Nicole Lady Xtreme Carter shows you how to promote a show

Dex: 0:11

Hey, welcome to another episode of in the black. My name is Dex. You've already known that. If not by now, you need to know. I wanted to start this episode off just a little bit different. you know, back in the day when I was younger, I went to a lot of hip hop shows and things like that. And it seemed like the only way I would end up finding these shows is if I ran into a coffee shop and happened to find a flyer or some street team ran into me and again, handed out a flyer and if you're like me, that same thing probably happened to you. but chances are, if you were in Ohio and somebody ran up and gave you a flyer to say red man, back in the day, chances are, you may have ran into our guest. So today I want to talk to a promotions. Expert, I guess is the best way to put it is. I have miss Nicole lady extreme Carter joining us today. What's going on, Nicole? How are you today,

Nicole: 1:19

You know, the way you introduced was absolutely perfect because that is extremely true.

Dex: 1:26

man? You're just buttering my muffin.

Nicole: 1:27

to be on your honored to be on your show Dex. I really am. I really am.

Dex: 1:33

Oh, man. Thank you so much. Um, I, I, I am gonna say one thing though. Anytime I'm in Ohio, I'm just gonna go ahead and require free tickets to anything from now on

Nicole: 1:42

Absolutely. You come to this state, I have your back front and science and I will make whatever needs to happen happen for you because we have to keep the number one show elevated.

Dex: 1:53

Oh man. They see folks that's, that's how you butter a muffin. Okay. Just if y'all ever need a lesson in that, just, just go with that. Just play that same loop over and over again. Okay. So let's get into things. Tell me about your business.

Nicole: 2:15

Well, I've been in the promotions industry for over 30 years. So I, a little seasoned in this space. Um, and I've had, the pleasure of, really promoting some of the greatest artists that we've had, and I, like you said, you talked about street teams. We didn't have the internet like we have today, 30 years ago. So you actually had to get out on the pavement and really pass out flyers and make sure that people knew about it. And then radio was the number one, one of the other sources that we would do, promotions on. And just being able to be backstage and pre prep shows and sound checks, and all of those things have been a honor and a pleasure for me for a very long time. And, it's been what, my way of life also. I was an artist myself and had a 27 group dance group and I was a choreographer for 27 girls. When we travel. I was a professional break dancer. I was in the military. Um, so rah, I was, I'm a veteran of the United States army. And just so many great, things. And as we fast forward into the two thousands, I created an organization called UpFad, which stands for Unlimited. Possibilities For All Disabilities. So all of this, uh, dominates that I have learned over the years, I focus on giving people with disabilities, an opportunity to showcase their talent, uh, showcase their, uh, work if they're and trying to create an entrepreneurial opportunity for, people with disabilities. So our organization is basically center around seniors. Veterans with disabilities and adults and children with disabilities. So now that's my heartbeat and all my promotional juices flows that kind of direction. And I just love what I do now. We have an event I hear that's, regionwide that we is called the all disabilities festival. And it's just an opportunity for people to give resources and have a. Fun. So Dex I just try to do 30 years in two. So, you know,

Dex: 4:23

man, I I'll be honest with you. This, this is, uh, this is, this is definitely gonna be a fun one. So, you know, you're not pressured to put it all in two minutes. I mean, if this, if this ends up being splitted at two episodes, by all means, you know, give the people

Nicole: 4:37

We're gonna have fun. And I just, I know that we're gonna have a great time, because you know, just, just the opportunity and I've been a full-time entrepreneur. Let me throw that out because this is about being in the black and I've been a full-time entrepreneur for over 17 years and I love, love. What I do. I've been in radio and television. I've done some things. But the main thing is, is just really creating platforms for people to shine. So, you know, so that's another space. So you are definitely talking about businesses and this is, is definitely a business that's, moving forward and having fun in the process.

Dex: 5:12

That's that's awesome. Well, you know, with all that time, you know, 30 years pass and everything, can you remember what you did before you did promoting?

Nicole: 5:22

So I was a kid, I lived in a Motown, house and my father was a, what they call it, master barber. And what a master barber is, is that other barbers learn how to cut through this barber. He owned barber shop storefronts, a records. Store a cleaners and a carryout. That's my family owned and we owned apartment buildings. So my family was always entrepreneurs. And so my mom was, she's actually in the jazz hall of fame, her and her sister known as the Chris sisters. And they would travel all over the country singing. So when we talk about promotions You can't get no better than a barbershop and music. So I've been around it all my life. So the radio stations, when people coming in and out and seeing and growing with it, it just allowed me to experience a lot of things. So there was a promoter that. Was a part of what you call the black promoters. That was really a big deal. Back in the day, they would bring, different artists from all over the country, to different events. So I've had the opportunity since I was little, like, I really started doing a lot of things when I was about, 14 and I got a chance to see the black promoters and operation and got a chance. See, um, how they would negotiate deals and get artists in and their riders and what a rider is, is artists would have, their requirements. So they would say, okay, I need, you know, this kind of water or this kind of thing, this kind of hotel, just little things that were detailed oriented so that the artist could. Artists can have the best experience possible. And then you get with the sound crew and you give with the lighting crew, and then, then you get with the promotions crew and the promotions crew was responsible to make sure we packed our venues. And so we were able to do that. And, you know, I just, can say that, since I was little, I mean, I just lived it, eat it, breathe it. And it was just a part of my life. And so I enjoyed it. So that's why I stayed in it. So.

Dex: 7:15

That is, that is amazing, but I'll be honest with you. You had me at your mom was in the jazz hall of fame.

Nicole: 7:27

Yes, she is her and my, my Aunt Dorothy. They would travel everywhere. In fact, true story that I can tell your audience. Um, my mom and my Dorothy were at the negotiating table for Motown. Um, my mom actually showed up to the, uh, to the Motown. She was sitting there with everybody, smokey Robinson and different people. And my aunt Dorothy never showed up. She was with her boyfriend and her boyfriend convinced her that they, she could do it at another time and they lost the contract with Motown and Motown end up signing. Cause the Motown wanted a family group. And, uh, my mom and my Dorothy was known as a Christ sisters and in Motown, uh, they end up losing that contract and Motown end up signing right after them to Jackson 5.

Dex: 8:15

I just I'm. I'm just gonna put this out there. That dude is not invited to any family gatherings anymore. Please tell

Nicole: 8:21

I say he lost all privileges, you know? And, and, and so my mom and my, for a long time were just, my mom was been by Dorothy for a little while. I mean, theory had a close relationship, but my Dorothy honestly thought that you could just kind of walk in Motown and say, I'm an artist and you wanted to sign us. And she did not know. There's like one time shot kind of things that when you get to the table, they don't really give another opportunity at the table. Um, once they kind of give it to you and because Mary Dorothy, wasn't sure of the industry, she didn't know that, but my mom did know that cause my mom was the oldest. And so it just, it just goes to show you that sometimes you just gotta tell your boyfriend I'll be right back. Cause I gotta sign this contract and I promise you you'll be smiling greater after the fact

Dex: 9:10

Man. Wow, man. That

Nicole: 9:15

Yeah.

Dex: 9:16

yeah. So I'm just gonna give my audience a chance to take a breather from that one. Just, I can, I can personally hear the frustration counting through right now. That is nuts. That is

Nicole: 9:28

That is nuts. Yeah and learning that and, and, and kind of, you know, as your audience takes it in, it's like, can you imagine if they were the Jackson five? I mean, it just, you look at sometimes this opportunities and you always wonder, wow, what could have been, so yeah, they have to, that has to seek.

Dex: 9:49

man, I hope everybody can hear my headache right now. That is so crazy. That is nuts. Just

Nicole: 9:55

That is nuts. It is. It is. So

Dex: 9:59

Don't take everybody's advice. People don't take everybody's advice. Just,

Nicole: 10:04

don't and don't let a boyfriend or girlfriend stop you from an opportunity that might change your life.

Dex: 10:10

you know, I'm only taking your advice from now on when it comes to promotions. You are the one person I'm. Yeah. I'm not talking to anybody else. I'm only talking to you from now on. All right.

Nicole: 10:21

Yeah, because we, you know, the, the key thing about it is the consistency promotions is everywhere. And people don't think about like your Coca-Cola and Pepsis, you would say, Hey, those companies are established, they're fine. But they spend $500 million in promotions a year or more. It depends. Nike spends one. I think 2 billion in promotions. So you, when you look at the industry of promotions, it's just, that's what it is. It's an industry because you constantly gotta be in front of people all the time in order for you to stay number one,

Dex: 10:57

Well, that is, yeah. That is, is actually true. That is true. You gotta stay in front of people. So in order to stay in front of people, you, you have to have a process. What's your process? Tell me, walk me through like a, a day, like on a Monday you

Nicole: 11:14

Oh, wow. Like. So think for instance, about taking the show in the black, we sit down at the negotiation table, we'll say, Hey, Dex, I know that you have this phenomenal show, that you are, um, doing let's, let's look at some, some milestones of your show, cuz there's one thing about promotions is it's always ongoing, so it's not a, you hit it one time and stop. So we would take somebody like your show and say, okay, you're gonna have a guest on or what. You know, different style guests that you might have one and we promote according to what your show is, and we find sponsors and things of that nature for that part of your show. So you can say to someone, Hey, I'm looking for this part. I'm gonna do a hip hop show and the person specializes in a certain towns. So say, knowledge based hip hop. So then now you have a knowledge based person. So you look at okay, book C. Uh, different, uh, different companies to bring this artist on and you say, okay, we're gonna do promotions. Now. Promotions is different now than it has been, but both of them still work. You have your street team who goes out in the community and let people know if you have a local person that's on your show, just let people know the local person lets their people know the tune into your show. And the main thing that people. For for promotions is ratings. So when you do go to negotiate with a organization or something like that, like for instance, Dex, if you have Bruno Mars or if you have, you know, Johnny, you know, Johnny Black, the difference between Johnny Black and Bruno Mars is a complete promotional opportunity. So. Johnny Black has to say, okay, I'm gonna be on this show, but I need my friend's family. As many people as possible to do it. Bruno Mars has established his name or Kurt Franklin have established their name. So when they, when they say that they're on the show, now your show can gain rankings. So when you do go to negotiate with different, organizations or different sponsors, you can say these are the people that have been on my show. You should sponsor my show now. There's a couple of different things that can happen with that. Then you can turn around, you can buy radio ads, you can buy, um, social media ads. You can buy banners. For instance, billboards, you can buy all kinds of things, cuz that's what it is. Promotions is you're coming into the marketplace and you're doing a buy. So you can say Dex. Okay. For this particular for Johnny Black, I only have $2,500 to spend towards Johnny. Then Johnny Black, you take and you break down that $2,500 to make it the best, promotional opportunity for Johnny Black. But then when you bring someone like Bruno Mars, you say, Hey, you tell your wife, Hey, I gotta pull out the credit card. We might have to take out a second mortgage because the promotional opportunity for your show to rank and for you to get a, a sponsorships after doing a show or before a show is much greater. So it's just really about the promotional, components that can. With your radio show, same thing. If you bring up Kurt Franklin or whatever, same thing you are, your promotional opportunities is because that person spent years on that name and that brand. And so did companies. So you position yourself according to whoever you bring, but you don't make Johnny Black feel like he's not, I. You are helping Johnny Black to get their name out into the marketplace as much as possible. So you say, Johnny, this is my budget. And Johnny might say, Hey, I can add to that budget because this is my name. This is my brand. And I wanna help with that promotion. So for instance, if Johnny is gonna do a local concert, Johnny comes on your show, Hey, we're doing a local concert and y'all can cross promote at the concert. So promotions is all kinds of opportunities and you create as many opportunities as possible to negotiate. Um, if dollars are gonna be exchanged or if services are gonna be exchanged, and now you're saying, okay, Johnny Black, I'm gonna have my banner at your concert. I'm gonna host your concert. I'm gonna do that just so you can build your audience. And Johnny Black can build his audience. Those. That's a negotiation to do, but for Bruno or, or for Kurt Franklin, you know that, Hey, I can bring them on the, you know, if they come on the show, then you know, the opportunity even is a greater opportunity for this show and for yourself. So it's just depending on, the position. In fact, now the only thing that I would say for Johnny Black is listen, keep that consistency. If that's an industry that you're gonna be in, because eventually as you plug away, then you'll elevate to where now you can ask for a Pepsi, a Nike, or somebody like that to sponsor or help with promotions because they have the dollars available to do so. So yeah, that's kind of, I'm, I'm hoping that I'm giving you enough. Fight to try to explain promotions, but it's, it's ongoing, it's nonstop. For instance, Dex for your show, you might say, Hey, I wanna go to Footlocker and Footlocker sponsored this part of the show. Footlocker will say, Hey, you know what? Your audience is a million people absolutely will sponsor this show a Footlocker. Now that changes the game for Johnny Black. Now Johnny has foot locker. Who is on your show and who, now the negotiation is different. So it's based off of, it's just building, it's just building a brand and a network. That's basically what promotions is. So that's how you can take a nobody and just really CA to somebody it's a little easier. Now, I would say it's more challenging now because there's so many people who have opportunities because you can go viral with, you know, any kinda way. But if there is a consistency after the viral or whatever is what people need to focus in.

Dex: 16:53

Okay. Yeah,

Nicole: 16:54

there was a lot

Dex: 16:55

no, no, no. It was great. It was great. Do you find like one technique is a little bit better than another, or is it situationally different?

Nicole: 17:04

it is. Um, cause it depends on the market. Like for instance, at a, at a time, I would say probably for the past. Seven to 10 years. It was very aggressive social media, but now the market is starting after the pandemic. The market is starting to go back to personal relationships. Cause now people wanna know where their dollars is going, who they're doing, who they're doing, um, business with. And as a promoter, you know, the promotions industry is not just artists, it's everything. So you're not just limited. Like for instance, I've done things with Sprite. With a bunch of, you know, organizations, Pepsi, Nike with companies, um, with organizations with small businesses. So it's just, it's just basically, what I have found after the pandemic is people now are looking more community based. How can they build their brand? How can they build their business? How can they. Say that we have the best, you know, social restaurant, you know, and now they're looking at promotions from a different per perspective and a lot of people are going more local. So it's, it's local promotions is right now, local and regional promotions right now is keen for right now. But at one time before the pandemic social media promotions was keen. So it's just based off of, what's kind of going on now. And then also it depends. What you're promoting and what you're trying to get out to the public. So for instance, like your podcast, your podcast could say, you could say, okay, I've always, um, as I've with my mentors, we always looked at promotions as a mushroom effect. So. Target heavily within your community. And then you build out from there. So now you have your local community saying, Hey, Dex, in the black show, that's, what's where it's at. Let's help give them getting people on the show and things of that nature. And then your mushroom effect goes out, like for instance, now you have social media where you'll get on, you know, like your Facebook you'll get on your LinkedIn. You get on those different things and say, Hey, I have one of the best shows in the black y'all should come check me out. I'm looking for people to be on my show. Now you screen the people, you look at the people. Now you have opportunities for people to come from everywhere. And that's what I call. The, um, the effect of your mushroom effect. So that's, there's just a couple of different things and it depends on what you're doing. Whereas if you was a terrestrial um, radio show, that's a local show. So that's a show that you could hear on am or FM. That's a different type of promotion. So that's why, you know, your podcast, you can do a place, but the radio is.

Dex: 19:34

Oh, wow. Okay. All right. You had me at this one particular thought that I'm kind of stuck on right now, because a couple times you mentioned a mentor, how important is having a mentor and what are some of the things that they taught you because you did, you did mention your family specifically, um, mom and dad. So go ahead and talk about that for me.

Nicole: 19:55

Absolutely. Well, my mom, since she was an artist, she would have managers and she would have radio station personalities. But the one mentor that I was extremely drawn to was the promoter because the promoter married, all of it. And, I've had, access to several promoters in my, um, in my lifetime. The main promoter that I would say his name is Maurice Alfred, and he has done promotions for Michael Jackson. To, I mean, anybody, you can't get really kid bigger than Michael, but he's been around for, you know, much, I mean, over 50, uh, 50 something years. One of the things that he allowed me to do is he would bring me backstage. Then he'll let me in the room. When he's doing his negotiations, then he'll let me, and it was just, you just sit over there, you know, you don't really, you don't say anything, but you just listen. And that to me was the best. He was that hands on mentor. He was not necessarily the only mentor because when you get into a business or when you get into something out mentors for excellent possible, a lot of times people wanna and one individual person, but. You wanna grow your knowledge base now he is definitely, you know, the king of, in my opinion of, uh, what I do, but you wanna grow your knowledge base. So you look at different style promotions, different type of promotions, because he was what I call a gorilla promoter. Um, but he's older. So then I reached out another person that I became friends with was his name is Steve Jones. He's known as the brand. He's out a he's in Los Angeles, California. Steve Jones was the one who, gave me the social media. You know, it just showed me what to do with social media. And he was key in me being able to expand my social media promotions form. So you find mentors and he's younger than I am. So you have, so you can't base your mentors off of the season of your age. You base it off the knowledge that they give you. So that's one thing that people have to think about mentors. Don't limit yourself thinking that because someone is older than you then that's it? And then my daughter became one of my mentors because she is a TikToker and she's killing it in her, on her Instagram and all that. She mentored me in that space. So you open yourself up to be more effective in the area of promotions. And that's what I did. So the mentors range from a whole bunch of different ages and a whole bunch of different generations. So that's what people have to be open to don't limit your mentorship only based on age only because you'll miss a great opportunity to learn from someone much younger than you.

Dex: 22:28

I need you to say that last part again, but say it slower. Cuz I know somebody in the back wasn't listening.

Nicole: 22:35

You don't base your mentors off of age only you base your mentors off of knowledge base and you don't limit the opportunities that you can. That you can glean information from a mentor that's younger than you, you, in order for you to be effective, you don't, uh, pigeonhole yourself in a place, whereas you're no longer effective. You open yourself up to have mentors of variety, of ages so that it can help you grow in every area. Guess

Dex: 23:05

Okay. So for anybody that wasn't taking notes, when she said that, you're just gonna have to listen to it again, cuz she ain't saying that again. All right. I'm not gonna have, I'm not gonna do that to my guests. she dropped you some brilliant Sage knowledge, easy, accessible, simple, common. You could even call it common sense, but if you needed to hear it. Yeah, absolutely. Absolutely. And you know, you mentioned relationships, your daughter of course naturally important. How much was that relationship, those different relationships important, um, you know, towards the beginning, because you talked about your mentor and I'm sure you had to leverage their connections and their relationships in order to get yourself started. Can you talk about that for a

Nicole: 23:52

Absolutely AB I sure can, what a mentor does is a mentor gives you access to a place that you might not ever have access to, and they have to see a work ethic in you to even wanna give you access. To their relationships, what my mentor, although my mentor was helping my mom and my Aunt Dorothy, with their, with their singing careers. One of the things he saw is that he can give me a stack of flyers and I get it out. And your word becomes. Your bond. So if your word is excellent, then your mentors open up doors for you. There's a mentor in Cincinnati, Ohio. Her name is Tracy Artis. She's one of the coldest, you know, promotions, mentors that I know. And really, but I, you have to almost prove yourself for someone to open up those doors. Just can't show up and just say, Hey, I'm here. Mentor me. You have to say, okay, let me get my hands started. Let me. What you currently got going on in order for that mentorship to be effective. And when it came down, Same thing with my older mentor and then Steve Jones, the brand Maverick with him, he was like, listen, you're on a platform and you gonna follow laughing. Some of your artists might not even know this, but I was on MySpace and I was doing extremely well on MySpace as an artist. Cause I'm an artist also. And so he called me, he said, listen, you have to get off MySpace. You could need to get on this new platform. This is 11 years ago. You get on this new platform called Facebook. I was like, oh, oh, okay. And I just did what he said. Well, when you do what someone says that opens up even more doors. So now he's, you know, he's and he, you keep that relationship going, keep encouraging the, keep encouraging one another. And as the thing know you. And so when came down to my, um, it came down to, it was basically really. You know, she saw that I was trying to make an effort on my social media and she was kinda like, mom, I need to help you with your, your social media. Cause you know, you you're, you're putting up the wrong stuff, which you're not getting hits. So she took my social media and it actually, she 5x it, so you have to be open to mentorship in a way, whereas they need to see you moving. Okay. Mentors are not gonna come in and mentor you. Like I don't mentor people who are just sitting. I mentor people, whereas, Hey, if I give you a box of flyers, I'll pay you, but let's see if those box box of flyers come out and you have to take pictures. You gotta prove to me that what I'm paying you. You, you you're showing me that you're doing what I'm asking now. Okay. Well then let's, let's get you in the room. Okay. Now let's get you backstage. Okay. Now let's tell you how I do what I do. The best way I can describe, how a mentor turns around and open up doors.

Dex: 26:40

Okay. That's what's up right there, man. That is what's up. That's.

Nicole: 26:44

When people come on your podcast, you know, you, you bring incredible people on your show. So that, that elevates the show and elevates the relationship. That's the same thing with the mentor. You wanna make sure that the men that you are showing this mentor, Hey, this is lane I really wanna go into, this is really what I wanna do. And this is how I'm gonna do it. Now, you know, your mentor says, Hey, okay, I can take this person, introduce, create opportunities and things of that nature. And that's what it's about. It's about you. You know, if you your best investment and if you don't invest in you, you can't expect somebody else to invest into you also because a person works hard to do what they do. A person works hard to create opportunities. A person works hard because. They took the time to do it. They need to say, see that you have the same initiative to do that. And that's why people, you know, when you come into this space and when you're looking for mentorship and when you're looking for people to help you in certain lanes, they need to know, okay, I. I'm helping this person because I see this person actually taking an effort or initiative for themselves, but a lot of times people just wanna show up and that's, that's not how it works anymore. You have to, you know, even with the industry any industry, you go, what position yourself in order to, for this be little open for you. And I think that that's what, you know, people need to think about investing in yourself and your dreams and everything like that. It benefits you in the long.

Dex: 28:19

It does. It does.

Nicole: 28:22

it really does. It really does. And then, then a person, can you, you know, that's what you, and they say, this person, this, this, with that person.

Dex: 28:38

That is, that is awesome. Yeah. Yeah. I mean, it sounds so simple, but yeah, it really is. I mean, you gotta hear it sometimes, you know, so you

Nicole: 28:49

Yeah, because I mean, and then, you know, and there's too many different ways that people can do it Dex. I promise you. I think that people like you, you didn't just, you know, you created an excellent podcast, so you didn't say, you know, I'm just gonna throw up. I'm gonna say a couple things. No, you made sure that you prepped us. Anytime we come on your podcast, you say, listen, These are the questions that I'm gonna ask. This is, this is, um, you know, I'm gonna take time out for the music I'm gonna do all that. Well then what does that do in a person who is on your podcast that elevates them to know, oh, he knows exactly what he's doing. He's a professional and they wanna come with a level of excellence. So that's what people need to know that when you know, you give what you, what you, what you put out. If you put out excellence, then you should get excellence back and. That's that's the, that's what promotions is all about? Why do you go for certain brands? You go for certain brands because the brand has given this perception. They invest into themselves enough that they say, Hey, I'm gonna buy apple. Why am I buying apple? I'm buying apple because apple told me they're the best. How did apple tell me they're the best they promoted it.

Dex: 29:56

Yeah. They, they do kind of shore up their brand a bit. I mean, It's funny cuz I use an apple. I

Nicole: 30:03

Mm-hmm.

Dex: 30:03

I dunno why you use that example. it's a good example. That was a good example. And, uh, for anybody that wasn't paying attention, that's how you talk to podcast hosts. You know what I'm saying? You just, you butter them up a little bit, you know, but , but yeah, I, I try and be as prepared as possible when it comes to this. I know the people that I, I deal with the people that I, I bring onto the show they're, they're, they're polished. They're people that know what they're doing and I, I want them to know. That, the questions ahead of time. So they, they can think about it. They don't have to, you know, figure it out all the way in the back of their mind. And it just makes for a much smoother show. Yeah, I say, um, a lot in the

Nicole: 30:50

But that shows your brand excellence. So when people hear your brand, they hear in the black, they're like, oh, you know what I Dex, that's the guy, you know what I mean? So that's just, that's just, you know, that just shows you, you know, that when you do that, that creates, like you said, more opportunities for people to even wanna, you know, be on board and be on your show.

Dex: 31:09

Yeah. You know, you have to take the formula that people have already established and use it and then tweak it to your own. If you didn't have a formula and you had to start all over, what would you do differently?

Nicole: 31:24

Well, we're in the greatest generation in all of human history. So now my perception of promotions has shifted. So it's, it's, it used to be, you know, uh, very, you know, getting in the car, driving from city to city, passing out flyers, convincing people about different artists, different brands and things of that nature. But now the worldwide web has game changed. The whole industry, from a perspective that, um, your, your, your capabilities to start all over again is so much faster. So it's, it's not that you have to, um, now you can start all over again in such a quicker method, because you can just choose a lane that you wanna be in and just dive into it. I say that we're in, and this is gonna probably make your audience laugh a little bit, but we're in the Barbie generation. Barbie has been everything, you know, she wanted to be an astronaut. She wanted to be, you know, a dog catcher. I mean, just, she was everything and, now to start all over again, the process is more streamlined. You can dive into whatever industry you wanna dive into now, which is fascinating to someone like me. So it's not like it was before where you have to be locked into a certain industry and you are locked there. Now you can change your mind. You can say, Hey, I wanted to do that. Oh no, I don't wanna do that anymore. So it, I believe that the start, um, Is much easier. Now, now, if you're asking me, would I do the same thing I'm doing? Absolutely. I love promotions. Love, love people. Love giving that's. What's.

Dex: 32:55

That's so awesome. that is so awesome. You, in fact, you do something that. Incredibly awesome. And incredibly underrated as well. You work with people with disabilities. Now we've come to the portion of the show where we get to talk about something even more special than the career you've had so far. Tell me about this program that you have of.

Nicole: 33:22

So, it, it started with my oldest son. My oldest son has, autism, which I say he's a hidden genius. He's a genius. So what happened was my son, I, I, I created a comedy show 11 years ago. That was, uh, called extreme gospel comedy. And we were at a, a place called the funny bone and I was just doing a thank you to occupational and speech therapy. That my son was receiving at the time he was five, my son, he was three. Uh, they said that he had a, Asperger's, which is kind of what your bill gates, your super, uh, brilliant, intelligent people have, that he had Asperger's cuz he was, you know, doing some very amazing things. He was reading. He was, doing numbers and everything. And so, uh, fast forward, he was five. I created comedy show fast forward when he was seven outta the clip blue, he asked me for a guitar and I went to the store back then it was called Toys R Us and got him a guitar. He started singing and playing in perfect pitch. What happened was it kind of dawned on me. I was so busy, focused on occupational speech therapy. Making sure that, you know, I, um, was helping him in the area, but I I've came to the place. There's a quote, strengthen your strengths, manage your weaknesses. He showed me strength and the fact that he had musical capabilities by singing and playing the perfect. Whereas he also showed me, his genius factor when it came down to computer and technology. So I realized, I said, you know what, there's unlimited possibilities. And from that, I created an organization called Unlimited Possibilities For All Disabilities. How many times have we limited a person based off of, their disability and didn't create an opportunity for them to show their genius factor? So for me, I, because I was already in promotions, I just created events and festivals to create opportunities for people with disabilities to be seen in a light, that shows their genius factor. And that's what happened. So since 2014, Up fad was created and was birthed. And I created a festival, for the called the all dis disabilities festival. My son now is 16. And he, you would think anytime he hears about the comedy show or the festival, he's like, that's mine. I'm like, it sure is. So it allowed me to use all of these years. To culminated in one event and I run around and I promote it like crazy, but it's so near and dear to my heart Dex. It really is because I have seen some of the most genius, amazing gifted and talented people, in this space that I've ever seen. And like, you know, like we've talked early on, I've been in the entertainment industry for, for over 30 years, but to see the genius factor, um, to. A multiple people like your Stevie wonders who are gifted and talent. There was a young man by the name of Zane Hartsell, just incredible guitarist. There's singers. There's people who have struggled with disabilities and adults with disabilities and veterans with disabilities to see that in one location for them to be up to showcase and, and do their talent. It's nothing like, I, I, I, I wouldn't trade it for anything in the world. I promise you, I. And all these years would be doing what I do to come to this place. I would do it all over again. Dex. I really.

Dex: 36:39

Wow. You, you were tugging at the heartstrings with that one. you were really tugging at the heartstrings with that one.

Nicole: 36:48

Absolutely and it's my heart. It's my heartbeat. It's it's it's um, you wanna come to a place in your life where, what you've done in life? You wanna impact others in life. And this is an opportunity for me to do so. I mean, you can't, I mean, Dex just imagine seeing a person who, you know, um, I have interpreters, sign language interpreters, who they come to one event, they get a chance to enjoy the event. Just as much as a person who is blind or just a case, just as much as a person who's in a wheelchair. That's the main, that's the main objective because it's showing that not only can you come and enjoy an event, you don't necessarily have to have a talent, just come and have fun time because we're doing festivals. We do events all different parts of the month. We was really doing it really heavy before the pandemic. But my whole purpose now is to let people know don't sleep on a person with a disability. And then here's the thing that I said all the time. Dex. If you live long, You too would have a disability. So why not invest into a community that you might be a part of when you get older? That's where people sometimes fail to realize. Yeah. Cause when you get older, you need help. You need resources, you need, you need walkers, you need canes, you need all of that. The older and older you get. So why not invest into the community early? So when you get older, the investment is there. And for me, that's what you supposed to do? You know? Um, I would say the combination of my entire life is to say, listen, there's a genius, hidden community of people that need to. The light needs to shined on, on the greatness that's within that community. And that's, that's my main objective for, for my life from now on.

Dex: 38:27

Okay. So with that, you, you touched on the importance of the community and all these different results and the feelings that you get from it. Since this is a business show, how does that affect your business? How does that help you or get you out there? How does that affect your.

Nicole: 38:51

I promise you, it, it game changed it. My community has been, incredibly loving, to me on a whole nother level. I mean, of course, you know, you have respect and things of that nature for people in what they do. But when I brought this to the table, it was the first of its kind in our city. And, um, we, um, Yeah. I, I mean, I I'm, I'm almost speechless talking about it because, um, it, it, it really helped with during the pandemic, um, the, the county, the city made sure that, um, my, my business stayed afloat, there were grants and programs. People were calling me, um, sending me information, making sure that, um, we kept going, we ended up taking, uh, during the pandemic, we. Using our business. And we end up doing a drive through event so that we can still create opportunities, for, people with disabilities and create opportunities for artists to be able to still be showcased and things of that nature. So you would drive through and you would hear 'em and everything like that. And the love that was extended to me from creating this event is it's, it's almost, I'm getting emotional thinking about it because it definitely, shows, how much love is really, for, The, disabilities community. And I, um, I can't, I mean, Dex, honestly, it's just, it just, um, I'm, I don't know if I can do anything else, for the rest of my life. I mean, because, this, this, the need is there, but the love, that has been shown for, for the community is definitely. Definitely there. People have sponsored, people have come on board sponsored. It's just, it's just so many, great things that I, I, I just, I'm just amazed. So yeah, it definitely is a game changer. Definitely has been a game changer for me

Dex: 40:32

Okay. Uh, okay. I'm only giving you one tear for that one. I just add just, just one

Nicole: 40:40

I mean, yeah. It's it's true because I'm a social enterprise. So my main objective, cause there's some people who, you know, you have nonprofits, you have for-profits, but I'm a social enterprise. So my social enterprise is just giving, opportunities for people with disabilities to, to have, you know, to be, looked. And, and I, and I build it, man. I don't, you know, being in promotions, you, and like I was saying earlier on promoters, want you to want that? And that's something that, um, I've I want the community to want people with disabilities in every aspect. So it's, it's, that's what I'm building Dex. So it's just really letting people know, listen, don't sleep on this community. There's geniuses in this community that will blow you away. My son has shown me that he wrap circles around all of us when it comes down to technology he has shown me the genius factor in him is just so mind blowing that it humbles me. And, and for me, I'm like how many people need to see that? You know what I mean? So I try to create a platform to make that happen. So, yeah, that's, that's what it's about. Honestly, and the community has really shown a lot of love towards this sister in doing that. And I'm grateful. I'm, I'm extremely.

Dex: 41:53

That is what's up. That is, see, you know, I, I often say each one reach one and I feel like you've reached me and I know there's somebody else out in the audience. Somebody else that's listening. that they, they got reached themselves. And honestly, if folks wanna support this show, the best way to do it is to share these episodes with somebody that you know needs to hear it. And this is definitely the, the type of advice that people need to hear. You did touch on something that I wanted to come back to that I wanted to circle around. You said, um, show your strengths, but manage your weaknesses. I, I apologize if I messed up the.

Nicole: 42:37

Oh, no, you didn't mess it up. I mean, it, it, basically, my, my saying is strengthen your strengths and manage your weaknesses. So often we live in a community in a society that finds a weakness in a person and they wanna put it on media. They wanna put it on social media and things of that nature. Yeah, you manage that, but your strength might be like Dex. You have a podcast where you give all, opportunities to businesses, and everyone else to, show their, you know, what they do. Well, that's a strength. So now you can take this podcast and you can do whatever you. Want to, and you're creating even more opportunities, not only for the person on the podcast, but showing people that you bring quality people on. That's a strength. For instance, if you stuttered, I'm just saying that, you know, I'm just throwing out and I, you haven't done that. But if you stuttered, well, you managed that you manage that particular. Weakness per se, but you don't let that weakness stop you from doing an excellent podcast. A lot of times what happens is the society that we live in, they wanna focus on the negative of who you are and they're not. And, and you cannot allow that to stop you for the area that you might have. Strength. Somebody might have strength, so many different areas. Strengthen that strength be the best at best strength as you can be, because your strength will help manage and you manage whatever you can. I, you know, I might not be an excellent writer, but you can't go when it comes down to promotions. I'm excellent in that space. Or I might not be an excellent hairdresser, you know, but when it comes down, you find the area that you're strong in and. That area and manage everything else. I go to the hairdresser, I get a makeup artist to do my makeup. You find people that will help you manage your weakness. You strengthen your strength.

Dex: 44:18

That. Of best advice I've ever heard. where were you? When I was 12, like, come on.

Nicole: 44:27

Oh, you only 20. What you.

Dex: 44:29

what you doing to me, man? Come on now. Where

Nicole: 44:33

Just encouraging. I'm encouraging you. That's all I wanna do.

Dex: 44:38

full-time promotions? Part-time guidance, counselor. lady extreme herself. So , it's funny, cuz you mentioned, uh, you mentioned stuttering and I took care of my stuttering with just a bottle of tequila. I mean, I was eloquent after that, before I was a broken record. Now just look at me now that that wasn't a, a tequila endorsement, but it wasn't a tequila anti endorsement, just so y'all know. Just so y'all know. So if some tequila company wants to send me a check, they can just go ahead and send it out to, Atlanta. Yeah. Yeah. I'm not saying that's how you fix the stutter, but I'm not saying it's not a good try. That's all I'm saying. Just putting that out there. Y'all so so what is next for you? Do you have a show coming up? Are you doing more on the nonprofit side? What's what's what's up for the weekend. Let's start with that.

Nicole: 45:40

Oh, my goodness. What's going on now is really. Recreating opportunity. So I'm, I'm really actually revamping I'm revamping websites, I'm revamping a lot of things to recreate, opportunities, for, people with disabilities, getting ready for festivals coming up. So that's an opportunity for people to book people and things of that. So your, your, your sister, girl is doing a complete overhaul on what I'm doing, because I want, people to be able to reach out to the different people that I've had a part of my event. I want people to be able to, you know, experience. So your sister's kind of doing a revamp. It's gonna be, kind of a overhaul, cause I, you know, I love what I'm doing and I, and I wanna continue on creating opportunities Dex. So for me, that's, I I'm, I'm all in, in, uh making sure that my legacy shows a light towards, a community that doesn't give enough light shined on it. So that's, that's the main objective for me for, from now one. So this second half of my life, baby, I'm going, I'm going harder to paint to, to show, uh, a light, if you will, to a community that of people who are marginalized, who are, don't have the social fight that they need to have. And to show that listen, don't sleep on the most, you know, uh, on some of the greatest, uh, people that you'll ever meet. I'll say this as a mother. One of my other mentors. She, of course she's no longer alive. Stevie Wonder's mom showed me. I read a lot of, information regarding her, how she, pushed, Motown and pushed Motown to sign Stevie. And I think he was 11 or 14 or something like that. Had she and not had that. Aggression and had that, um, uh, you know, aggression about the talent of her son. That's one who I look at all the time, someone who strength, their strength and weakness now who

Dex: 47:35

Never never heard of him. Never heard of him. Never, never heard of

Nicole: 47:39

are okay.

Dex: 47:40

Just 1 0, 1 of the greatest Motown singers of all time. I've never, never heard of him. Never doesn't come to mind at all.

Nicole: 47:47

And really just like it's, it's just, you know, how many other people, need to have that push how many other people need to know that don't, you know, um, In, in, in that word of encouragement. So it that's kind of where I'm at now. Thanks, honestly. So, that's, like I said, there's, there's some mentors who are not necessarily tangible, uh, if you will, but there's people that you've read about in history that made a, a big difference. So yeah, that's where I'm at with it.

Dex: 48:15

Well, you know, if somebody's encouraged to, how can they get a hold of you?

Nicole: 48:22

The best way to, well, you can Google lady extreme. Um, my it's L a D Y X T R E M E. Definitely Google this sister. I usually try to respond back to all the people, all the professors, things that people talk to. Um, and or if you want my organization, organization is unlimited possibilities for all disabilities, which is UpFad. Um, so unlimited possibilities for all disabilities. Definitely. You can, reach out to be that kinda way. I'm just here to see people win and see people, love their life and. And just do it afraid, man. That's where I'm at.

Dex: 48:59

That is what's up a, I am going to include all that information in the show notes. if, if you know somebody that needs to hear this by all means, share this episode with somebody it's the best way to support the show. I'm gonna keep bringing on the most brilliant people, starting with miss lady extreme herself. It can only, it can. I, I can't say I'm gonna have a better show than her, but you know, I'm gonna do my best, man. You know, I,

Nicole: 49:29

Anything, you let me say this. Anything you do is gonna be the best, so don't sleep on yourself, sir. I'm not gonna let you do that. I'm not gonna let you do that.

Dex: 49:37

Man just bringing the self esteem, man. Thank you so much.

Nicole: 49:42

You're so welcome.

Dex: 49:44

well,

Nicole: 49:44

Thank you for having me.

Dex: 49:45

yeah, yeah, absolutely. Absolutely. I'm gonna try and put out a show every week, every Friday. So I'm actually working on the next one as we speak. So for everybody out there, keep listening, you know, we're gonna bring you these brilliant black entrepreneurs. They're gonna tell you how they did their thing. You're gonna pick up some information and you're gonna keep your business in the black. So for Nicole lady, extreme Carter, I am Dex. This is in the black and we are out. Check us out on. uh, platforms we are on apple, Spotify, or wherever you listen. Follow me on the show at, uh, in the black podcast on Facebook and on Instagram. If you have any more questions by all means, check the show notes. You can find all that information there. Thank you again. I am Dex and check us next time.