The music industry is known to chew and spit out people who lack the vision and/or staying power needed to ride the ever-changing waves. But, if you have a creative mindset and can adapt to the many trends and flows of the game, you tend to stick around and add to your success. Entrepreneur Chanel Rae Pettaway just happens to fit that mold.
“The Culture Princess” is the co-founder of the Legion Media Group, a full-service public relations and branding agency that is based in New York City. Amassing a client base that keeps her busy, she also makes time to co-host a new podcast for the millennial mom, “Our First Time–A Mommy Cast.”
Pettaway spoke to The Business of Hip Hop about who she works with, what she does, and how she manages to stay in the game while focusing on her personal goals.
What is the name of your company and how long have you been in business and who are some of the clients you’ve worked with?
The Legion Media Group was formed in July 2009. Current and past clients range in music, media, fashion, and entertainment. My current roster includes Hot 97, Jim Jones, Cam’Ron, Dipset, Cipha Sounds, Peter Rosenberg, Salaam Remi, Joell Ortiz, Chinx (RIP), Embassy Lounge NYC, DJ Juanyto, DJ Drewski, DJ E. Stylez, Fatman Scoop, Iman Nunez, and GiF the Great.
Understanding the inner workings of the music and entertainment industry, how are you able to navigate through this cutthroat game and still be successful?
I believe in staying true to myself. Though it will take me longer to get to the top, when I do, I will bring my morals and values along with me. Though I’m aware of what my peers are doing, I focus on my personal goals and what is ahead of me. My motto is to stay in my lane and mind my business. At the same time, I’m never going to allow someone to bully me. I will always stand my ground.
You were recently a part of a collaboration between Dipset, the NBA, Mitchell and Ness, and Bleacher Report. How did that come about and what was your role in making it happen?
Project Director Justin Dreyfuss of Bleacher Report reached out to myself, Peter Kadin, and Teff Mogus of Empire team (Dipset’s distribution label) and told us about the remix apparel they were doing along with Mitchell and Ness and the NBA. They told us they were possibly interested in a joint collaboration with Dipset but wanted ideas on what the capsule would look like. I expressed to them that we needed more than to just release the product. It’s one thing to do it, but if no one knows about it, what good is it?! I pitched my ideas for the rollout to all parties and it we collectively saw most of them through. Cam’ron and Jim were eager to see it come to fruition.
The design was done by Cade Beaulieu and Cam’ron did the finishing touches regarding the color pattern.
Do you have any advice or suggestions for anyone who wants to take a path similar to yours in this industry?
No matter what you want to do in life, you have to learn your craft before you can master it. Always be kind. My high school coach Carl Hawker would always remind us: Be careful of the toes you step on today as it may be connected to the ass you may have to kiss tomorrow.
What else are you working on that you’d like to discuss?
We are in the process of starting a new weather show for Jim Jones with iOne, The Weatha Show. Initially, it would run across all their platforms and their radio stations and branch out from there.
In an industry where accomplishments are often overlooked, are there any that you’d like to talk about that people may not be aware of?
Most people don’t know that I was on Cardi B’s early team along with Shaft. I was the first to get her music media placement (her first XXL music mention).