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Heather Lowery worked as a vp of talents and concert events at Live Nation Urban, when one question changed her life.
“I was doing a panel and someone asked what I was doing to support women in live music – and I had no answer,” recalls Lowery. “This question has persecuted me for months.”
Determined to vary something, Lowery was founded by Femme It Forward, a music and entertainment company run by women, focused on celebrating, education and strengthening women, while providing a platform to share their voices each on the stage and outside of the stage.
The debut of Femme It Forward is a “multi -formatic series” of concert events and events throughout a woman, in which there are list Stars A, similar to Brandy, Monica, Teyana Taylor and Cardi B.
“I quickly realized that this is more than just a series,” says Lowery. “It was the beginning of the movement.”
Femme forward quickly evolved from the series to full business, but every little thing changed when a pandemic hit. The nationwide blockade meant a disaster for every company live. But for Lowera it was a blessing in a disguise.
“Now I can do everything I always wanted, but I never had time,” he says.
The first in its agenda was joined by the extremely popular Vekuz series, created by Timbaland and Swizz Beatz. Verzuz, a virtual clash between the important hip-hop artists, has grow to be the decisive moment of early Covid-19 culture.
Lowers, a fan of battles, noticed a glaring gap: “They did not make any battles for women.”
Definitely to vary this, she contacted the manager of Swizzu and eventually got into the music mogel himself.
His answer? “Show me what you have.”
Lowers quickly secured the battle of Verzuz between Jill Scott and Erykah Badu. Shortly afterwards, fans were treated with cult people similar to Brandy vs. Monica AND Keyshia Cole vs. Ashanti -some of the most viewed episodes of the series.
Replace failures with Springboards
While Verzuz was successful, Femme has a forward challenge of the live programming industry. The adaptation became vital for survival.
“I thought what I could do now when we can’t do live events?” Lowera actions.
Launched Next femme jewel Mentor program, combining industry leaders with aspiring talent focused on the business side of the music industry. Later she presented MUSE A mentor program, supporting the creative community, from the authors of songs to producers to artists.
“I started the next femme jewel because I regretted that I didn’t have a mentor when I was approaching,” says Lowery. “When women grow in the industry, it is important to raise people behind us.”
Femme It Forward is based on three basic pillars: mentoring, education and strengthening. These values are reflected in initiatives similar to Next Gem Femme and Muse, Gala Award Give her Flowhers, and femme it forward femmeland in Sea Cruise.
Picture of credit: femme it forward
As if it wasn’t enough, FIF produces music albums, manages live events and immerses his fingers into short documentaries and podcasts.
Despite many initiatives, Lowery explains how each part of Femme, which is forward, is connected, supporting each other to embodiment these basic principles. For example, Gave Her Flowhers Awards serves as a platform for the presentation of emerging artists, similar to Doechia, combines women in the industry and collects funds for initiatives similar to mentor programs.
Be the change you wish sea
Femme it Forward, latest initiative, the Femmeland at sea cruiseHe is one of the most ambitious projects. Cruise curator, Cruise offers live performances with industry panels, wine tasting and living rooms.
Although the scale could seem discouraging, Lowers had a clear vision from the very starting.
“I knew what I wanted to see on a cruise,” he says, describing my process as inverted – starting from the final concept and working too back. “The easiest for me is visualization, strategy, creation and performance,” he explains. “I often see it all before exists and then I work on reviving this vision.”
Lowery is still at the starting of her journey with femme it, but the positive opinions of its community are overwhelming.
“Because I give so much and support women in so many ways, now I see that love for me is coming back,” he says. “It’s amazing.”
Despite the early success, Lowera stays grounded, focusing on its final goal: building a strong, supporting women’s community in the music industry. “The best advice he gives is confirmation that I often repeat,” is shared. “Remember who you are and why you started.”