In the present day, the movers and shakers of the music industry operate not only in the four walls of buildings housing established and well-renowned companies but also outside of them, with entrepreneurs and tastemakers alike making a way. Enter Miss Diddy, the C.E.O./Founder of The Brand Group and The People Group. A Compton native, she started working in promotions on the West Coast for G.O.O.D. Music before segueing into other facets of the industry. In 2014, she launched The Brand Group; the rest was history.
Below, Miss Diddy talks about her start in the industry and rising to be one the first female promoters in L.A. to work in the music industry and promote at the same time as well as successfully launch a company that has worked with several high-profile clientele:
You got your start doing West Coast promotions for G.O.O.D. Music. What did you learn from that experience that helped you in your career?
I was blessed to come in at that level with that type of superstar and machine. More than anything, I could witness Kanye’s boldness and his not having fear to go all out on what he thought would be dope. Being with those guys made me fearless, not considering whether other people believed something could happen. I don’t get discouraged easily if someone doesn’t think something is dope. I created myself and curated what’s fly or dope, and that’s why I say I am a lifestyle specialist versus just a promoter or a publicist because it’s a lifestyle. I learned from them to go for what I believe in.
You’re a native of Compton, CA, and you do a lot of work for your community. Name a couple of women there who inspired you as a businesswoman when you were growing up or now.
Of course, the mayor of Compton, Aja Brown, is my biggest inspiration. She’s in the city and bootstrapped up, making a change and moving the needle for our city. She brings a real visibility aspect to our city from the entertainment/sports and political/community sides. It’s tough to fuse those worlds and manage relationships in a way you can make a difference. So I would say Aja and her chief of staff, Melissa, are the reasons I can do as much as possible in Compton. They have a heart for the city in a way that I hadn’t seen previously. As a result, it allows me to utilize my talents and resources to help the city. Aja is my sister, confident, and also someone I look up to be.
What was the transition from working for a company to working for yourself?
I always worked in corporate as well early on, besides in entertainment. I was in the insurance field and loved it. But God told me to leave that company, and I did. I became a promoter because it was an easy transition and made sense. I always knew everyone in the city. I stayed a promoter for several years and learned as a confident but graceful woman; I’m never going to get the recognition I deserve if I stay at it this way. I would be working hard, but the boys will always get the credit. Alongside being a promoter and curating nightlife, I was Omarion’s tour manager. Omarion and I grew up together since we were five years old in kindergarten. Omarion and I came to a transitional time in our personal and business lives and decided to split. The next day, I started my own business. I wanted to open my own company because I never wanted to be in that position where someone was in control of my livelihood again. I wanted to pay myself for the rest of my life.
Miss Diddy K. S.C.A.T.E.S.
What were some early challenges of being an entrepreneur that you overcame?
The early challenges are still challenging because you’re learning business, which I taught much in my community. My parents worked hard and cared for us, but no one ever sat me down and taught me how to run a business. I didn’t grow up learning how to do taxes, pay employees, etc. So, I had to learn how to run a business properly. Thank God I never had a problem bringing in business because I’ve always been on purpose, but it was more so the operational side of dos and don’ts. If you make one bad decision, it could cost your whole company. I’ve been in situations where if I did it co, cost me everything I’ve built, Though; I couldn’t make the correct decision, ng aware and paying close attention became very important to me in becoming
How does spirituality play a part in your professional success?
The only thing that drives my success is God. I have a different role in the world. Some people want to do marketing, publicity, A&R, or be famous, but I answered a call from God for my life. I told God yes, which meant I was responsible for demonstrating to the generation what it looked like to be successful in the kingdom. People don’t understand why I can be around as many people as I am because my ministry is not in the field. It’s the only reason I am successful, in my opinion. The day I don’t acknowledge God anymore in my life is when I know he can take it away from me. I know that.
Who were some of the established individuals in the industry who supported you at the beginning and were pivotal to your career?
Kanye West, of course, and John Monopoly, President of G.O.O.D. Music at the time I was working there. Don C, Kenny Burns, Russell Simmons, and Steve Rifkind supported me early on. When I did the All Def Comedy Live show with Russell every week, he let me be me, and it allowed me to be who I am and not have to be in a cage or dumb myself down. It’s an ego-driven community sometimes in music, so it’s good to have supporters. Mona Scott Young has also supported me.
What’s next for you this year?
I do a huge Toast to Young Hollywood event every year during the B.E.T. Awards week here in L.A., where I honor great movers and shakers in the industry and people moving the needle and changing their communities. Last year, I honored the mayor of Compton, Aja Brown, Baron Davis, and Angela Rye. In the past, I’ve honored Lauren London, Justine Sky, Keith Powers, Cortez Bryant, John Wall, and more. I’m focused on that this year and will honor Tamihonoringllory. She’s in the trenches with a lot of families in the community making real change. We also have another request to honor someone, so hopefully, that will come through! I also hope to do a festival and community day this year.