May 30, 2023 7:29 am

Leanne Perice. Produced By All

  • Leanne Perice is the founder and CEO of digital talent management agency Produced By All.
  • But she does not sign contracts with her clientele, as an alternative focusing on genuine relationships.
  • She’s helped a comedian start off two schools in Bali, and other partnerships emphasising social duty.

12 years ago, Leanne Perice had just moved to the West Coast to start off an internship at Interscope Records’ brand partnership division.

“Very honestly, I was so bored in the internship that I was like, ‘Okay, this is actually cool, but I have to have to obtain an artist to handle,'” she told Insider. So on her initially evening out in Los Angeles, she went to a nightclub and decided “That is my DJ. I am gonna handle that DJ.'”

She got his e mail from the particular person standing subsequent to her, and ended up managing him for a year and a half — booking shows across the eastern seaboard and in Europe, thanks to connections produced when studying abroad in Florence, Italy.

Nowadays, she’s the CEO of her personal digital talent management agency, Produced By All. Its client list boasts the likes of Ice Spice and Teyana Taylor, with whom Perice shares a dog.

Talent managers may have a undesirable rep with overbearing contracts and hefty costs, but for Perice and Produced By All, clientele are only held to a handshake.

“I do not think in contracts, so anything is a handshake for me, and my word is my contract,” she stated. “I take it actually seriously, and if I give an individual my word that I am going to do one thing, I actually make positive I prioritize it.”

Bargains among clientele and brands are completed with signed contracts, but Perice nevertheless communicates with the NFL by way of DMs and texts. “I make positive like individuals really feel actually comfy to come to me, for the reason that that is how I run this organization,” she stated.

And Perice says she is not worried about this backfiring for the reason that she builds relationships with her clientele – who are much more like greatest close friends than business enterprise possibilities. “My character is anything in this space,” she added.

“Teyana is like loved ones to me,” Perice told Insider. They initially connected eight years ago right after Perice got speaking to a man outdoors a Fairfax Avenue clothes shop – who occurred to be the vice president of Kanye West’s record label, exactly where Taylor was signed at the time.

“We attempt to produce these partnerships that, really, each parties care about. And then they have a ripple impact – they have these enormous impacts and their communities like them,” Perice explained.

A single of her favored bargains was setting up celebrity stylist Ugo Mozie with the CMO of UPS to speak about Black-owned organizations and sustainability. There is also a partnership among influencer Helen Owen and a reusable box organization for the reason that she was concerned about all the waste from PR packages. And for the reason that Taylor was interested in directing, she had Old Spice employ her production organization for a shoot she was also starring in.

She also emphasised the value of creators’ social duty to uplift individuals, which is probably greatest shown in her operate with Adam Waheed, a comedian with 5 million Instagram followers who was named in final year’s Forbes 30 below 30.

They’ve identified every other for 5 years, but beyond advertisements with Old Spice, it really is his charity operate that she’s most proud of. In partnership with the charity Karmagawa, Waheed has constructed two schools for more than a thousand underprivileged kids in Bali.

“Adam lights up” when he sees the effect, Perice says. “Adam loves providing back, so we’re capable to actually tie in the points that he cares about his brand.”

She says it really is this rejection of contracts and genuine relationships which produces such rewarding outcomes. “Simply because we know our clientele so effectively, we can produce moments for them that are impactful for their careers, for the content material, for the brands – and it becomes a actually great marriage.”

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