IAMLATAUSHA started her journey in the music industry almost 15 years ago as a songwriter and recording artist under the moniker Cold-Hearted. Born and raised in Indianapolis, IN, she faced a lot of challenges trying to “make it” in the music industry in a market with limited resources, capital to invest and knowledge of how the music business actually works. All she knew is that she had a passion for music and wanted to be respected, successful and profitable in the industry. What many don’t know is that IAMLATAUSHA never set out to be the best artist in the business and ironically was sought out by other more talented artists seeking her assistance with their music business. One thing that separated IAMLATAUSHA from the “average” artist was not her talent but her business-savvy, confident swag, gift of gab and boss lady persona. Identified as the “full-package”, IAMLATAUSHA continued to elevate herself by learning the business of music, networking and grinding nonstop against all odds.
Determined to distinguish herself from the rest, IAMLATAUSHA decided to Executive Produce a collective compilation with her label mates that was mainly comprised of singles by each artists and a few collaborations. Prior to the release she started her record label On Point Entertainment, establish
ed her publishing house Bout Our Business Music with ASCAP and
added some of the regions hottest artists to the On Point Entertainment brand. Surprisingly, her first single “I’m On Point” premiered on the local radio station WHHH Hot 96.3 a week after the release and in local nightclubs. In addition, 2 of the other artists also had singles take off in the underground circuit and the On Point Ent. brand and sound was solidified. At that moment, THE SINGLES MARKET was born and used as a blueprint for her clients. Using the knowledge she acquired from researching, attending conferences and networking with more established music business professionals, IAMLATAUSHA began to formulate her business model and position herself as a professional in the industry.
Achieving what some may deem as mediocre success as an artist, her desire was to always be a music mogul and follow in the footsteps of the likes of Sean “Jay-Z” Carter, Sean “Diddy” Combs, L.A. Reid and Russell Simmons. In 2010, she made an executive decision to retire from the recording artist side of the music industry and focus more on her consulting and publishing activities and the rest is history.
IAMLATAUSHA comes from humble beginnings and has often used adversity as motivation to achieve greatness and continues to enhance her brand. During her career she has helped hundreds of artists with establishing their brands within the music business and uses a HOBBY, HUSTLE, BUSINESS framework for helping her clients understand the difference between being an artist and a business executive. Her consulting style is straight-forward, practical and educational. Her positive demeanor and extensive knowledge of the industry helps her clients save valuable time and thousands of dollars pursuing their dreams and monetizing their musical talents.
Building herself as a brand and representing the On Point lifestyle has created many opportunities for IAMLATAUSHA. She has managed to diversify her revenue streams from many sectors of the Music and Entertainment industries including but not limited to songwriter royalties, voiceover projects, artist bookings, event planning, live performances, project management, and event promotions. She has built a profitable corporation that strives to educate their clients, provide them with the resources they need and serve as a one-on-one business coach, mentor and motivation partner. IAMLATAUSHA brings a wealth of knowledge, experience, resources and most importantly key relationships to On Point Entertainment. As a result, her clients have access to all of the above when they work with her on a project or consulting basis. In addition, her passion for the industry, high energy personality and integrity to protect her brand as well as her clients ensure they receive the highest level of customer service, the utmost professionalism at every stage of the relationship. Not to mention, the constant motivation and encouragement needed to achieve their goals.