attainable. I didn't walk in somewhere and it
• 20:25
  Speaker 2: was like, oh, that's beautiful for you. Always walking somewhere.
• 20:27
  Speaker 2: It's like, yep, need this, need this, And so I
• 20:32
  Speaker 2: don't know. A lot of my brain was was bravery
• 20:36
  Speaker 2: and blind bravery because I was just like, let's go
• 20:39
  Speaker 2: for it.
• 20:41
  Speaker 3: So as far as all right, so let's talk about
• 20:42
  Speaker 3: the transition into actually developing the brain group. How did
• 20:46
  Speaker 3: that come about?
• 20:47
  Speaker 2: Interesting enough? I was I was part doing. I would
• 20:53
  Speaker 2: have parties, so I had clubs, right. But then one
• 20:59
  Speaker 2: day my named of Deare Curtis, who used to work
• 21:02
  Speaker 2: for Russell Simmons, caught me and said, Diddy, we're doing
• 21:05
  Speaker 2: this comedy show. Russell's here every week, but no one's coming.
• 21:11
  Speaker 2: This is the last week and we're gonna shut it down.
• 21:14
  Speaker 2: Come and see. Let me know if you want to
• 21:16
  Speaker 2: take it on and if you feel you can iss
• 21:20
  Speaker 2: yours whatever you want to do with it. So we
• 21:23
  Speaker 2: goes at the Chinese Man Theater Ya and I we
• 21:27
  Speaker 2: go my team and I'm looking around like this is
• 21:32
  Speaker 2: so unorthodox. It's not kind of positioned the way say
• 21:38
  Speaker 2: a party or an event would be. Because it was
• 21:40
  Speaker 2: a theater. Tony Rock was hosting. He's an incredible host comedian,
• 21:45
  Speaker 2: and I'm like, hmm, talk to my team, like, let's
• 21:51
  Speaker 2: try it. Let's do it. We got Russell Simmons. There's
• 21:53
  Speaker 2: a couple elements here, right, we got Russell Simmons, we
• 21:55
  Speaker 2: got Tony Rop, have them period. That's locked in. We
• 21:58
  Speaker 2: have all deaf digital as the This is how all
• 22:01
  Speaker 2: death Ji Digital's really built up behind this show. I'm like, alright,
• 22:05
  Speaker 2: forget it, let's do it. One week later when we
• 22:10
  Speaker 2: walked in, there was like four people. One week later
• 22:12
  Speaker 2: it was sold out, and every week after that for
• 22:15
  Speaker 2: the next every Wednesday after that, for the next three
• 22:19
  Speaker 2: or four years, all Deaf Comedy Life was sold out.
• 22:22
  Speaker 2: And every single person you could ever think of, every
• 22:24
  Speaker 2: celebrity you could think of, has t stopped through there,
• 22:28
  Speaker 2: touched there, went there every single week. Dave Chappelle when
• 22:32
  Speaker 2: he came off his high hiatus. That's where he went
• 22:34
  Speaker 2: to play. Hm, he's Surrey before you know insecure, Uh,
• 22:39
  Speaker 2: Tiffany Hattish before the fin you know what I mean?
• 22:41
  Speaker 2: Like they all went there. Russell was there every week,
• 22:45
  Speaker 2: and so I said, Hm, I don't start my company.
• 22:51
  Speaker 2: I'm gonna always be the girl that the promoter right
• 22:56
  Speaker 2: with my guys. And I always knew this is a
• 22:59
  Speaker 2: man's sport and a young man's sport. I can't be
• 23:02
  Speaker 2: the old girl in the club, you know what I mean,
• 23:04
  Speaker 2: The guys can. It doesn't work for women. It looks different, right, Yeah, I.
• 23:09
  Speaker 4: Don't think I've ever seen it, to be honest, female promotion.
• 23:13
  Speaker 2: There's some, there's some that are doing things. There's some
• 23:16
  Speaker 2: that came after me. But to do what what what?
• 23:20
  Speaker 2: I did that and so all that Comedy Live was
• 23:27
  Speaker 2: really the catapult for me to say, Yo, I have
• 23:29
  Speaker 2: a team. There's there's women that are next to me
• 23:32
  Speaker 2: that look up to me, and they're expecting me to
• 23:34
  Speaker 2: succeed at this. I have to really fully become an
• 23:38
  Speaker 2: entrepreneur and the CEO and I have to put it
• 23:40
  Speaker 2: on paper and I have to create a brand and
• 23:43
  Speaker 2: an empire that they can also be proud of. And
• 23:46
  Speaker 2: so that was really the So like, what was the
• 23:48
  Speaker 2: first steps.
• 23:49
  Speaker 3: Once you realized it that you wanted to do it?
• 23:51
  Speaker 2: How do I turn this into LLCTO L What are
• 23:58
  Speaker 2: the first steps?
• 23:58
  Speaker 6: You know?
• 23:59
  Speaker 2: But you have legal zoom. Legal seems legal zoom is good,
• 24:03
  Speaker 2: you know. And I went to a family friend of
• 24:05
  Speaker 2: mine who's a huge business banker. I said, I want
• 24:08
  Speaker 2: to start a company. I don't I don't know what
• 24:10
  Speaker 2: I'm doing business wise, but I know how to do business.
• 24:14
  Speaker 2: But I need to make it formal and I need
• 24:16
  Speaker 2: to do what I need to do, get my paperwork together.
• 24:19
  Speaker 2: And he did. He started my company for me, the
• 24:21
  Speaker 2: brand Group. I was so surprised it was even available,
• 24:24
  Speaker 2: because I was like, I wanted to look like like
• 24:27
  Speaker 2: a law firm. I don't want anyone or else like
• 24:30
  Speaker 2: a little black girl doing this business.
• 24:32
  Speaker 3: No.
• 24:32
  Speaker 2: I wanted to look chic and simple and clean and classic.
• 24:35
  Speaker 2: I wanted to sound like you don't even know what
• 24:37
  Speaker 2: it is. And the brand group was available. That was
• 24:39
  Speaker 2: the lower because I was like, I want the brand
• 24:41
  Speaker 2: group and he was like, there's no way that's available.
• 24:43
  Speaker 2: That's too good. It's not it's not gonna be available,
• 24:46
  Speaker 2: and it was so you.
• 24:47
  Speaker 4: At the brand group.
• 24:47
  Speaker 5: Now the people who are part of the promotion team,
• 24:50
  Speaker 5: are they now transitioning with you so fresh because.
• 24:55
  Speaker 2: I promoted with my boys, with guys, and my team
• 24:59
  Speaker 2: at the brand and group became women. There's men that
• 25:02
  Speaker 2: work on my team and you know, on the production
• 25:04
  Speaker 2: side of events, but it became you know, young Black
• 25:10
  Speaker 2: and Spanish women. That was important for me for that
• 25:13
  Speaker 2: representation to be seen at the forefront. That was important
• 25:17
  Speaker 2: to me. So that's why I had women and women
• 25:21
  Speaker 2: work hard.
• 25:22
  Speaker 3: So with the focus for the brand group. Was it
• 25:24
  Speaker 3: still in the event?
• 25:26
  Speaker 4: So?
• 25:26
  Speaker 3: Was it management?
• 25:27
  Speaker 4: Was it?
• 25:27
  Speaker 3: What was your original?
• 25:28
  Speaker 2: So it kind of took on our life of its own.
• 25:30
  Speaker 2: It definitely was events. But then everyone wanted me to
• 25:34
  Speaker 2: do pr wanted me to do, you know, covering the
• 25:37
  Speaker 2: media part because I knew all the media. You know,
• 25:40
  Speaker 2: like at that time, the share room, the shade room
• 25:42
  Speaker 2: was starting, Angie was really starting and they were just
• 25:45
  Speaker 2: more in the comment section or the shade room. I said, Angie, look,
• 25:50
  Speaker 2: I said the owner. I said, I'm gonna give you
• 25:52
  Speaker 2: exclusive celebrity content from my shows, from my all Deaf
• 25:57
  Speaker 2: Comedy live comedy shows. This is how you're going to
• 26:00
  Speaker 2: build up the shave room. This is how you're gonna
• 26:02
  Speaker 2: build up the credibility. Credibility, credibility. Right, here's this, here's
• 26:07
  Speaker 2: the picture, the Jasmine brand like all of these you know,
• 26:10
  Speaker 2: young black women that were building up there that are
• 26:13
  Speaker 2: huge meat. I mean, look at the shave room. It's
• 26:15
  Speaker 2: the black CNN. It's the culture seeing in you're going
• 26:18
  Speaker 2: there first.
• 26:20
  Speaker 4: All you could be going on lision, going to your leader.
• 26:29
  Speaker 3: Partnership.
• 26:31
  Speaker 4: I mean, we come, well, listen, I've.
• 26:33
  Speaker 2: Set it up.
• 26:37
  Speaker 3: They have a huge platform.
• 26:38
  Speaker 4: That's that's a genius idea.
• 26:39
  Speaker 5: Right, So now you know these do you know them
• 26:42
  Speaker 5: or you're get in contact and finding out them and
• 26:44
  Speaker 5: are you charging them for this exclusive deal?
• 26:46
  Speaker 4: Because we're just doing this. We're building everybody's building.
• 26:50
  Speaker 2: Everybody at this time is building. The shave room. Wasn't
• 26:53
  Speaker 2: the shaved room at that time. They were just a
• 26:54
  Speaker 2: shave room.
• 26:55
  Speaker 4: But you you're you're already Diddy.
• 26:58
  Speaker 2: I'm already Diddy. But that was a that was in
• 27:02
  Speaker 2: me growing up in business. Because I came from a
• 27:05
  Speaker 2: relationship base way of doing business. I had to learn
• 27:10
  Speaker 2: how to do business across the board. That was tough.
• 27:13
  Speaker 3: For me.
• 27:14
  Speaker 4: Yeah, I mean that's key. I mean sometimes like relationships
• 27:17
  Speaker 4: can take you farther than.
• 27:18
  Speaker 2: Money A hundred what does because they're answering my cost
• 27:21
  Speaker 2: that money, they may not answer your call just because
• 27:24
  Speaker 2: you have that money, you know.
• 27:27
  Speaker 3: So okay, So then you get that rolling and at
• 27:30
  Speaker 3: what point do you realize that transition from events parties
• 27:37
  Speaker 3: to actually you know, growing the brand and working on
• 27:40
  Speaker 3: a more strategic with bran partnerships, and then you do
• 27:43
  Speaker 3: management as well?
• 27:44
  Speaker 4: Right?
• 27:44
  Speaker 2: No, no, baby, shitn't. I don't want to do it,
• 27:46
  Speaker 2: okay because they've always wanted me to.
• 27:48
  Speaker 3: What was the next step evolution for you once you
• 27:51
  Speaker 3: started the company to actually get the company like to
• 27:53
  Speaker 3: be where it is now.
• 27:54
  Speaker 5: Everyone has an opinion when it comes to the foods
• 27:56
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• 27:59
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• 28:01
  Speaker 4: But who actually has the right answer.
• 28:03
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• 28:05
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• 28:08
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• 29:24
  Speaker 2: You mean on the partnership side general, I think partnerships
• 29:28
  Speaker 2: have been a large part of the success of my company.
• 29:31
  Speaker 3: Who's who's like your favorite partner that?
• 29:37
  Speaker 2: I love of the Players Association m b p A,
• 29:39
  Speaker 2: m b p A. So the Player Association shout out
• 29:42
  Speaker 2: to everyone over there, LaToya Sterling, I love that.
• 29:44
  Speaker 3: What do you do with that?
• 29:45
  Speaker 2: So All Star, let's say give specifics. All Star came
• 29:48
  Speaker 2: to Los Angeles, right, big deal. During that time, Rest
• 29:54
  Speaker 2: and Peace to King Hustle album was dropping, so they
• 29:59
  Speaker 2: called me plantic. Never did he named the album release party.
• 30:03
  Speaker 2: You gotta do it. It gotta be crazy. I'm like,
• 30:06
  Speaker 2: I rd that. But during that time, he did a
• 30:09
  Speaker 2: Victory live because he was out. He was releasing during
• 30:11
  Speaker 2: that time. It's perfect time. It's All Star in La
• 30:13
  Speaker 2: like the King of La or we not have a I.
• 30:16
  Speaker 4: Remember just he had. He was on the stage and
• 30:18
  Speaker 4: performed it.
• 30:19
  Speaker 2: Watched and so right, and so that's say so that.
• 30:24
  Speaker 2: Then Kevin Hart during that time was doing a partnership
• 30:27
  Speaker 2: with Mountain Dew. So they call me Wayne Brown shouts
• 30:31
  Speaker 2: and Wayne Brown loved him so much. keVs like one
• 30:32
  Speaker 2: of the Cavs best friend and incredible friend of mine.
• 30:35
  Speaker 2: It's like, Diddy, we got we have about three initiatives
• 30:37
  Speaker 2: we need to do for this partnership. You want them? Yes,
• 30:42
  Speaker 2: you figure it out. Cool. And Players Associated was a
• 30:47
  Speaker 2: players Association. I had already did my partnership with them
• 30:50
  Speaker 2: for me to build in whatever programming I wanted to
• 30:54
  Speaker 2: build in during that time for All Star with them.
• 30:57
  Speaker 2: But uh yeah, I did the partnership with the Players
• 30:59
  Speaker 2: Association and shout out to LaToya Sterling over there and
• 31:03
  Speaker 2: Brian and we During that time they had the whole
• 31:07
  Speaker 2: London hotel so they controlled it for the week they
• 31:10
  Speaker 2: took it over. The craziest thing branded the hotel for
• 31:13
  Speaker 2: Players Association think four fifty, which was their other company
• 31:16
  Speaker 2: at that time. It was insane.
• 31:17
  Speaker 4: Most people know the London now because Travis Scott and
• 31:19
  Speaker 4: Young Thumb.
• 31:20
  Speaker 2: And that came out after that, which is one of
• 31:23
  Speaker 2: my favorite records.
• 31:24
  Speaker 4: It's great record.
• 31:26
  Speaker 2: What I hate that people knew that London Travis Scott
• 31:29
  Speaker 2: from here. This is we're not laughing at you conversation.
• 31:35
  Speaker 2: So yeah, so they were like, Diddy, you can program it.
• 31:40
  Speaker 2: How you won? Right? Cool? Hm hm, Well God kept
• 31:44
  Speaker 2: my heart. Let's do the dinner here my high fab
• 31:47
  Speaker 2: fab host. Shout out to my the family, fabulous fab,
• 31:53
  Speaker 2: shout out to Fat Shoutindy is that is fab in.
• 31:59
  Speaker 2: My main source of laughter is laughing at him. But yeah,
• 32:05
  Speaker 2: and so Fab hosted and it was amazing. And what
• 32:08
  Speaker 2: I did is I had Nipsey Hustle's album release party
• 32:12
  Speaker 2: that same night on the rooftop at London because I
• 32:15
  Speaker 2: wanted Kevin to go there. Because I knew what was
• 32:19
  Speaker 2: important for Victory Lap from a cultural standpoint with certain aspects,
• 32:24
  Speaker 2: was making sure the world understood who King Hustle was.
• 32:28
  Speaker 2: Nipsey Hustle was outside of someone saying, oh your gang
• 32:32
  Speaker 2: affiliated or something like that. Because he is everything to us.
• 32:37
  Speaker 2: He is everything to us. It was so important for
• 32:40
  Speaker 2: me to make sure that the narrative from my side
• 32:43
  Speaker 2: that I was able to control was this man is
• 32:47
  Speaker 2: this type of man. You know, he created the blueprint
• 32:51
  Speaker 2: for all of us that our community based leaders and
• 32:55
  Speaker 2: work in this field to be who we are. He
• 32:58
  Speaker 2: showed us this is what you do, this is how
• 33:00
  Speaker 2: you do it. You know, and and him and everything
• 33:04
  Speaker 2: still does to us based on that. So that was
• 33:07
  Speaker 2: really important for me to get that right more than
• 33:09
  Speaker 2: anything I've ever done, like in in my career, any
• 33:13
  Speaker 2: events partnerships, that was the most important one. And that's why.
• 33:20
  Speaker 3: This So what's how do you negotiate like a budget?
• 33:25
  Speaker 3: How do you know what a fair budget is?
• 33:27
  Speaker 2: And that's a fair I need all of it fair,
• 33:30
  Speaker 2: that's relative. I don't I want all of it. And
• 33:37
  Speaker 2: so you know, cause because you have to realize what
• 33:42
  Speaker 2: someone is paying for, Like they get earned your leisure
• 33:47
  Speaker 2: the podcast, but they also get t you two entities
• 33:51
  Speaker 2: with this podcast some night gotta pay for all that.
• 33:55
  Speaker 2: So yeah, the brand group, you're contracting to do this event,
• 34:00
  Speaker 2: but it's because of Ms Ditty, So you have to
• 34:02
  Speaker 2: pay for Miss Ditty's likeness in this as well. There's
• 34:04
  Speaker 2: always a line item for that, always, and so I
• 34:09
  Speaker 2: oftentimes evaluate how important it is for my company to
• 34:14
  Speaker 2: partner with this person, How important is that? And there's
• 34:17
  Speaker 2: a lot of things that I weigh the budget in
• 34:20
  Speaker 2: on that. You know, what is what is my company
• 34:27
  Speaker 2: getting out of this partnership, even beyond visibility? Is it longevity?
• 34:33
  Speaker 2: Is it first ride of refusals of future events and
• 34:37
  Speaker 2: future things? And future partnerships is are you guys connecting
• 34:41
  Speaker 2: us to the other department that does X, Y and
• 34:43
  Speaker 2: z as well, so everything is catered to specifically to
• 34:48
  Speaker 2: each type of partnership. I don't have an overall budget
• 34:52
  Speaker 2: of what it looks like.
• 34:54
  Speaker 5: I read that you said that when you do a partnership,
• 34:57
  Speaker 5: it's got to be like an emotional connection to it
• 34:58
  Speaker 5: for sure. This episode is brought to you by P
• 35:03
  Speaker 5: and C Bank. A lot of people think podcasts about
• 35:06
  Speaker 5: work are boring, and sure they definitely can be. But
• 35:09
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• 37:51
  Speaker 5: I haven't heard that before. Most people say, like, if
• 37:53
  Speaker 5: that makes sense for it, will do it. But ja's
• 37:56
  Speaker 5: a little bit more on depth. I think it went
• 37:57
  Speaker 5: into detail about the it died like I work out, yeah,
• 38:02
  Speaker 5: when I want to the shoes on wearing, Yes, there's
• 38:04
  Speaker 5: a connection, so like when they approach you.
• 38:06
  Speaker 4: This makes sense for me and mostly all brands across
• 38:09
  Speaker 4: the line, all.
• 38:10
  Speaker 2: Brands across the line. Because also I'm very aware of
• 38:15
  Speaker 2: what I represent to my community, So it has to
• 38:18
  Speaker 2: be what is authentic to me because people know the realm,
• 38:23
  Speaker 2: people know what's not you know, and so yeah, it
• 38:26
  Speaker 2: did it work out? It makes sense, Like that's something
• 38:28
  Speaker 2: that's important to me, you know. Or even when I
• 38:31
  Speaker 2: partner with spirit companies or deal with them, that's also
• 38:33
  Speaker 2: important to me because I worked for the Hennessy brand
• 38:36
  Speaker 2: and when they send me to France to study about it,
• 38:41
  Speaker 2: I fell in love with the culture. I fell in
• 38:43
  Speaker 2: love with the spirits game. It wasn't about drinking. It
• 38:46
  Speaker 2: was about what this represents, How how you cheers in
• 38:50
  Speaker 2: business dealings, how you you know the knowledge behind it,
• 38:54
  Speaker 2: what was built. That's a lot of the marketing. So
• 38:57
  Speaker 2: even when it comes to partnering with alcohol brands, that's
• 38:59
  Speaker 2: always important to me too. They all come to me.
• 39:02
  Speaker 2: I don't say yes to everyone.
• 39:04
  Speaker 3: So as far as okay, so you a brand reaches
• 39:09
  Speaker 3: out to you, we'll say whatever, Greg Gooles, whatever they say, Okay,
• 39:13
  Speaker 3: we want to do an event for All Star Weekend.
• 39:15
  Speaker 3: So now you say, okay, just you was doing a number, yeah, Okay,
• 39:19
  Speaker 3: the budget is gonna be fifty thousand dollars.
• 39:21
  Speaker 4: For the event.
• 39:23
  Speaker 2: Okay, go ahead, no.
• 39:24
  Speaker 4: No, no, this is the budget is five hundred thousand.
• 39:27
  Speaker 2: We need to go quarter.
• 39:32
  Speaker 4: And we're going to say what's say so rock.
• 39:35
  Speaker 3: Shout the Diddy king. Yeah all right, so let's let's
• 39:39
  Speaker 3: say one hundred, one hundred hundred.
• 39:41
  Speaker 2: We'll do around now.
• 39:42
  Speaker 3: One hundred thousand dollars. Right, So now it's like, okay,
• 39:45
  Speaker 3: they're get they're they're giving your company one hundred thousand dollars.
• 39:48
  Speaker 3: Now you have to find a venue. You have to
• 39:51
  Speaker 3: book the talent that come. You have to like what
• 39:54
  Speaker 3: is what is now? What do you do now? It
• 39:57
  Speaker 3: depends on what's needed. So they may need a venue, right, And.
• 40:03
  Speaker 2: That also the the advantage of having a Miss Ditty
• 40:08
  Speaker 2: do it is because I have great relationships with venues.
• 40:11
  Speaker 2: I've done events and built built clubs and built the
• 40:15
  Speaker 2: the awareness and visibility around restaurants, venues, hotels, all these
• 40:18
  Speaker 2: type of things. So if I say, hey, I'm coming
• 40:20
  Speaker 2: to do this there, they're like, come on, Diddy, what
• 40:22
  Speaker 2: do you need? What? Alright? How do we make this work?
• 40:25
  Speaker 3: Right?
• 40:26
  Speaker 2: And so they may need a venue. They may need
• 40:28
  Speaker 2: a talent, but maybe not. But you're also coming to
• 40:30
  Speaker 2: me because I have incredible relationships with the use of
• 40:37
  Speaker 2: the world. So if I'm as soon as you sat down,
• 40:41
  Speaker 2: I invited you somewhere yup. You know, Now that's an
• 40:45
  Speaker 2: event that's an important to me on other levels. But
• 40:48
  Speaker 2: if I'm like h I I want y'all to come
• 40:51
  Speaker 2: to this event, nine times out of ten, you're gonna
• 40:53
  Speaker 2: come because of our relationship. So that's something that has
• 40:59
  Speaker 2: to be accounted for. Because even though what I learned,
• 41:03
  Speaker 2: say with all Deaf Comedy Live, the comedy show we did,
• 41:07
  Speaker 2: just because there's a name attached but which I've always known,
• 41:10
  Speaker 2: doesn't mean that people are just coming here in this market.
• 41:14
  Speaker 2: This market is very specific and it's very different. Yes,
• 41:17
  Speaker 2: Los Angeles in Hollywood, well, it's so much more tougher
• 41:22
  Speaker 2: because there's these people rather be at home drinking wine
• 41:25
  Speaker 2: and their mansions looking over the looking over the city
• 41:29
  Speaker 2: with their friends. I might invite you guys all to
• 41:32
  Speaker 2: my house to have wine and dinner, and we're gonna
• 41:35
  Speaker 2: miss that whole event that's going on. So it has
• 41:37
  Speaker 2: to be more than just this person's here, this this
• 41:41
  Speaker 2: brand is here. It has to be lifestyle marketing that's
• 41:45
  Speaker 2: inclusive and the person that's doing it. No one misses
• 41:48
  Speaker 2: a Missus Ditty event if they're invited, and if they're
• 41:51
  Speaker 2: if they're able to come, they just don't you know what,
• 41:55
  Speaker 2: you know what.
• 41:55
  Speaker 3: They're re' It's like kind of like a.
• 41:59
  Speaker 4: Can we just sounds like a collaboration.
• 42:02
  Speaker 2: The four thousand people that y'all have.
• 42:10
  Speaker 5: It.
• 42:10
  Speaker 3: We did.
• 42:11
  Speaker 2: But I just want to say it was so inspiring
• 42:14
  Speaker 2: to watch that.
• 42:14
  Speaker 3: I appreciate that.
• 42:15
  Speaker 4: That great segue. Here's a great segue. So now you
• 42:18
  Speaker 4: you've mastered.
• 42:19
  Speaker 5: The LA market master. We're going across the country though,
• 42:24
  Speaker 5: and we're going global. So like, who's studying the analytics
• 42:27
  Speaker 5: and the demographics of the other cities?
• 42:29
  Speaker 4: New York, La, Miami. I know you did some stuff
• 42:31
  Speaker 4: in all those.
• 42:31
  Speaker 2: Cities, all those cities. Here's the thing. I'm not an
• 42:34
  Speaker 2: analytics girl. I'm a cultural girl. You can't tell me
• 42:38
  Speaker 2: about something. I eat, breeze, sleep, do speak, live every
• 42:44
  Speaker 2: single day of my life. You know what I'm saying.
• 42:47
  Speaker 2: I rely on my instinct, I rely on my gut,
• 42:50
  Speaker 2: and I rely on what's in front of me, what
• 42:52
  Speaker 2: I know to be true. So if you go to Atlanta.
• 42:55
  Speaker 2: You gotta be with Rugs. Rugs is the Rugs. What
• 42:58
  Speaker 2: are you talking about? That's like, if you're coming to
• 43:00
  Speaker 2: Los Angeles, they're gonna say get up with Miss Diddy.
• 43:02
  Speaker 2: If you go to Miami, you're gonna go with Mike Headliner.
• 43:06
  Speaker 2: We're not even playing this game. Mike Headliner is who
• 43:10
  Speaker 2: he is. The greatest party in the world is Lived
• 43:13
  Speaker 2: on Sundays. I don't care what anybody says, and nobody
• 43:15
  Speaker 2: can tell me something different on who I am. You
• 43:18
  Speaker 2: know what I'm saying, You can't cultural impact. We were
• 43:21
  Speaker 2: talking about that Live on Sundays. Mike Gardner Headliner group
• 43:27
  Speaker 2: is who did? Who has done? Live on Sundays?
• 43:31
  Speaker 3: Who's New New York right now?
• 43:32
  Speaker 2: This is see okay, But that's an interesting concept because
• 43:36
  Speaker 2: I wonder who is the person in New York right now?
• 43:42
  Speaker 2: I don't know, Yeah, because I actually had this conversation
• 43:44
  Speaker 2: recently because I'm not sure who it is and it
• 43:47
  Speaker 2: could be a misshap that I just don't know.
• 43:49
  Speaker 3: He's doing this thing out in Jersey, Johnny marys No,
• 43:52
  Speaker 3: we love to I forgot the spot in Jersey. It's
• 43:54
  Speaker 3: in Jersey though it's big. It's like a huge indoor outdoors.
• 43:58
  Speaker 2: Really shout out to that what they're doing this thing.
• 44:01
  Speaker 3: But there's a few other people that's doing anything on.
• 44:03
  Speaker 2: The shout out to Keno and D I don't.
• 44:08
  Speaker 4: What New York.
• 44:11
  Speaker 2: Okay, let's we gotta get with Keo and d King.
• 44:14
  Speaker 3: It's a few people doing anything on the gentleman club
• 44:16
  Speaker 3: scene too, but I don't really know them like that.
• 44:18
  Speaker 2: But yeah, I'm just about to say a G. I
• 44:20
  Speaker 2: was I swear on my life, I was just gonna
• 44:22
  Speaker 2: say New.
• 44:23
  Speaker 3: York, New York, New York is not really need.
• 44:25
  Speaker 2: But let's say, hold on what AG did. It's never
• 44:29
  Speaker 2: it's never been. It's never happened before in our culture,
• 44:33
  Speaker 2: in our generation. The way AG not only controls but
• 44:37
  Speaker 2: owns what he owns. He is one of the the
• 44:41
  Speaker 2: kindest men I've ever met in in in this culture
• 44:44
  Speaker 2: to me, to me, he has been nothing but kind
• 44:47
  Speaker 2: to me, respectful and and you know, uplifting to even
• 44:53
  Speaker 2: my career and everything that I do. So a G
• 44:56
  Speaker 2: one hundred percent as well. In Atlanta, like it's.
• 44:59
  Speaker 3: Like checking Oh, we don't play.
• 45:01
  Speaker 2: I don't play about checking in because I'm from LA
• 45:03
  Speaker 2: that's very important. Like we were raised on the idea
• 45:07
  Speaker 2: that that is what you must do. So I do
• 45:09
  Speaker 2: that with all my guys. That's why that's why they,
• 45:12
  Speaker 2: you know, respect me the way they do. I give them.
• 45:14
  Speaker 2: I give them that.
• 45:15
  Speaker 5: Yeah, I feel you know what I'm thinking now, Like
• 45:18
  Speaker 5: it's like when you go to an event, a Miss
• 45:20
  Speaker 5: Diddy event, I can imagine how respectful the dudes are,
• 45:22
  Speaker 5: no matter where they're coming from.
• 45:24
  Speaker 2: They are very young, lady appreciate doing it.
• 45:26
  Speaker 5: Yeah, it's incredible, and I'm thinking you were Diddy. And
• 45:29
  Speaker 5: so because the gentleman will come in, the first thing
• 45:32
  Speaker 5: we say is like, excuse.
• 45:33
  Speaker 4: Me, miss, excuse me miss when we.
• 45:35
  Speaker 5: Come into a spider matter for coming up party's And
• 45:38
  Speaker 5: so that's that's how we got Miss Ditty out of this.
• 45:40
  Speaker 2: No, I wanted to figure out how I was always Diddy.
• 45:46
  Speaker 2: And then when I got on social media Twitter, actually
• 45:49
  Speaker 2: in the beginning times of Twitter, when I got on there,
• 45:55
  Speaker 2: I was like, oh, it needs to be feminine, you know.
• 45:58
  Speaker 2: I mean, I've always had a I'm a very graceful lady.
• 46:03
  Speaker 2: I have a girg. Genna said why about me? But
• 46:05
  Speaker 2: I also have a very assertive energy as well, and
• 46:08
  Speaker 2: so I'm mindful of that, so I try to make
• 46:12
  Speaker 2: sure that'll balance to the best of my ability.
• 46:15
  Speaker 3: As far as you're so. You have a business, but
• 46:17
  Speaker 3: you also have a personal brand too, your influencer. I
• 46:20
  Speaker 3: think over two hundred thousand followers on Instagram.
• 46:23
  Speaker 2: I don't think I'm up there yet close.
• 46:26
  Speaker 4: After it's done. But you're saying.
• 46:33
  Speaker 2: Yeah, I was earlier here for you guys minutes, which
• 46:37
  Speaker 2: is true.
• 46:38
  Speaker 4: It is true.
• 46:39
  Speaker 3: How is it? What's the importance of separating and balancing
• 46:43
  Speaker 3: personal brand from a business brand.
• 46:45
  Speaker 2: It's so important, it's so important. But it's also important
• 46:49
  Speaker 2: to know who feeds the whole brand. The Mysticy Empire
• 46:56
  Speaker 2: has to be separate from the brand group. And because
• 47:01
  Speaker 2: what I do know and why people trust me and
• 47:04
  Speaker 2: continuously hire my company, is that I'm never bigger than
• 47:08
  Speaker 2: a client. Even if I'm bigger than a client. You
• 47:11
  Speaker 2: know what I'm saying. If I walk into place naturally
• 47:16
  Speaker 2: because of what I've done in this town, the Mistity Stadium, whoever,
• 47:20
  Speaker 2: it's just a natural, it's a natural thing because of
• 47:22
  Speaker 2: what I've what I've done. But if this client is
• 47:26
  Speaker 2: with me, that's a back seat. That has nothing to
• 47:30
  Speaker 2: do with what we're here to do here with this
• 47:32
  Speaker 2: specific client. The client could be water Bottle. That is
• 47:35
  Speaker 2: the most important key element here in this moment, and
• 47:40
  Speaker 2: that's something that I never forget that I never lose
• 47:43
  Speaker 2: sight of the hats that I play at the specific time.
• 47:45
  Speaker 2: Those are very important to me. And so but the
• 47:49
  Speaker 2: MISDDDY is the reason why the brand group is successful.
• 47:53
  Speaker 2: And one thing that my incredible team of women never
• 47:57
  Speaker 2: forget is that. And I respect them so much for
• 48:00
  Speaker 2: that because they hold that's so so near and dear
• 48:03
  Speaker 2: and high in regard on even how they move and
• 48:07
  Speaker 2: how they do business for the company.
• 48:09
  Speaker 5: You know, I think one of the things that needs
• 48:11
  Speaker 5: to be highlighted to women who have help and guided
• 48:14
  Speaker 5: you into this. We spoke about kV and obviously all
• 48:19
  Speaker 5: the other males that have helped you, but who is
• 48:20
  Speaker 5: some of the women that have guided you, because I
• 48:22
  Speaker 5: mean a lot of times we don't see it women
• 48:25
  Speaker 5: working together and so it's like, oh, it's Caddy or you.
• 48:27
  Speaker 2: Know, you know what, Honestly, my team is really really
• 48:33
  Speaker 2: my internal team. So Mia, Patience Tie, Diana de Marie
• 48:39
  Speaker 2: started my company, uh with me as well, and you
• 48:43
  Speaker 2: know there's there's tons of women in my company that's
• 48:45
  Speaker 2: who inspire me. My team, My team inspire me. There
• 48:49
  Speaker 2: are women in this culture that have that are great
• 48:52
  Speaker 2: inspirations to me and that at the drop of a
• 48:54
  Speaker 2: dime whatever I need to be there. So like on
• 48:57
  Speaker 2: the Scott Young is someone that I definitely give that to,
• 49:01
  Speaker 2: you know, because she's always like you are like little me.
• 49:04
  Speaker 2: You're a beast in business, you know what I mean?
• 49:06
  Speaker 2: And she is. She's a freaking genius though, you know,
• 49:09
  Speaker 2: aside from what people think they know about her from
• 49:11
  Speaker 2: the love and hip hop brand, she's you know, been
• 49:16
  Speaker 2: one of the driving forces and the whole culture from
• 49:19
  Speaker 2: the inception of it, you know, and you know, women
• 49:24
  Speaker 2: were I'm trying to think who else definitely Inger Best
• 49:31
  Speaker 2: who uh uh used to handle the business on the
• 49:37
  Speaker 2: Sac and Daileons side. There's a couple of the one.
• 49:40
  Speaker 2: I don think about that. I think about that. But
• 49:43
  Speaker 2: my team really is who inspire me and lifts me
• 49:46
  Speaker 2: up because they know me, They know the real me,
• 49:48
  Speaker 2: They know both sides. They know the business side of me.
• 49:51
  Speaker 2: They know when I'm yo cracking the whip. Because we
• 49:56
  Speaker 2: don't have the luxury to mess up in front of people.
• 50:00
  Speaker 2: We are young black kids doing business.
• 50:02
  Speaker 4: Is there any point?
• 50:03
  Speaker 5: I know you're selective about the brands, but is there
• 50:07
  Speaker 5: a point or who you select to be your clients?
• 50:11
  Speaker 5: Because I mean, this is your brand and you don't
• 50:15
  Speaker 5: want to take anybody.
• 50:16
  Speaker 4: How does that what's that process like for you?
• 50:17
  Speaker 2: It's just tough because it's tough to figure out how
• 50:20
  Speaker 2: to say no when you need to say no to things.
• 50:23
  Speaker 2: It really is. And I just pray and hope that
• 50:27
  Speaker 2: it comes about in the right manner that is supposed
• 50:30
  Speaker 2: to come about it when it comes about, so I
• 50:32
  Speaker 2: just do what What's what I feel good about? You know,
• 50:37
  Speaker 2: because my career is based on purpose. I'm a woman
• 50:41
  Speaker 2: of God. I didn't just try to be popular and
• 50:44
  Speaker 2: post something on Instagram.
• 50:46
  Speaker 3: You know.
• 50:46
  Speaker 2: I did a lot of hard work for where I
• 50:48
  Speaker 2: am and so I never want I don't want to
• 50:50
  Speaker 2: taint that because unfortunately black women, we really only have
• 50:54
  Speaker 2: like one chance to mess it up, and it's not fair.
• 50:57
  Speaker 2: It's hard to come back from something.
• 50:59
  Speaker 3: How many how many if do you do?
• 51:00
  Speaker 4: Yeah?
• 51:02
  Speaker 2: How about five? Be something? Six?
• 51:05
  Speaker 3: And most of them are in LA m M.
• 51:09
  Speaker 2: Around major markets. Yeah okay, yeah, yeah.
• 51:13
  Speaker 3: So are you physically at all of those events or yeah?
• 51:17
  Speaker 3: So a lot of traveling. That's I mean, the.
• 51:21
  Speaker 2: Pandemic was good for me in the sense of like
• 51:24
  Speaker 2: us said, okay, I get the rest.
• 51:27
  Speaker 3: All of those events like co brand is sponsored with
• 51:31
  Speaker 3: or some of those dependents just you by yourself.
• 51:33
  Speaker 2: Some of them are just are just my company. Like
• 51:35
  Speaker 2: our main focus, our major one yearly is called Toasta
• 51:39
  Speaker 2: Young Hollywood, which I've changed the name to Toast the Black.
• 51:41
  Speaker 3: Hollywood TUSA Toast Toast Toast.
• 51:45
  Speaker 2: Cheers, and so you know we've done that for years
• 51:49
  Speaker 2: before everyone started honoring people. That was something that you know,
• 51:53
  Speaker 2: I did because I understood again what it was like
• 51:56
  Speaker 2: to be the person that was making everything move and
• 52:01
  Speaker 2: not always maybe getting the recognition, but you just don't.
• 52:04
  Speaker 2: It's just a part of the game, right, So I
• 52:06
  Speaker 2: wanted to get my old two people that helped me
• 52:09
  Speaker 2: through my career and also were that person. So even
• 52:11
  Speaker 2: my first Toast to Young Hollywood, you know, honored of
• 52:14
  Speaker 2: course Kenny Burns, Steve Rifkin, Baron Davis, Megan good Sheesh,
• 52:22
  Speaker 2: Core Test Brian, which not until then, no one honored Test.
• 52:27
  Speaker 2: You know, he's one of my very dear and close
• 52:30
  Speaker 2: friends from the beginning of my career. As well, and
• 52:34
  Speaker 2: he was like, did he No one's ever thought of.
• 52:36
  Speaker 3: Me like that.
• 52:36
  Speaker 2: You know, he's such a great guy. And now everyone,
• 52:40
  Speaker 2: of course calls and tests. I'm not saying I did
• 52:43
  Speaker 2: that solemnly, but but yeah, So that was that was
• 52:48
  Speaker 2: the beginning of that in bridging the culture with I
• 52:52
  Speaker 2: was I'm fortunate in my career to know the OG's
• 52:55
  Speaker 2: and the young ones, and there's not a lot of
• 52:57
  Speaker 2: people that are in that position. So it's important for
• 52:59
  Speaker 2: me need to, Oh, Dallas Martin as well, that that
• 53:02
  Speaker 2: first social in Hollywood to have like a Dallas Martin
• 53:04
  Speaker 2: and the Steve Rifkin, right, Dallas Martin and Kenny Burns
• 53:08
  Speaker 2: or Baron Davis and Brandon Jennings. You know, that's the
• 53:15
  Speaker 2: godfather of the city.
• 53:16
  Speaker 3: Yeah, that's my guy. So you mentioned COVID, So how
• 53:19
  Speaker 3: did you survive during COVID? During all these events and
• 53:22
  Speaker 3: then at one point he shut down? So how is that?
• 53:25
  Speaker 2: How was that I was happy to rest because I
• 53:30
  Speaker 2: didn't know how hard I was working. I didn't understand
• 53:36
  Speaker 2: the craze that I was that I was actually to
• 53:40
  Speaker 2: me a bit detrimental because I was working, like I'm
• 53:43
  Speaker 2: a worker bee, I'm gonna work. I'm gonna take off
• 53:45
  Speaker 2: the trash. I'm gonna off the floors like I'm working,
• 53:48
  Speaker 2: and you know I needed to. I needed to rest,
• 53:51
  Speaker 2: But I survived because I also pivot. I mean, everyone
• 53:53
  Speaker 2: marketing is keen, It'll always be keen, So now you
• 53:56
  Speaker 2: need marketing on social media. And I think the pandemic
• 54:00
  Speaker 2: it did great to show and to bring back real
• 54:04
  Speaker 2: respect to what social media really, to me should be.
• 54:09
  Speaker 2: I think there was a time where it became like
• 54:11
  Speaker 2: almost a joke, like like wasn't respected enough, Like you're
• 54:16
  Speaker 2: kind of like we're the real life people and y'all
• 54:18
  Speaker 2: are social media people. And then the pandemic hid and
• 54:21
  Speaker 2: everybody wanted to go live and try to you know, yeah,
• 54:24
  Speaker 2: that's exactly what it was. People that you never would
• 54:27
  Speaker 2: be seeing go live with people were it was happening
• 54:31
  Speaker 2: every day. I mean, look what happened with D nine's career.
• 54:35
  Speaker 2: What are we even what are we discussing right now?
• 54:38
  Speaker 2: Like that's that happened before all of our very own
• 54:41
  Speaker 2: us exactly fat show, I mean incredible and even you
• 54:48
  Speaker 2: know those moments that that's what that's what social media
• 54:52
  Speaker 2: ended up showing during that time. And I think it
• 54:53
  Speaker 2: also humanized all of us and it kind of leveled
• 54:56
  Speaker 2: the playing field for a lot of people. Like now
• 54:58
  Speaker 2: we all here at this, we're here on this social
• 55:01
  Speaker 2: media platform.
• 55:03
  Speaker 3: Like are you doing virtual events? So like how were you?
• 55:05
  Speaker 2: Definitely did virtually I did a great virtual event, a
• 55:07
  Speaker 2: couple of them. I wanted, you know, people are respecting
• 55:12
  Speaker 2: business to be able to speak out to people. So
• 55:15
  Speaker 2: then when Kenny Smith came and spoke, and Kevin Frazier
• 55:19
  Speaker 2: and Prima Donna actually came and spoke, and a couple
• 55:22
  Speaker 2: of my girls that are uh Jay Dunn who has
• 55:27
  Speaker 2: waist trainers, like all the girls that to me were like, y'all,
• 55:31
  Speaker 2: y'all are really doing your thing, and I want people
• 55:33
  Speaker 2: to hear, you know, what's going on with you guys
• 55:36
  Speaker 2: right now and also how you got to where you are.
• 55:40
  Speaker 2: Also during that time, racial conversations are really important. So
• 55:44
  Speaker 2: I have a really great friend of mine name is
• 55:46
  Speaker 2: Caitlyn Crosby. She owns what was called the Given Key.
• 55:48
  Speaker 2: So you see these keys on chains. We've seen them before,
• 55:51
  Speaker 2: just like in different places and keys talk to me
• 55:56
  Speaker 2: about the keys. But she's she's she's a white girl,
• 55:59
  Speaker 2: and she's like a sister her mind, and I wanted
• 56:00
  Speaker 2: to talk to her in front of my black friends
• 56:03
  Speaker 2: and say, oh, what are the conversations you're having with
• 56:05
  Speaker 2: your black employees, what are the conversations that you're having
• 56:09
  Speaker 2: with your family? Like what's going on? Because you're a
• 56:12
  Speaker 2: sister of mine about I need to make sure you're
• 56:14
  Speaker 2: all here. You know what I'm saying. It was it
• 56:17
  Speaker 2: caused a lot of people to come to the front,
• 56:20
  Speaker 2: and I think social media is a great place to
• 56:22
  Speaker 2: be able to do that.
• 56:22
  Speaker 5: It became like if silence became complicit. Oh I didn't
• 56:26
  Speaker 5: say anything.
• 56:26
  Speaker 2: I called out it a lot of my wife. I
• 56:28
  Speaker 2: don't see anything. I don't see my lawyers everything. I
• 56:32
  Speaker 2: need to see something.
• 56:34
  Speaker 5: So you had obviously entertainers, athletes, influences, Well you also
• 56:39
  Speaker 5: have politicians.
• 56:40
  Speaker 4: Yeah, so like, how what is that approach? Like?
• 56:43
  Speaker 2: Man, you know what, I approach everything in marketing as
• 56:47
  Speaker 2: a concept of a new artist or a new album
• 56:52
  Speaker 2: dropping that is that's that's the way you market everything.
• 56:57
  Speaker 2: I don't care what it is, you know, And so
• 57:01
  Speaker 2: I mean by that like, So, we had had an
• 57:03
  Speaker 2: incredible mayor. She stepped down recently to do her fits.
• 57:06
  Speaker 2: She had another baby, she's in her family. My other
• 57:09
  Speaker 2: name was Asia Brown. Her name was Asia Brown. Her
• 57:12
  Speaker 2: name is Asia Brown. One of the youngest black sitting
• 57:15
  Speaker 2: mayors of a major city period. And she was extreme.
• 57:18
  Speaker 2: She's extremely progressive, really moved the needle and Brutie Compton
• 57:25
  Speaker 2: Mayor of Compton, Asia Brown, and she's stepped down down
• 57:29
  Speaker 2: on the clear and but she gave Kendrick Lamar the
• 57:33
  Speaker 2: key to the city. You know, she was instrumental in
• 57:36
  Speaker 2: bringing all of us, giving all of us a way
• 57:41
  Speaker 2: to give to the community. Cause sometimes a lot of
• 57:43
  Speaker 2: people you don't know where to start, you don't know
• 57:45
  Speaker 2: what to do. And so that's why she was really
• 57:48
  Speaker 2: progressive to me. So when she s both her terms,
• 57:52
  Speaker 2: I was like, all right, what we doing, let's do
• 57:55
  Speaker 2: let's do it. How we marketing is, how we pushing this,
• 57:58
  Speaker 2: how we making sure people understand who you are and
• 58:00
  Speaker 2: what you're doing and what we're doing in the community.
• 58:03
  Speaker 2: And so, you know, like we always part Master p
• 58:06
  Speaker 2: and Romeo are incredible to the city of Compton. They
• 58:10
  Speaker 2: have a partner with I don't yeah, I didn't know
• 58:21
  Speaker 2: that that, but I know I know who, I know
• 58:23
  Speaker 2: what you're talking about. Yeah, he had a lot of
• 58:25
  Speaker 2: a lot of players, but they him and Chico are
• 58:28
  Speaker 2: big homie Chico shout out to Chico and Compton, like
• 58:31
  Speaker 2: we've always partnered on holidays, so Thanksgiving and Christmas and
• 58:35
  Speaker 2: bringing the toys and so you know that was my concept.
• 58:39
  Speaker 2: Just visibility, visibility. How are we making you know, and
• 58:43
  Speaker 2: making sure the narrative about this beautiful city is it
• 58:48
  Speaker 2: is beautiful, not just everything people.
• 58:50
  Speaker 3: So what's what's next? What's what's next for MS Diddy
• 58:53
  Speaker 3: and for the brand group?
• 58:55
  Speaker 2: You know, how much as I don't know, man, I
• 59:01
  Speaker 2: just believe in hard work and I just I follow
• 59:04
  Speaker 2: God's dream and wherever he tells me to go. I'm
• 59:06
  Speaker 2: very like I said, I trust my my gut. I
• 59:11
  Speaker 2: really really, I really live my life based on that.
• 59:13
  Speaker 2: So I also am not a fan of this gonna
• 59:18
  Speaker 2: sound crazy like ultimate goals because I don't want a seling.
• 59:24
  Speaker 2: That's just me. I don't I don't want to seiling
• 59:26
  Speaker 2: because that I might hit that goal. And now I've
• 59:29
  Speaker 2: done everything in my life to hit this goal. Everything
• 59:32
  Speaker 2: took me ten years to hit this goal. And I
• 59:34
  Speaker 2: get there and I'm like, oh, shoot, what what am
• 59:38
  Speaker 2: I supposed to do next? What is supposed to happen,
• 59:41
  Speaker 2: you know, and so yeah, I'm not I'm just I'm
• 59:46
  Speaker 2: just I'm just working. I'm just working and continuously wanting
• 59:50
  Speaker 2: to inspire my generation and my family and be something
• 59:54
  Speaker 2: that you know, the people that I respect and love
• 59:56
  Speaker 2: are proud of.
• 59:58
  Speaker 3: You have it, ladies and gentlemen. Shout out to l
• 1:00:01
  Speaker 3: A the ambassador of l It's always good to come
• 1:00:03
  Speaker 3: to l A. Man, so vibe. Shout out to South central.
• 1:00:09
  Speaker 2: Wat It's so many cities you would have today.
• 1:00:12
  Speaker 3: I'm trying to think of that that song city that
• 1:00:15
  Speaker 3: was named like.
• 1:00:16
  Speaker 2: Inglewood Guardian and you don't even know about Guardeen at
• 1:00:19
  Speaker 2: Carson Carson. Yeah, we talked about that, you guys, you've
• 1:00:25
  Speaker 2: been in Inglewood. And then first our first event was
• 1:00:27
  Speaker 2: to Elementary Junior High the I E. The I E.
• 1:00:31
  Speaker 2: Which is a very large place.
• 1:00:33
  Speaker 3: That's a fact.
• 1:00:35
  Speaker 2: My family out there, my cousin Michael Walker. Shout out
• 1:00:37
  Speaker 2: to michaeh.
• 1:00:38
  Speaker 3: Yeah, so you know, so love man, and shout the Hollywood.
• 1:00:43
  Speaker 2: Shout out to the valley. You see it keeps going.
• 1:00:48
  Speaker 2: Malleble Palace Verdi. You got have been over there.
• 1:00:57
  Speaker 3: My son, my son, I took him. We was in
• 1:00:59
  Speaker 3: l A for a mon at the beginning of the pandemic.
• 1:01:01
  Speaker 3: We came to LA for a month and we was
• 1:01:04
  Speaker 3: just vibing. Yeah so I look like that.
• 1:01:07
  Speaker 2: Because you came to LA for a month.
• 1:01:09
  Speaker 4: Yeah yeah, everybody, the whole team.
• 1:01:11
  Speaker 3: Yeah, it's amazing.
• 1:01:13
  Speaker 4: Michael was with us.
• 1:01:14
  Speaker 2: Yeah, Michael.
• 1:01:17
  Speaker 3: So we went to Noble and talking. My son with
• 1:01:20
  Speaker 3: me and uh so he had the rock shrimps. Long story, like, yeah,
• 1:01:23
  Speaker 3: this man is fancy. Months later, somebody asked me, like,
• 1:01:25
  Speaker 3: what's your favorite food? Like most kids said, like pizza.
• 1:01:28
  Speaker 3: Of course, he's like rock shrimp from from Noble. He's eleven.
• 1:01:35
  Speaker 4: Now he's acquire taste.
• 1:01:39
  Speaker 3: He lives a life.
• 1:01:41
  Speaker 2: That's the truth that really he really did that.
• 1:01:44
  Speaker 3: Yeah, yeah, you understand what I'm saying these kids, it's
• 1:01:50
  Speaker 3: his favorite food.
• 1:01:51
  Speaker 2: No ceilings, no ceilings.
• 1:01:53
  Speaker 3: Another little wing shout to King Weezy, I love.
• 1:01:59
  Speaker 2: I was to give you a card.
• 1:02:02
  Speaker 3: So how can the people follow you on social media.
• 1:02:05
  Speaker 2: Find me at your leisure? First and foremost, you know,
• 1:02:08
  Speaker 2: first and foremost with these two pissy men, I am
• 1:02:12
  Speaker 2: a Leo, but no Miss Diddy m I S S
• 1:02:16
  Speaker 2: D I D D Miss Diddy across the board. My
• 1:02:21
  Speaker 2: company is the brand group uh l A actually on Instagram,
• 1:02:26
  Speaker 2: my name needs to be Miss Diddy on l A.
• 1:02:27
  Speaker 2: I took the l A off because Drake told me to.
• 1:02:29
  Speaker 2: Oh yeah, he said you global. Why would you keep.
• 1:02:32
  Speaker 4: In l A casual conversations with you?
• 1:02:34
  Speaker 2: Yeah?
• 1:02:35
  Speaker 4: Can we get the name? Drop that?
• 1:02:41
  Speaker 2: And then Greg Una made it happen. Shout out to Flowers,
• 1:02:44
  Speaker 2: New York. Shout out to Greg Una. He's great friend. Yeah,
• 1:02:48
  Speaker 2: he's the one that made it happen.
• 1:02:50
  Speaker 4: He may he made my chain.
• 1:02:51
  Speaker 2: See what he is? Yeah, I love him. He's been
• 1:02:55
  Speaker 2: one of my years.
• 1:02:57
  Speaker 3: Really you know, oh yeah, everybody every is your closest friend.
• 1:03:01
  Speaker 2: You you won't even you don't want me to line
• 1:03:03
  Speaker 2: up what I've done for people. You really don't want
• 1:03:06
  Speaker 2: me to lie that up. That makes you close.
• 1:03:08
  Speaker 4: She's going to leave this and say, you know, I
• 1:03:10
  Speaker 4: know I do.
• 1:03:11
  Speaker 2: But you know my parents are from New York. That's
• 1:03:13
  Speaker 2: another coin, will have it. Yeah I'm in New York. Okay,
• 1:03:17
  Speaker 2: all right, Mount Rushmore l A.
• 1:03:18
  Speaker 4: Who we got.
• 1:03:21
  Speaker 3: What hip hop for l A?
• 1:03:26
  Speaker 2: You see my mom? No, it's not easy. No, I
• 1:03:29
  Speaker 2: would not to hear yours because that's not got to
• 1:03:31
  Speaker 2: give your okay, because let me tell you why it's
• 1:03:34
  Speaker 2: hard because I have Snoop and I have Dre. But
• 1:03:37
  Speaker 2: that takes off too, does But what's tough for me?
• 1:03:41
  Speaker 2: Which you got? Well, he may not be for y'all,
• 1:03:45
  Speaker 2: but for for me, I need to add corrupt in there.
• 1:03:49
  Speaker 4: Okay, he's from Paradelphia.
• 1:03:50
  Speaker 2: I see why I preference because I knew it was
• 1:03:54
  Speaker 2: I knew it was coming.
• 1:03:56
  Speaker 3: Corrupt.
• 1:03:57
  Speaker 2: And then it's tough because our New Age.
• 1:03:59
  Speaker 4: We have like a couple of spots.
• 1:04:02
  Speaker 2: It's only one spot left and the news.
• 1:04:04
  Speaker 4: Here's what we'll do. I'll give you the first face.
• 1:04:07
  Speaker 2: Okay, give me Okay, you gotta do top five because
• 1:04:11
  Speaker 2: you can't give me two rushmore, give me generation, So
• 1:04:14
  Speaker 2: give me New Age Rash top.
• 1:04:16
  Speaker 3: Five because that's everybody always says top five five.
• 1:04:21
  Speaker 2: Okay, it's like Snooping Dre for me, like equally Nipsey
• 1:04:29
  Speaker 2: of course even before corrupt.
• 1:04:34
  Speaker 3: Okay, last spot.
• 1:04:36
  Speaker 2: For see, I'm still I'm still messing up. Oh because
• 1:04:42
  Speaker 2: because but see, y'all would take him. Y'all would take
• 1:04:45
  Speaker 2: if I said Tupac's not for me, corrupt is let me.
• 1:04:48
  Speaker 5: Let me I want hear number five because one of
• 1:04:52
  Speaker 5: your best friends is gonna.
• 1:04:53
  Speaker 4: Be no it is and it's like, I can't remember
• 1:04:55
  Speaker 4: where you're from.
• 1:04:56
  Speaker 2: It's either Kendrick already and I can't even separate, can't
• 1:05:01
  Speaker 2: what am I supposed to do? Shout out to rowdy
• 1:05:03
  Speaker 2: rich and you and YG is very important.
• 1:05:08
  Speaker 3: Get my please you take Kendrick. I'll give her time
• 1:05:12
  Speaker 3: to think about it. I got a Tupac because he's
• 1:05:17
  Speaker 3: Tupac not it doesn't matter that he's not from l A.
• 1:05:20
  Speaker 3: He wrapped Tupac off the rip Nipsey. Of course that
• 1:05:29
  Speaker 3: I was saying that was my favorite like person like that.
• 1:05:31
  Speaker 3: I actually listened to the lips and everything. He still
• 1:05:35
  Speaker 3: for everything represented the game because he brought He brought
• 1:05:38
  Speaker 3: the West Coast back. He brought the West Coast. It
• 1:05:42
  Speaker 3: was game played the major card. Snoop Dogg. I mean
• 1:05:46
  Speaker 3: he's Snoop. He's the biggest four biggest ever that's four.
• 1:05:49
  Speaker 3: And then Kendrick Lamar the leader of the New School.
• 1:05:54
  Speaker 3: But he's not a rapper. So you took Snoop, Snoop
• 1:05:59
  Speaker 3: and I ice cube autible mention.
• 1:06:01
  Speaker 5: I was going to I'm gonna go nip okay okay,
• 1:06:07
  Speaker 5: Snoop okay, kendreck see and I wanted I was going
• 1:06:11
  Speaker 5: to say cube cube for ice C Supert.
• 1:06:15
  Speaker 4: I'm gonna goep.
• 1:06:17
  Speaker 3: Ice cube. And then, like some people might, you know,
• 1:06:20
  Speaker 3: think rowdy is just it's not it's too new.
• 1:06:25
  Speaker 2: But here's the things. But not corrupt, is my Here's
• 1:06:29
  Speaker 2: the thing. Y G is not y G. You yes,
• 1:06:34
  Speaker 2: And also let's be clear not to glorify a specific
• 1:06:40
  Speaker 2: type of gang culture, but if we're talking about a
• 1:06:43
  Speaker 2: true authenticity of a representation of a certain type of everything,
• 1:06:50
  Speaker 2: y G embodies that, and he showed the world what
• 1:06:54
  Speaker 2: it looked like and the world got it from him.
• 1:06:56
  Speaker 2: Let's not forget the record how.
• 1:06:58
  Speaker 3: Big they get from him?
• 1:07:00
  Speaker 2: From Snoop, No, I'm saying from Snoop, I'm saying I'm
• 1:07:05
  Speaker 2: saying gang wise. I'm not even trying to say gang wise,
• 1:07:08
  Speaker 2: but I'm saying everything about his mannerisms.
• 1:07:12
  Speaker 3: His move He definitely represents.
• 1:07:16
  Speaker 2: Generation generation an even even game in in why G
• 1:07:22
  Speaker 2: are even the same but separate generation? It's weird, it's.
• 1:07:27
  Speaker 3: Just a different generations. Y G and Nipsey is the
• 1:07:29
  Speaker 3: same generation, but why Gig the artist in Nipsey until
• 1:07:32
  Speaker 3: Nipsey's last Sure, but y G was way bigger than.
• 1:07:35
  Speaker 2: And let me tell you here's the thing. Being from
• 1:07:37
  Speaker 2: Los Angeles. Music is what connected the gang culture in
• 1:07:43
  Speaker 2: the normal setting. I'm not even saying specific a Nip
• 1:07:48
  Speaker 2: and oh YG wouldn't be around each other. Very important
• 1:07:52
  Speaker 2: music music, so why it is very physically last that
• 1:07:58
  Speaker 2: video is incredible when the arossed over on the separate colors,
• 1:08:01
  Speaker 2: like all of that video, you know what I mean.
• 1:08:03
  Speaker 2: Let me say this too, OT Genesis, I gotta give
• 1:08:07
  Speaker 2: no we just read into him. Got to give credit
• 1:08:09
  Speaker 2: to O. T. Genesis on the West Coast side, like
• 1:08:11
  Speaker 2: when he deal with his records.
• 1:08:13
  Speaker 4: Long Hunters.
• 1:08:18
  Speaker 2: Dances on the stage that made the HBC the coach.
• 1:08:25
  Speaker 4: That happened very important. I definitely have Genesis records.
• 1:08:29
  Speaker 3: Shout out to Genesis. I like a lot of the
• 1:08:31
  Speaker 3: R and B artists out that the West Coast, a
• 1:08:33
  Speaker 3: lot of Sir and all of those Guysko, it's a
• 1:08:39
  Speaker 3: lot of the West Coast.
• 1:08:41
  Speaker 2: Even West Coast. She called from the West Coast. She
• 1:08:43
  Speaker 2: ain't from l A. She from the Bay, but first
• 1:08:46
  Speaker 2: first from the Bay to her.
• 1:08:51
  Speaker 4: KLAINI true another.
• 1:08:53
  Speaker 3: One she's from Oakland.
• 1:08:54
  Speaker 4: Shout to you.
• 1:08:56
  Speaker 3: Always had love for Cali.
• 1:08:57
  Speaker 2: And then you got to give you all marions because
• 1:08:59
  Speaker 2: he's for the West. We're talking about yeah, because that's
• 1:09:03
  Speaker 2: the R and B. Well, we're talking about a whole
• 1:09:06
  Speaker 2: and let's talk about any any person that's a certain
• 1:09:10
  Speaker 2: age was a fan of B two K.
• 1:09:11
  Speaker 4: That's not even yeah yeah is one of my joints.
• 1:09:17
  Speaker 3: That sequence on touch Yeah.
• 1:09:21
  Speaker 2: Yeah real, that's on West Coast. That's he from Inglewood.
• 1:09:27
  Speaker 4: Yeah, daddy o J. Let's not like I play.
• 1:09:33
  Speaker 3: West Coast World West Coast if you won't.
• 1:09:37
  Speaker 2: Yes and movies, Yes Friday, South Central Minister.
• 1:09:43
  Speaker 3: Society definitely played a major party.
• 1:09:46
  Speaker 5: They had that poll like East Coast like classes or
• 1:09:49
  Speaker 5: is the West Coast one?
• 1:09:49
  Speaker 2: What was it like Juice?
• 1:09:50
  Speaker 4: And we had Juice, Jackson.
• 1:09:52
  Speaker 2: Jack City and pay. That's one thing I don't think
• 1:10:00
  Speaker 2: we have is a.
• 1:10:00
  Speaker 3: Paid Probably the best movie ever made. You got shot
• 1:10:04
  Speaker 3: for the Dame Dash.
• 1:10:05
  Speaker 5: Shout out Today, Snowfall, Snowfall right now.
• 1:10:09
  Speaker 4: Show as a show, but full is a pleasant movie.
• 1:10:14
  Speaker 2: Cultural influence on that, but.
• 1:10:17
  Speaker 3: It's better than powers. Cultural influence. Two good seasons, three good.
• 1:10:20
  Speaker 2: Seasons, Howers coaching, it's raising Kanaan, no shows actors on that.
• 1:10:26
  Speaker 2: I like that Shout out to what is Shout out
• 1:10:28
  Speaker 2: to the whole fire his whole team. How they're doing
• 1:10:31
  Speaker 2: the being math with the what's the ghost? Yes and and.
• 1:10:38
  Speaker 4: Yes, yes, right, all right.
• 1:10:42
  Speaker 3: We could do this on and on and on. We
• 1:10:43
  Speaker 3: gotta do behind the scenes.
• 1:10:46
  Speaker 4: Yeah. Shot to everybody on picture on dot com.
• 1:10:48
  Speaker 5: Shout out to every earner in e y L University
• 1:10:50
  Speaker 5: over twelve thousand of y'all. Shout to y'all for executing
• 1:10:52
  Speaker 5: on information and spreading the word. That's the most important thing.
• 1:10:55
  Speaker 4: After you learn, you go tell someone, tell someone, and
• 1:10:58
  Speaker 4: tell someone about.
• 1:10:59
  Speaker 3: What you learn.
• 1:10:59
  Speaker 5: I'm a shout to all y'all and shout out to everybody.
• 1:11:01
  Speaker 5: Shout the entire ey L team, the merch team, and
• 1:11:04
  Speaker 5: everybody that's been supporting.
• 1:11:05
  Speaker 3: Man.
• 1:11:05
  Speaker 4: Love is love.
• 1:11:06
  Speaker 2: I want to do that too.
• 1:11:08
  Speaker 3: It housekeeper, housekeeping them.
• 1:11:11
  Speaker 2: Shout out to everyone on ey L, the merch team,
• 1:11:14
  Speaker 2: out of your earners, twelve thousand plus earners. After you learn,
• 1:11:19
  Speaker 2: you go tell someone to tell someone, to tell.
• 1:11:21
  Speaker 4: Someone learn what you earn.
• 1:11:22
  Speaker 2: Right, you see, I was giving the eyes and the camera.
• 1:11:25
  Speaker 2: That's what I thought you were giving a friend. Yes,
• 1:11:27
  Speaker 2: telepriend and tell a friend.
• 1:11:28
  Speaker 3: All right, God, thank you for rock and rest. We'll
• 1:11:30
  Speaker 3: see you next week. Peace peace, Bye my graduates from
• 1:11:35
  Speaker 3: my school being forced back drop bag Drop, Mike, drop back,
• 1:11:41
  Speaker 3: drop drop.
• 1:11:53
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