Today we’d like to introduce you to Lara Schmoisman.
So, before we jump into specific questions about the business, why don’t you give us some details about you and your story.
Well….once upon a time, there was a little girl who had a no-nonsense attitude…
I remember in my tween years, I would stay up until all hours of the night listening to the radio. Every night, I was falling deeper in love with radio’s voices, its stories, and its music.
A couple of years later, my life completely changed when someone asked me to be an assistant in a beach radio show, which opened up the doors to becoming a part-time DJ. It was so much fun, and for a hot minute, I actually thought I had a plan. I saw it unfolding right in front of me, and knew what I would do for the rest of my life. Pretty much right off the bat, I realized that I wanted more, and that production was in my blood. I always had a better story to tell, and I knew I could tell it better than anyone else in the room.
From there, I went to school to earn a certificate in screenwriting and a BA in radio and TV production. BUT as most of us probably know, life after college wasn’t exactly easy. And life after college in the entertainment industry? Whew, that was rough…so unsurprisingly, I was not able to find a job.
Later that year, I came to the US to learn English. And one thing leads to another, and some doors start opening. At that time, I was living in what we can politely describe as “probably not the best neighborhood” and sleeping on a hand-me-down mattress with coils literally sticking out of it. I was taking as many jobs as I could and sleeping little, but even so – somehow life was starting to fall into place. Opportunities to learn and grow came my way. I worked in TV, film distribution, digital, marketing and advertising. Later on, I was even lecturing at CAL POLY Pomona – I was literally living my dream, or what I thought at the time was my dream.
Over the years I’ve learned and grown, and I became not only a professional but also a mother. Which means I’m literally an expert at juggling it all. I’ve learned how to use and connect all my past experiences. But, here’s what’s most important: I’ve learned what I don’t like.
After flirting and dating for a while with each medium, I came to the realization that I didn’t want to settle down with any of them because each one was equally important. They complement each other. And, as I was taking a step back and evaluating where I was going, new opportunities came my way, which prompted me to build SALT.
Salt Media – what should we know? What do you do best? What sets you apart from the competition?
We “officially” describe SALT MEDIA as a creative boutique, but it boils down to these two keywords that set us apart from everyone else: our ecosystem and teamwork.
At SALT, we’ve designed an environment that we call “ecosystematic storytelling.” Yes, it’s a mouthful, and don’t worry, I’m sure you are asking yourself: “What the heck is that?” So let me explain: for each brand, we create a unique strategy, utilizing all the elements from our media ecosystem to help achieve the brand’s specific goals.
We understand that every brand is different and requires a custom approach. We also know that no one knows the core beliefs of the brand better than the client. Because of that, we make it a point to team up with each client and build a strong relationship. We immerse ourselves in their beliefs. It is impossible to make good content and tell a brand’s story successfully if you don’t understand that brand, so only after we have a clear understanding of the brand image and voice do we build the strategy. That’s the “ecosystem” part.
The other thing we value above everything else is our team. SALT’s culture centers around teamwork, collaboration, and authenticity. We’re a multi-cultural, multi-ethnic team of talented, single-minded, creative, and driven individuals who love to do what we do. As a Latino, Jewish woman who has lived in the US all her adult life, I know both the challenges and the many advantages that having a team like this can bring.
What is “success” or “successful” for you?
One of the biggest lessons that I’ve learned in life is to learn how to adapt. And honestly, that comes from someone who’s fallen down a lot and had to get back up to reach her goals.
You may think you know what you actually want to do and that you are carving your path in a certain way, but life might have a different idea. And sometimes it throws curveballs your way, and it’s your ability to be alert and catch them that makes you unique.
Success only happens after you learn how to fall, get up, and try again.
Contact Info:
- Address: 4500 Park Granada Suite 202
Calabasas, CA 91302 - Website: www.thedarl.com
- Phone: 8185181710
- Email: [email protected]
- Instagram: https://www.instagram.com/salt.media.agency/
- Facebook: https://www.facebook.com/saltmediamkt/
Image Credit:
Juliette Fenner
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