We caught up with the brilliant and insightful Sandra Bassett a few weeks ago and have shared our conversation below.

Sandra, appreciate you joining us today. Let’s start with the story of your mission. What should we know?

I am an MBA who is also a Business Owner and Vocal Performing artist who Advocates for Arts & Culture

Sandra, 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?

I am a proud product of and HBCU Kentucky State University, where I attend on a full music scholarship, but was allowed to major in business. You see, I played 7 instruments at the time (Bassoon being a main instrument), but I learned the art of negotiation as a teenager and used those skills to obtain a music scholarship that allowed me to major in business. However, I played in the marching band, jazz ensemble, concert band, and every other “band” you Ould think of while in undergraduate school. After graduating with my B.A. in Business Administration with a minor in Management I began working in the consumer goods industry. For 20 years I worked as a National Account Executive/Business Development Manager for Consumer Good Corporations such as Dr. Pepper, M&M Mars and Frito Lay. I traveled nationally, handled multi-million dollar accounts and managed large accounts, sales teams, distributors & wholesalers. I was able to still perform as a keyboardist/vocalist on weekends, and obtained my MBA in Marketing in 2007. Along the way through my career I have been an Adjunct Professor teaching Introduction to Marketing, and a High School Vocal Teacher teaching vocal Development and vocal Performance. I have always had my own business (Bassett Consulting, LLC) as the entrepreneurial spirit lives in me and it allows me to provide consultation, business plans, and marketing strategies to those who are seeking to either start or improve their businesses.

Becoming the President & CEO of an Arts & Culture Not-For-Profit in 2020 was a life changing experience as it allowed me to utilize my marketing, strategic planning and management skills while still being able to perform in the Valley and bring my perspective as a performing artist to the table when working with Cities, Municipalities and other organizations for ARts & Culture.

As a President & CEO, I was able to increase grant revenue, build new revenue generating programming, improve operational systems, and increase community awareness and engagement. I was especially proud of increasing grant revenue over 50% to the previous years, and securing the largest grant the organization ever received of $250,000. was also proud of creating and implementing a DEI program which was designed to increase engagement, exhibitions, workshops, lectures and arts opportunities for African Americans, Hispanics, and the Indigenous community. I work hard, expect more, and I deliver against expectations. I truly thrive independently but I love the collaboration and results that come from team driven environments.

As an advocate for the Arts, I am proud to be a member of several boards which support Arts & Culture and allow for me to also serve my community as an Arts & Culture advocate. As a performing artist, I perform around the valley with a band that performs Motown, R&B and Jazz music. I am especially proud of my Motown Experience 8pc band, as I am from Detroit and this music is a reflection of my roots.

As a Business consultant, I provide strategic planning, sales development, marketing, team development and organizational reviews and support. I am successful in identifying business opportunities and connecting people to accomplish their goals and get resources. As an Arts & Culture advocate I recognize the need for the arts as it enhances our Quality of Life and has a significant economic impact in our communities (think sports and concerts).

I am proud to be and MBA business woman who is also a performing artist and is an advocate for Business, Not for Profits and Arts & Culture. As a public speaker I consistently motivate and encourage people to look within and make a decision to be the catalyst for change, and to know your value to society. I am proud to show that you can do both effectively. It is my hope that others will find the work/life balance that allows them to have a business and a great Quality of Life through the arts.

How do you keep your team’s morale high?

It is important for leaders to first understand yourself before you can lead others effectively. Be accountable and responsible. Acknowledge when you have made an error or misjudged a situation, as that gives you credibility with your team. Learn who your team members are, what motivates them, give them the tools needed for success.

Acknowledge their success publicly, and encourage them to keep learning. Give them room to grow and don’t be afraid to let them try something new. Take a risk! it may turn out to be profitable. Give your team the ability to speak honestly, without repercussions. They have a great deal of knowledge and a good leader knows to listen as well as speak.

I frequently acknowledge my team successes, and I give them opportunities to take on new assignments that gives them room to demonstrate other skills and capabilities. I support them as needed, and I make sure to make time to speak with them frequently.

Lastly, I believe in group outings and giving mental health breaks.

I live with the following: ” Treat others as You would want to be treated”. That means I value every team member, and I truly hear them and respect them.

Have you ever had to pivot?

After spending 20 years in Consumer Goods, my life changed. My family needed me. I helped my mother during her Cancer treatments and my step-father with his illness. I had to reassess what was important and how my family needed me. This meant that I needed flexibility in my job and life. Making this change was not easy! It was a very difficult time financially, and I had to learn that I was not my TITLE.

Using my skills in a new way was critical as I transitioned into being a consultant, performer, and educator. But that time of transition helped me to develop new skills that helped me in the role of the Not-for-Profit Corporate life. I was able to produce music and theater events, travel to perform in Japan, meet new people from government and civilian life, and learn about new ways to conduct business and provide consulting services.

Those lessons still resonate with me today and made me stronger. Sometimes we get the opportunity to prepare for a change, at other times the change happens when we least expect it. What we have to do is to press forward and to be afraid to take a step “back” in order to move forward. I truly believe that everything happens For you and not always To you and that gives me faith and hope towards what may be next.

Contact Info:

• Website: www.thesandrabassett.com
• Instagram: sandrabassettmusic
• Facebook: Sandra Bassett
• Linkedin: Sandra Bassett, MBA
• Twitter: @sbassettmusic
• Youtube: https://youtube.com/c/sandrabassettmusic

Image Credits
Sandra Bassett Arizona Informant