Hasniah El-Amin / FRE$H
Senior Entertainment Operations & Activation Executive
Executive Director, Global Activations & Logistics — Vince Carol & Associates (VCA) | Project-Based Engagements
Hasniahe@gmail.com (201) 349-1303 vcaagency.com
Executive summary
Senior entertainment operations and activation executive with a career of executive operational leadership across Buzz Tours, CEG, VSE / Vegas Style Events and Vince Carol & Associates — the operational and activation leader on the ground for every assignment. Her remit spans sponsorships and endorsements, tour activations, festivals, logistics, brand experiences and artist-facing operations, alongside her own ventures, Always Fresh and BOYB. Executive Director, Global Activations & Logistics — VCA | Project-Based Engagements.
Selected credits
Touring
I Am Music Tour 2008–09; 2011 national tour.
World tour operations.
Touring support on the Chris Brown tour.
Tour engagements.
Official Vegas Style Buzz Tour.
Festivals & Live
Festival activation.
Trade-show presence and activation.
Industry conference platform.
Festival environment.
Large-scale live event activation.
Brand & Sponsorship
Separate 2010 corporate sponsorship activation (SEMG sponsorship program).
Commercial activation support.
Campaign activation involvement, as reported by the principal; not independently verified.
Private-event production and Buzz Tour activations.
Talent
Management and activation support, including Hot 97 Summer Jam 2018.
Scope note: 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
Always Fresh — Retail & Catering · Founder / Operator
Founded and operated a health-forward retail and catering venture — menu and drink experience, daily operations, service standards, and a neighborhood following.
BOYB — Bring Your Own Bag — Retail & Events · Downtown Newark
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.