My career began in the music industry developing artists under the Sony Music umbrella. I recognized the power of TikTok in 2019, which was extremely early and began utilizing creative, short form video content to catapult artists’ careers. I took a leap of faith and built 1UP Talent Network in 2020 right when brands started to enter the short form content space. I started representing diverse creators that were creating all of the dance trends and were not getting proper credit or compensation. From there, I expanded into advocating and creating brand collaborations for BIPOC, LGBTQIA+, and disabled creators of all ages. As my creator network expanded, so did my work and relationships with brands. I worked with various brands on diversity strategy, casting, and execution for their first TikTok + Reels campaigns. 1UP was centered upon empowering an expansive network of diverse culture shapers and innovators, with an expertise in authentic branded short form video content and original branded music. I worked with Nike, Samsung, Bose, Disney, Amazon Prime, Netflix, Calvin Klein and 125+ major brands on cross-platform creator campaigns, casting, and diversity and inclusivity strategy. Notably in 2021, I orchestrated and conceptualized the most organically viral brand campaign of the year with the JUST WATER campaign that garnered over 500k+ fully organic UGC on TikTok (including content from Lizzo and Chance the Rapper), hit #1 on Triller’s Global Billboard Charts, and trended on IG Reels.

In 2022, my favorite project I conceptualized and actualized was Rogue X Pop-Tarts which was a multi-prong digital and physical collaboration that culminated with a full sensory, IRL inclusive experience that inspired, brought the nostalgia, and spread joy across NYC. This project further ignited my passion for out of the box, branded experiences which inspired me to launch CLTR LAB in early 2023. CLTR LAB is a cultural innovation lab where moments become movements. We are committed to making all humans feel seen, heard, and valued through empowering creativity,authenticity, diversity, and innovation.  We are at the forefront of shifting culture through big picture brand vision + strategy and elevated branded experiences (IRL + DIGITAL).

Throughout my journey in music + creator economy, I was simultaneously developing and expanding my artist career. AKA MALFYB, I am a street artist and designer focused on upcycling, mental health, and challenging stigmas and stereotypes. At my core, I am an artist and everything I touch is about empowering creatives through inclusive, authentic, and out of the box movements.