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Tell us about your company's origins?
After 15 years of working at MTV Networks (Nickelodeon, launching TV Land, VH1, and MTV), it was time for me to launch my own company so I could build talent within various TV, Film and Digital projects, plus red carpets, non-profits and other platforms. We were lucky to continue to work with various clients and colleagues we met while working at MTV, from the first Guy's Choice Awards to Logo's NNN Awards, giving Lady Gaga her TV Debut.
How has the events industry evolved since you began?
Talent Booking & Producing has changed tremendously because there are now so many different outlets and shows making it harder to lock in talent depending on the client. It has really splintered the industry. When I first started working in talent booking, there was a limited amount of platforms/outlets, from early morning shows to the late-night shows, so there was an opportunity to build relationships and strategize with reps. Time is now so limited that it makes the process a little more difficult, but I'm grateful for having those years in the trenches, working closely with talent reps and publicists. We collectively work together to give talent and clients the right opportunity depending on the show, project or brand. It just has to be done a lot quicker and knowing in your gut that your project is the right one for their talent.
How is your company differentiated from others?
We are a boutique company that works with all of the big blue-chip clients. We will always under-promise and over-deliver. So many people think that you just send an email or pick up the phone and talent gets booked in a snap. However, that is never the case! It takes numerous brainstorm sessions, negotiations and strategizing to make sure that it is the right talent for the right project. It also depends on where talent (whether an actor, musician, athlete, blogger, etc) are in their careers. We also keep our eyes and ears open for up and coming talent because it is those 'lightning in the bottle' moments on stage that makes it all worthwhile.
What is the most exciting thing about today's experiential landscape?
There is so much opportunity to be creative and to find avenues for talent. The sky was the limit before but now the Internet is the limit! You can see the ROI almost immediately with digital projects and now with our Awards Shows that we work on, they almost always have a digital strategy in place and you can see the results immediately. We also never have the same thing daily - there is always an adventure to be had with talent booking!
What are the three most important things every event must have?
For us, those three things are ideals that seep into our talent teams mentality in production. You must be solution-based, know how to pivot and make sure that you combat any potential issues BEFORE the door opens.
What motivates your work life daily?
Knowing that we make a difference with talent. My parents are musicians so I grew up with very creative people who had to be singing or writing music daily. If I can help give a platform to creatives and talent on a daily basis, then I know I can sleep at night knowing that I'm doing exactly what I was put on this planet to do.
What is your passion outside of the office?
I foster dogs which is a very important mission in life for me. I love animals. Adopt don't shop! We foster for a fantastic organization called PetResQ Inc. I also love to mentor young professionals, write for BlackBook Magazine, and DJ under the alias DJ Aviva!
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