We were lucky to catch up with Arielle Caputo recently and have shared our conversation below.
Hi Arielle, thanks for joining us today. Alright, so you had your idea and then what happened? Can you walk us through the story of how you went from just an idea to executing on the idea
In the intricate tapestry of life, where each thread weaves a unique story, there are those who dare to transcend conventional norms, overcoming hardships to craft a narrative of resilience, impact, and change. This is my story; a girl who was scared, timid, and shy, navigating a journey from religious constraints, toxic relationships, and homelessness, to becoming a catalyst for positive transformation, both in my personal life and the lives of others.
My story begins in a deeply religious community, where I grew up the oldest of 8 children memorizing bible scriptures and wearing a fully covered uniform head to toe, listening solely to christian hymns, and given a “barely-there” education consisting of many religious restraints. At the age of 18, not knowing what was out in the big bad world, BUT knowing this religious life was not for me, I ran away. Confused by the real world and battling layers of insecurity and unworthiness, I found myself entangled in a toxic relationship that led to homelessness. At the same time, I also became a young single mom at 21. Wanting more for my life and the life of my daughter, I relocated to Los Angeles with my newborn baby and alongside my younger sister, embarking on a path of self-discovery and resilience.
Enrolling in Community College, as a means to better myself, meant working full-time at a production studio during the day and attending school in the evenings. I gradually worked my way up the ranks. However, holidays and birthdays, laden with painful memories, forced me down a journey of exploring the laws of the universe and rewriting the script of my life. I started volunteering at every non-profit that would let me in their doors, organizing events for shelters based on their biggest needs. Through this experience, I sparked a personal transformation, discovering a newfound sense of purpose and fulfillment for the first time.
After feeling like the production studio wasn’t quite the career path for me, but still not knowing what type of opportunities were out there, I pivoted to working at Soho House, with a goal of networking, connecting with everyone in the entertainment industry, and discovering what types of additional career choices there were. Thanks to introductions from friends, I was fortunate to be connected with Scooter, ultimately securing a position at Scooter Braun Projects.
We were a small team of 10 in a little house in Beverly Hills. I got to witness first-hand the fusion of philanthropy and entertainment. In 2017, following a terrorist attack at Manchester Arena during an Ariana Grande concert, SBP organized the One Love Manchester benefit concert. Bieber pledged $1 from every concert ticket to Pencils of Promise, and became one of the top artists to grant wishes to the Make-a-Wish Foundation. And then there was “Hand in Hand: A Benefit For Hurricane Relief” telethon, which aired and streamed on major television networks, radio stations, and digital platforms and raised more than $64 million for those affected by the 2017 Hurricanes. Then, Ariana Grande supported voter registration, by partnering with HeadCount to register fans during her 2019 tour. Inspired by Scooter’s commitment to charitable initiatives, I realized the potential to bridge the worlds of for-profit and non-profit for greater impact.
In 2020, the world experienced a paradigm shift with the onset of the Covid-19 pandemic. Seizing the opportunity I dove headfirst into the web3 space. At this time a crypto token asked to hire me to do their PR, at first I didn’t understand this request because I had zero PR experience, but they felt I was perfectly positioned from being in the entertainment industry while also spending a decade in the philanthropic sector. So the token built a charitable mechanism in, meaning everytime the token was bought or traded a percentage went into a charitable wallet, and I got to be the one to advise on where those funds were donated. We forged partnerships with various local foundations already engaged in hosting community events, providing them with additional financial support.
At this time I ran into an old acquaintance at a networking event who invited me to join forces for the NFT LA team, giving me full range as Head of Social Impact. This was an incredibly life changing experience, I brought in a dear friend and rockstar in the PR/Marketing Space, Nadya and her company Alter New Media. I explained the vision I had, and we went to work together. One of the conversations I had early on with the NFT LA team was that it was very important that we not only talked about Social Impact on the stage, but that we embedded it into the conference through strategic initiatives. Together we successfully secured over 100 community partners focused on impact and sustainability; this resulted in increased authority via partnership associations, a 1,184% increase in impressions and a 482.5% increase in engagement on social media, and an additional $25,000 + in event revenue generated from affiliate ticket sales. The case was made and the dream became a reality.
As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?
This experience laid the foundation for my agency, which focuses on elevating conferences, festivals, and events through philanthropic design. In a world where millennials demand more from corporations and events, we emphasize the importance of integrating social impact and sustainability initiatives. Nowadays, you will see a company hire one Corporate Social Responsibility Director on salary, but my logic is why have one human, when you can have a team of passionate individuals dedicated to making a difference, strategize how to best elevate your event(s). I spent a decade creating a diverse range of projects from conferences, charity galas, fundraisers, pop-ups. I was able to witness through experience the need for visibility and innovative ways to create traction and competitor differentiation.
The mission is clear: to help you generate additional revenue, expand your audience outreach to boost ticket sales, and to enhance your festival or conference’s visibility through strategic and positive PR efforts. Sometimes it involves formation of a non-profit, and other times we focus on marrying your event with the best non profits out there, leveraging tax advantages for increased corporate sponsorship funding, and accessing grants from relevant foundations and government agencies. To put it simply- our goal is to make you look good all while making a difference in the world.
When I look back at all the different jobs I had and all the hours I spent volunteering at numerous organizations, I know without a doubt that it all led me to this point. All along this journey I met so many incredible organizations who are literally changing the world. I want to give these organizations a stage. I want to create passive income for them; I want to help set them up in a way that they can continue doing what they do best and not have to worry about funding.
As an agency, this is our focus – marrying for-profits and nonprofits together, aiming to establish brands, festivals, conferences, restaurants, gyms… as entities that care, setting them apart from competitors and by doing so, we are providing non-profits with visibility and funding.
Upon reflection, my journey from religious constraints to entrepreneurship reveals a mosaic of resilience, philanthropy, and a steadfast dedication to creating positive change. No experience is wasted, and every step, no matter how challenging, can lead you to a purposeful destination.
I won’t sugarcoat it—anyone who knows me knows I work hard. Throughout 2022, I meticulously juggled responsibilities at SBP and the NFT LA conference at the same time, putting in 10-12 hours daily. January 2023, I took the plunge into full-time entrepreneurship, a decision that unleashed a whirlwind of emotions as I left behind stability for the unpredictable world of entrepreneurship. The journey has been a rollercoaster, marked by both exhilarating highs and challenging lows. However, I consider myself incredibly fortunate to have had exceptional mentors and friends by my side, providing invaluable support and a platform to brainstorm innovative business ideas. As the adventure continues, I am excited about the remarkable projects in the pipeline—ranging from festivals to backing a mental health-focused clothing line and assisting with launching a learn-to-earn app for youth, producing events on Female Empowerment and the list goes on.
What’s worked well for you in terms of a source for new clients?
Through word of mouth, I actively immerse myself in the grassroots of networking events, willingly volunteer, and support numerous gatherings. As an agency, we commit to undertaking one free event each month— a strategic investment to establish rapport, gain valuable experience, and foster lasting relationships, and it is our way of giving back to our community.. Our approach is marked by a commitment to excellence, consistently going above and beyond expectations. I am confident that our unwavering dedication will be etched in the memories of those we collaborate with, ensuring that when future opportunities arise or larger-budget projects materialize, they will not hesitate to seek our partnership. For me, the ultimate priority lies in building relationship capital, a currency founded on trust, effective communication, collaboration, and the fulfillment of promises. We steadfastly assert that our focus extends beyond mere financial transactions; we are in the business of cultivating relationships. This philosophy transcends monetary or tangible assets, emphasizing the intangible value derived from fostering positive and constructive connections with individuals, be they customers, clients, partners, or volunteers.
It’s not just about what we can achieve as individuals, but what we can accomplish together.
Let’s continue to collaborate, share ideas, and support one another to create even more magical moments that connect, educate, and inspire.
Together, we can make a real impact and create a brighter future for generations to come.
What’s worked well for you in terms of a source for new clients?
Answers combined
Contact Info:
- Website: ccagency.io
- Instagram: ariellecaputo
- Linkedin: https://www.linkedin.com/in/arielle-caputo/
- Twitter: arielle_smiles
Image Credits
none needed, thank you