Alright – so today we’ve got the honor of introducing you to Kelly Holmes. We think you’ll enjoy our conversation, we’ve shared it below.
Kelly, looking forward to hearing all of your stories today. Let’s start with a story that highlights an important way in which your brand diverges from the industry standard.
Absolutely, one of the core principles that sets Native Max New Media apart from the industry standard is our unwavering commitment to authentic representation. In mainstream media and fashion, Indigenous people are often portrayed through stereotypical and monolithic lenses, which fails to capture the rich diversity and contemporary realities of our communities. At Native Max New Media, we prioritize telling our own stories, in our own voices, and through our own perspectives.
For example, when we produce content for our multimedia platforms, we ensure that Indigenous writers, photographers, and creators are at the forefront. This approach not only provides genuine representation but also empowers Indigenous talent by giving them the platform and visibility they deserve. One of our most impactful projects was a series of photo essays and interviews that highlighted contemporary Indigenous leaders and changemakers across various fields. This series resonated deeply with our audience because it presented a side of Indigenous life that is often overlooked: one of innovation, resilience, and modernity.
A specific story that stands out involves an Indigenous entrepreneur featured in our series who developed sustainable fashion inspired by traditional knowledge. After the feature, they received significant attention from the media, leading to new opportunities and partnerships that propelled their business forward. This kind of success story exemplifies how diverging from industry norms and focusing on authentic representation can have a profound impact on individuals and communities.
This divergence from the industry norm is crucial because it empowers Indigenous communities, fosters cultural pride, and challenges the often narrow and exclusionary practices of the mainstream media and fashion industries. By staying true to our mission and values, Native Max New Media not only distinguishes itself in the marketplace but also drives meaningful change in how Indigenous people are seen and portrayed.
In addition, as a fund manager with Skoden Ventures and Relevance Ventures, I bring this same ethos of authenticity and community empowerment to our investment strategy. We look for businesses and entrepreneurs who are not just profit-driven but also mission-driven, especially those aiming to make a positive impact in their communities. This holistic approach to business and investment is something I believe is not only different from the industry standard but also essential for fostering sustainable and inclusive growth.
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?
I’m Kelly Holmes, an entrepreneur and the founder of Native Max New Media, a multimedia company dedicated to transforming the portrayal of Indigenous people in media and fashion. My journey into this industry started from a deep passion for storytelling and a desire to see authentic representations of Indigenous cultures and experiences. Growing up, I often felt that mainstream media lacked accurate and respectful portrayals of Indigenous people. This inspired me to create a platform that not only showcases the rich diversity of our communities but also empowers Indigenous voices to tell their own stories.
Native Max New Media offers a constellation of platforms, including a digital and print magazine, online content, and social media channels. We produce a wide range of creative works, from in-depth articles and photo essays to video content and fashion editorials. Our services also extend to consulting and collaboration with other brands and media outlets to ensure authentic and respectful representation of Indigenous cultures.
One of the primary problems we solve for our clients is the gap in authentic representation and understanding of Indigenous people. Many brands and media outlets struggle to portray Indigenous cultures accurately and respectfully, often resorting to stereotypes. We help bridge this gap by providing expert insights, authentic content, and by promoting Indigenous talent and stories. This not only helps our clients reach a more diverse audience but also educates the broader public about the richness and contemporary relevance of Indigenous cultures.
What sets us apart from others is our commitment to authenticity and community empowerment. Unlike mainstream media, which often treats Indigenous stories as an afterthought or novelty, we prioritize these narratives and ensure they are told by the people who live them. This approach has garnered a loyal and engaged audience who appreciate the genuine and diverse perspectives we offer.
I’m also a co-founder of Skoden Ventures, a small venture fund, and a partner at Relevance Ventures. In these roles, I apply the same principles of authenticity and empowerment to our investment strategies. We seek out businesses and entrepreneurs who are mission-driven and committed to making a positive impact in their communities, particularly those from underrepresented backgrounds.
Among the achievements I’m most proud of is the impact we’ve had on changing perceptions and creating opportunities for Indigenous talent. One of our features helped a young Indigenous entrepreneur gain significant media attention and investment, propelling their business to new heights. Stories like this reinforce the importance of our mission and motivate us to continue pushing boundaries.
The main thing I want potential clients, followers, and fans to know about Native Max New Media and our broader ventures is that we are dedicated to creating spaces where Indigenous voices are not only heard but celebrated. Our work is rooted in respect, authenticity, and a deep commitment to community empowerment. Whether through media, fashion, or investment, we strive to make a lasting positive impact and to challenge the norms of mainstream industries.
We’d love to hear the story of how you turned a side-hustle into a something much bigger.
Yes, my side hustle did turn into my main and full-time business and career. The story of how Native Max New Media came to be is deeply personal and reflects a journey of passion, perseverance, and belief in a vision.
It all began while I was a stay-at-home and working mom, balancing the demands of family life with a desire to create something meaningful. I had always been passionate about storytelling and felt a profound need to see Indigenous people represented authentically in media and fashion. However, this vision started as a small side project. During the little free time I had, I would work on developing content, connecting with Indigenous creators, and building the foundation for what would eventually become Native Max New Media.
In the early days, progress was slow, and there were many moments when I considered giving up. The challenges of managing family responsibilities while nurturing a fledgling business were immense. Yet, I believed deeply in the potential of my idea and its importance. This belief kept me going through the toughest times.
One of the key milestones in our journey was the launch of our first digital magazine issue. This was a turning point that validated our efforts and demonstrated that there was a significant audience eager for authentic Indigenous stories and representation. The positive reception and growing readership gave me the confidence to invest more time and resources into the business.
Another critical milestone was when we began collaborating with larger media outlets and fashion brands. These partnerships helped us expand our reach and impact, allowing us to showcase Indigenous talent on bigger platforms and bring more visibility to our mission. Each successful collaboration reinforced the importance of our work and opened up new opportunities for growth.
As we gained traction, I transitioned from treating Native Max as a side hustle to committing to it full-time. This shift required taking risks, such as investing in professional equipment, hiring a dedicated team, and expanding our content offerings. These investments paid off as we saw significant growth in our audience and influence.
One particularly proud moment was when we received national recognition for our work in promoting Indigenous voices and perspectives. This acknowledgment not only boosted our credibility but also inspired many young Indigenous creatives to pursue their passions, knowing there were platforms like ours dedicated to amplifying their voices.
Today, Native Max New Media is a thriving multimedia company that continues to challenge stereotypes and redefine how Indigenous people are seen in media and fashion. Reflecting on this journey, I am most proud of the resilience and determination that transformed a simple side hustle into a powerful force for change.
The main lesson from my story is that perseverance and belief in your vision are crucial. Even when the path seems difficult, staying true to your mission can lead to incredible outcomes. Native Max New Media stands as a testament to the power of believing in something greater and working tirelessly to bring it to life.
Can you open up about a time when you had a really close call with the business?
Absolutely, like many entrepreneurs, I’ve faced my share of challenges and close calls that tested my resilience and commitment to my business. One of the most difficult periods was when I experienced significant personal losses, including the passing of family members and friends. This was an incredibly hard and life-changing time for me. The emotional toll was immense, and it severely tested my strength and dedication to my business.
During this time, there were several moments when Native Max New Media was on the brink of failure. One particularly tough episode stands out. There was tremendous interest in our content, but not enough funding. Despite our best efforts, we were struggling to meet any obligations. I felt overwhelmed.
In that critical period, I had to dig deep and reconnect with the core reasons why I started Native Max. I reminded myself of the mission to provide authentic representation for Indigenous people and the impact our work had on the community. This purpose gave me the strength to push through the adversity. This experience taught me invaluable lessons about the importance of having a strong support network and deepened my commitment to the business.
Today, I look back on that challenging time with a sense of gratitude. It tested my limits and forced me to reaffirm my dedication to Native Max. I’m incredibly proud of how we navigated those turbulent times and emerged stronger. These experiences have not only shaped me as a leader but also solidified the importance of our mission. They remind me that perseverance, a clear sense of purpose, and a supportive community are key to overcoming even the toughest challenges.
Contact Info:
- Website: https://shor.by/gN6y
- Instagram: https://instagram.com/kellycamilleholmes
- Linkedin: https://linkedIn.com/in/kholmes4
Image Credits
Karalyn Radford; self