|
发表于 2016-7-10 13:00:19
|
显示全部楼层
Find Artemisia on Facebook.
980024e3d0ea57a9abf71d21124b9f1d.jpg
MUSIC SAVED HER. NOW SHE WANTS TO PASS ALONG THAT GIFT
When Melina Garcia’s mother left their native Venezuela for a chance at a better life in the United States, she could not afford to bring her two daughters along. Melina was 13, lonely and confused. Her parents had just divorced. She remembered that in happier times, the background to her life was the classical music her mother loved and would play every day on the family’s record player.
So in her mother’s absence, when the pain was too much to bear, Melina would pull out Chopin’s Sonatas or Vivaldi’s Four Seasons and close her eyes.
“My mother had left all her music collection. That was my way I could connect with her. I would close my eyes everyday and imagine that my mother was still home,” said Garcia, 34. “That is how I coped for those two years of not seeing her.”
Eventually, she and her sister made their way to the U.S. to join their mother. The years passed and in 2010, when her own daughter was two, she tried to sign her up for some music classes. Garcia was not impressed. After all, she came from Venezuela, the birthplace of Los Angeles Philharmonic conductor Gustavo Dudamel and the world famous classical music teaching program called El Sistema, which teaches children from lower income communities how to play an instrument, as well as important life skills like cooperation, discipline and respect.
Garcia had a well paying job in communications at Clinton Foundation’s Sustainable Growth Initiative, but she was unhappy about spending so much time away from her daughter. And then in 2010, she saw a video from Dudamel where he talked about wanting to bring El Sistema to the U.S.
“That ignited a fire,” said Garcia. “I really wanted this to come to Jersey. But then I thought if they brought it to Jersey they would not bring it to Union City. I said to myself, ‘I may just do this myself.’”
Union City is the most densely populated city in the country with mainly a Hispanic immigrant population. Teen pregnancy, gangs and drugs abound. When she and her husband had their baby, they contemplated moving to another community. Instead, they planted their roots firmly in Union City.
“I have lived here for seven years, and I kept complaining,” she said. “I know these kids have huge potential but they are being shown everything negative. I got tired of complaining. If given the right tools, I fully believe in my community’s capacity to move forward.”
Two years later, after connecting with the Sistema USA Network, meeting with Union City’s mayor and raising some money, Union City Music Project has a home. In February 2012, Garcia got 150 applications for 30 spots. Garcia was able to squeeze it up to 50 spots for kids ages 3-6 years-old, but is dependent on more funding to see it grow. She sees how these children will benefit from the positive teachings they are getting at the after-school program.
“You expose children very early to the idea that the orchestra is the community and that you help the flute player, follow the conductor, you have to be disciplined, be responsible for an instrument,” she said. “If there is no harmony, there is no music. There are great life skills that come out of experiencing music in an orchestral setting. Instead of joining a gang they will want to join the orchestra.”
Garcia was also intimately familiar with the cycle of poverty and violence that plagues so many low income neighborhoods. She had arrived in the U.S. from a well regarded Catholic school in Venezuela straight into the horror of Brooklyn’s Sarah J. Hale High School in the 1990s. Her high school was constantly on lock down, they were searched everyday for weapons as they walked through metal detectors, classmates would threaten to cut each other’s faces with razor blades or set people’s hair on fire. Garcia was threatened constantly and so she filed down a metal ruler as a weapon to take to school.
“When I came out of school I was so depressed. I could only see darkness,” she said. “We suffered the same hurdles as any immigrant family. When I was 16 I thought I would be nothing.”
But since her mother had been a professor of romance languages and her father a high school principal in Venezuela, she knew she had to go on to college.
“I owed that to my parents to get educated,” she said.
As the head of the Union City Music Project, she is not getting a salary right now, so money is tight. But the payoff has been much more valuable.
“If you follow your passion you will have a fulfilled life,” she said. “Fear is what paralyzes you. Money will come and go. If you dwell on the consequences and what if, you will never do anything. I am a regular citizen and a person who decided I want to do this and nothing would stop me.”
Learn more at ucmusicproject.org.
163ecb9d0c504295d41eb29dbcae22b7.jpg
FROM THE FRIENDLY SKIES TO GREETING CARDS
After the terrorist attacks on September 11, 2001, Ivette Mayo and her husband realized they had a problem. Both worked for Continental Airlines in sales and marketing and soon, the airline industry would be seriously impacted. Within days thousands of people in the industry began to lose their jobs.
“We had all of our eggs in one basket,” said Mayo. “After 9/11 we realized we had an omelette on our hands.”
Growing up as the daughter of a Navy man, Mayo was used to change. She went to 13 elementary schools, living in Virginia, San Diego and Florida throughout her youth.
“We were always the odd men out. My mom wanted us to assimilate,” said Mayo who is of Puerto Rican descent. “But I wasn’t white enough or black enough. So I had to find a way to adapt and that made me an awesome sales person.”
In 2006, after years of training in sales, marketing and bridging cultural gaps and diversity, Mayo branched out on her own as a consultant for companies to develop marketing strategies to different ethnic groups. But she was not done re-inventing herself.
Two years later, after losing a consulting bid, she decided to send the client a thank you card. It was her way of saying thanks for the opportunity. But she scoured the shelves at all the stationery stores in Tampa, Florida, and could not find one thank you card in Spanish.
She decided to make one herself using her own designs. Since she was a girl, her hobby had been sketching and drawing. Although she did not get the account, the client called her, thanked her for the card and asked where she bought it. When she told him she had made it herself, he ordered 100 cards for himself. Later he ordered more cards for his employees.
Soon after, Mayo held a “focus group” meeting with her girlfriends. They all lamented that they could not find a decent Spanish or Spanglish card that was hip and cute.
“They all told stories about how the English language cards they found that were so pretty,” she said. “But in Spanish they were so dated or the sentiment was very formal, like estimada amiga…who talks like that? They did not resonate with modern Latinas.”
And so, she was on her way to creating her own card company, Yo Soy Expressions, while still keeping her consulting work for her other company, Yo Soy I Am LLC. She researched the best approach, how much money she would need to invest, what the best printing style would be, how to protect her trademark, and to transfer her sketches to print.
When she was ready, she began approaching vending partners. Everyone said no. They told her
Latinos didn’t buy cards, that she needed to print 10,000 cards in order to make it work, or that there were too many greeting cards out there already.
But she kept going.
“One of the things I have had to learn is to be quiet,” she said. “I learned to have questions and to let people give me the information as opposed to judging the information.”
She ended up making 20 designs and from 2008-2010 she traveled to more than 40 cities from Chicago to Kansas City to Miami, Los Angeles and San Francisco. She was applying to major retail chains to be a vendor and she got a lot of rejections. But by 2011 she became a vendor for Walgreens in Houston. More than 400 stores have access to her product and currently 42 stores in Houston carry her cards.
“We can always find excuses and always think we know the answer or that no means stop pursuing, but to be honest none of that is true,” she said. “No means ‘thank you, now I can move on to something else. I’m freed up to move on to something else.’”
(兼职编辑:蓝奕婷) |
|