Consuelo Vanderbilt Costin of C&R Productions: How We Plan To Rebuild In The Post COVID Economy
I encourage people to not be afraid or live in fear. Instead, live in your own creativity and discover what inspires you. Be inventive about how you spend your time right now. Take the time to consider what is really important to you and create a plan to take action and make those things a priority going forward. Life is precious, as cliché as that may be, but the proof has never been more in our faces. Try to do at least one good thing for yourself and one kind act for someone else every day.
I had the pleasure of interviewing Consuelo Vanderbilt Costin.
Consuelo founded her record label C&R Productions in 2010 and her first four singles landed her in the Top 20 on the Billboard Dance Charts. Her debut single “Naked” spent 16 weeks on the charts, while her follow-up “Feel So Alive” earned her Billboard’s #2 Breakout Artist honor. The highly controversial video was banned in 10 countries. Her latest hit “Body Needs” broke Billboard’s Top 5. Consuelo’s highly anticipated pop-dance album I’m Just Me dropped in Germany, Austria, and Switzerland this past summer and is due for release in the U.S. at the end of the year. the seventh generation of shipping and railroad tycoon, Cornelius Vanderbilt, and great-great-great niece of Consuelo Vanderbilt, the Duchess of Marlborough. Consuelo shied away from the world of debutante balls to carve her own path through her ventures in music and business and has been featured in Vogue, Town & Country, 25A, Prestige, Paper and Raine Magazine for her many accomplishments. But the road to success was not an easy one. At nineteen, Consuelo suffered a near-fatal car accident that almost destroyed her. Instead, she clawed her way back through a year of recovery and landed her first record deal at twenty-one. The dimple-like scar on her right cheek reminds her of how precious life is, and how with enough will and determination, any obstacle can be overcome. Having studied theater in London, music, and arts in Florence and starting her first rock band in Munich, Consuelo is no stranger to world travel. Her music career cemented her status as a global player, taking her from cafés in Italy to London’s Royal Albert Hall, New York’s Central Park and some of the most legendary clubs on Hollywood’s famed Sunset Strip. After an L.A. DJ discovered one of her songs and turned it into a Billboard Dance Chart hit, Consuelo’s pop-rock career shifted. With songs like “Naked” and “Feel So Alive” burning up dance floors in the biggest clubs around the globe, Consuelo earned her title of Dance Diva. Music Consuelo has performed around the world and shared stages with such music luminaries as Vanessa Carlton, Mya and Tweet.
Thank you so much for doing this with us Consuelo! Before we dive in, our readers would love to learn a bit more about you. Can you tell us a story about what brought you to this specific career path?
In my early twenties, I was signed to a major record label in London. Between touring and late-night sessions in the studio, my schedule was all over the place. I would find myself looking for inspiration or someone to collaborate within the early hours of the morning, but I had nowhere to turn. I envisioned a world where I could find other artists — not just musicians, but dancers, painters, filmmakers, etc. — and work together or inspire one another from anywhere in the world and at any time of the day or night. The idea for SohoMuse was born. But my background was in music and entertainment, so I knew I needed someone with technology and business expertise. I approached my dear friend, Umi McGuckin, who was and remains an absolute marketing whiz. She knew how to take my vision and make it a reality. But when life took me out of England and back to LA, that dream was put on the backburner. A year later, I was on a flight and seated next to a woman who turned out to be an angel investor. When I told her about the idea for SohoMuse, she was more than enthusiastic and, by the end of that flight, she offered to be an advisor. I called Umi in London the minute I landed, and the rest is history.
Can you share a story about the funniest mistake you made when you were first starting? Can you tell us what lessons or ‘take aways’ you learned from that?
In 2008, SohoMuse sponsored a very important film called “The People Speak”, an historical documentary based on Howard Zinn’s book, A People’s History of the United States. Produced by Chris Moore and Matt Damon, the film gives voices to those who, by insisting on equality and justice, spoke up for social change throughout U.S. history and illustrates the relevance of this in today’s society. After sponsoring the Toronto International Film Festival debut, the movie opened MoMA’s Documentary Fortnight in New York in early 2009.
The funniest mistake was during that New York premiere. I had been working with Cartier on another project and they offered to loan my partner and I some jewelry for the big event. I’ll never forget walking that short stretch from Cartier to the MoMA, Umi and I dressed in evening gowns and dripping in diamonds, while my husband Raf acted as our private security. It felt like an eternity. But when we arrived at the event, I realized just how foolish it all was. While the filmmakers and other guests were all conservatively dressed, we showed up looking like a pair of debutantes, taking the attention away from the movie and its important message. It was a humbling experience and the lesson we learned is that you have to know your audience and be mindful of what is truly important… in this case, the film.
Is there a particular book that you read, or podcast you listened to, that really helped you in your career? Can you explain?
The Alchemist by Paulo Coelho has always inspired me, as the central character is this lone wolf who goes the distance to find himself. Through the journey, he pursues his own dream and truly finds his own way. I really relate to this because, even at times when all seemed lost, I have always pushed that little bit further, sometimes against all odds, to get to my destination. This determination — this perseverance — has become a big part of the person I am now.
More recently, I find myself greatly inspired by Lebron James’s podcast. In particular, his talks about the discipline of becoming a champion through dedication, training, sleep and overall healthy living in whatever you do. He teaches how not to get caught up in the noise, but to find a way to simplify and find your core to be the most present you can be in this world.
Extensive research suggests that “purpose-driven business” are more successful in many areas. When you started your company what was your vision, your purpose?
That initial vision for SohoMuse, inspired by those late nights after my studio session, was certainly driven by purpose. I dreamt of an online platform that could help creative people like me to connect with other like-minded and talented individuals. Everything in life is about relationships and I wanted to build a community that had no borders — no limits — and would enable us to expand our trusted network globally and could unite us in a way that had never existed before.
Do you have a “number one principle” that guides you through the ups and downs of running a business?
Trust, authenticity, collaboration… each one of these three principles is important on their own, but the combination of all three is what I live by to help make the business successful.
Thank you for all that. The Covid-19 pandemic has affected nearly every aspect of our lives today. For the benefit of empowering our readers, can you share with our readers a few of the personal and family-related challenges you faced during this crisis? Can you share what you’ve done to address those challenges?
This pandemic has been incredibly challenging for so many of us. While it has been extremely difficult to be separated from family and close friends for all this time, one of the hardest things to watch has been the struggle of creative artists. Film production is at a standstill. Theaters, stages and other performance venues are all closed, and tours and concerts have been canceled indefinitely. Creatives are surely among the hardest hit by Covid-19. One of my main goals amidst this crisis has been to help artists to stay positive and stand on their feet. We developed and launched S.A.V.E.S. (SohoMuse A Virtual Entertainment Series), where members can virtually stream performances while isolated at home, and viewers can donate money to the artists or to the charities the performers choose to designate. Through this series, SohoMuse has been able to not only nurture artists and provide a platform where they can perform and showcase their talent but also introduce them to a wider audience and even generate revenue.
Can you share a few of the biggest work-related challenges you are facing during this pandemic? Can you share what you’ve done to address those challenges?
Prior to the pandemic, SohoMuse was hosting live events and traveling to different cities as part of our official launch, with a heavy focus on expanding partnerships and increasing our membership. That effort was halted in mid-March. Despite this challenge, as well as facing significant budget cuts, SohoMuse took this on with delicate changes. We shifted focus from our growth as a business to ensure we did all we could to look after our existing members and employees. We have done and are doing all we can to continue creating opportunities for our creative community while, internally, I made sure there were no layoffs. It has been of utmost importance to take care of those members and staff whose dedication and loyalty have helped us to come this far.
Many people have become anxious from the dramatic jolts of the news cycle. The fears related to the coronavirus pandemic have understandably heightened a sense of uncertainty, fear, and loneliness. What are a few ideas that you have used to offer support to your family and loved ones who were feeling anxious? Can you explain?
We are most definitely in a time of uncertainly and these anxieties and fears are simply appropriate reactions. It has been important to stay informed with the news, but we need to be careful not to be crippled or consumed by it. Like so many others, I have taken to Skype and Zoom and other platforms to maintain a connection with family and friends. No, we can’t hug each other or have close contact through these channels, but we’re not supposed to do that now anyway. We must be appreciative for and take advantage of what we do have. Millions survived the Spanish Flu with nothing like the kinds of communication tools we have now, so we should all be a little bit grateful. Meanwhile, entertainment has always offered relief during difficult times and SohoMuse is proving a pleasant distraction… an escape where artists and fans can be taken away on a journey. But our focus has always been more than an escape. It’s a home for these artists and we have tried to offer support as such so that everyone feels a little bit less alone.
Obviously we can’t know for certain what the Post-Covid economy will look like. But we can of course try our best to be prepared. We can reasonably assume that the Post-Covid economy will be a trying time for many people across the globe. Yet at the same time the Post-Covid growth can be a time of opportunity. Can you share a few of the opportunities that you anticipate in the Post-Covid economy?
I firmly believe there will be an abundance of opportunities in the post-Covid economy. We have all practically exhausted the content on platforms like Netflix and Amazon Prime, and we know the film and TV industry is poised for a massive amount of production when things get back up and running. We’ve already seen huge opportunities in the areas of healthcare, communication and tech, and I do see that continuing in an effort to address so many of our needs that have changed in the face of this pandemic. I think we’ll see some big changes in the way we experience arts and entertainment and, while such change can be scary, it also presents a plethora of opportunities for innovation.
How do you think the COVID pandemic might permanently change the way we behave, act or live?
I feel social distancing has forced us to look at our customs and behaviors. It’s human nature to want to connect, but we now must evaluate how we do so, at least on the physical side. We’re all going to be thinking twice before shaking hands with a stranger or even hugging an old friend. I think we’re all taking a hard look at where we live and figuring out what our ‘Plan B’ is going to be moving forward. We’ve learned that life can change drastically in an instant and, if there’s a silver lining here, we’ve hopefully learned to value each other more, to connect more frequently and to not take what we have for granted. Life is too short.
Considering the potential challenges and opportunities in the Post-Covid economy, what do you personally plan to do to rebuild and grow your business or organization in the Post-Covid Economy?
Before the pandemic, we were working on innovative technologies to develop new features that would benefit SohoMuse members. We saw demand for some of those technologies, particularly things like virtual environments, live-streamed events and online retail, go through the roof in the midst of this crisis, and so they’ve emerged as sort of ‘pandemic proof’. These are areas where I expect to continually improve upon and even ramp up development. We are also planning to expand in the area of content creation as we continue to develop and produce original content for the web and mainstream media, providing more opportunities for our global creative community.
Similarly, what would you encourage others to do?
I encourage people to not be afraid or live in fear. Instead, live in your own creativity and discover what inspires you. Be inventive about how you spend your time right now. Take the time to consider what is really important to you and create a plan to take action and make those things a priority going forward. Life is precious, as cliché as that may be, but the proof has never been more in our faces. Try to do at least one good thing for yourself and one kind act for someone else every day.
Can you please give us your favorite “Life Lesson Quote”? Can you share how that was relevant to you in your life?
“If you’re always trying to be normal, you will never know how amazing you can be!” by Maya Angelou. My mom always told me that I was ‘a strange bird’. I had a lot of trouble fitting in because I was always marching to the beat of my own drum and I didn’t do things the way the other kids did. Now I embrace that about myself. Everyone else can shoot for normal, if they like, but I’d rather strive to be extraordinary.
How can our readers further follow your work?
Well, you can of course find me on SohoMuse (www.sohomuse.com) or follow me on Instagram @consuelo_vanderbilt_costin or on Facebook at https://www.facebook.com/consuelo.costin/
