Episode 12: Melissa Sweets | Crafting Culture and Breaking Barriers

Hi there. We just got done recording with Melissa Sweets who is a Latin music expert whether she's repping artist or curating events and supporting women all around the world. You know, we're just so excited that she's gonna spend some time with us today sharing her business strategies, her strategies for personal success as well.

Just excited to share this episode with you. Welcome all to the Power Up Your Life podcast. I'm Kelly Resendez.

And I'm Mandy McAllister.

And we are incredibly grateful to have the amazing Melissa Sweets here on the line and just super excited to have you here. And I'd love for you to share just a little bit about your impressive career and what you have going on right now.

Amazing. Thank you, Kelly. Thank you so much, Manley, for having me. I'm really excited to be here. You know, it's Women's History Month, so what better month to have, you know, amazing women on your show? So I'm really excited about that.

So, yeah, Melissa Sweets. Right? How did I get that name? So I I started out in radio, and that's how I met a lot of the people that I work with now. I started out in New York City, being on some of the top radio stations. I needed a name. There was a really cool, country song by the Altman Brothers called Sweet Melissa. And so the radio, production team was like, why don't you flip that and call yourself Melissa Sweets? So now people think I make cupcakes, but it's okay. Because what I do is I actually make culture. Right?

So Mhmm. I spent over a decade oh, I wanna say I started around 2007, kinda dating myself, but that's okay because I still look good, for my age. But, I'm so humble. Right? But intersection of music, media, and culture, that's always been my thing. I've worked with major labels like BMG, Warner Music, Roc Nation, viper, Adonde Media, really just working with independent artists as well, helping producers also with their marketing, in the podcast world. I've helped to craft strategies that elevate their brands, connect them with the right audiences. So it spans across artist relations, brand partnerships, digital marketing. Right? But always focusing on, like, bridging the gap between Latin and mainstream markets, beyond the music, fashion brands, tech companies, lifestyle platforms.

Right now, I'm actually working on a couple of things. I'm in South by Southwest right now. I have a couple of artists that are performing. I've turned on my manager hat. Right? I've worked a lot with a lot of Latin artists in Miami. That's where I'm based now even though I grew up in New York, lived a little bit in Houston, going to South America a lot.

My mother's from Colombia. My father's from Argentina. So and I have a 17 year old son. I'm a single mom, and, you know, I like doing this because I wanna wave that flag for all the single moms that they can still do this. It's a little crazy. It's a little ambitious, but, I really do love what I do. And, my son is number two in the state of Florida. He just won for the state championships, which is really cool. So what?

He won. Sorry. He wrestled.

Clean. Oh my goodness. That's so cool. Which is a really tough sport. He's he's been in doing this since, like, eight, nine years old. So, now I'm taking my management skills to my artist and leveling up that game. Right? So that's why I'm here in South By.

I'm doing a really cool woman's, history happy hour, if you will, with women in music. I've got, like, some really great people showing up, all music execs women that work in the music industry for Miami, for the Miami chapter, and that's being sponsored by Jim Beam. So just, like, bringing certain brands and things together. I know Miami is trying to be really the big global music hub, so I'm helping the Miami downtown authority, with making that happen and bringing new business.

Another thing that I'm doing is, hosting SiriusXM Pitbull show. I'm bringing in a ton of new talent, ton of new g DJs, and that'll be all week for Miami Music Week. So we'll be fist pumping all week. So it it's it's fun, but it's a lot of work.

Amazing. I'm growing my team too. And, you know, some of the girls, they are amazing, and some of them are like, I don't know how you do this, and I don't think that this is for me. And I understand it's not for everybody, you know, because you do have to put on your corporate hat, your business hat during the day, but but then you also have to be at events at night or on the weekends. Right?

So it can be a lot, but, you know, you have to just really love it. I love that. Well, one of the things that we always wanna try to help our listeners because you've already created massive success and and have a great name for yourself in this space, but there probably been times where you had to pivot or you felt stuck in what you were doing.

And I know it was it was great just with a a friend of a mutual friend of ours, Hala, on Sunday, and she was talking about how, like, you guys just kinda knew this blog needed to transform into something else. Maybe talk a little bit about, you know, whether that or when you felt stuck and had to really pivot because, of where you were.

Yeah. I mean, I'd say, for me, honestly, I I was working, that's funny enough, with Hala on the hip hop side, and that's where I pivoted to the Latin side. Okay. Right? And that's where I felt like, okay. I I was getting a lot of roadblocks. I know Hala was too. She pivoted sort of to the podcasting side. I stayed in music.

And for me there, what what worked for me was being able to take my bilingual, you know, skills and turn that into the Latin right on the cusp when Latin was becoming, you know, really big. So, right, really blew up, and I was right on the cusp of that.

And I realized, you know what? I love hip hop. I do. And it's probably where I, you know, where my heart is always, but I knew that I had a great background growing up, you know, spending summers in South America with my parents and things like that. I knew a lot about the cultural nuances and what it took in order to be able to target the right audiences.

Right? And I'm the target audience. I'm that first generation immigrant. Right? My parents came here, you know, with nothing and, you know, the American dream. Right? And now I'm that, generation to kinda continue that. So I was those the 75,000,000 Latinx, if you will, that they call us now. Right? So I was like, I'm the perfect target to promote to myself. Right? And I know what I like. I know what I want. I know what audience I am. So I just took that and ran with that.

And, honestly, be also coming from the mainstream market really helped me in the Latin side. Right? Because, you know, I knew that side too, which a lot of Latin that didn't and execs. Right? You know, I was able to explain everything correctly to the Latin side, to the American side. So I was very much that medium that, they needed. You know? Mhmm. Amazing. Sounds like you found where there was a missing piece, and you became

that missing piece. I I love how you said you know? Absolutely. I I love how you said that you create culture. I I think a big piece of what we all do as entrepreneurs is is learning to trust our own judgment.

You know? So it sounds like you made a couple of those pivots. You know, talk to me a little bit about, you know, a decision making process or how you decide on what to do to lean into trusting your own judgment.

Wow. It's it's definitely something that you grow with, with every decision you make. Right? Because sometimes there are decisions that you make that don't work out, and it's just a big risk factor. Right? There's definitely been times where I've thrown events and, you know, I put my all into something and felt like, you know, the feedback wasn't great, and I've had to cancel them. Right? And, you know, you already put it out there in the world, right, the social world that this is happening, and then you have to make that decision to cancel it because you know you're not gonna get the people that are supposed to show up. Right? So you have to make that executive choice. Right?

And it's really hard because and that actually happened to me not too long ago, but, the weather I went to do an event in in New York, and the weather was really bad. And people were very excited about showing up, but I had to make the executive decision of canceling it because I had an artist showing up. I had you know? And I didn't want to take on that expense after the fact and then for the room to be empty or whatnot. So I had to make the choice of of, you know, canceling the event, and, it hurt. It hurt like hell.

And I you know, you stay quiet on social media a couple days, you know, because I'm not gonna really tell the world, okay. It didn't happen. You know, they don't need to know that. Right? It's funny how perception is so big, especially in this industry. So you kinda have to just roll with those punches.

And, you know, people ask me, oh, how was your event? People in Miami that weren't there in New York were like, how was your event? Like, oh, it was great. Thanks for asking. You know? Oh, you didn't post anything. I was like, I'm so busy. And, honestly, that's what I had to do. I kinda had to make that decision where, you know, I know it's kinda like, you know, moving around the perception, but I don't need people to know that, you know, it was a terrible situation. You know? We're gonna keep it moving. It's gonna be positive.

And now I'm putting on this event for women's history month. You know? And I'm bringing the artist there. Right? So you just kinda just roll with those punches, you move on, and you focus on the next best thing. That's all. No. That's great. What would you say because this is one challenge that I think women have elevating

or starting a business. Is they're a little too worried about what other people think or being perfect? Help me. Like, tell me what advice you would give to the women out there that are, like, maybe don't feel that strong because you're a badass. Right? Like, you're like, I just I I gotta just keep moving, do the things that I need to do. What advice would you give them?

Okay. Cry a little bit, because it happens. You know? I think with you know, we're we're emotional human beings. Right? Whether men or or or women. Right? And, I think the best thing is to just like, Beyonce gives herself twenty four hours to be sad on something. Mhmm. And then she keeps it moving. You know? So I roll like Beyonce. Right? If something upsets me, I'm gonna give myself those twenty four hours to feel it because that's giving myself the time to heal. Right? And so from there, I'm gonna wake up the next day and be like, alright. What do I have to do next? You know? You can't sit and and and wallow in your pity. You know? That's not gonna get anything done. You know? And a lot of people depend on me, you know, especially my son, and I'm not going to let anybody down or even myself.

You know? I also learned you know, I I'm in a single phase. I've been single now three years, and, I'm really loving it. The first year was a little rough, but now I'm in my second, you know, third year. And I really feel like men can sometimes make you feel crappy. Mhmm. You know? So sometimes maybe you just need to be alone, and really focus on yourself and make yourself happy. And I feel like that has really helped me a lot, because I don't have to report to anybody or you know? My house could be a a a crap show. Nobody's gonna see it. Right? As long as I'm getting my things done. You know? So I think that I as long as I feel good for myself and I'm doing things for myself, everything else is gonna work.

So I think with women, you know, just give yourself some time to get over whatever it is you're upset about, but get to it. Right? And start off small. Little steps, baby steps, especially. Mental health has been such an issue lately. I mean, I think it's always been it's just being more trendy now, right, where people talk about it. But, you know, you just gotta keep going. Just do little things that make you feel happy.

For me is I make my bed. I start moving, you know, make my coffee. I check my emails. I check-in with a friend, a family member that makes me feel good. Right? I'll do a meditation. I go to the gym. Ugh. Save my life. Yeah. The gym is my sanctuary. And then after you go to the gym, you get those dopamines in you. You're like, I could take on the world. You know? So, honestly That's awesome. Yeah. That's my that's my strategy.

I love it. I the the next right step. Sometimes when you're paralyzed, the the thing that gets you moving is just moving your body. You know? It's a car before the horse thing.

You know, I spent some time in my life as a single mom too, and I I feel like, you know, it it's it's a thing that has, like, a a a not great light on it, but it's a it's a a thing that you really, you know, you find yourself in a big way.

I'm curious to any single moms out there who are maybe paralyzed themselves and and don't want to bet on themselves because they're playing the safe route of whatever job that doesn't fill their soul. What do you say to them? What are a couple pieces of advice for them?

Man, I guess, lean into your circle. You know, I'm a Capricorn. You know, I'm still learning a lot about my sign. Yeah. But I've learned that I don't like asking for help. You know? And that also can make me sort of like the alpha female, especially with when, which I think is why I'm so single because I just can't I just like doing everything on my own now. You know? So it's like I think, but you do need to ask for help.

And I'm not saying, you know, don't. Like, I think as a single mom, I've leaned into a lot of other moms. Right? You know, find find those girls that are also just like you that are similar. Find the community. Right? In in Miami, I joined, like, a recreational soccer league with women. You know? It's something that I love. I used to do play that in high school. Right? There's the wrestling moms. Right? You just gotta kinda put yourself out there.

You know, my son's girlfriend's mom is a sweetheart. She's also a single mom. So we're kinda, like, raising our kids together, and they're Okay. You know, they're they're an amazing set, and, you know, she also wrestles. You know? I just got really lucky with that. I think, you know, leaning into certain people that you can that you know you can is gonna really help. You can't isolate yourself. You're gonna go crazy. So finding a community, and you're actually gonna live longer. Yeah. Studies show. Yeah. You know?

And I do have to say, there is a study out there that I read that, kids raised by single moms are actually smarter and have better people skills in life. Yeah. And they know who deal with problems better because, you know, they have no choice but to because Yeah.

For sure. No. That's amazing. Environment's so important. That's one of the things that GoBundance women that we're like, you know, once we know what's possible, then it it does kinda unlock that freedom to be able to make those choices. So thank you for that. What would you say? I just wanna say I'm sorry. I just wanna say one quick thing.

I have a couple of women that I know are choosing to have kids on their own. Mhmm. But right now, it's become a thing, especially since women are making more money than ever. Yeah. So they're making the choice of just doing it on their own.

And I'm really, really you know, it's it's really inspiring, and I you know, some of the moms hit me up and say, Mel, I love what you do, and you're kind of inspiring me to go on this route by myself. You know, obviously, grandma and grandpa are gonna help me, but, you know, I really think I wanna do it myself, and I haven't found a good man to help me or anything. So I'm just gonna go about it and choose my own jeans and pick my own designer baby. I'm like, girl, you go for it.

That's amazing. Well, and that's the thing. It's like we've gotta create the life that we want. And if the partner's not there, I mean, we we do have. I mean, it there there is some time constraints when it comes to that. So for sure, what would you say just being a a female business owner?

What are the greatest building blocks that allowed you to get where you're going? So we've got a lot of people that are building businesses. Right? They haven't built the influence that you have already.

Like, what would you say those main points are in your business that have really elevated where you are? For me,

what worked for me is I'm really good at networking. Right? And I'm really good at, like, showing up to places and being genuine and showing love and, you know, shaking hands, kissing babies. Right? And just kinda, like, being in, you know, in the moment with someone at an event and just bringing value to them. Right?

I started out, you know, in radio, and you don't really make much money when you first start out in radio. Mhmm. But I knew that I could use the logo and the brand to uplift myself and my own brand. So I did that, and I made relationships. And every relationship that I have, I keep.

I follow-up. The name of the game in the music industry is following up. Right? So, that's something that, like, as I went on any other escapade and every other thing that I did, I always make sure to let people know what I'm going what's up, what I'm going up to. Here's how you can get involved. Right? And you just elevate and keep growing with that and those those people. You know? Building sort of, like, your your email list. You know? Yeah.

Super important. That's awesome.

I love it. In in terms of, like, the idea of clarity, just that next right step, the actionable stuff that you do. When you're lacking clarity, how do you go find

it? I party like a rock star. No. I'm kidding. It's how it's kinda and no. So it it's a it's a combination of things. Right? For me right now, I've been laid off from the music business, and I haven't said this to anybody. Nobody really knows unless you're my personal friend, but I've been on my own now for two years, almost a year and a half. There was a massive layoff in the label system. A lot of us were affected, and we've turned that into our own little lone wolves community. We have a Slack channel. We all help each other out.

You know, and what we do is, sort of what I'm doing right now is I'm consulting for these artists. I'm getting them gigs. I'm, you know, project managing for them, a lot of artist relations, and, you know, we're connecting the dots between genres, country, Latin, pop. Right? And it's like, how can we help each other? And it's a community of all of people like us that are super smart, executive, been in the music business for years, but we're just laid off because of the innovation and circumstances that, you know, happens in in the label business. So, you know, I I kinda lean on into this community to say, hey. This is what's going on, or I saw this job posting. I'm gonna refer you. And that's been really beautiful to see.

Mhmm. And I think what I've done to get my clarity, like, I'm very high achieving. Right? And sometimes when I feel like I'm not doing something, I feel like I'm being a bum or a loser or something like that. Right? So, I think what's really helped me in this time is to kinda scale back and be like, you know what? You've worked hard for so long. Mhmm. You know, maybe the universe is trying to tell you to slow down a little bit so that you can actually catch up. Yeah. You know? And Exactly what I was gonna say.

Maybe it was a gift from the universe. You know? Because I I've heard so many stories from investors that the this layoff turned out to be this greatest gift, this nudge from the universe that I wouldn't have done on my own.

But you've said so many things, Melissa, that are just fantastic. I I feel like I'm now gonna say I roll like Beyonce. That might be my favorite thing that you said.

And this idea of asking for help, that's the thing that we say a lot at GoBundant Swimming. You gotta know what your ask is so that you can ask for help when and where you need it.

Kelly, what were a couple of things that hit you? Yeah. Well, I mean, I think some of it's being that entrepreneur that's willing to fail and make a decision that, you know,

a lot of people aren't willing to make, and you have to do that. You have to be thoughtful about what that is. And then so much of that advice in networking that you are present, that you're adding value and trusting as you do that, that it's going to really allow you to build your business.

So you have been an incredible guest. We are so grateful to have you here. I hope that your event there at South by Southwest is incredible, and we'll just continue to to, you know, hopefully support one another, and and we'll go from there. So thank you so much, Melissa.

Where is the best place for people to follow you?

Instagram is is my go to, at Melissa sweets. You know? Awesome. I just wanna give a little shout out just for in the spirit of women. I'm I'm really grateful to have amazing women in my life.

You know? Paula is a big part of that. So she's the reason why I'm here staying in South By. She's letting me stay in her place, so she's always been so supportive.

And then my friend Carolyn Ortiz, I know she's gonna watch this, and she has a great platform where she also helps executives like us, come together and find new clients, and she's amazing. She has a program called, the BAK Playground.

And, yeah, shout outs to Woman in Music, for supporting me in all my initiatives, and

thank you guys so much. I really appreciate you guys for this time, and I hope you guys have a great weekend. So much. Share this episode. Get it out there.

If you need help with with talent or or you are an artist that's listening, definitely check out Melissa. I know we've been collaborating collaborating with her on a few projects as well. So thank you so much, and have an amazing day, everyone. See you on the next episode.