RCBCC: LaRita, you wear many hats as a creator and a CEO — can you give us a brief look into your background and what led you to where you are today with SB Media & Marketing?
LS: "I am a veteran broadcaster, entertainer, author, content creator, and media consultant. My roots extend from Tennessee, to Washington, D.C., to Los Angeles, where I graduated from Loyola Marymount. I was blessed to quickly emerge on the local radio scene before nabbing a hosting position with Bailey Broadcasting. Soon, I was heard nationwide on Radioscope and then around the world on the Armed Forces Radio Network."
RCBCC: What inspired you to step into this field and launch your own business? Was there a defining moment or influence that sparked your path?
LS:"I was most inspired to form my own business after landing my first starring role in Hollywood. I wanted to step aside from the competition that was often motivated by looks as much as it was on talent. Shall Be Productions and SB Media empower me to help others by generating compelling content for radio, TV, print, and digital outlets. It's exciting to see others realize their dreams, whether their product is a book, a short, a film, or some other type of marketing and promotional asset. From concept to creation, we do it all."
RCBCC: Every entrepreneur faces their share of early hurdles. What was one of the biggest challenges you encountered starting out, and how did you overcome it?
LS:"I wrote about my biggest challenge in my book The Brand Beside the Brand. Working in broadcast media and in television and film put me in front of the camera or the microphone. However, I amassed a broad skillset behind the scenes which included writing, producing, project planning, administration, operations, creative development, marketing, and media relations. I was floating in and out of these roles depending upon what the job called for. Because this was not in a traditional corporate structure, my duties were not based upon precise HR descriptions. So, the challenge was to define myself and my business capabilities. I can do that now while aligning my brand with other brands that I have contributed to such as EURweb.com, McDonald’s, Wingstop, Northrop Grumman, Verizon, Logan Westbrooks Productions, Olympian Kevin Young, and many more."
RCBCC: Tell us about the work SB Media & Productions does. What types of services or products do you offer?
LS: "Marketing & Media Relations, Storytelling & Graphic Design, Branding, Content Creation, Project Management, Book Development and Audio Visual Production."
RCBCC: Who would you say is your primary audience or client base? Who are you most passionate about serving?
LS: "Entrepreneurs, authors, and small businesses. I have also recently held communications contracts with the City of LA and the Department of Defense."
