From 2021 to 2023, Vivian dedicated her expertise to Pristine Initiative, a leading PR & Communication agency in Los Angeles, California. As a PR Specialist, Vivian played a pivotal role in shaping the success of several impactful initiatives. Her contribution involved meticulous media relations, creative pitching, and the authentic integration of high-level PR strategy with current events/trends. These efforts allowed her to craft compelling narratives that enhance client image and maximize brand identity.
KARLA ORTIZ CASE STUDY
The Background:
In the ever-evolving music industry, women are breaking traditional barriers more than ever. Karla Ortiz, former digital marketing executive at Universal Music Group and now CEO of Monark Entertainment, has proven to defy limits to establish new heights in this space. As a visionary leader, Karla stays true to her authentic mission through Monark Entertainment, redefining industry norms, creating relatable narratives, and educating artists on their overall digital footprint. The mission was clear: to establish Karla as a trailblazing CEO and Monark Entertainment as a hub for diverse and authentic musical experiences with a quest for inclusivity.
The Challenge:
The goal was to magnify Karla Ortiz's narrative and highlight Monark Entertainment's vision, underscoring the significance of diverse representation in executive leadership. This involved showcasing Karla's pivotal role in foreseeing Reggaeton's impact on the U.S. market and her deep connection to her Latin roots throughout her career. The years dedicated to championing Latin voices shaped the essence of her broader mission. Given Karla's extensive marketing expertise across diverse industries, it was crucial to grasp the entire landscape and curate narratives that seamlessly encapsulated her journey. The focus is on intricately weaving these narratives to craft a compelling portrayal of Karla's legacy through the authentic lens of storytelling.
The Approach:
Our comprehensive approach involved daily outreach to a targeted media network including mainstream business, the music industry, women empowerment, diversity in power, education publications, podcasts, and speaking engagements. We crafted compelling press releases, PR proposals, and bios. Actively seeking interviews and features with prominent business and music publications, we aimed to place Karla in the spotlight as an industry thought leader and a leading voice for Latinx founders. We collaborated with external and internal teams to ensure a cohesive and impactful presence in relevant spheres.
The Result:
Our efforts played a pivotal role in establishing Karla Ortiz as a prominent figure in the music industry and Monark Entertainment as a trailblazing force. We generated unique and authentic features showcasing her journey, intentions, impacts on the industry, and the unique ethos of her business. Karla's story resonated widely, leading to speaking engagements at industry events and meaningful panel discussions. Monark Entertainment experienced positive growth, forging partnerships with artists and industry players aligned with their vision. This project is a testament to the power of diverse leadership, personal fulfillment achieved by giving back to one's community, and the impact of authentic narratives.
LA COUNTY FAIR
-BLACK EXCELLENCE WEEKEND
The Background:
In collaboration with the Los Angeles County Fair, the Cooperative Economic Empowerment Movement (CEEM) annually contributes to the celebration of Black excellence. Specifically, during the second weekend, CEEM orchestrates a meticulously curated 3-day affair dedicated to honoring the achievements of African American culture and thought leaders across various domains, including education, business, entertainment, and technology. Noteworthy events in this extravaganza include a celebration recognizing over 800 Black graduates from Southern California (2022), Grad night (2023), live entertainment featuring surprise headliners each night, engaging panel discussions, kid zones, an art gallery, pop-up booths, delectable offerings from black-owned businesses, a $5,000 entrepreneur pitch competition, and more.
In both 2022 and 2023, we took charge of spearheading PR efforts and event coordination, including managing press interactions, organizing the VIP exclusive brunch, and overseeing headliner Nakkia Gold's performance.
The Challenge:
In the preparation for the 2022 weekend, we faced initial difficulties in gaining press attention for the Los Angeles County Fair CEEM Weekend, despite its significant 100th-year anniversary. However, when we learned that Black Excellence Weekend would host an unprecedented graduation ceremony at the fair for nearly one thousand African American high schoolers, we quickly grasped the profound significance of this event and promptly adjusted our outreach strategy. This strategic shift proved exceptionally successful, resulting in a surge of traction and increased awareness surrounding the special weekend and its impactful events.
The Approach:
Our comprehensive approach was centered around targeted media outreach to ensure widespread visibility. We meticulously crafted compelling press releases and media alerts, emphasizing the significance of the special Cooperative Economic Empowerment Movement (CEEM) weekend, the unprecedented Black Grad Event, and the enduring impact of such on local black businesses. Our responsibilities extended to curating the guest list, designing invitations, and coordinating the exclusive VIP Brunch featuring local officials, thought leaders, and celebrities. Serving as the media Point of Contact at the event, we played a pivotal role in guiding press interactions and tracking post-event. Additionally, we successfully secured Rising R&B artist Nakkia Gold as one of the headliners. Deliberate collaboration, strategic planning, and persistent outreach were foundational to our approach, ensuring seamless efforts between the CEEM team and our internal team for the success of this impactful project across both years.
The Results:
Both years, we played an integral role in shaping both PR and production aspects of CEEM Weekend, contributing to the authentic storytelling of CEEM's mission. Our efforts included securing extensive earned press coverages and bringing notable talents to the LA County Fair. The VIP brunch, hosted at the LA County Fair, attracted over 20 prominent attendees, including political and local leaders, City Commissioners, and high-profile figures. We secured South LA singer and songwriter Nakkia Gold as the headliner for the LA County Fair, where she debuted her new song, "Low Profile," a meaningful homage to her hometown and community.
NAKKIA GOLD CASE STUDY
The Background:
Amid the profound influence of urban music and fashion on pop culture, Saban Music Group took an unprecedented step by signing Nakkia Gold, an R&B singer and songwriter from Los Angeles, as their first non-Latin artist. Collaborating closely with Saban Music Group and Nakkia Gold, our joint mission unfolded during the challenges posed by a global pandemic and ongoing racial unrest. Our objective was clear: to position Nakkia Gold as the hottest emerging R&B artist, embodying a resolute commitment to take a firm stance against inequality. This encompassed generating positive publicity around her releases, ensuring her presence at key industry events, securing performances across California, and spearheading impactful release parties and events.
The Challenge:
Navigating the early stages of her career as a signed artist without any music released, Nakkia Gold faced the challenge of defining her artistic identity and genre. Despite self-identifying as an R&B artist, her initial hit song, "Justice (Get up, Stand Up)," featuring Wiz Khalifa, Bob Marley, and the Wailers (3.9M on Youtube), carried a distinct hip-hop influence. In collaboration with Saban Music Group, we played a crucial role in working alongside Nakkia Gold to fortify her narrative and ensure a seamless alignment with her evolving artistic vision.
The Approach:
Our comprehensive approach involved daily outreach to a targeted media network comprising over 200 contacts post-releases. We meticulously crafted compelling press releases, PR proposals, bios, and Electronic Press Kits across multiple releases from 2020 to 2022. Additionally, extensive research was conducted on industry events throughout California and performance opportunities, particularly surrounding song releases. We played a pivotal role in securing press coverage for Nakkia Gold's song and music video releases, arranging artist interviews on both mainstream and indie hip-hop and entertainment publications. Spearheading talent management at events and performances alongside her, we actively strategize and ensure a cohesive and impactful presence in the industry.
The Results:
Our instrumental efforts played a key role in positioning Nakkia Gold as one of the most prominent rising talents from Los Angeles during the summer of 2022, particularly following significant collaborations with Jeremih and Pink Sweat$. Throughout the years, Nakkia Gold experienced substantial and positive growth, accumulating millions of views on her music videos and garnering approximately 300k new monthly listeners. We achieved this by securing extensive mainstream press coverage, forging impactful brand partnerships, securing performance opportunities at renowned music festivals, and attaining an impressive array of press placements.
Moreover, we established meaningful connections for Nakkia Gold with influential grassroots organizations such as the Social Justice Learning Institute, National Urban League, Black Child Development Institute, and Hip Hop Caucus. These partnerships resulted in Nakkia headlining paid performances at notable events like The JUSTICE Fest, World Peace Music Festival, LA County Fair, and LA Fashion Week. In support of these endeavors, we actively assisted with event coordination and management.