Alright – so today we’ve got the honor of introducing you to Emilia “EMMA LEE M.C.” Ottoo. We think you’ll enjoy our conversation, we’ve shared it below.
Alright, Emilia “EMMA LEE M.C.” thanks for taking the time to share your stories and insights with us today. It’s always helpful to hear about times when someone’s had to take a risk – how did they think through the decision, why did they take the risk, and what ended up happening. We’d love to hear about a risk you’ve taken.
(Not recommended by any means but) I risked a majority of my savings and homelessness for the vision of a project which had been in a planning and execution stage for several years. I was creating what would become my debut music album while simultaneously ending a long-term relationship and planning to move back to my home city, also to start a new paying job in tech after years of unpaid gigs which I was really excited about. This music project however meant a lot to me as an artist and regarding my purpose in life, one of those things that calls to your spirit constantly and keeps you enthused to be alive. Like the saying, “pain will push you, but a vision will pull you.” Leading up, I’d been in several musical groups which steered my attention away from exploring solo projects, was planning albums since I was a young teen, endured several resource, budget and stability challenges, all the while my social content and live performances were making me a highly anticipated artist in the independent underground. If and when I ever *did* get it together to step up professionally and come out with a official project, all signs pointed to a great step forward. So, with the eagerness to get the plane out of the gate and the car onto the highway, this album seemed like “the one…finally…this is it!”
By this point I’d also been working behind the scenes for a few years, sharpening my knowledge base as a creative entrepreneur, networking, and had begun recording this body of work with an overseas producer I’d connected with during the pandemic. After consulting with some close music industry insiders, it was determined certain things were needed for the project to gain its desired traction and “cut through” the saturation of today’s market, especially as a new artist with no sales history. The fees to execute all this strategy however would cost a pretty penny, and I was blessed with the task of raising the majority of funds by myself.
With my new job still not yet begun, I realized I could get close to the total needed by using the majority of monies I’d saved, taking on some freelance projects, and staying with a family member when I got back to my city. I did just that, hustling up a huge editing project and another corporate research project to collect the funds and happily pay all the fees. I finally got all the money…phew! Except, three weeks later, whilst working feet away from the air bed I slept in-in my aunt’s studio apartment, circumstances had piled up to an impasse. My first paycheck from the job was taking a lot longer than expected, that paycheck after taxes was much smaller than I’d anticipated, I’d been so caught up in the new job and this project I hadn’t even been looking for a new place to live, my aunt was telling me my time was up, and I didn’t have to heart to tell her the whole truth: I’d put all my money into my art. (Dun-dun-dunnn. “For shame!” Said society.) It was a serious crunch time and big-time anxiety, on top of the whiplash of having left an “old” me, past relationship and past support system behind, on a one-way ticket no less. “You better figure this out. Not now, but RIGHT now!!!” I heard me telling me.
In the end, I made time to do a serious search for a place to live and a few timely miracles came my way, literally in the week I told her I would leave and started moving things (still didn’t have a place when I said that). Somehow my dream apartment found me, and after a few scary hiccups I was able to move in. The album still didn’t get off the ground for another year or two, however, my investments in the project cemented its inherent value and have absolutely been paying off. The level of the album was raised in a way I can’t even quantify today; it’s a return way beyond the dollars. Notable achievements include a favorable deal with an independent record label which we were able to negotiate with the leverage of having made these initial investments ourselves, ongoing external promotional support beyond what I pay for, number one rankings on prominent radio stations, noted inclusions on tastemaker lists, album of the year nods in multiple countries, unique fan-made celebratory content, and unbeatable reviews. In a time where new music is fast forgotten weeks after a release, we’re months out and only gaining momentum, praise, and positive positioning as independent artists. That in itself is a testament and testimony of personally defined and externally validated success. What truly means the most is getting some of the most heartwarming comments, messages and encouragement from listeners and veteran professionals around the world. There were plenty of times from creating to execution where I wondered if anyone would care and felt like I had no real idea what I was doing, I was just following my greatest hunches and wisdom to the best of my ability.
There was a lot of push-back and discouragement about me making those investments and seeing this vision through to good returns in the way I did for several years. I truly believe it was having a deep knowing this was the right thing to do in alignment with the vision placed in me for the project and the quality of the art produced while being true to our uniqueness in the market, that made circumstances bend to my will. As well all the time and space I made to plan around my risk taking. The risks for the art paid off AND I started a whole new life with the confidence of making things happen with positivity, discern, clarity and calculated vision. The quote, “I will succeed because I’m crazy,” also comes to mind!
Emilia “EMMA LEE M.C.”, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?
I was born in Uganda and raised mostly in Harlem, New York City. I was a child performer then at age 12 joined the leadership training and performing arts organization Impact Repertory Theatre which trained in several creative and performing arts, technical support of theater, youth activism, and self-development mediums. What made this program even more unique was the collective also went out and performed a live touring show of original material at least 50 times a year for diverse audiences and venues. This grassroots group went on to become Oscar & Grammy-nominated for “Best Original Song” in the 2008 Warner Bros. film “August Rush” and perform on live television during the awards ceremony. I was one of those lucky to participate in that eye-opening experience, as well rose in the program’s rank and file over a thirteen-year membership to become its first company captain. Out of that experience I did more work in the nonprofit sector for quality-of-life advocacy, started my own organization, and graduated from Pace University with a degree in political science and a double minor in arts and entertainment management and dance. With more curiosity about the production side of the arts, I segued into web writing, videography, video editing and audio engineering. After a few years I turned working on a weekly public access television show, SiriusXM show, and two independent recording studios into my first paying media tech job at NBC, which led to a string of corporate contracts.
I’ve kept an eye on quality-of-life in all my things, more so with financial and mental health. This includes training with the Network for Teaching Entrepreneurship, licensing and self-development in financial services, collaborations with the Silence the Shame organization, Mental Health First Aid and the American Foundation for Suicide Prevention. In 2024 I released my debut book “Y’all (Not) Gon’ Make Me Lose My Mind: Notes from a Hip-Hop Unicorn & Suicide Survivor” with foreword by Grammy-award winning artist & Hip-Hop icon Pharoahe Monch, and my aforementioned debut album “Chocolate Bars” featuring two Hip-Hop icons in Masta Ace and Bahamadia. I am most proud of being alive, loving myself, and smiling, because younger me didn’t think this was possible.
I have helped clients with creative direction, research, financial literacy, cultural competency, business plan refinement, live event planning, legacy planning, wealth building strategies, content strategy, content creation, program development, and youth mentorship.
Is there something you think non-creatives will struggle to understand about your journey as a creative? Maybe you can provide some insight – you never know who might benefit from the enlightenment.
The journey and thought processes of a creative are often not linear and this is normal.
There are a growing number of scientific studies (namely one conducted by Dr. George Land and Dr. Beth Jarman of NASA in 1968) which affirm creative intelligence is not supported in society, especially in the modernized West. There are increasing efforts, pressures, blocks, distractions, conditioning, and hindrance causing it to actually regress in people from childhood to adulthood rather than it growing or being nurtured. This makes those who are more creative than others something of “survivors” more than “freaks” among us. In addition to honing their own knowledge base and instincts, these creatives have had to be resourceful to keep their intelligence nurtured and increasing in effective ways while functioning in linear-thinking society. Non-linear thinking isn’t just a personality trait or mutation of an attribute, it’s a substantive way of self-actualizing in the world, contributes great value to systems and design, and is sought out by every sector of practical society. Artists and creative thinkers have been necessary to every facet, class and period of productive human life, and will continue to be as technology evolves.
Some may struggle to understand the existence and organization of “multi-hyphenate” creatives.
For me, it almost had to be this way. A panoramic view of life, intense stimuli, and multiple things to do was just how it always was. I didn’t have the luxury to focus on one thing for an extended beat of time. Some may widen their eyes to even consider this a luxury in life, but it is. Multitasking throughout the day and multitasking codes of identity were part of my survival conditioning as the only child of a first-generation immigrant family in New York City and the male-dominated spaces of Hip-Hop, sports and business. So, I’ve always been in slight awe of those who pursue dreams in a linear fashion from childhood to adulthood. Or those who base their entire lives and futures on one educational focus. I believe had I grown up differently, this would be normal for me too. With that said, singular focus or “monotasking” is still a necessary skill which I and many multi-hyphenates have learned to hone. It serves every area of life and recenters and calibrates one’s mind when lifestyle keeps it constantly on a swivel. Many multi-hyphenates have had to master monotasking and time management and are thus quite capable of assuming linear tasks and siloed roles. These might actually be refreshing for them from time to time.
Are there any books, videos or other content that you feel have meaningfully impacted your thinking?
Participating in the Network for Teaching Entrepreneurship (NFTE) program in my freshman “Welcome to Wall Street” class at the High School for Economics and Finance in New York City absolutely changed my life for the better. Within it, I started my own business after several classes in best business practices, operations, management, marketing, pitching, and surviving hypothetical business hurdles. During and out of it, I found a great stride in my ability for enterprise, creating and retaining customers, selling ideas and solutions more than products and services. In that consistent and focused environment I found the energy of prosperity which I believe is within all of us. I also believe this spark of enterprise is handed down to us naturally from our human ancestors, who in pre-modernity routinely engaged in commerce, trade, networking and resource evaluation.
Participating in the Model United Nations conference in New York City was an eye-opening experience which put pivotal skills to the test. These include how to “work a room,” take advantage of public speaking opportunities, appeal to resonant emotions for persuasion, the seamlessness of strength-led teamwork, perform under pressure, and communicate through a language barrier.
As a billion-dollar global industry and omnipresent, invaluable culture, Hip-Hop is one of the most remarkable case studies of business in the modern world. Several career journeys in it are worth studying, namely Nipsey Hussle, as well several of its evolutions between 1983 and 2010. Hip-Hop continues to inform, shape and inspire me as an artist, entrepreneur and visionary.
The books “Michael Jackson, Inc.” by Zach O’Malley Greenburg, “How Creativity Rules the World” by Maria Brito, “Hip Hop Decoded” by The Black Dot, and “Volunteer Slavery” by Jill Nelson have greatly impacted my thinking and philosophy as a creative professional across all fields.
Contact Info:
- Website: https://linktr.ee/emiliaisemmalee
- Instagram: https://instagram.com/emiliaisemmalee
- Facebook: https://www.facebook.com/emiliaisemmalee
- Linkedin: https://www.linkedin.com/in/emilia-ottoo-2a3a2842/
- Twitter: https://twitter.com/emiliaisemma
- Youtube: https://www.youtube.com/@EMMALEEMC
- Other: Content Portfolio: https://emiliaottoo.contently.com/
Image Credits
Monifa Perry