Before landing at Essence, MoanaLuu cut her teeth in the early years of her career working across nearly every medium in the creative world, from media and fashion to art and music:
"I believe that art is for sharing, and the best way to share was to go through the media."Author:Tanisha PinaPublish date:Feb 13, 2019In our long-running series "How I'm Making It," we talk to people making a living in the fashion and beauty industries about how they broke in and found success.
In her work in media alone, Luu has created and launched television channels and programs, web applications, websites and magazines consumed by millions of people around the globe. What's more, she most recently served as chief creative and brand officer at Trace Media Group, the leading media corporation in Africa, where she led the company's rebranding strategy.
I knew that I wanted to touch art, but in a different way, meaning that I believe that art is for sharing, and the best way to share was to go through the media. I love to say that my job is making things beautiful.My first job was as a production director for a music video at one of the largest music production companies at the time called Focal, based in France. It was very interesting because music videos are a way of mixing cinematography and music.
I designed a boutique hotel in the Caribbean called Apolline Martinique. When I designed this hotel, I wanted to show to the world what creole modern is, meaning, a luxury lifestyle of what it is to be creole today — from the music to the library, every detail that makes something, some place, special to you in your heart. Now it's one of the highest rated hotels in Martinique. The owner of the place contacted me because he loved everything I was designing.
I would never have imagined to lead the magazine. I really hope that I will keep this mood of just being so excited and happy about it.It's an amazing opportunity because it is true that now I have an expertise that is quite specific — how many people do you know that can already rebrand a full media company focused on Afro culture? With this new art culture, it is more video-focused, audio-focused, digital-focused.
Is there anything else that you feel really excited about that maybe isn't as traditional, as far as verticals go? Speaking of your team, it's such a tumultuous time in media for a lot of companies. Do you feel a responsibility to keep the energy and momentum high?
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