The Jewish Week’s annual 36 Under 36 honors young leaders, entrepreneurs and change-makers who are making a difference in the life of Jewish New York. For the full list of this year’s “36ers,” click here.
What do you do?
Two years ago, I launched a public relations agency, Frazes Creative, that focuses on non-traditional PR strategy across music and brands, integrating mainstream and niche platforms that engage communities across a network of tastemakers, journalists and digital avenues. During the pandemic I also co-founded a weekly Havdalah program on Clubhouse with Adam Swig of Value Culture, which was recently recognized in Time magazine. In response to recent acts of antisemitism my agency also helped create the first ever Clubhouse Passover Seder, a star-studded event sponsored by Buzzfeed Tasty. More than 43,000 listeners tuned in to hear Jewish icons and allies, Holocaust survivors and Gen Z entrepreneurs, including Tiffany Haddish, Jeff Garlin, Mayim Bialik, Chloe Fineman, and many more. The seder was covered in The New York Times, Fortune, JTA, and others.
How does your Jewish identity influence your work?
I’m the product of Sephardic and Ashkenazic lineage that spans Spain, Morocco and Eastern Europe. In tune with my diverse identity, and the inclusiveness learned through my Jewish values, there’s always been a force that has drawn me to explore the world through the lens of art, food and travel. My intrigue for Latin culture started at a young age and in my adulthood as I continue to explore my Sephardic heritage. In my career, I dedicate the majority of my music roster to the Latin music genre. Guided by the Jewish concept of tikkun olam, I have woven this value into my business model, providing ongoing opportunities for clients to use their audience-driven platforms to reach more people on issues including human rights, the environment and combating hate speech.
Was there a formative Jewish experience that influenced your life path?
The founder of Oleh! Records nominated me for the first REALITY trip organized for music industry influencers of all faiths to travel together for a week in Israel to network with the Israeli community leaders to spark global music business synergy. It was on that trip, through our meeting-of-the-mind workshops and sessions (that sometimes left us in tears), that the wheels started to turn about future collaborations, cultural partnerships and the possibility for my own entrepreneurship.
In one sentence, what was your best experience as a Jewish New Yorker?
It’s always a fun moment when you’re walking down the street around the month of March during Purim and you spot a handful of people that are dressed in costumes … including yourself.
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