- 1 day ago
During this illuminating fire side chat, we delve into the journey of each panelist who has transformed their dreams into a thriving empire. This session is designed to inspire and educate attendees on the principles of entrepreneurship, innovation, and resilience.
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LifestyleTranscript
00:00So, thank you guys for coming out this morning to the Suede Men's Experience here at the Essence Festival.
00:06My name is Hakeem Holmes. I am the Vice President of the Essence Festival, and I am also from New Orleans.
00:12So, today we will, I'll be joined by three other men that are from New Orleans,
00:20and a lot of you might know them if you're from New Orleans.
00:23We have, we got authors, entrepreneurs, visual artists, social promoters,
00:34and these three men have a lot to say, and their journeys are very different.
00:40And so, I have the honor of sharing this stage with them.
00:43So, without further ado, we have Law Parker, who is an entrepreneur, artist manager, and visual artist.
00:52We got Larry Morrow, who is an entrepreneur, and restaurateur, and an author.
00:58And we have Greg G. Willie Johnson, who is a serial entrepreneur, developer, and event promoter, and concert promoter.
01:08All right, yeah, I got to check it.
01:10How y'all doing?
01:12How y'all doing? Good morning.
01:13Good morning.
01:14So, what we're going to talk about really is the journey to building an empire,
01:19and what does that truly mean to each of these individuals on this stage?
01:23What does that journey look like?
01:24And how can we share and offer that to you all?
01:28I come from more of the corporate side of things,
01:32so I'm going to juxtapose when I throw a lot at y'all today.
01:35So, I was sharing a story yesterday, and I realized that I don't often share this story,
01:41which is in 2013, it was my first time interning at Essence on the Essence Festival.
01:49And 11 years later, I now serve as the vice president, and someone asked me,
01:52how did you get there?
01:54And I said, I asked a lot of questions.
01:58I was resilient and faced a lot of no's.
02:03I applied five times before I got a yes, and I'm here.
02:07And so, I share that because I know that on the entrepreneurship side,
02:12you all have similar starts and journeys in terms of what was that moment or that spark that you had
02:18where you were like, all right, this is what I'm going to do.
02:21I know you and I met in New York.
02:24Right, right.
02:25Yeah.
02:26So, even the going and coming back, and how do you offer that to your community?
02:30So, I'll start with you, Law, in terms of what was that moment where you were like,
02:34this is the direction that I need to take because this is what's going to propel me forward
02:39and make me feel at peace.
02:41I think, how are you guys doing?
02:44I think the transition for me was prior to moving to New York, it was, I would say,
02:50Hurricane Katrina of being displaced with your family, trying to figure that out
02:56and trying to make sure everyone was straight, and then noticing that there was a need back in the city
03:03and just trying to do something back here and just making that transition back from where we were,
03:08Atlanta, Dallas, Houston, and coming back to New Orleans when there was literally no one here.
03:14And, you know what I'm saying, I was like, there's a need to try and create something
03:18and try and convince people that it's important to come back,
03:20and if I need to be like that conduit to make it happen, then I'll take that leap forward
03:24to try and at least spark the, you know what I'm saying, like the flame in it,
03:28and hopefully people will join in later, you know what I'm saying.
03:33So, that was like that big moment for me because it was at a vulnerable moment
03:37when you really didn't have too many means and opportunities here or even outside of New Orleans.
03:42So, it's like, okay, I'm just going to take that leap of faith and just stay persistent and consistent
03:46and over the years develop something and hopefully, you know what I'm saying, it becomes something bigger.
03:52Yeah, no, I resonate with that.
03:55So, Larry, for you, I know you started really young.
03:58You were still in high school when you started your first business.
04:02So, for you, what would you say was that spark that made you realize, like,
04:06this is a direction that I want to kind of get my feet wet in,
04:09and you kind of, you know, steadfast, head down, this is what I'm doing?
04:14Just quickly, just to piggyback off of what Law was saying,
04:18you know, after Katrina, I remember, like, I didn't really, I was young.
04:22I wasn't nowhere, you know, close to being where I am now.
04:25And I remember watching him, you know, he always was about community
04:28and always about the people.
04:31So, he was somebody, as a young kid, we were able to look up to.
04:33So, you know, shout-out to you.
04:36Hell yeah.
04:37But definitely, I think that transition was when I was in high school
04:41and then I became 20, I did my first birthday party.
04:45And with that party, I made a lot of money.
04:47And I literally just decided to, you know, just double down on that,
04:52drop out of college and just pursue being a promoter.
04:55And it was great for me at the time.
04:58It was something I learned a lot.
04:59I gained a lot of experience in just dealing with people
05:01and just understood more about just hospitality,
05:05which is something I got from my mom.
05:06My mom was always so hospitable.
05:08So, I would literally book people and bring them to New Orleans.
05:11And at 20 years old, I wanted to make money,
05:14but I wanted to build these relationships.
05:16But I really didn't know why I was so focused on just making sure I built a relationship.
05:21But little did I know, I was planting seeds, you know, at 20 years old,
05:26and now I'm 33.
05:27And the past 13 years, I planted so many seeds to where it has helped me grow my business.
05:33So, I think that transition was just when I realized,
05:35all right, look, I'm Larry.
05:36I'm producing events, but I wanted to diversify what I was doing.
05:41I came out with a book, 2018, called All Bets on Me,
05:44The Risk and Rewards of Become an Entrepreneur.
05:47And that was just like my transition from just nightlife deeper into hospitality.
05:51To where I would start to, you know, me and my mom,
05:54we opened our first restaurant called Maro's.
05:57How many of y'all are familiar with Maro's?
05:59Hell yeah.
06:00Yeah, but me and my mom, she should be here somewhere.
06:02We opened up Maro's.
06:04Well, yeah, my, there you go.
06:05Chef Chung was up.
06:07That's my mom.
06:08So, I am who I am because of her.
06:112018, April 6, 2018, we opened up Maro's.
06:15And since then, it's been history.
06:16We now have seven locations, five restaurants, two clubs, over 500 employees.
06:22So, you know, I just invested into, that was my transition, basically.
06:26Nice, nice.
06:27Congratulations.
06:29Now, G.
06:33Same.
06:34What would you say, for you, was that kind of spark?
06:40Really, like, I enjoy the process.
06:42The spark side of it is, when we do events, and, you know, I always kind of like, especially
06:50when I was younger, I would be outside when everybody about to leave out.
06:54And when you hear somebody, man, like, I had the time of my life in there.
06:58But I'm back on the computer the next morning trying to figure it out.
07:02Like, because that feeling of hearing somebody say, that was the best time of my life leaving
07:06out an event, I'm like, oh, I could do it again tomorrow.
07:09You know what I mean?
07:10Like, it literally changes the way you approach things when you hear people give that reaction
07:14to something that you would produce.
07:17Like, that was one of the, that was the first time I felt it was, like, leaving out, I did
07:22my first part in, like, August of 2004, which was the, well, 2005.
07:26Damn, you old.
07:26Like, literally, it changed, like, the feeling.
07:33I'm like, wait, that the time of their life?
07:36Or after that, it was, and I still have that, like, so I enjoy the process of putting things
07:41together, and you seeing the rewards of people having a great time, and actually making some
07:46change every now and then works.
07:48And like Larry said, you know, like, the plant of the seeds of the relationships part, like,
07:52and it's just some of the rooms that you're able to get in, you know, because you've done
07:57good and right by people throughout this whole time is amazing.
08:01Yeah.
08:01So if I'm hearing all of y'all correctly, the through line is how you want to make people
08:06feel.
08:06And there's something about us being from New Orleans where we want to give a certain
08:13experience.
08:13We want to share our culture.
08:15We want to share certain things with people.
08:16And that is, that becomes part of the driver.
08:20So when we get into kind of networks, when we get into mentorship, when we get into what
08:26that journey looks like for each of you, what would you say is kind of what keeps you going,
08:32what motivates you to keep going?
08:34Well, I mean, for what keeps me going, I believe it's just the tenacity and spirit that we develop
08:41and we grow up.
08:42It's in our DNA as being from New Orleans.
08:44So that's something we naturally have growing up in New Orleans.
08:47So I think that's something that we love to reciprocate to others and see other people
08:52be successful.
08:53So it's something that we would naturally want to do is like have connections, build,
08:59come around with people, and then also give it to the next person.
09:02And hopefully they do the same thing.
09:04So in my transition from just say like the store in the French quarters probably was the
09:10first black owned sneaker store in traffic, traffic boutique.
09:14Then doing the concerts in New Orleans where I would bring a major artist down here but
09:19have five local artists open up that show to NOLA Music Awards, NOLA Summer Jam, all
09:26them different events over the years since Katrina.
09:28But the main focus was always to have the local people here learn the business but also see the benefits of what's happening.
09:41And I mean, even in the music industry, I remember I had like, even in New York, I had like six to seven interns from New Orleans
09:48that I brought up to New York to work in Roc Nation as interns for like summers.
09:54So it's always been that.
09:55And I think wholeheartedly that these two guys believe the same thing.
09:59And that's like the prominent thing about this discussion as well.
10:03Yeah.
10:03And I would say I would add to that, which is it's not sometimes I tell my team all the time, we don't plan this event for us.
10:12We plan this event for everybody that's here.
10:14So when you're standing and you're looking at everybody, you're like, I'm doing this for you.
10:18What am I giving to you?
10:20So I would ask, because I think a lot of times people feel like things are easy and that they come easy because they see the end result.
10:29So for you, Larry, what would you say?
10:30Did you ever have that one moment where you were like, man, this is hard.
10:37But I have my community, I have my support system.
10:40So for me, I know that's my mama too.
10:45And so I would ask you, who do you lean on when times are hard?
10:50I would say who I lean on, I think, you know, when building a foundation, it was more so about, you know, building a community around it to support.
11:00And so my community, of course, my family, my mom, my wife, my daughter, my sister, my family has always been my biggest support system.
11:06So that has helped me, you know, grow and manifest to the man I am today.
11:10So, like, when I think about it, just the transition over my life, it's been because I had a strong support.
11:17You know, my mom would show up for any and everything, always would be there.
11:20Even my fiancée, like, you know, she would, you know, I told somebody yesterday, I said, when it's raining outside, it's sunny inside my home, I'm at peace.
11:29So I think all those things are, like, the perfect ingredients to go out there in the world and tackle what you got to tackle because, you know, it's not easy day in and day night.
11:38You know, sometimes I'm at work 14, 15 hours a day.
11:42I may leave the house at 8 a.m. and get in at 2 a.m.
11:46And it takes a certain level of understanding and support to be able to go out there in the world and do what you got to do.
11:50So when building, I've been able to do so just because of my support system, which is my family.
11:57Yeah, yeah.
11:59Now, Jay, I'm going to ask you, how you balance it all?
12:01How I balance it all?
12:05That's a tough question.
12:06You don't balance it.
12:07You just do the best you can.
12:09You try to get as organized as possible and literally, like, you know, being in so many, wearing so many different hats is one of them things where I kind of base my day off of, like, from 8 to, I go to the gym, 6.30, 7 o'clock, I'm in the gym.
12:25Out of the gym by 8.30, I'm working on real estate from 10 to 1, 1 until it's party time or event time or, you know, a concert coming up or a special event weekend like Essence.
12:36You got to kind of, like, scale back a tad bit on real estate and, like, all right, we're doing 10-hour days no matter what on just strictly planning events like when Essence come to town.
12:45So you have to really, like, you pick your spots and sometimes, you know, some businesses have to wait for one second and you're like, all right, cool, I'm going to put my concentration right there because that's the moment that's about to happen.
12:56So I think that's the balance piece.
12:59Yeah, so I would also, in terms of community, so we do this for everybody around us, so why is it important to each of you to do the work that you're doing and bring awareness and to do this for the community that you're doing it for?
13:18That's for me?
13:19Yeah.
13:19Because I'm black and I'm proud?
13:23That's number one all the time.
13:25That was an easy question, but, I mean, I'm pretty sure they agree.
13:30It's like we want to see our people be as successful as possible.
13:35So, like Larry mentioned, his family, his mom, his fiancee, his kids, I feel the same way.
13:42My wife, my kids, my mom, my immediate surroundings, the direct support, and then you build, you extend that support when you help other people and they appreciate what you're doing, and then now your community extends and becomes even bigger.
13:59So, and then for us being from New Orleans, we are loving and kind and natural, giving people, so that community is something that becomes larger than life.
14:10So, you know, from New Orleans, like, we do something small and we just think it's super big, and we don't really look at ourselves as celebrities and stuff like that because we just want to be just cool and humble people naturally.
14:23So, the community is immediate, but then we look at the entire city of New Orleans, no matter for us, like, we look at wards and stuff like that, sections, but we just look at New Orleans as a whole as our community all over the globe.
14:35Larry?
14:37Can you repeat the question?
14:38In fact, why is it important to give back to the community for you?
14:41I think it's important because I think it's, you know, it's each one teach one.
14:46You know, when you have an impact on others, those others can have impact on more people.
14:50Like, for example, we have an employee of ours who recently just, like, he texted my mom and myself, and he said, man, like, you know, I just purchased my first home today, and I appreciate y'all.
15:00And the whole time, like, you know, he's been working with us for a while, and that was impactful to me and my mother because it made us feel like it was an amazing feeling just knowing you can help someone and that we can, you know, ensure that he passes that down.
15:14So when you have a community, it's not just about coming here to make money like our restaurants, but it's more so about building that community that we can support.
15:22You know, it's a lot of people.
15:23People often ask why, you know, we aren't doing a million different other things in the city.
15:28It's because we have, you know, a community within our hospitality group that we have to support as well.
15:32So we try to ensure that we impact those and ensure that they impact others by just, you know, not just being restaurant owners, but being mentors to them as well.
15:44You bring up a good point, which is kind of having to focus on one area and knowing that that core group and that core area is where you're kind of driving impact.
15:53So I think what, for you, G, I would ask, has been the sort of driver of this is the lane that I'm in, and this is how I'm able to kind of continue to navigate and learn from this and do well here while impacting people's experiences through your events.
16:16Wait, come back again.
16:17That was a long one.
16:18Are you good?
16:20So I was asking, you kind of, so as you've grown and you had that first event back in 2004, now what's the difference between the experience that you were giving people then, now?
16:37It's a big difference.
16:39Nowadays, you know, when we first started, we was just, I guess you would say, doing events and like, hey, y'all, come party with us.
16:45We're the cool guys, you know?
16:47And that's not, like, sustainable over time.
16:50Like, eventually, you have to grow.
16:52You have to change.
16:53You have to make sure your VIP experience is different.
16:56You have to bring national artists that, essentially, New Orleans used to have a feeling of, oh, no big-time artists ever come here.
17:04Like, this year alone, doing, I think we did 28 concerts this year in this market with A or B-list, you know, artists.
17:13That's a big deal for New Orleans on a regular basis.
17:15That had never been done with Love and Heartbreak series that we have right now.
17:18So, it's the elevation of the people that you're booking, the way you're handling them people that continues to let everything continue to grow.
17:27It really stayed at that level for, you know, now I'm going into 20 years.
17:31Like, that's a long time to, per se, be doing events and then turn it into true concert promotions.
17:40Because that's like a, sometimes a party is a little easier.
17:43But when you got that artist that's charging some crazy amount, you got to figure out how to make it where it's still sustainable for the people to attend.
17:50So, again, it's navigating a lot, you know?
17:53So, if each of you could tell somebody one thing or inspire somebody with one last thing, what would it be?
18:00If I were to tell someone that's pursuing any position or career that we're still pursuing and that we're still working in,
18:12I would just say tell them create their own algorithm in their life and turn off the algorithm on social media.
18:19And when I mean, like, create your own algorithm as far as, like, what you accept inside of your system, around you, the energy you take in, the TV that you watch, the music that you listen to,
18:29I think that you should be more intentional on those things.
18:33And I think that kind of, like, helps guide the energy in the direction that you want to pursue in your career.
18:39Because social media is a good thing, but then it's a real dangerous thing.
18:43So, I think that having your own algorithm as far as, like, you just can't go in and just watch, like, reality TV all day.
18:50You can't just listen and bring in that energy of certain type of vibes and tones and stuff like that in music.
18:56So, like, maybe sometimes put on some jazz music or maybe just listen to some gospel music or something like that.
19:03So, I think redirecting the algorithm that you accept inside of your system, even when you're around your friends.
19:09Like, if it's not the vibe that you're on, don't be afraid to tell them, like, hey, man, I'm going to feel like vibing with that right now.
19:15Can you turn that off?
19:16So, I think you've got to be more intentional as far as, like, the social media and the stuff that's being put in front of you all the time.
19:25What would you say to an aspiring entrepreneur?
19:28I would say to be confident.
19:32But also confidence comes in from the work you put in.
19:35I've been able to, you know, over the years, I put in a lot of work, and I've been blessed to, you know, have a lot of people around me that are doing the same.
19:41So, that helps build your confidence when you're actually putting in work, going to the gym and working out, and you start to see the results.
19:48So, you know, it's no different in your day-to-day life when you're constantly striving to be.
19:53That's why you got your guns out over here?
19:55But it's no different when you're constantly striving just to be, you know, great.
19:59You know, it's about, you know, about legacy for me and my family.
20:02So, that's what we're building.
20:04So, when you wake up and you have that mission that you're, you know, just that foundation that you're building, you're constantly striving to just be better.
20:12So, my confidence and consistency has really brought me a long way because I wasn't always the Larry you see now.
20:18But as I started to just accomplish the small things and, you know, acknowledge the things that I was doing just internally, it built the confidence for me to really walk out there and be like, yeah, I'm him, you know.
20:31And sometimes we all need that.
20:33And that's helped me, you know, to get to this point where I'm at right now, you know.
20:38I receive that.
20:40Now, what would you say, G?
20:41Is somebody looking to build their empire just starting out?
20:44Right, you have to find that thing.
20:47And when I say that thing, that you wake up every day and you're literally happy to go do the work.
20:54When I say I wake up every day and I'm happy to go do something with my dad, building a house or redoing a house on the real estate side.
21:04And when I wake up, I'm looking to go build that next event.
21:07It never feels like work to me.
21:10And that's the part where if you can really enjoy what you're doing, you have to fight to find that thing that you enjoy.
21:16If you find that thing you enjoy and it makes some money, your life is going to be amazing.
21:23So fight for that, finding that thing.
21:26I appreciate y'all.
21:27Thank you guys for joining me today.
21:30Thank you, Hakeem.
21:31We appreciate you.
21:33Yes, sir.
21:33First time we all share the stage together.
21:35And these are guys I look up to, been knowing them for a long time, been going to his parties when I was a teenager, been going to his store.
21:41Me and you have been acquainted for a while, went to the same school.
21:44And shout out to you, you know, what Essence and, you know, you guys are doing for just the community because we see the impact.
21:51You know, we weren't here before, but we're here now.
21:5511 years to the top of EVP.
21:58That's crazy.
21:59That's crazy.
21:59From intern to executive vice president, Hakeem.
22:02That's real work.
22:03Yes, sir.
22:04That's real work, man.
22:05Congratulations.
22:07All right, y'all.
22:08All right.
22:09Thank you guys.
22:09Thank y'all.
22:10Thanks for joining us.
22:10Please.
22:10I know.
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