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Meet NiCale Cruz of CRUZ Projects in North Hollywood

Today we’d like to introduce you to NiCale Cruz.

NiCale, can you briefly walk us through your story – how you started and how you got to where you are today.
Music has always been my passion and helping people enjoy themselves brings me happiness. I started off as a nightclub promoter and gained as much knowledge as I could from that aspect of the entertainment industry. It became sort of second nature to me so as I developed experience and established relationships with music executives, I ventured out on my own to become a booking agent and created my own company, CRUZ Projects.

Great, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
Lol I don’t think any road to success is “smooth”. The music and entertainment industry itself are a tough road to take and can be ruthless, but I believe the love and passion behind it makes it all worthwhile. Being a female in the industry is typically twice as hard than it is for men. People tend to think you can’t be aggressive enough to make deals, don’t have enough “edge” or maybe even your looks and appeal can be seen as a threat. However, as a woman, I turn all struggles and obstacles into motivation to work twice as hard as my counterparts and use my femininity to tap into business aspects that only a female’s view can provide. I am entirely business minded and always looking at every moment as an opportunity.

Please tell us about your work.
CRUZ Projects is a diversified, independent entertainment agency that provides booking, music management, and promotion. For years, CRUZ Projects has successfully lined up over hundreds of concerts, tours, guest appearances, events, and personal meet & greets for our clients. My unique story started from the bottom – promoting clubs and parties, then transitioned to making deals with club owners and establishing relationships with artists. CRUZ Projects takes the personal unique approach to each individual artist to ensure they maintain their creativity while providing maximum exposure and lucrative projects. In addition, being afro-latina gives me an edge-up on unique opportunities in several music genres and expanded relationships than most other agents.

Do you look back particularly fondly on any memories from childhood?
My favorite memory would have to be me riding home with my dad from the military base. It was a warm, sunny California day… I think I was about five years old, could barely see over the dashboard, and chewing on some SugarBabies. The song “If It Isn’t Love” by New Edition came on…and I fell in love. I fell in love with the song, with music and the feeling it gave me. From that day, it became my favorite song because it reminded me of a small, simple precious moment with just me and my hero. Yes, I’m a daddy’s girl lol.

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