Meet Johanna Rose | Founder, Strategist

We had the good fortune of connecting with Johanna Rose and we’ve shared our conversation below.

Hi Johanna, we’d love for you to start things off by telling us something about your industry that we and others not in the industry might be unaware of?
One thing about our industry that outsiders are probably unaware of is the profound impact and importance of brands investing in multicultural creators, as well as ensuring these creators are fairly compensated for the value they bring to collaborations. This core principle is the foundation of why I founded 33rd Ave LLC.

At 33rd Ave, we are dedicated to educating brands and agencies on the immense potential and significance of partnering with multicultural creators. These creators not only bring diverse perspectives and cultural insights but also have the ability to authentically connect with audiences that traditional marketing often overlooks. This connection is crucial in today’s diverse and interconnected world where consumers increasingly value representation and authenticity in brand messaging.

Moreover, it’s essential to recognize that fair compensation is not just a matter of monetary exchange but a reflection of the true value these creators bring. By compensating multicultural creators equitably, we ensure that their contributions are respected and that they are motivated to continue producing high-quality, culturally resonant content.

My vision for 33rd Ave extends beyond mere transactions; it’s about fostering partnerships that are mutually beneficial and rooted in respect. We strive to empower multicultural creators by educating them on their worth and the impact they can have on brands. By bridging this understanding gap between creators and brands, we facilitate collaborations that are not only successful but also meaningful and authentic.

In summary, the hidden gem of our industry lies in recognizing the transformative potential of multicultural creators and advocating for their fair compensation. This approach not only drives business growth but also promotes diversity, inclusivity, and cultural empathy—a vision that lies at the heart of 33rd Ave’s mission.

Let’s talk shop? Tell us more about your career, what can you share with our community?
My Art and Professional Journey

My art is the fusion of creativity, understanding, and value, aimed at connecting people and brands for a common cause. I aim to empower creators and helps brands strategize. This has led to transforming some of our creator’s lives by providing finding ways to monetize their talents, ultimately benefiting them and their families. This has also led to creating some incredibly dope campaigns for brands that we’ve worked with time and time again.

What Sets Us Apart

Our agency stands out by putting creators first. We even collaborate with other talent agencies to enhance opportunities for our creators. It’s not just about earning a percentage; it’s about fostering growth, pushing creators beyond their perceived limits, and ensuring brands and publications recognize their impact. We provide a thoughtful service that aligns brand goals with our creator’s content and amplification, resulting in powerful collaborations.

My Professional Journey

Reaching my current professional standing involved understanding my strengths, learning from my weaknesses, and engaging with people continuously. I learned from those around me, asked questions, and embraced new challenges with resourcefulness. With over a decade of experience on the brand and agency side, I saw the potential this industry had early on, but also identified gaps in the influencer marketing industry, particularly concerning multicultural marketing. I also witnessed the power of understanding and valuing multicultural creators and staff. My mission became ensuring both brands and creators recognized the value in investing in influencer marketing, and doing so with fair compensation for those assigned to amplify the brand’s messaging.

What I Want the World to Know

There is no final destination in my career; it’s always a work in progress. Achieving one goal leads to setting a new one. I am fortunate to be in a highly creative industry, facing new tasks every hour, and I embrace these challenges because I love what I do. Above all, it’s about valuing our community. When working with the world’s leading brands, we are entrusted with representing our community, and I am dedicated to ensuring we are respected and represented at the highest level.

Who else deserves some credit and recognition?
I want to express my heartfelt gratitude to the creators who have placed their trust in me and my company, as well as to the agencies that have listened to my pitches, responded to my emails, and believed in our ability to deliver on campaigns for their clients.

To the influencers who have chosen me to represent them, to advocate for them in front of clients, and to guide them through every step of our campaigns together—I am deeply honored by your trust. I understand that this trust can make people feel vulnerable, and I consider myself incredibly fortunate to work with such exceptional, talented, and genuine creators. I am forever grateful to each of you.

I also want to thank the agencies who have placed their trust in me, a talent manager from a boutique agency. Your willingness to consider my thoughtful pitches, based on a genuine understanding of your briefs and aligned with your campaign strategies, means a great deal. Your trust in me to execute your brand’s vision through our creators and to listen to my insights is where the magic of 33rd Ave begins.

Thank you all for believing in our collective vision and for allowing us to create impactful campaigns together.

Instagram: https://www.instagram.com/33ave

Linkedin: https://www.linkedin.com/in/johannasilva/