Making the choice to stroll by religion and belief the mustard seed is not any simple feat. It takes an unfathomable quantity of bravery to desert the security internet of pursuing your skilled goals inside the confines of a system you’ve labored exhausting to be part of.
Jaide Lewis did simply that.
When EBONY sat down with Lewis, she recalled one of many moments that ignited her leap into betting on herself. Whereas working with actress and recording artist Coco Jones for the rollout of her debut challenge. Lewis stated, “That was the efficiency that bought her GRAMMY,” she described of Coco’s Genius efficiency. “When that occurred, I stated, ‘You already know what? I may also help a whole lot of artists. I could make this greater.’”
And he or she did. Lewis launched her company The Tradition Collab, making historical past as the primary Black lady to safe partnerships with all three main music conglomerates: Sony Music, Warner Music Group. and Common Music Group. The company, a tight-knit crew of 4 Black creatives, now runs 45 artist campaigns simultaneously throughout 5 labels — a feat not often achieved by boutique companies, not to mention Black-led ones.
Lewis took her knack for digital storytelling and leveraged it into an area that executes premiere advertising and digital storytelling whereas honoring the tradition of hip-hop and R&B artists with out compromising their integrity. Her strategy is deeply private. Below her management, The Tradition Collab Company has helped artists earn Billboard Prime 100 entries, land Platinum certifications, and see three artists named to XXL’s 2025 Freshman Class. However past the accolades, her work resonates due to the human ingredient she weaves into digital storytelling. “Individuals assume advertising is nearly hype, but it surely’s actually about serving to individuals really feel one thing,” Lewis shared.
When requested about her tackle the success she’s acquired, Lewis affirmed that her accomplishments will be attested to “staying grounded in authenticity by means of connection and relatability.” However she additionally emphasised the significance of leaning into the roots and individuality of the artists she works with to leverage impression by means of revolutionary storytelling, particularly because it pertains to the societal local weather we reside in the place everybody simply desires to really feel related.
All through Lewis’ tenure in advertising, she’s materialized that perception by means of her work with artists and within the tv and movie business on initiatives like The New Version Story, BET’s Black Ladies Rock, and Mara Brock Akil’s The Sport. Whereas music stays her ardour, Lewis is waiting for extra within the sports activities and sweetness business. “What’s subsequent is sports activities,” she stated. “I’ve been doing this for 10 years, and I’d like to problem myself. The WNBA is extensive open, and so they want us.”
Lewis has already redefined what’s attainable for Black ladies in music advertising, constructing an company rooted in tradition, creativity, and care. Her observe report speaks volumes — not solely in accolades, however within the belief she’s earned from artists and the genuine tales she’s helped inform. As she units her sights on new territory in sports activities and sweetness, there’s little question her imaginative and prescient will proceed to problem business norms and increase what excellence seems to be like.