Impactual LLC’s Post

When Lil Jon appeared at the United Center on behalf of Georgia’s delegation, the crowd’s roar overwhelmed our expectations. It was amazing! And now, after a week of coverage, it’s clear that the moment became we helped bring to life was one of the most memorable of the 2024 convention. Moments like this don’t just happen, though. This was the result of a decade of work. It was fun to tell Variety the story of how Tamar Juda, Lil Jon’s AMAZING publicist (and Impactual LLC senior advisor!!) and some fellow badass politicos (Colleen Loper and Carla Frank!) brought this to life.  For all of us who care about the intersection of pop culture and social impact, I wanted to share a few lessons from this viral moment: 1. Ride the Wave….and Make It Bigger: It was meme-makers on social media who turned Lil Jon’s iconic lyrics into an ode to newly announced VP candidate Tim Walz. When Tamar and I got to work, we were building on an idea that had already started going viral. Without that groundwork, the moment would have been fun -- but perhaps not THE moment of the week. 2. Relationships Matter!: I first met Lil Jon ten years ago when we worked with him and his team to produce a nonpartisan PSA to encourage all eligible Americans to take part in the election. Our own friendship deepened when we helped him navigate a problem with Georgia elections that fall and ensure his own ballot would be counted. That was the beginning of a friendship with Lil Jon and his team. Ever since we have stayed in touch, discussing music and politics. We look for opportunities to collaborate, but it isn’t the heart of our relationship. This ongoing connection also meant that we had the trust necessary when we needed to move quickly. 3. Leaks Ruin the Fun: Skipping sound check upped the stakes for the appearance, but it also prevented the news from getting out. The reaction in the hall and online made it clear just how fun genuine surprise can be! It also amplified the buzz. 4. Work With the Right Partners for the Moment: This moment was so fortuitous but it wouldn’t have worked with anyone other than Lil Jon. It’s easy to plug your closest connections, but the true magic happens when you find the right partner for the moment. Obviously it takes extra work to reach the right partner (or to tell a longtime collaborator/ client that they are not the right fit!), but the payoff is worth it. Moments like this aren’t the biggest part of our work - but they do matter. And, as Tamar said about this experience, the women who got this done are a good bet - and we’ve got so much more to come! https://lnkd.in/eWyB6nBT