Rising Stars: Meet Michaella Bloom

Today we’d like to introduce you to Michaella Bloom.

Hi Michaella, we’d love for you to start by introducing yourself.
When I was little I would say that I wanted to be “the world’s greatest inventor”. I was always putting materials together in unexpected ways – often times in ways that my parents didn’t quite understand but never questioned. For as long as I can remember, I have had a strong entrepreneurial spirit. When I was 6, I would go door to door selling my drawings to neighbors for a few dollars to buy Calico Critters. When I was 12, I started an eBay shop for buying and reselling Juicy Couture jumpsuits.

I started my first company in 2020. I didn’t necessarily set out to start a company but I got hired as a marketing consultant for a record label that worked with influencers launching artist careers. I started running their TikTok music marketing campaigns. I had spent 4 years working at Sony across TV and Music. I was early to the power of TikTok and would spend hours of my week trying to convince the music artists I worked with to get on TikTok, explaining that it was not just a platform for kids. Eventually one group listened and had 3 viral hits in 2019.

In 2019 I would go around music industry events in LA telling everyone to get on TikTok and people thought I was out of my mind. Then they all started to call me summer of 2020. “What did you say I should be doing on TikTok?” I started working on a ton of TikTok music campaigns and connecting with the trendsetting dance creators that I would hire to choreograph. I would always get on calls to make that personal connection with the creator.

Eventually this lead me to launching 1UP Talent Network which was one of the first ever TikTok agencies and diverse talent networks. I guided, strategized, and executed countless brands’ first TikTok and Reels influencer marketing campaigns. I created original branded music and trends that took over the internet. I ideated out-of-the box IRL brand activations. Most importantly I built authentic, long-lasting relationships with a diverse network of content creators. Most creators I represented in the early days of 1UP Talent Network had never made a dollar off of social media. I would run through contracts with every single creator I worked with to help educate them on important terms and what to look out for. Most are now established creators that I continue to work with on aligned projects.

At the center of my first agency was advocating for the trendsetters and culture shapers, aka underestimated audiences that continue to be undervalued and undercompensated. 95% of all deals I negotiated were with BIPOC, LGBTQIA+, Disabled, Sustainability-focused creators, and Creators of all ages.

In 2023 I launched CLTR LAB, a social-first cultural + creative innovation lab. We are a heart-centered business that is at the forefront of shifting culture through creativity, authenticity, innovation, and diversity. With an expertise in how to authentically connect with HUMANS through a Gen Z lens, we are disrupting the entire creative agency model. I started CLTR LAB in response to creative agencies not being CREATIVE.

I am on a mission to make all humans feel seen, heard, and valued through impactful, iconic, and inclusive branded movements digitally + IRL. Whether it’s developing high-level social-first brand strategy, connecting with the coolest emerging creatives, or spray painting a client’s limited-edition Birkin bag, I will never be put in a box.

You could say I did become an inventor after all? An inventor of my own career path – an upcycling, spray-painting artist, cultural innovator, and creative entrepreneur. I don’t believe in boxes. We are not just one thing!

Alright, 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?
It has been like getting on a rollercoaster without seeing it first: full of twists, turns, going upside down and money falling out of your pockets, then periods of coasting. Some challenges have been when I started to feel unfulfilled with my first company and knew it was time to pivot. Pivoting can be scary because I went through a period of uncertainty, not knowing what direction I was going in or if I was making the right decision. I felt like I was upside down on a roller coaster for about 8 months then I landed on my feet and started to understand that all of the twists and turns had lead me exactly where I needed to go. It truly is about trusting yourself, your vision, and your intuition to guide you where you need to go in life and business. I am so grateful I listened to my inner voice that was telling me it was time for a major shift that lead me to getting very clear on what CLTR LAB does and our why.

Alright, so let’s switch gears a bit and talk business. What should we know about your work?
Aside for my social-first creative innovation lab I am an upcycling artist that uses spray paint and vintage materials to create canvases and 1 of 1 clothing pieces. You don’t typically see many females spray painting and I am so glad that I didn’t let that stop me from exploring the medium that has become my absolute favorite. I got known for a vibrant, overlapping smiley face design that I did on many surfaces during covid – on a wall, on clothing, and eventually a limited-edition Birkin bag.

I am also known for my unique portrayl of cartoon characters. I have loved drawing cartoons since I was 5 and spray paint really allows me to take it to a new level of creative expression.

I am most proud of how I continually challenge myself to explore new mediums and will not be put in a box as an artist and entrepreneur.

Alright so before we go can you talk to us a bit about how people can work with you, collaborate with you or support you?
Connect with me on LinkedIn, TikTok, or IG. Send me a DM or email!

CLTR LAB Service Inquiries: [email protected]
Art Inquiries: [email protected].

Contact Info:

• Website: cltrlab.co + malfyb.com
• Instagram: https://www.instagram.com/malfyb
• Linkedin: https://www.linkedin.com/in/michaella-lee-bloom-7a391781/
• Other: https://www.tiktok.com/@malfyb

Image Credits
@danalaurengoldstein @pinterest X @coachella @aprilkae X @crocs X @jdsportsus @jessinemec X oh.its.phoebe X @jennifermika_ X @redbulldance @ariellesidney X @nike X @jdsportsus