Vashtie Kola: Curator of Cool
BlackEnterprise.com caught up with the Trinidadian-American upon her return to the Big Apple. See what the Heineken ambassador has to dish on a day in the life, branding and what’s NEXT on her agenda.
What’s a typical day in the life of Vashtie?
As I’ve gotten older, I will say I’ve gotten better with being more productive and just waking up earlier. So now I wake up pretty early—like 7 or 8—and I usually check my phone: reply to emails, and texts and phone calls. I go to the gym, and then I come back to the office and answer more emails. I usually blog first thing in the morning. I blog basically about whatever’s happening in my life.
It depends if I’m being asked to write for a music video. I basically sit in front of my computer for the next two or three hours listening to the song over and over again; coming up with visuals and coming up with the idea and concept for the video, then I write it down on my computer. If it’s something for my clothing line, it’s opening up [Adobe] Illustrator or Photoshop and getting an idea I have in my head down on the computer or sketching it, if I have to. Then I usually run out and take meetings here and there and then I come back to my desk and continue working on the video stuff or if the video’s already been shot, it’s editing, meeting with the editor, going over the edits, making sure everyone’s happy with the video. It’s always random, never set in stone.
How important is branding?
For me, branding is identity. It’s almost your signature wherever you go.
Most of the branding I think that I’ve been known for is from the idea of being uniform. I usually wear the same thing all the time. My logo has been the same for the last 10 years. Certain things work naturally into that mold of how to further a brand; being able to create a footprint from what it is that you do, but using the same things over and over and over again.
Long story short, I think it’s everything.
How have you used social media platforms that you’re on to expand your brand name?
That sense of by me sharing my behind-the-scenes of dressing something it was like really shedding light on a career path that most people maybe didn’t think about as a woman. Through that I felt more compelled to share my life, so definitely through the blogging and through keeping a diary of my life I feel like it’s definitely given me a platform and a base of supporters who can identify with my lifestyle and who feel as though whatever I’m putting out there is something they can attain also.
What’s the best piece of business advice you’ve received?
It’s important that you don’t waste your money on fleeting items that aren’t going to last you a lifetime and aren’t going to really fulfill your future person.
What’s NEXT for you?
I just wrapped a video for Big K.R.I.T., which is the song off his new album that isn’t out yet called “Boobie Miles.” Boobie Miles is a character from a movie called, Friday Night Lights. It’s basically correlating the world of being an athlete to the world of being a rapper. I am also about to be in the Polaroid art show. All of the pieces of artwork are up for auction for charity. James Franco did a piece. Tory Burch. Tyra Banks. Brett Ratner.
I’m going to South Africa in two weeks. Yeah, that’s going to be crazy.
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