Alright – so today we’ve got the honor of introducing you to Deziree Sierra. We think you’ll enjoy our conversation, we’ve shared it below.

Deziree, appreciate you joining us today. Folks often look at a successful business and imagine it was an overnight success, but from what we’ve seen this is often far from the truth. We’d love to hear your scaling up story – walk us through how you grew over time – what were some of the big things you had to do to grow and what was that scaling up journey like?

By networking with the right people and sometimes, the wrong ones. I also involve myself and demonstrate what I can do.
I never over promise or under deliver. Being thorough, professional and respectful has helped with scaling up in my business as well.

Deziree, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

My love for music began at a very young age. I used to take singing classes and dance classes from the age of five. I also modeled a little during middle school however, I never pursued a career in any of those fields but somehow, I became a part of the music world.

My music promotion days started in 2001 back in High school. I wasn’t getting paid for it, but many people would walk up to my friends and I to ask for help passing out their homemade invites/flyers so that we could pass them out to those we knew. Which was a lot of people fortunately so we were pretty much inviting all of our friends & their friends to others homes to party with us. We always had the same DJ…..lol, DJ TAZ!! I miss those days!!

Then it escalated a little more when one of my friends from high school asked my other friend’s and I to help her mother who was a promoter to help with spreading the word about local Miami talent showcases. We would get to attend the shows based out of a well known hotel in Hialeah which had an event space where the locals used to display their talents. THAT’S WHEN I FELL IN-LOVE with the Independent Music Scene!

I even got the opportunity to meet Mr. Worldwide himself when he was just Pitbull, a local hip-hop artist from Miami (my home town). When he used to just be rocking the jersey’s! I was able to see him several years later (I believe it was 2003) at one of the yearly Uncle Al Festivals that Miami has in memory of the legendary DJ.
Then around 2009 he got the title Mr.305 & then later on around 2012, Mr. Worldwide.
It was an honor to be part of a little bit of his history ya know?! :)

During 2003, I was assisting another local talent by the Name of Nate The Great (former UM football player who hurt his shoulder & turned to music). I would help him with selling his Mixtapes & other music releases back when they were on Burnt CD’s. We sold them at $5 a pop at the “USA Flea Market” in Miami, FL, one of my homes away from home during that time.

The next level was around 2010, about four in a half years after becoming a mom to my first child. I heard about a local Artist who was moving in the city doing shows every now and then so I looked him up, listened to the music he had up on Reverbnation and became a fan of his bars and his diverse music.
I ended up going to a show he performed at in Broward, FL and it re-sparked that love for the local music scene I once had almost a decade prior.
From that moment, I became his music promoter, P.R booking agent, event coordinator, content designer and much more for over a year.
I like to say I was pretty much his manager without the label.

Soon after I started promoting one artist, I began helping other Florida Hip-Hop/Pop/Reggaetón Local Artists get more exposure. I would go out to the shows, shoot videos and pictures from my phone, edit them and share them on my social pages and Facebook music groups.
Almost seven months into it, I started organizing more events for large groups of the Florida Hip-Hop scene.

I collaborated with several promoters and DJ’s to do so but one of the people I did the most shows with was my business partner, friend and brother from another mother, “Ceasefire” Mr. Local Legends Live himself! We put together some of the best local shows in the M.I.A from mid 2012 until 2015.

Around 2015 I slowed down doing the music thing because life happened and I had to get some personal things in order. By that time, I was a mother of two beautiful children, a ten year old and a three year old and had to make a tough decision to leave our home town and move to Colorado at the beginning of 2016.

It was a much better option for us at the time and we were able to progress in our personal lives alongside my then boyfriend who is now my husband. He was one of the major reasons we moved out to Denver being that he had lived there since he was a child and had most of his family there too. We attempted to make things work in Miami for about two and a half years but the struggle was real and we needed to seek a better opportunity. The moment I landed in Colorado, I felt right at home!

In 2017, the itch came back and I had to scratch it! I got the opportunity to start putting on events and shows again so I dived right in. It was like I never stopped! The juices started flowing again and I was feeling so good to do what I do in a whole other state. I started connecting with the local music scene in Denver and got back to feeling like myself again.

I’ve been part of several Independent Artists projects in Colorado, from music videos to other music releases to showcasing them and more. And have also organized showcases for out of state music artists that wanted to perform in the Colorado market as well as promote out of state artists online.

In November of 2022, I became an official Music Manager for a music artist named Riaga based out of Aurora, CO which I helped with his marketing content, bookings and organization.

In March of this year, I got the opportunity to book Riaga in my hometown which was an amazing experience! It was great to be back around so many of my peeps from back in the day and have them welcome us there with open hearts and arms.

I am now just managing DJ Cos based out of Colorado as well since December 2022 and have also been managing my husband who is a dope Hip-Hop Producer that goes by the name of Kingz Beatz since 2020. That is how we originally connected from afar.
At the moment I have been focusing on a Mixtape named “Box State Bangers” Hosted By “DJ Cos” and it is releasing on Tuesday, July 26th. We are also working on organizing some showcases for the artists on that mixtape. We want to spotlight those on there and we also plan on helping expose many more talents of the Mile High soon.

My goals are huge and include so many in my close radius as well as all around the U.S. I cannot wait to continue levelling up with them and continue making beautiful history together!

How did you build your audience on social media?

Make sure you are connecting one on one when you can with your audience. Sharing and showing love with a like or a comment can go a long way. Networking with your locals and others outside of your immediate area.

Visuals are also important! Make sure digital and physical promotional and marketing content is good quality (expl: clean not cluttered and to the point).

Do you have any insights you can share related to maintaining high team morale?

Have great listening skills, be empowering, be respectful, be appreciative and be organized.

Contact Info:

• Instagram: https://www.instagram.com/dezypromoqueen/
• Facebook: https://www.facebook.com/PromoQueenEntertainment
• Other: https://linktr.ee/pqent