Elevation: year-end reflection

This is the last newsletter of the year. I'll continue my break until January 7th, then be back in your inbox with insights for the creator economy. I'll be making some changes to the format and content, but you can expect a combination of industry insights, personal anecdotes about growth, and tips on how to scale a creator-led business.

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​Let’s jump into it.

​My word for 2022 was “Elevation”. It is the action or fact of elevating or being elevated. I’ve shared my words of the year for the last two years (read this: if you need a refresher). Each year, I choose the words that I want to embody the year ahead and reflect at the end of each 12-month cycle to see how that word weaved itself throughout my life.

​So, 2022. Elevation.

​ I wrote this on October 19, 2021, a few weeks after I’d accepted an offer to become an Entrepreneur in Residence and advise founders building in web3. My advice to those founders & teams, working on the projects like artworld & decent.xyz, which were starting to shape how creators could interact in this new space, was to not focus on the idea of web3 but, to focus instead on what it enables.

​A few weeks later, I would be recruited to ‘come and build the future for artists’ at Royal.

​I wasn’t looking for a new challenge at the time but fell in love with the concept that artists could build their street team, drive engagement, unlock new ways to monetize audiences and deliver a level of transparency that is badly needed in the music industry.

​It blended the work I've done as an agency founder with artists & the strategic muscle I've built over my career leading strategy for Fortune 100 companies and high-growth startups.

​It was simply too great a challenge to turn down.

​On January 20, 2022; a new category was born and I helped shape that.

​During my time there, I partnered with incredibly talented people building things that never existed before and learned a lot of lessons along the way.

​I created strategies to drive artist-aligned incentives, educated artists, managers, distributors & label teams on web3 engagement, and delivered partnerships with Nas, Diplo, & The Chainsmokers while championing campaigns for emerging artists 27Delly & Yemi Alade.

​I’m so incredibly proud of the work that has gone into making Royal what it is today, and firmly believe that it, alongside additional projects I’ve advised, is starting to outline the shape of what the creator economy will mature into over the next few years.

​If you’ve been following me for a while, you know that I’ve spoken often about the creator ecosystem and the need for tools that enable creators to monetize their audience directly while still benefiting from the traditional elements of web2. I’m excited about the progress but know there is still so much further to go.

​That’s the work I’m interested in pursuing.

​Over the last few weeks, many people have asked me “what’s next?”; that’s something I’m excited to share the answer to in time.

​What I know for sure as I close this chapter with Royal, is that I am more excited than ever to continue building at the intersection of music, technology, culture, and web3 – to take what I’ve learned, pour it into all the things that are coming, fill my cup, and create even more things that spark thought and push creators forward. Any next chapter will definitely involve continuing to build VSNRY Rising, the creator studio I launched in 2016, and continues to grow even as I occasionally take on other opportunities in my career.

​Sometimes we lose sight of impact when we are in it, but I’ve allowed myself to wholly reflect on the work: the wins the world celebrated with me and the losses I haven’t been able to share with anyone except close friends & family – it all shapes us.

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​When I think about the word ‘Elevation’ and I tie it to the work, it makes sense – but what about the personal? Who have I been outside of the work, and what have I done that has elevated me?

​I showed up.

​ For my partner, for my bonus daughter, for my family and friends. For myself.

​ I did the work.

​Therapy. Meditation. Exercise. Coaching. Wellness.

​I enjoyed the moments.

​I hope you take time over the next few days to soak in your progress and prepare for the year ahead. It's going to be a good one for creators.

​'Til next time.

​Love + Light,

​LaTecia