We caught up with the brilliant and insightful Siddy Static a few weeks ago and have shared our conversation below.
Hi Siddy, thanks for joining us today. We’d love to hear the backstory behind a risk you’ve taken – whether big or small, walk us through what it was like and how it ultimately turned out.
As a recent college graduate with a degree in fashion design in 2018, I faced the daunting challenge of balancing a new business while needing to make ends meet. To help pay off my student debt, I took a barista job at a café right across from my old high school. Every day, I found myself in a routine of grinding espresso and envisioning a future where my fashion career would flourish.
One busy morning, the school’s principal came in. We exchanged greetings, and he then noticed the dress form tattoo on my forearm—a nod to my passion for design. Curiously, he asked about my career plans. I admitted that, while I was running a small fashion business, I hoped to move beyond the café soon. It was then that he suggested I email the drama teacher because the school needed a costume design contractor to assist the department. The idea of teaching costume design thrilled me, but it also felt risky since I had never taught before. Still, I was willing to try.
As soon as my shift ended, I shot off the email, filled with hope. To my delight, the drama teacher remembered me from my student days and promptly invited me to conduct a mock lesson with the students. Juggling brewing lattes, designing clothes, and preparing this lesson, I also discovered the power of content creation. I began posting weekly YouTube videos—storytimes, vlogs, how-tos—aimed at showcasing my authentic self, even with a small audience.
Just as my mock lesson was met with enthusiasm and the potential contractor role seemed within reach, the world changed due to the pandemic. Suddenly, the opportunity evaporated, leaving me back where I started—serving coffee and dealing with my disappointment. It was a tough blow, but I tried to stay busy with my YouTube channel. While waiting for a way forward, I kept creating content, even filming myself cutting and dyeing my own hair since all hair salons and barbershops were closed.
That unplanned risk—filming a chaotic DIY hair project—was initially just a way to lift my spirits. However, weeks after uploading the video, I received an email from a woman who claimed to be a producer. She wanted to license my video for a campaign about DIY hairstyling during lockdown. What began as a quick, improvised video transformed into a life-changing opportunity: my hair escapades were featured nationally in a Dove campaign highlighting people who took styling into their own hands during the pandemic.
Suddenly, friends and family worldwide were calling, recognizing me in commercials, as it expanded into an international campaign. I was amazed at how a moment of vulnerability and humor could capture global attention.
Looking back, the real risk wasn’t just saying yes to the Dove opportunity; it was in every small step that led me there. From deciding to go to school for fashion design, accepting a barista job to stay afloat, reconnecting with my high school staff, and creating content without knowing who would watch, each decision was an act of faith in myself and my journey. I learned that sometimes the biggest risks aren’t obvious leaps; instead, they lie in the everyday choices to keep moving forward, trust the process, and be open to new possibilities, even when they seem small or uncertain.
By embracing this unconventional path and sharing my mistakes and mishaps, I not only unlocked new opportunities but also discovered parts of myself I hadn’t known—my passion for creating and storytelling through social media. This entire journey has taught me that risk is not just about what you leave behind; it’s about what you choose to step toward. It’s about having the courage to pursue the life you want, even if it doesn’t resemble what you originally planned.
For me, that life has grown into something larger than I could have imagined—a space where my creativity, passion for fashion, and sense of community have found a new, more authentic home. What started as small steps of risk became a launchpad for exploring a world I never expected to love so much: creating, connecting, and ultimately building a communications and marketing career within the cannabis industry. This journey has taught me that the true reward of taking risks lies not only in the outcomes but in the freedom it allows you to write your own story.
Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.
Wah Gwan! I’m Siddy Static, a vibrant and multifaceted creative force based in New York City, carving out a unique space as a content creator, music artist, fashion designer, cannabis advocate and enthusiast. My journey has been fueled by a passion for creativity, authenticity, and connecting with my community. I first discovered this love of creative expression through music, which carried me through high school and eventually led me to fashion design in college. My life took an unexpected but inspiring turn during the pandemic when I embraced content creation, building an online presence, and connecting with an audience who shares my passions.
Through my journey in content creation, I secured a major brand deal early on. Despite the accomplishment, I realized I was seeking something deeper—something that spoke to me creatively. It was during my daily ritual of consuming cannabis, a constant presence in my life, that I had an epiphany. I asked myself, “What would I do every single day without fail?” This led me to embrace cannabis not only as a personal passion but as a focal point in my creative career. Since New York decriminalized and later legalized cannabis, I’ve had the freedom to explore and engage with this industry.
As I dived into the cannabis community, I learned about the plant’s potential, the battles people have fought for its acceptance and the challenges of navigating a highly regulated and ever-evolving industry. Through my efforts in social media management and marketing, I gained a following by producing viral, educational content, garnering millions of views, tens of thousands of followers, and partnerships with cannabis brands. But over time, I found that my true passion lay not just in content creation but in helping others spark their creativity.
That’s why I created Sew-a-ting, a cannabis-friendly sewing workshop for adults. Here, people don’t just learn a craft; they step into an immersive experience where they can relax, connect, and explore their creativity. Through beginner-friendly sewing projects in a welcoming environment, I invite participants to tap into their creative side and feel free to be themselves. It’s about more than learning to sew or having a place to enjoy cannabis—it’s about building a space for community and self-expression.
What sets me apart is my ability to blend my diverse passions—music, fashion, content creation, and cannabis—into a cohesive brand that resonates with different parts of my audience. My social media presence reflects my commitment to authenticity and transparency. I share my life openly, from honest product reviews to tutorials and personal vlogs, attracting a community that values sincerity and innovation.
I am incredibly proud of the community I’ve cultivated. My supporters know they can rely on me for real, valuable insights and experiences that speak to their interests and values. Those who connect with my work, know that it’s more than just content—it’s about authenticity and fostering confidence, creativity, and connection. From social media content, and sewing workshops to music releases, every project is an invitation for you to express yourself, try new things, and feel part of something unique and uplifting.
Have you ever had to pivot?
I recently found myself needing to pivot when I encountered aspects of cannabis marketing that didn’t align with my values. As my creative energy began to drain, I felt almost back at square one, wondering what I would do next.
Just months before, my content had been thriving—one of my Instagram Reels had gone viral, reaching millions, and several of my cannabis-related YouTube videos gained impressive traction. However, the initial opportunities weren’t as financially rewarding as I’d hoped, and my Instagram had been shadow-banned, leading to a significant drop in views and engagement.
At the time, I’d quit my corporate job earlier that year and wrapped up contracts with clients whose low pay and high demands no longer felt worth it. With this newfound free time, I needed a fresh direction to pour my energy into.
Then I remembered an idea I’d had since first entering the cannabis creator space: a smoke-and-sew experience! Like the popular “Paint and Puffs,” I realized there was a gap for a similar creative experience in sewing. After researching sewing machines for the classes, I found the perfect ones by chance during a grocery trip to ALDI.
On July 27th, 2024, I launched sew-a-ting, welcoming four participants who created bandana pillows while learning a new skill and enjoying cannabis for a little creative boost. This workshop allowed me to reignite my passion for both sewing and cannabis, and it’s been amazing to see how it has inspired others. Since its launch, sew-a-ting has received rave reviews and unwavering support from my community. This pivot not only gave me renewed purpose in the cannabis industry, but it also reshaped how people view cannabis and creativity, showing how they can enhance each other in positive, unexpected ways.
We’d love to hear the story of how you built up your social media audience?
They say “consistency is key,” and that’s been true in my journey as a content creator. Early on, I built a process to stay motivated, which is more than just having a schedule. This structured approach helps me push through days I don’t feel like recording, planning, or posting. That said, taking breaks is just as important. I’ve faced burnout because I prioritized posting over my well-being, and I’ve learned to balance my energy.
Intention matters, too. If your main goal is to go viral, chances are it won’t happen. Viral content often emerges from spontaneous creativity, not from trying too hard to make it a hit.
Contact Info:
- Instagram: https://www.instagram.com/siddystatic/
- Facebook: https://www.facebook.com/siddystatic
- Youtube: https://www.youtube.com/@blazesiddy
- Soundcloud: https://soundcloud.com/siddystatic
- Other: sew-a-ting sewing workshop
https://www.sew-a-ting.com/IG: https://www.instagram.com/sew_a_ting/
Image Credits
Siddy Static #005 for The Player’s Club Collection By Snail Papers – @cannahitthct on instagram (Canna Hit Thct)