Bridging Creativity and Strategy: A Journey of Art, Ambition, and Transformation
A photograph of Veena when she was in the first grade.
When I was in first grade, our class was asked to draw what we wanted to be when we grew up. I drew myself standing next to an easel, proudly envisioning my future as an artist. The hallway outside our classroom soon showcased our dreams, taped side by side for everyone to see. My teacher’s faint look of disapproval when she saw my drawing stood out to me; other students had imagined themselves as medical doctors, veterinarians, or scientists. I was the only one who chose to be an artist.
However, my grandmother, a professional china painter and author, nurtured this dream. Her artistry adorned the walls and shelves of her small storefront in her bed and breakfast, where she showcased and sold her creations. Despite her busy schedule, she encouraged my interest by giving me adult drawing books, pencils, and sketch pads. I spent everyday drawing, often being the last one awake in the house with my sketch pad. Art was not just a hobby for me. It was a passion. Even as a child, I knew I wanted to work in the creative industry, a field where I could tell stories and connect with others.
My grandmother, Marianne Ball, (left) teaching a china painting class in August, 1973.
While my creativity has shaped my early ambitions, I have always had an analytical side—a trait not typically linked with artistry. Over the past decade, these dual strengths have guided my career. I have collaborated with musicians, managed social media campaigns for my business, and worked with many artists through my audio engineering company. My audio engineering business kept me updated with the latest audio technology, how media arts work, and the like. This made me realize how fascinating it is to connect art, technology, and analytical strategy.
Veena running sound for several bands with the Midas M32 audio mixer for the 2022 Juneteenth event in Beloit, Wisconsin.
During my graduate studies, I was offered an instructional assistantship with the Communication Department at the University of Wisconsin-Whitewater. This was a fantastic opportunity, and I had to consider it carefully. Ultimately, I chose a graduate assistantship at the campus art gallery in the University Center, a role that allowed me to blend my creative passions with hands-on experience. This decision proved pivotal in refining my career path, enabling me to merge my love for the arts with practical communication strategies and practicing what I was learning in real life.
My graduate studies have sharpened my strategic communication skills and enhanced my ability to combine creativity with strategy. This essay reflects on the goals that motivate me, the lessons I have learned, and the future I am eager to create.
Professional Goals
I am considering pursuing a Doctorate of Business Administration specializing in Media Management to deepen my expertise in navigating the complexities of managing media organizations in the rapidly evolving digital landscape. This specialization focuses on developing strategic, operational, and leadership skills tailored to the media industry, covering content creation and distribution, digital media strategies, and the economics of media enterprises. My primary interest lies in specializing in digital media, where I can explore innovative approaches to content delivery and audience engagement while contributing to the advancement of the field.
I aim to create a diverse music venture that promotes inclusion and amplifies the voices of independent artists. I aim to support musicians and artists by implementing innovative strategies combining design, music production, and marketing. Through this initiative, I aim to establish an inclusive platform where creativity flourishes, providing artists with the tools and visibility they need to thrive.
I understand that building a business takes time. Meanwhile, I aim to start a career in marketing and research, leveraging my strategic communication skills, data storytelling expertise, and creative vision to develop innovative strategies, analyze trends, and drive engagement and success. I aim to advance my leadership skills by mentoring teams, collaborating on impactful projects, and encouraging a supportive, innovative work environment. Building on my experience in team management and project coordination, I strive to be a leader who inspires creativity, drives results, and empowers others to succeed.
I plan to continue my journey as a content creator on the side, using social media to share creative projects and connect with my audience. Through thoughtful campaigns and engaging content, I aim to inspire others while exploring new ways to blend storytelling, music, and visual design. My social media endeavors allow me to stay connected to my creative passions while building a platform for authentic expression and meaningful engagement.
A link to Veena Media’s Instagram account.
Adapting to an Evolving Industry
The music industry and social media landscapes constantly evolve due to technological advancements and shifting audience behaviors. For the success of my business venture, adapting to trends like AI-generated music, decentralized streaming platforms, and short-form video content is crucial. To ensure this, I will stay informed through research, experiment with innovative strategies, and collaborate with industry professionals.
Balancing entrepreneurship with other roles is also essential. While building my music venture is a long-term goal, gaining experience in marketing and research will provide the skills, insights, and financial stability needed to succeed. Working in a corporate environment will enhance my ability to lead teams, manage projects, and apply strategic communication techniques.
Lifelong learning is central to my approach. Through advanced courses, new software, and industry events, I will continually expand my knowledge to stay ahead of technological changes and deliver innovative solutions. This proactive mindset will help me build a business that uplifts independent artists and connects with diverse audiences.
