Melissa Rosas is an Event Planner specializing in entertainment, film production management, digital marketing, and publicity, through her company, Violet Dae Communications.
What makes an opportunity exciting to you – in business or in life?
In life and in business, opportunities are endless, and I say that knowing you’re rolling your eyes right now – but it’s true. If you don’t get out there and make those opportunities for yourself, or push yourself to be seen in order to grab those opportunities, then the best ones will pass you by. For me, I strive to support good causes, good people, and good products. We only have one life on this Earth, so if I reach even one person with the work I do, I have fulfilled my goal.
When you first started your career, how did you know you were ready and what made you start?
I never in a million years thought I would own a business. This is ironic as my father is a serial entrepreneur, but I never thought I would be interested in running my own company. My reason for starting my career was simple – I was tired of rejection emails and endless interviews where they loved my enthusiasm, but I just “didn’t have enough experience.” I decided to make my own experience. I opened Violet Dae Communications in 2016, and I will admit, I actually didn’t tell many people about it for the first couple of months. I think part of that was fear of failure, but when I secured my first client who paid me actual money to manage his music video production, I knew I made the right decision. I’m not going to lie, it was pretty terrifying, but what opportunity isn’t? It’s been almost five years, and I can’t imagine not doing what I do now. The specific type of problem-solving that goes into planning and executing live events is my world, and I love every part of it.
What has been your favourite experience you love to share?
This is easy. My first big luxury event, Fashion Shoot Extravaganza, in 2019, is one of my most treasured moments in my career. I worked on this project with my client–fashion and accessory designer, Marie Copps–for over a year before it came to be, so this was a work in progress that had a massive pay-off in the end. The four-act, theatrical, and immersive experience showcased not only talented models, fashion designers, gorgeous décor, and furniture, but also highlighted the roles and people who are traditionally behind the scenes. Canadian-known makeup artists, hairstylists, nail artists, creative directors, set designers, and professional photographers all had their moment on stage along with key sponsors and special guests who contributed to the success of the entire showcase. It was a truly phenomenal event that was so visually stunning, photos and videos don’t do it justice. Not only did Violet Dae Communications co-produce the event, but I also organized the entire backstage madness and front-of-house during the event, from the 7 a.m. start time to the 2 a.m. end time. It was the longest day of my entire life, my feet were numb from the pain of standing all day, and my back was nearly broken, but it was the most rewarding and incredible experience – and I would do it all over again.
What are you up to right now that people should know about?
Aside from the marvelous opportunity with pursuit:365, I am currently working on two projects, both with repeat clients – one with electro-pop music artist, Danny Dymond, and one with fashion and accessory designer, Marie Copps. I have the privilege of working with Steel Hammer Productions once again to co-produce Danny Dymond’s next hit single music video for “What Do You Want?” We’re in pre-production right now and hoping to get on set and in front of the camera in late April 2021. Lastly, while I can’t spill too much tea on the project with Marie, I will say we are working on another stunning piece of work for a very worthy global cause.
If you could give your past self some advice, what would you tell you?
Stop thinking you need to do what everyone else is doing – you don’t. Just because you don’t have endless years of experience in the industry, doesn’t mean you aren’t capable of executing an amazing production – you are incredibly talented, and you need to start believing that. Also, be nicer to yourself, you badass b*tch.