LATAUSHA

IAMLATAUSHA started her journey in the music industry almost 15 years ago as a songwriter and recording artist under the moniker Cold-Hearted. Born and raised in Indianapolis, IN, she faced a lot of challenges trying to “make it” in the music industry in a market with limited resources, capital to invest, and knowledge of how the music business actually works. All she knew is that she had a passion for music and wanted to be respected, successful, and profitable in the industry. What many don’t know is that IAMLATAUSHA never set out to be the best artist in the business and ironically was sought out by other more talented artists seeking her assistance with their music business. One thing that separated IAMLATAUSHA from the “average” artist was not her talent but her business-savvy, confident swag, the gift of gab, and boss lady persona. Identified as the “full-package”, IAMLATAUSHA continued to elevate herself by learning the business of music, networking, and grinding nonstop against all odds.

Determined to distinguish herself from the rest, IAMLATAUSHA decided to Executive Produce a collective compilation with her label mates that was mainly comprised of singles by each artist and a few collaborations. Prior to the release, she started her record label On Point Entertainment, establish ed her publishing house Bout Our Business Music with ASCAP and added some of the region's hottest artists to the On Point Entertainment brand. Surprisingly, her first single “I’m On Point” premiered on the local radio station WHHH Hot 96.3 a week after the release and in local nightclubs. In addition, 2 of the other artists also had singles take off in the underground circuit and the On Point Ent. brand and sound was solidified. At that moment, THE SINGLES MARKET was born and used as a blueprint for her clients. Using the knowledge she acquired from researching, attending conferences, and networking with more established music business professionals, IAMLATAUSHA began to formulate her business model and position herself as a professional in the industry.

Achieving what some may deem as mediocre success as an artist, her desire was to always be a music mogul and follow in the footsteps of the likes of Shawn “Jay-Z” Carter, Sean “Diddy” Combs, L.A. Reid, and Russell Simmons. In 2010, she made an executive decision to retire from the recording artist side of the music industry and focus more on her consulting and publishing activities and the rest is history.

Vocal readers, please enjoy our interview!

Tammy:

What inspired you to enter the Entertainment Industry?

Latausha:

The Entertainment industry as a whole comes with this ideal lifestyle of being rich, famous, and living a life that others find unattainable. This perception is what draws people to become a fan of your work. Whether you’re an actor, musician, fashion designer, business person, or athlete, you dream of this industry as a means that will provide you with the “finer things in life”. Like many in the Entertainment industry, my love for it came through music at an early age. I became a fan of many artists growing up and could often recite new songs word for word. I began writing poems and rapping on voicemails as a teenager.

Tammy:

What do you love most about the work that you do?

Latausha:

What I love most about my work is educating my clients on the fundamentals of being in the music industry. I love being able to assist them with some of the key areas that most artists miss that prevents them from being able to potentially make a living off their musical talents. I also love the networking aspect of my career that puts me in the rooms with some of the most successful and influential artists, executives, and tastemakers in the game.

Tammy:

What have been some challenges?

Latausha:

Some of the challenges have been accessing the monetary resources needed to sustain a record label. In addition, the Covid-19 pandemic has put a strain on being able to travel freely, book shows, and move an artist through markets aggressively. This new normal has undoubtedly halted the potential success and profitability of our efforts. We’ve had to dig deep and diversify our platforms and create new revenue streams.

Tammy:

What are you currently working on?

Latausha:

I am currently working on releasing more music for Da Real Nino as well as working on new clothing brands, MBK (My BruddasKeeper) and Byond Flyy! In addition, I have been working to incorporate some financial services to my brand focusing on life insurance, preservation of wealth, and generational wealth strategies. I believe these all go hand in hand with the work I do and the clients I already serve.

Tammy:

What else can we be on the lookout for?

Latausha:

In 2021, On Point Entertainment will focus on expanding its Singles Market to include more music from Da Real Nino and other upcoming artists that can benefit from having a brand behind them that understands what’s necessary to break a record, build a brand, and generate revenue in the Music industry.

Tammy:

What advice would you have for anyone who wants to follow your career path?

Latausha:

My main advice would be to understand the Business of Music and master whatever area of expertise you chose to pursue. I would also advise someone entering this industry to establish a corporation and build business credit to leverage the multitude of expenses that come with pursuing a career or building an empire in the Music Industry.

Keep up-to-date with IAMLATAUSHA and her career journey by connecting on Instagram.