SISTER SWANS: THEDA SANDIFORD

27 May SISTER SWANS: THEDA SANDIFORD

THEDA SANDIFORD

Serving the Cyber Generation

Theda Sandiford

Sister Swan

1. What are you working on right now?

I’m working on setting up Jeremih, Lyfe Jennings, New Boyz, Lil Boosie, Reflection Eternal, Shawty Lo, Ginuwine, and Nicki Minaj. Along with Method Man & Redman, Camron, Mike Jones, Paul Wall. I’m also working on a series of mixed media self-portraits focusing on health, wellness, dreams and multiracial themes.

2. What book(s) are you reading?

The Black Swan by Nassim Nicholas Taleb and The Reagan Diaries. I love non-fiction.

3. Share something you do for work that’s harder than it looks.

Online press is really much harder than it looks; there are a lot of personalities that need to be massaged to make a placement happen. On both sides with the talent, their managers, label staff and the outlet as well.

4. Describe a moment of sweet vindication.

When I started in digital marketing ten years ago @ Def Jam, I had to beg the staff to pay attention to the internet now people say to me you were right… snicker snicker

5. What’s the most dangerous aspect of the waters you navigate?

As someone who is outspoken, I need to keep in mind that people don’t always want to hear what I have to say. Yet as a digital media consultant, I’m being hired for my opinion and know how. So it is a balancing act, knowing when to listen and when to speak.

6. Name two places you call home.

Union City NJ and Lilburn GA, I have homes in both cities.

7. Who are your influences?

My parents are my number 1 influences. They taught me to channel my anger into achievement. My mom’s favorite quote is “don’t get angry get smart.” Every time I am annoyed, I hear her voice in the back of my head and the stress dissipates.

8. What is your favorite creative food?

Sushi, of course. I like to let the sushi chef at Katsuya in LA to make whatever he wants to serve. I am a willing guinea pig.

9. What is your guilty pleasure?

Star Wars is my #1 guilty pleasure. I’ve seen all the films well over 100+ times