We caught up with the brilliant and insightful LaToya Smith a few weeks ago and have shared our conversation below.
Alright, LaToya thanks for taking the time to share your stories and insights with us today. What’s been the most meaningful project you’ve worked on?
For me the most meaningful project was a piece I created in 2021 “Let Freedom Reign”. It won an Award in the 2021 Lawndale Big Show and Juror’s Choice in a current touring Exhibition, 2022 City Wide African American Artist Exhibition. It took courage to create the piece as I worried it would be found to be controversial instead of making an Impact for understanding. Instead it was received exactly as intended. People from multiple backgrounds and cultures thanked me, cried, explained what it meant to them and more. During the pandemic the country was fighting to survive this while African Americans were fighting tired of racial injustice. At times it is an argument or found as offense when someone tries to explain the impact it has on their lives and the purpose is lost in the negativity. This piece brought a new way of communication that brings on the right conversation and humanizes the issue in a manner that cannot be denied. I could not be more proud as Artist to have created such a piece.
LaToya, 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?
Previous painting instructor and co-owner of Airheadz an Airbrush art studio. I am honored to say I have become an award winning artist and exhibitionist in multiple States while diving into many ventures in the creative industry. Since residing in Houston Tx a few of my achievements include being honored at TSU 2017 African American Artist Exhibition, Co-Artist of the 2018 Astros home run alley mural, 3 time published illustrator in children’s books, Lawndale’s 2021 Big Show Exhibitionist and Award winners, as well as 2022 African American Artist Exhibition juror’s choice winner.
After graduating from the Art Institute Houston regardless of my successful background, I could not get an interview let alone a job. Something I have never experienced, but that didn’t stop me. Instead I created my own opportunity by becoming the sole owner of Blue Prolific Studios, Graphic Design and Custom creative services established in 2018. With this I began securing clients such as Memorial High school and City Place Marriott developing mural series for both. I joined the chamber of commerce and produce marketing materials, branding and much more for small businesses of all kinds. I quickly learned to sublimate products for trade shows and starting printing most of my clients work. I am what most call a one stop shop. Murals, Custom clothes, products, shoes, marketing materials, commission paintings, photography you name it! My reputation earned me several return clients as well as referrals so much so that it sustained my lifestyle for nearly 3 years until I finally took a position. I took the position recently to provide myself with further income to invest in the future of my creative works. There is never a moment to stop pushing forward in my opinion. I worked hard because a creative career is something I refuse to be denied. My first love is Oil painting but I love design. My goal is to build a creative empire I hope to share with other creatives and be able to give back to the community in an impactful way.
What do you think is the goal or mission that drives your creative journey?
My goal is to own a studio/gallery that brings artist and small businesses together as well as provide a space for creative entertainment and learning of all kinds. I love sharing my passion with others and tips and tricks as I have plenty in the past. With this space I would like to go beyond just visual arts and incorporate the spread of artistic ventures and provide the experience and chance to learn to under served communities that may not be able to venture into this realm on their own.
Can you tell us about a time you’ve had to pivot?
During the pandemic my business began to drop quickly. Clients were suffering losses and therefore had no choice but to stop projects with people like myself. Their losses caused my losses. The world shutting down meant no networking events, less opportunity and an uncertain future. My response to that was the Prolific Expo. I have held this event successfully now 3 times. I found a place to host a pop up of small businesses and Art exhibit. I found sponsors to even help me to provide marketing materials to participating artist and businesses as well as provide give aways such as supplies or photography to further benefit their business in such a hard time. It has been one of my proudest moments. When there isn’t a way, make one.
Contact Info:
- Website: www.latoyacreate.com
- Instagram: www.instagram.com/latoya_creates
- Facebook: latoyacreates
- Linkedin: https://www.linkedin.com/in/latoya-smith-40310bb7/