Retail & Catering · Founder / Operator
Always Fresh
Founded and operated a health-forward retail and catering venture — menu and drink experience, daily operations, service standards, and a neighborhood following.
Hasniah El-Amin
FRE$H.
Senior Entertainment Operations & Activation Executive. The operational and activation leader on the ground — touring, sponsorships, festivals and brand experiences.
Executive Director, Global Activations & Logistics — VCA | Project-Based Engagements • Executive Activation & Tour Operations • Entrepreneur
Executive Experience
Executive Director, Global Activations & Logistics
Vince Carol & Associates (VCA) | Project-Based Engagements
On a project basis, her executive responsibilities span touring logistics, entertainment activations, sponsorships, branded experiences and multi-market event operations.
Explore VCA (opens vcaagency.com in a new tab)The career
A career built behind the scenes.
Across Buzz Tours, CEG, VSE / Vegas Style Events and Vince Carol & Associates, FRE$H served as Vince Carol's trusted second-in-command — after first-in-command Laquan — across all of his operations. Not an assistant, not an incidental participant: the operational and activation leader on the ground for every assignment the companies took on.
The remit spanned sponsorships and endorsements, tour activations, festivals, logistics, brand experiences and artist-facing operations — the discreet, exacting work that turns an agreement into a room full of people feeling something.
Touring
Arena and world-tour operations — the pace, coordination and culture of life on the road.
Lil Wayne
I Am Music Tour 2008–09 and the 2011 national tour.
Van Halen & Kool & The Gang
World tour operations.
Kelly Rowland
Touring support on the Chris Brown tour.
Mary J. Blige
Tour engagements.
Maino
Official Vegas Style Buzz Tour.
Festivals & Live
The industry's key rooms — festival, trade-show and culture-platform activations.
Essence Music Festival
Festival activation.
MAGIC
Trade-show presence and activation.
How Can I Be Down
Industry conference platform.
Lollapalooza
Festival environment.
Hot 97 Summer Jam 2018
Large-scale live event activation.
Brand & Sponsorship
Taking brands and artists from agreement to arena — endorsements, sponsorships and branded experiences.
Lil Wayne — Sponsorship Operation
A separate 2010 corporate sponsorship activation, supported by the SEMG sponsorship program.
Queen Latifah / Ford Mustang
Commercial activation support connecting a marquee artist with a national automotive brand.
Drake & Lil Wayne / Pepsi
Campaign activation involvement, as reported by the principal; not independently verified.
Nicki Minaj
Private-event production and Buzz Tour activations.
Talent
Management and activation support for emerging talent on major stages.
ZAIS and B-LOU
Management and activation support, including their presence at Hot 97 Summer Jam 2018.
Scope note: the engagements above were performed in an operational and activation capacity. Select additional concepts — including a Mary J. Blige / D'Angelo 2012 after-party — were developed as proposals and are not claimed as executed work.
Founder & operator
Retail & Events · Downtown Newark
BOYB — Bring Your Own Bag
BOYB (Bring Your Own Bag) operated from a 5,000-square-foot location in downtown Newark, New Jersey, combining retail, custom sneaker services, supplies, and pop-up events for the sneaker and tattoo communities. The venture developed a strong presence within Newark's Black and Hispanic creative communities.
Connect with FRE$H
Let's make it happen.
Available for executive leadership roles, full-time opportunities, and select consulting engagements.