Lisa Persaud is a recognizable name in the nightlife and music industry. She’s been the host and the face to many events across the globe. She’s known for her firm LP Relations and recognized for her former publication Industry Magazine. Lisa’s extensive resume dates back to her A&R days at Ruff Ryders to Head of Promotions and Bad Boy Records. Lapalme Magazine caught up with Lisa to hear her story and her take on Branding and the future of social media.
Tell me about yourself and how you got into the industry?
I actually started out the way I always wanted to be, behind the scenes. I was a computer nerd who got the opportunity to start creating flyers for nightclubs and updating their websites – which eventually led me to enter the promotional world, coordinating and promoting events. This built a name for me in the business. I began freelance writing, contributing interviews to other publications until I decided I wanted to create a platform for people in ALL fields of the industry – which then led to the creation of Industry Magazine.
Industry Magazine was a publication I dedicated to showcasing talent both in front and behind the scenes. Industry manifested opportunities for me beyond my imagination. The relationships I made during its time is ultimately what led to the creation and success of my firm. But, before the creation of LPR, I also got direct label experience working with many music labels, most recent Bad Boy Entertainment-which also brought me into the branding world (Ciroc and Sean John.) That experience taught me a lot and the affiliation branded me.
I was juggling a lot- being a brand ambassador, marketing, doing radio (Intact) and hosting events around the world. It was awesome but I wanted to do something more meaningful. So, I then decided to commit to PR and create experiences and positive exposure for talent again. Now not only talent but also venue branding which allows me to work with not only a purpose but travel the world branding resorts, doing product launches, venues, etc.
The foundation of my firm is based on my network and resources. I’ve always wanted to end up in public relations (behind the scenes and build) and my journey got me here.
What type of child were you? What did you want to do for a career when you were a child?
I was a very shy child and a book worm. My mom enrolled me in skating, gymnastics, ballet, tap, acro and jazz at a young age to help me overcome it. Which it did, while I was on stage. I always thought I was going to end up being a choreographer, but by high school, my interests leaned more towards designing and journalism so I thought I was going to end up being an editor. Which I did.
What advice can you give someone to get out of their shell when networking?
Networking can be intimidating, especially if you’re in a room full of overachievers. The best way is to be confident. To be confident, you need to know what you bring to the table and what you want. Know your goals and be direct about what you offer. It’ll hook the right fish for you.
What draws you to a special project or person?
There has to be a passion and a purpose. When it comes to artists’ projects, usually I’m involved early so I see their hard work, their message, and dedication which helps me relate and grow with the project – making it easier to promote. Special projects with a purpose to give back or provide a unique experience usually draw me in. If it’s not something I see value or purpose in, I turn it down. If I’m not sold on it, I wouldn’t attempt to sell it to others.
What inspires you?
It’s funny because I feel like most people would say a person inspires them or money, but to me, its freedom. The freedom to control my career. I love that I am not in a rut and that I can do different assignments. I can take on projects all over the world. I’m inspired when I travel, I see a venue or I meet someone that I could potentially partner with on a project. Or when I see a nightclub or restaurant that I feel I can brand or host something exclusive at. I go to a party, run into an artist friend – they tell me what their working on and my mind just explodes into thinking how we can capitalize on this, bring awareness, etc.
How do you stay balanced with your business and personal life?
It’s definitely not easy. Being an entrepreneur, you don’t have much of a personal life. That is why I make sure I’m passionate about the projects I take on because they consume my life. I try to involve my friends and family as much as I can.
What do you think is the wildest aspect of the industry?
Criticism. Not just from our peers, but journalists and social media. The digital world has applied so much more pressure, relentless criticism from social platforms and the pressure to keep up with competitive content while maintaining your brand reputation. It really does take some tough skin to be in this industry. Now more than ever.
How are the artist’s social platforms different now than they were back in the day?
Well before we associated artists with their music. Now, Social media gives us a front-row seat to an artist’s life. It can be invasive, overwhelming, but also used to the artist’s advantage. Now we’re getting an inside look on the persona of the artist. can learn and relate to them beyond their music. This gives the artist more of an opportunity to create engagement that inevitably will ‘make or break’
their career. We can learn and relate to them beyond their music. This gives the artist more of an opportunity to create engagement that inevitably will ‘make or break’ their career.
What do you think of artists and their “voice”?
I think it’s amazing when talent uses their voice to bring awareness to issues outside of their industry. Whether it be social injustices, climate issues, charities, etc. It’s selfless and speaks volumes of their character.
How do you think social media has affected social interactions?
I’m really on the fence about this because I’m an 80’s baby. I think I’m the last generation who enjoyed a childhood without technology, can communicate and interact with others without a phone yet young enough to understand and comprehend the digital age and the advantages. I feel like social media has definitely tarnished the art of (in person) conversation and has created an invisible bar of expectancy and competition of insights. People feel valued based on their stats as opposed to the quality of their character. I think it’s important that the young generations are taught their value outside the cyber world.
Nobody is posting their failures. I hope in the upcoming years we learn to balance ourselves and schools will implement more education and insight on this. I think we need to be better educated on the long term impacts of social media. Now, in hindsight, I think social media has also increased interactions. We can better interact with people around the world, including celebrities. We can also be first to get exclusive content, sometimes in a matter of seconds rather than waiting for a monthly magazine subscription. We’re more aware of international issues and brands have more exposure. Social media created a new branch of resources we all feed off of.
What are your favorite brands out right now?
I am big on accessories, hats, sunglasses, and furs. I’m not too big on jewelry. My favorite outerwear line is MA Skins from Montreal Canada. They have customized many unique pieces for me. My favorite designer is Versace. High end urban chic.
More on Lisa Persaud at: lisapersaud.com @therealpeezy
Photos by: Jamal Martin @jmartinvisuals