Life & Work with Taye’ Hawkins of KOREATOWN

Today we’d like to introduce you to Taye’ Hawkins.

Taye’, we appreciate you taking the time to share your story with us today. Where does your story begin?
I’m originally from Houston, Texas. Specifically a small district called Alief. From a very young age, I’ve had a niche for the performance and entertainment industry. I was always singing songs and prancing around the house. My mother is a hair stylist, so thats where my love for the beauty industry came from. Im what they call a “shop baby”. I was raised to make sure I was always very well put together and looked my best. Presentation is KEY, and LESS is MORE was the mantra in our household. Never do to much but always be confident. Being exposed to the beauty shop life gave me an insight on what it would take to run a successful braiding business. Without that exposure “brdntwst” wouldnt be possible.

I moved to Los Angeles in 2010, with the dreams of becoming of successful singer and songwriter. I attended the Musicians Institute for 3 years, where I received my AA in Music Business. After I graduated I immediately dived into trying to get work in the music industry. Singing at local open mic nights, auditioning for bgv gigs occasionally, trying to get into writing rooms, but everything seemed so slow, and political. It didn’t feel fun anymore. So I just started writing songs for fun as a relief. I wasn’t quitting, music will always be my first love.I just knew it was time for a pivot.

In 2016 I decided to take on the Make up industry. I was always doing my own make up for work and when I went out, to the point where people were asking if I did it professional. I started taking under the table gigs to pick up extra money so I figured why not go to school for it , and become certified? So I did just that, I attended a make up academy and became a certified MUA. The make up industry was fun, but it wasn’t sustainable full time. I was working multiple jobs to make sure I had a roof over my head so I would often get discouraged. I was spending a lot more money on product than I was making, so I know I needed a solid opportunity. I asked god to give me some patience and not give up on this investment, so I started going out to different venues and events other than clubs and meeting new people.

In the process of that, I was introduced girl name Mel Hunter who was running this event called The Juice Joint. It was a place where artist, musicians and creatives got together and played live music. She was also a celebrity make up artist for the stars, and I was so impressed by her ambition. I knew I was looking for an opportunity to showcase my talents in make up, so I asked if she was possibly looking for an assistant, and she said YES! I was so merciful because to be honest I had already gave up before I asked. you just never know how god already has things set up for you.

I went on to work with her from 2016-2019 and was able to work with names like Usher, Snoop Dogg and Mike Tyson under her wing. It was like a dream I never knew I had. But again it wasn’t keeping me away from 9 to 5’s. so I picked up a full time job working for a call center making great money. and settled there for a while. I picked up gigs here and there but I lost the passion.

In the mist of having this normal job I started to pick up on my braiding skills. I was always braiding my own hair. I realized what a huge market it was and how popular the braiding industry was in Los Angeles. As a child if I wasn’t getting a relaxer and roller set , I was at the African braid shop called ” Heidi and Jojo” getting freestyle braids. I would also braid all my friends hair in middle school and high school to make extra money for the sneakers I wanted. So I was a way more experienced than I gave myself credit for. There was also a shift in online marketing for independent contractors an entrepreneurs at that time the economy took a huge shift .That created more ways to make money from trade services which created the perfect moment to shift into something that was apart of who I was.

At the end of 2018, I quit my job and with no extra money except what I saved and my talents. With the downtime I had, I was able to create a small business plan with braiding, I discovered a booking app called Styleseat. As we all know style seat is a business management tool that helps manage your clientele and grow your business. I put all my time into building my business. I started Brdntwst in my Ex-boyfriends kitchen on 39th and normandie. Shoutout to him. I was working from a dining room table and a fold chair, but I saw the vision of what it could be because I was so naturally good at it. The clients started to roll in! I couldn’t believe how fast my brand was expanding. word was getting out, and your girl was on a mission! I even picked up a few braiding master classes to sharpen my tool even more.

2020 was the beginning of a time in my life I will never forget. With the pandemic happening, everything was shutting down but my business was speeding up. I Opened my very own salon suite in Hollywood , CA. My clientele became very specific catering to people that were in the arts and entertainment industry and I landed my first professional industry gig with DSmoke with photographer Maya Iman, who at the time became one of my clients but also a good friend. Those particular images that were taken, was shown on an episode of the show Insecure. It was then, where I knew I was entering new territory. It followed up with collaborations with recording artist like Mereba, Tobe Nwigwe, Alton mason, Masego, and Arin Ray, In 2022 I was hired to work along side the Artist Smino for 2 album rollouts. That was my first big account. I was so excited to work with an artist who’s music I listened too as an artist myself. With that account, I was able to expand my creative artist esthetic. Smino and I had a lot in common in that way where he trusted my vision, which I could appreciate. US both coming from the hair culture. He helped me understand pushing the limit with my creativity, staying current ,and making sure your paperwork is always intact as a business.

Since then Ive learned to maintain my business by finding new ways to make my business work for me. I am an artist who understands what it takes to attain a business. I want to always make sure brdntwst caters to the everyday woman and man who just wants to feel good about themselves. Thats the beauty in this industry, get it? I have the privilege to make someone feel special , feel beautiful. The next step is to become a voice to the small business entrepreneurs and artist that want to expand their talents beyond just being a small business owner but a actual entrepreneur. We all can make our brands bigger and just more than one thing. Ive never believed in being put in a box. I believe we all have the ability to make our lives exactly what we want it to be.

Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
I don’t think any dream has an easy road. it’s all about the paths you take and what you learn at every pitstop.

Can you tell our readers more about what you do and what you think sets you apart from others?
What sets me apart from other business owners in my niche for music and the entertainment industry. Im also an artist. who has the experience behind the scenes and in the spotlight. Ive done both and can do both. I like to believe Im really the full package. My talents are endless. I am a star in my own right. I think we all are, and I know what it takes to make one.

What has been the most important lesson you’ve learned along your journey?
The most important lesson thus far would have to be to, Stay down til you come up, Stay humble, Never stop learning the business and stay a student. Everything I do is specific and creatively driven, And never to limit yourself . Stay sharp and stay practical when running my businesses. but keep it fun and creative and timeless.

Contact Info:

• Website: https://brdntwst.com
• Instagram: @brdntwst
• Soundcloud: TAYe’
• Other: @teg0d