Purpose & Perseverance
OUR FOUNDER | Jillian Lofton
Perseverance & Purpose: Building CULTR Collective on My Own Terms
In 2023, I was impacted by the mass layoffs in the media industry. Instead of letting it define me, I leaned into my purpose—using my creativity and 15 years of experience to elevate brands and creatives in a real, authentic way.
That’s how CULTR Collective was born—a space to offer strategic services while creating a platform to empower artists, creators, and business owners with impactful, informative content and tools to enhance and monetize their brands.
Building Our Own Table
It's no secret that Black creators are the backbone of the media & entertainment industry and drivers of the economy. We set the trends and we create the culture. However, we are rarely fairly compensated for what we bring to the table. Too many talented people are used to “diversify” the roster, be a face in a campaign, or a moment in a brand’s timeline, and that’s it. With that in mind, I had a choice: go back to an industry that overlooks our work and contributions, or build something that truly honors and values us the way we deserve. CULTR Collective was born out of love—for our stories, our people, and our talents. This labor of love is about creating a space where we can create, brand, and market ourselves with the respect we deserve.
Betting on Myself
(While the Rent Is Due)
Entrepreneurship demands a lot of long nights, weekends, and financial struggles. The bills don’t pause when you’re following your dreams. Nevertheless, betting on myself was the only option. Some days I wondered if I was out of my mind for choosing me. The industry had shown me what it thought I was worth, and I knew I was meant for more. Each campaign we’ve launched, each creator we’ve partnered with—every single win reminds me why I started CULTR Collective. It’s all confirmation that I made the right move.
Mental Health in the Hustle
If there’s one thing I had to learn fast, it’s that burnout is real and that “grind culture” will have you losing your mind if you let it. Setting boundaries is essential. I had to start taking breaks, checking in with myself, and prioritizing my own wellness. I can’t be what CULTR Collective needs if while running on fumes, so I am learning to press pause, put the phone on silent, and take time to just breathe. As a Black entrepreneur, witnessing what’s going on in this country is exhausting and confirmation of why CULTR Collective is necessary: to build something that stands up in the face of it all, something that makes room for us and doesn’t ask us to shrink to fit their standards.
It Takes a Village
CULTR Collective wouldn’t be possible without the invaluable support of family, friends, mentors, and colleagues who helped bring this dream to life. Sometimes, one conversation, an uplifting text message, a reminder of the bigger picture, is enough to keep you going. That’s the core of CULTR Collective—a community where we uplift each other, collaborate, and build something meaningful together. Asking for help doesn’t make you weak; it makes you wise. And it’s made me a stronger leader.
It's UP!
Beyond our services, CULTR Collective is building a hub for Black and brown creatives, entrepreneurs, and leaders who want to connect, collaborate, and grow. We’re creating a community where our people can find like-minded talent, share stories, and build genuine networks that last beyond a single project.
As we close out the year, we want to celebrate the amazing brands, business owners, and creators we’ve had the honor of working with, along with the dedicated team that makes CULTR Collective possible. You are the reason we’re here, and you’re why we’ll keep moving forward. Thank you to everyone who has supported, partnered with, and encouraged us—this journey wouldn’t be possible without you.
