Miss Diddy On How She Hustled Her Way From Selling Insurance To The Only Woman Promoter In Hollywood
On a Sunday night when most people are turning in, HYDE Sunset is just turning up.
I walk in just shy of midnight and already the swanky nightclub is packed. Partygoers flank to the VIP sections where bottles of champagne and various liquors are popped, followed by an influx of beautiful women in taut dresses hoping to cop free libations for the night. The DJ announces the arrival of Chris Brown, just a few minutes after I spot Marlon Wayans and King Bach strolling by. Forty-five minutes in I look up from my phone just in time to lock eyes with the woman responsible for bringing the party to life. Miss Diddy rushes up to me in her six-inch heels and a tan-colored dress, pulling me by the hand as she rushes back out the door to meet with one of her many celebrity guests for the evening before escorting us to her designated section across from the DJ booth.
“It’s crazy, girl!” Miss Diddy says to me before checking her phone and dashing off again.
Though she’s known for her Rolodex of celebrity friends and clients, if you ask Miss Diddy, she’s a superstar in her own right. “Anyone knows when I walk in the room I kind of light it up,” she says. “Everything kind of gravitates to me and it’s always if they don’t know they’ll be like who is she? I’ve always had a star power.”
“Anyone knows when I walk in the room I kind of light it up. I’ve always had a star power.”
What can easily be considered cockiness is really an air of confidence. When Miss Diddy speaks, it’s with a certain assuredness that indicates that she knows who she is, and she’ll be damned if you don’t know it, too. She gets it from her mama, she tells me, a woman who could command a room as soon as she walked in the door.
Despite being a self-proclaimed shy gal, Miss Diddy says that ironically she always thrived in social environments, and soon learned to embrace her strong personality and hustler mentality that would eventually lead her to becoming Hollywood’s only female promoter. But before she could assume the role of becoming the “It Girl” of urban nightlife, she first had to figure out what it was that she was actually purposed to do. “I begged God for my purpose actually,” she says. “I begged him to release it to me. And I remember the first time I understood the importance of what I was seeking for, he told me that it was too big; I can’t show you that.”
As a kid growing up in Compton, Miss Diddy was free to explore anything that captured her interest, from hair and makeup to sewing. “In my house, we weren’t booked bashed, and it freed me to be able to really explore things that I was great at.”
But being born into a family of creatives (her dad was a musician and her great grandmother wrote songs with Mahalia Jackson), Diddy—a nickname gifted to her by her high school buddies—naturally gravitated to entertainment. During her second year of college, she found more value in street smarts than book smarts and decided to drop out in pursuit of real-world experiences. Her first taste of working in the industry came soon after when John Monopoly, former manager for Kanye West, offered her a job doing the west coast promotions for the G.O.O.D. Music label.
Miss Diddy excelled by doing what she does best—connecting people. She gathered a group of 20 beautiful women who deemed themselves as the “G.O.O.D. Girls” and took over street team marketing and promotions for the label. Simultaneously she was still working in insurance, but the money didn’t make up for her lack of fulfillment. When she had a sudden revelation that she no longer belonged with that company, she walked out of her job the same day and never looked back.
“I remember sitting in my office and he was like this is your last day here,” she discloses in an interview with Jocelyn Vega. “I started picking up stuff from my office in my office and taking it slowly down to my car that day.”
Thank to her industry connections and mentors such as Kenny Burns, she was able to transition into being a full-time promoter. “A lot of times you start as a promoter and then you go to a higher level and then you’re lucky if you’re able to get a music industry job, but I came in with a Rolodex of really great connections. I also sat under Kanye and John—guys whose vision were so crazy and phenomenal in how they view things.”
Her years of learning under her mentors paid off, and true to the Diddy moniker, she went above and beyond to make her name a staple in lifestyle marketing. While most promoters were busy being the life of the party, Miss Diddy was creating the party and married together nightlife and entertainment through star-studded events.
“I was able to look almost from a third eye and really see what was missing and what I can bring to the table because I’m a very business-minded by nature, and a lot of promoters aren’t. I don’t care about sitting here and partying and drinking. I’m not doing any of that. How do we maximize it to make the most of it? What’s going to make this party bigger? What’s going to make it greater? What’s going to make this moment last longer than Usher’s having a party? And we did it every week. It was also important for me to be able to put my artist friends in positions to win.”
"It was also important for me to be able to put my artist friends in positions to win.”
But Diddy wasn’t just satisfied with the applause, she wanted the recognition, too, and to take control of her success by being her own boss. “I was a tour manager with an artist that was a close friend of mine since I was a kid, and we parted ways and I said I never want to be in the position again where someone is able to dictate my livelihood, and I went to go start The Brand Group, and it just went crazy.”
The full-service marketing and PR firm, which currently has a staff of ten employees, solidified Diddy as a branding connoisseur, and soon she was getting calls from clients such as Russell Simmons for re-branding of All Def Comedy Live and celebrity and lifestyle brands looking to get her Midas touch.
On any given day the culture queen has her plate filled with creative meetings to overseeing event production. Having a consistent prayer life keeps her calm in the midst of the daily storms. “It takes a tough and graceful person to be in the position that I’m in. It’s not something that’s easy for anyone. You have to be very levelheaded if you want to be successful, “ Diddy says.
Of course, being the only female in a male-dominated industry isn’t easy; however, being one who can hold her own without getting caught up in the he say she say enables her to strut in her six-inch Louboutins while still getting things done. “In this business the way you’re perceived and viewed is everything,” says Diddy. “I’ve been lucky and blessed to be a very, very respected woman. And I’ve also been blessed to have great work ethic and to have results. I understood that the details don’t matter, they want results. And that’s what I was always able to provide so no one could negate my work, no one could act as if my work didn’t speak for itself, and I think that’s really what it was for me.”
"In this business the way you’re perceived and viewed is everything."
As much as she enjoys living life amongst the rich and the famous, Diddy believes that this is only just the beginning of what she is destined to do. Although she still has a goal of creating a positive impact on the same inner cities that she came from, she’s no longer putting herself on a set timeline to achieve certain goals. “By the time I was 25, I thought I would have bought my mom a Jaguar and I’d have a kid, but life happens. Life evolves, and as long as you’re on track, that’s all that matters.”
But by no means does that mean that this girl boss is going to sit idly by while pursuing a path of purpose, nor is she limiting herself to just being the only woman promoter in L.A. “I’m still a work in progress following God’s dream. Whatever God leads me to do and opens doors for, that’s what I’m going to do.”
Featured image by Prince Williams/WireImage
Kiah McBride writes technical content by day and uses storytelling to pen real and raw personal development pieces on her blog Write On Kiah. Follow her on Instagram and Twitter at @writeonkiah.
ItGirl 100 Honors Black Women Who Create Culture & Put On For Their Cities
As they say, create the change you want to see in this world, besties. That’s why xoNecole linked up with Hyundai for the inaugural ItGirl 100 List, a celebration of 100 Genzennial women who aren’t afraid to pull up their own seats to the table. Across regions and industries, these women embody the essence of discovering self-value through purpose, honey! They're fierce, they’re ultra-creative, and we know they make their cities proud.
VIEW THE FULL ITGIRL 100 LIST HERE.
Don’t forget to also check out the ItGirl Directory, featuring 50 Black-woman-owned marketing and branding agencies, photographers and videographers, publicists, and more.
THE ITGIRL MEMO
I. An ItGirl puts on for her city and masters her self-worth through purpose.
II. An ItGirl celebrates all the things that make her unique.
III. An ItGirl empowers others to become the best versions of themselves.
IV. An ItGirl leads by example, inspiring others through her actions and integrity.
V. An ItGirl paves the way for authenticity and diversity in all aspects of life.
VI. An ItGirl uses the power of her voice to advocate for positive change in the world.
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Growing up in Brooklyn, New York, Caribbean culture has always been all around me, from the food to the dancehall and soca music to traditions carried out by all of the Caribbean people living in the city. As a youngin, I loved attending the West Indian Day Parade every September because the floats, steel drums, extravagant feathers, and upbeat music made me feel free and gave me a deeper appreciation for the culture.
As I got older, I learned that the yearly Carnivals happening across the Caribbean put NYC’s little festivities to shame. Traveling to the islands themselves and experiencing the people and culture first-hand really gives you a deeper understanding and appreciation for Caribbean culture.
The history of Carnival celebrations in the Caribbean can be traced back to enslaved people who were forbidden from participating in the Pre-Lenten celebrations and thus created their own celebrations and traditions, which over time developed into celebrations of freedom and rebellion. Each country in the Caribbean has its own unique history of celebrations, as well as its own Carnival traditions that set it apart from other festivities.
What started as a Pre-Lenten celebration is now celebrated during a range of months throughout the year and now attracts hundreds of people from all over the world. Here are six carnivals that you should go to this year to experience this culture for yourself.
Crop Over - Barbados Carnival
Crop Over Dates: July 31, 2024 - August 6, 2024
What better place to celebrate carnival than the home of our Bajan Queen Rihanna? While some festivities start as early as May, the official festival season in Barbados starts in July and ends in early August. Crop Over originally started as a way for plantation workers to celebrate the end of the sugarcane harvest season and has now evolved into a much larger celebration. Crop Over is a blend of both old and new traditions, such as the Ceremonial Delivery of the Last Canes, and Cohobblopot, where bands show off their beautiful costumes and play soca and calypso music.
All of the week's festivities culminate with the Grand Kadooment, Crop Over’s big parade featuring all of the bands and droves of people taking to the streets in their beautiful costumes and dancing to the local music.
Other things to do: Visit Hunte’s Garden in Joseph’s Parish and find peace in the picturesque garden while spotting an array of different birds and animals. If you’re looking for beach relaxation, spend a day at Carlisle Bay, the perfect beach for swimming, taking in some sun, and a possible turtle sighting.
Saint Thomas Carnival
Saint Thomas Carnival Dates: April 28, 2024 - May 5, 2024
No passport? That won’t be a problem for U.S. travelers looking to get in on the carnival experience. Saint Thomas, one of the three U.S. Virgin Islands, is known for its crystal clear beaches, scuba diving scene, and overall vibrant culture. The island celebrates its carnival in late April and features a dynamic lineup of events including colorful adult and kiddie parades, calypso competitions, and street parties. Virgin Islanders are known to love to party, so make sure to fill up before the festivities with some local favorites like johnny cakes, callaloo, and conch fritters.
With its rich cultural heritage and lively atmosphere, this is a carnival experience perfect for a first-timer who wants to ease their way into the lifestyle.
Other things to do: Visit one of Saint Thomas’ many turquoise blue beaches such as Coki, Magens Bay, Brewers Bay, or Lindquist Beach. Coki Beach is perfect if you're looking for a more lively experience and want to snorkel without swimming far out, and Brewers Bay is best known for the sea turtles that you can see from the sand. You can also take a short ferry over to Saint John, another of the Virgin Islands, and spend a day at Lime Out, a floating taco and margarita bar.
Spicemas - Grenada Carnival
Courtesy of Grenada Tourism Authority
Spicemas Dates: August 7, 2024 - August 14, 2024
Grenada, also known as the Spice Isle due to its production of a variety of spices, has one of the most anticipated carnivals every year. During Spicemas, revelers hit the streets for lively music, paint, oil, dancing, and good times. One of the most important aspects of Spicemas is Jab Jab, a celebration that involves covering one's body in black oil or paint. This tradition started as a post-emancipation masquerade, in which former enslaved Africans would paint themselves black emulating a “Jab” derived from the French word diable, which means devil.
This was a way of mocking their former masters and also represented rebellion and freedom. Since then, the tradition has evolved into a staple of Carnival on J’ouvert morning, a celebration of freedom, and undoubtedly an element that makes Grenada stand out from other Carnivals across the diaspora. Outside of J’ouvert, Spicemas is a beautiful culmination of colorful and vibrant costumes, steel band competitions, delicious rum, and music that you’ll dance to all night.
Grenada is celebrating 50 years of independence this year, so just know that Spicemas is going to be extra special!
Other things to do: For the ocean lovers, the Molinere Bay Underwater Sculpture Park is a must-see attraction. It is the world's first underwater sculpture park and a popular excursion for folks visiting the island. This year, five new installations are being added to the park, which can all be viewed through snorkeling, diving, or a glass bottom boat ride.
Antigua Carnival
Antigua Carnival Dates: July 31, 2024 - August 7, 2024
Every August, carnival lovers flock to the beautiful island of Antigua for its annual carnival festival. First celebrated in 1957, Antigua’s Carnival started as a celebration of emancipation from slavery and has since expanded into a dynamic showcase of local talent, music, and cultural pride. Some events to look forward to are the Party Monarch and Calypso Monarch competitions, as well as the Caribbean Queen’s Competition.
Antigua Carnival is an almost two-week extravaganza that leads into J’ouvert on Carnival Monday and the main parade on Carnival Tuesday. If you love good music, vibrant costumes, and delicious food, this is the carnival for you.
Other things to do: Take a trip to Shirley Heights Lookout for live music and breathtaking panoramic views of the coastline and ocean. And with 365 beaches in total, you’d be missing out if you didn’t fit in a few on your itinerary.
Bermuda Carnival
Bermuda Carnival Dates: June 12, 2024 - June 17, 2024
Also known as Heroes Weekend, Bermuda Carnival may be smaller than some of the other carnivals, but is still a great time. Bermuda is one of the newer carnivals, originating in 2015. Celebrated in June, this long weekend of festivities draws inspiration from other popular carnivals while also highlighting elements of Bermudian culture. You can expect some similar elements as other countries such as daily fetes, soca music, and a parade filled with different bands and extravagant costumes.
They also celebrate Bermuda’s National Heroes during carnival with a national feast. Bermudians have immense pride in their country and culture, and their carnival is the biggest celebration of the year that you don’t want to miss.
Other things to do: Take a day trip to Crystal and Fantasy Caves, beautiful caves formed over millions of years that you can take tours of. Spend a few hours taking in these beautiful natural wonders and seeing some of the formations and underground pools.
Saint Lucia Carnival
Saint Lucia Carnival Dates: July 10, 2024 - July 17, 2024
Home to some of the most beautiful mountains and beaches in the Caribbean, Saint Lucia has the perfect backdrop for an unforgettable carnival experience. Saint Lucia Carnival didn’t take flight until the late 1940s but has grown into a favorite for both novice and seasoned masqueraders. Formerly held in February, this carnival now kicks off in July which allows it not to compete with the highly revered Trinidadian carnival that also happens at that time. Saint Lucia’s Carnival has grown in popularity over the years because of the lively music, delicious food, and turned-up fetes.
One of the highlights is the Parade of the Bands, where masqueraders adorned in elaborate costumes dance through the streets to the rhythms of soca, calypso, and steelpan music. The best way to prepare for the Saint Lucia Carnival is to stay hydrated and well-fed so that you can thoroughly enjoy the plethora of events and parties happening from early morning to nightfall.
Other things to do:The Pitons, Gros Piton and Petit Piton are a UNESCO World Heritage Site and one of the main attractions in Saint Lucia. Take a hike of Gros Piton or just marvel at its natural beauty. If you're there on a Friday night, stop by the weekly Gros Islet Street Party, which is filled with music, drinks, and local food.
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Featured image courtesy of Grenada Tourism Authority