Lisa is self-made with an incredible resume in entertainment.
She has curated charitable events for numerous celebrities. Her passion has led her from promoting music talent in her hometown of Toronto, Canada to positions in promotions for Bad Boy, Ruff Ryders, Po Boy, and XO.
Recently, I had a chat with Lisa about her professional journey, what she’s learned, and her advice for aspiring professionals. Lisa, also known as ‘L Peezy’, was extremely insightful and dropped some major gems on succeeding in the entertainment industry.
Where are you from originally? How did your upbringing play a part in your professional success?
Well, I’m Canadian, I was born in Toronto, and was raised there and in Mississauga. Toronto is an amazing city, it’s a melting pot of diversity and endless talent. Growing up, the city didn’t have the international exposure and appreciation it has today. Witnessing that made me want to create a platform for others, which also created a name for myself.
I understand your mom was a designer. How did that influence your professional appearance? (Your Drip, because we see that you stay fly!)
Aww thank you! Yes, my mother was a fashion designer, so “throughout my entire childhood I was draped in Couture!” she laughed. Honestly, I hated it. I always wanted to wear regular clothes, something from retail but she always made me wear custom made gowns, velvet tracksuits and more. It’s crazy because I truly HATED it growing up, but now I would give anything to have custom made Couture on a weekly basis. (Smiles) Ah, the things we take for granted. She is the epitome of a lady, a hustler and a perfectionist. It’s crazy how I’ve grown to be my mother’s child. “Now I’m with all the drip and stunting!” she says laughing. I actually still message her to get her input on style and suggestions. I can send her a photo and in one minute she will break it all down to alterations, adjustments and accessorizing tips. I don’t think I’ll ever be on her level.
What was your first job within the industry and what important things did you learn from them?
My absolute first industry job at 14 years old was designing flyers for clubs. I had my own logo and everything. I thought I was so dope! (laughs in remembrance). That led me to promoting events and really breaking into the entertainment world. I was meeting the right people, analyzing the demands/ROI and becoming a social figure. The power of networking was my first and most important lesson. It’s not what you know, it’s who you know. If I ever wrote a book about the industry, that would be the title. The lesson with my first job, aside from what I mentioned, was recognizing the opportunities and growing from them. Keep watering your seeds and it’ll grow into plants. I capitalized on every opportunity I’ve had and grew from each one.
Tell us about Industry Mag and the evolution of its success?
Ah, Industry Mag. To think that was just a fun project at first. Well, IM is the publication I started when I was 23. Ultimately it was to promote local talent, both in front and behind the scenes. Toronto at the time, lacked global exposure for the hip hop culture and I was pretty adamant to do something about it. I had Belly, Drake, Tory Lanez, Preme, Director X, Boi1da, and more artists all grace covers and/or spreads. I took the magazine to the states, started getting exclusives with American talent as well. It took my name and the magazine, to an international level. While I was creating platforms for others, I had no idea I was also creating one for myself.
What led to the creation of ‘LP’ Relations and how has your passion poured into what you currently do now?
Before Industry Mag I was confident that I wanted to be a publicist and media mogul. However, careers like these take more than just a degree. A publicist’s most valuable asset is her network, so when I created the magazine I kept that in mind. I created relationships with managers, artists, labels, and everyone I met. When it was time to put IM to rest, I launched ‘LP’ Relations, where I combined all my skills under one umbrella- branding, event curation, and talent booking. My work is stressful but it comes naturally to me; I feel like I have all the resources I need to get any job done.
What has been your biggest challenge professionally and how have you overcome it?
Initially, it was being a woman in the business and being taken serious; overcoming that took time. I just had to constantly prove that I can get the job done. Unfortunately, that is how it is, and being in the business can come with some negative stigma. At the end of the day, you just have to know yourself, block out distractions and keep pushing. I know it’s not easy, but nothing worth having is.
Who are some of your biggest inspirations?
I would say…Oprah, Michelle Obama, Anna Winter, Eleanor Roosevelt, Rosa Parks, Indira Gandhi. I love all of their stories because there isn’t a hint of self-pity; just strong, ambitious, admiral women.
What advice do you have for people who aspire to get into the entertainment industry? Any special advice for women?
Volunteer and network your ass off! Invest in your projects- investing your own hard-earned money will add extra fuel to your hustle. Don’t be afraid to ask questions. “Industry people love to preach!” -she exclaimed. And ladies– like the great Eleanor Roosevelt said, Do what you feel in your heart to be right– for you’ll be criticized anyway. You’ll be damned if you do, and damned if you don’t.” If you want it, go for it. As I said, there’s a stigma that comes with this business, people are always going to have an opinion, you can’t avoid that. I’d be lying if I said things didn’t bother me early in my career, but in time you grow thicker skin and learn that people have their own battles that don’t concern you. Women don’t have it easy. We never have. But I think that’s what makes us so indestructible.
What do you want your legacy to be in the industry?
Wow, my legacy? I want to be the girl who went from socialite to C.E.O. I have taken an interest in positive branding for talent outside of my clients’ music or acting careers. My passion is showcasing their charitable and entrepreneurial side. I want to bring more positivity to the industry; it’s needed in this digital world of ridicule and blog-bashing. My end goal? Aside from traveling the world, embarking on projects in several countries and experiencing all cultures, I really don’t know yet. My career has just manifested itself- every opportunity created a new opportunity. I wouldn’t have cared for what I do now five years ago, and vice versa. So I just go with the flow. No end goal. Just do what I’m doing, challenge myself with new projects and continue to grow.
As impressive as her success and professional journey is, Lisa Persaud is prepared to grow her brand beyond any limits. She has utilized her skillset to help others promote their brands while putting accents to her own platform.
From bringing light to “The Six” to promoting for established celebrities, this entertainment mogul is a clear reminder that hard work, being genuine, and staying consistent is the key to success.
To keep up with Lisa, follow her on Instagram @thereallpeezy
feature photo credit: https://www.instagram.com/jmartinvisuals/?hl=en