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On this episode of the Mompreneurs podcast, Randi Matthews sheds light on how she turned her agency expertise into her own business. Coming from the world of entertainment and influencer marketing, Matthews founded Multi-Hyphen Media to break away from industry norms. The boutique agency specializes in digital and social media marketing, offering a fresh perspective and partnerships that stand apart from traditional agency services.
Matthews sat down with Mompreneurs host Nancy Redd to reflect on her journey from leaving her corporate 9-to-5 to building her own agency.
Matthews’ departure from her agency career coincided with becoming a mother. The timing was right, she said. Plus, she was ready for something different. “I was feeling kind of left behind in a system that doesn’t always cater to women and people of color, so when I had my son I was like, I can do better and I can do better for him,” she told Redd.
As we all know, social media never stops, it’s always on. And so it changes rapidly—algorithms change, best practices change, the way that people use social changes, influencers change …So I think that’s why I’m good at it, because I’m able to keep my nose to the grindstone and understand that it’s always going to change, and as long as I understand that, then I can change with it.
Randi Matthews, Multi-Hyphen Media
Matthews learned through trial and error as she navigated her career. “In entertainment and marketing, there are not a lot of women of color who are doing what I do…so for me, I haven’t had a lot of industry mentorship.”
“So a lot of what I have done has been trial and error, kind of wiggling my way into places that I see opportunity and then either failing miserably, or not,” she explained. “It’s a lot of intuition and trial and error, but what I do well is I fail very well and I rebound very well.”
Harnessing a unique combination of “math and magic” on top of years of industry experience, Matthews’ Multi-Hyphen Media offers a boutique service that is inclusive and collaborative.
“I like to say I have a mix of math and magic. Because sometimes I just know—I just be knowing, y’all. And that is a gift as well. I have a lot of industry knowledge, I have a lot of experience, I know a lot of people, and sometimes I just know, and you just gotta go with it.”
“So I lean into those skills,” she added, “making sure that I’m creating a diverse story, diverse influencer campaigns, and a diverse social plan, which means targeting audiences that (clients) may not even know exist.”
As CEO of Multi-Hyphen Media, Matthews is able to bridge the diversity gap and produce marketing content that showcases fresh perspectives and new faces.
“Another reason why going out on my own was so important is because I was working for places that only wanted to cast people that looked a certain way. And I don’t have the power in those systems to push back. When I’m on my own, I do, I can, and I will,” she said.
At the helm of her own venture, collaborating across her network has been a key element of Matthews’ success. “Word of mouth and referral are my strongest friends in this industry and that’s how I get a lot of business,” she said. “They know that I will come in and get the job done—and not just done, but well and right.”
Ultimately, Matthews’ motivation is being of service—whether that’s through mentorship, support, or creating opportunities for others. “Service is not only how I walk through the world, but it’s also my love language,” she said. “So that is how I run my business, that is how I live my life.”
Don’t miss out on the full conversation. Dive deeper into this episode of Mompreneurs in the video below.
Every week, we celebrate the beautiful Black entrepreneurs who are not only amazing business moguls but also outstanding mothers. Join host and New York Times bestselling author Nancy Redd as these mompreneurs share their life stories and inspiring advice.
Watch Mompreneurs on MadameNoire’s YouTube channel or below. Or listen to the podcast online on the Urban One Podcast Network.
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The post Mompreneurs: Influencer Marketing 101 With Randi Matthews appeared first on MadameNoire.
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