Stories

August 24, 2023

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JFERRER is a talented Creative Director from Southern California. His journey began in high school when he discovered his love for film. Little did he know that this passion would lead him to an incredible path of self-discovery and empowerment.

It was in college that JFERRER embraced his cultural heritage as a Filipino American, realizing the significance of being Asian in shaping his identity. Despite facing doubts from others, he remained determined to pursue his dreams. This led him to create a documentary titled “DO WHAT I WANT,” shining a spotlight on the incredible work of young Asian creatives.

Now, JFERRER is gearing up for his next mission with “DO WHAT I WANT: SPIN OFF EDITION,” focusing on up-and-coming Asian American DJs in Southern California. Join us as we delve deeper into his story and his mission through an insightful interview with Asian Hustle Network.

THE ARTISTIC VOYAGE OF JFERRER

The world of music has been a constant inspiration for me. When I listen to a song, my mind instinctively creates music video scenes that synchronize perfectly with each beat. I knew that I had to make these vivid visions into reality and on the screen. I started taking clips of videos and putting them into music and created a whole new vibe and energy for the song. It was exciting to help people experience the song in a whole new way.

As my passion for storytelling through visuals grew, so did the scope of my aspirations. Beyond music videos, I became interested in capturing and celebrating diverse narratives and talent. This interest and experience took on a life of its own and I became involved with crafting and managing live events tailored specifically for emerging creatives.

These events became platforms for budding talents to shine, fostering a community of artistic expression and collaboration. I realize that creativity knows no bounds and I want to unleash it and inspire others to find their own creative gifts.

THE IMPACT OF HIS CULTURAL UPBRINGING ON HIS CREATIVE DIRECTION

I grew up in a Filipino American family. Throughout my life, I’ve been fortunate to be surrounded by creative family members and friends. Knowing the immense talent and gifts of Asian Americans around me, yet seeing the simple, one-dimensional portrayals of Asian/Asian American characters in movies and television was disappointing.

I want to showcase the rich diversity and talents of Asian Americans and promote positive and authentic representation.

BREAKING BOUNDARIES WITH “DO WHAT I WANT”

Asian Americans do not rely on their creative side to make money. If we wanted financial stability, we would typically look at careers in the medical field, business, or engineering, right? Creative energy would just be reserved for hobbies. But why can’t it be our full-time career? That’s what I wanted to challenge in “Do What I Want”. I wanted to break free from the stereotypes and challenge the notion that you can’t be successful doing something creative and fun. 

I believe in eliminating the fear of pursuing our passions and going against the grain. We have the power to choose our own paths and find immense success in doing what we love. This is the essence of the documentary I want to create – to shine a light on a community of like-minded individuals who have shattered barriers and defied expectations.

In this documentary, we will meet incredible artists, each driven by their unique passions and determined to leave their mark on the creative world. They stand as living examples of why this project exists – to showcase Asian creatives who fearlessly pursued their dreams, despite parental and societal pressures.

The title “DO WHAT I WANT” embodies the spirit of this documentary, as each person featured chose to follow their heart’s desires. They rejected the notion that their career should be dictated by others and, instead, embraced their true calling. This is a celebration of those who broke free from the confines of societal expectations and carved out their own path to success.

NAVIGATING CHALLENGES AND SEIZING OPPORTUNITIES AS A YOUNG CREATIVE

In the realm of young creatives today, networking their art stands as a paramount challenge. Excelling in their craft is undoubtedly crucial, yet without the ability to effectively brand their work and themselves, opportunities for exposure may be limited.

Embracing the significance of self-branding, however, holds the key to unlocking a broader audience and creating a multitude of opportunities that lie ahead. So, dare to showcase your true potential, and let your art shine brightly in the vast sea of possibilities. Together, your creativity and strategic branding will pave the way for a remarkable journey of growth and success. Keep believing in yourself, and the world will undoubtedly take notice of your inspiring creations.

A MESSAGE OF EMPOWERMENT FOR ASIAN AMERICAN ARTISTS THROUGH DO WHAT I WANT

I believe that “DO WHAT I WANT” has the power to ignite a flame of empowerment within the Asian and Asian American communities. It serves as a reminder for individuals to embrace their authenticity and follow their true passions, refusing to conform to societal norms or the cookie-cutter lifestyle. I envision a wave of inspiration, encouraging people to break free from limiting beliefs and embrace the unique paths that await them.

“DO WHAT I WANT” carries a profound significance for Asian American youth. As they witness the success and creativity of these artists, they can find a sense of connection and envision their own future selves achieving greatness. The documentary not only inspires confidence but also fosters a sense of community and unity among Asian Americans, reminding them that they too, can embrace their dreams and make a lasting impact in the world.

INSIGHTS AND ADVICE FROM JFERRER

Throughout my creative journey, the most valuable lesson I’ve learned is the importance of letting go of seeking validation from others. Happiness cannot be solely dependent on the approval of others. While I appreciate and consider the professional opinions of others when it comes to my work, I firmly believe that I must retain ownership of my decisions. Embracing this mindset empowers me to stay true to my vision and creative expression, paving the way for genuine fulfillment and growth.

By freeing myself from the need for constant validation, I can embark on a path driven by authenticity and self-belief. This newfound sense of independence fuels my creativity and allows me to push boundaries without being confined by external expectations. As I continue to evolve creatively, I welcome constructive feedback and embrace the opportunities to learn and grow, but I will always hold firm to my convictions, knowing that the true essence of my work lies within my passion and dedication to making a meaningful impact.

CONNECT WITH JFERRER

Instagram: @itsjferrer

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Recession, Pandemic Won’t Stop This Momma Baker For Taking On New Opportunities

Have you ever thought of opening a business during a recession? How about during the pandemic? Well, this lionhearted momma just did that!

Filipino-American Mariel Black started her baking business, Sinful Treats, in June 2009, at the peak of the recession — everyone thought she was crazy to start a business at that time. She had only one product to sell, some unknown Filipino pastry called ‘Food for the Gods’. “No one knew what it was. I had to tell people, ‘it’s like a blondie with dates and walnuts’” she said. Starting out as an online bakery, she gave out samples to whoever was open to trying her product. People never heard of it, but once they tasted it, they loved it! 

Because everyone was hurting during the recession, she found that people were more inclined to help each other. Soon, a few coffee shops agreed to carry her products, and she also kept selling online.

“This photo marks the beginning of our Sinful Treats adventure. My boys have been involved since Day 1.” -Mariel

Her big break came in 2011 when the Railroad Museum in Old Sacramento ordered 19,800 Snickerdoodle cookies for their main holiday event, The Polar Express. A year before that, she took her 4-year-old son on the train ride, where they served cookies and hot cocoa just like in the movie, Polar Express. He took one bite of the cookie, then he told her that she should make the cookies. “Ah, the power of suggestion, from a 4-year-old!” Mariel exclaimed. 

She talked to the coordinators and gave them cookie samples and they loved them. The following year, they ordered 19,800 Snickerdoodles. “I said YES, even if at that time,” she said, “I had no kitchen and no employees to help me. I had a couple of months to figure out how to make it happen.”

She rented a kitchen in a restaurant at night and asked friends to help, “I had a crew of 5 people. Like little elves, we’d bake all night while the restaurant was closed.” They only had one oven with 2 racks, only able to bake 48 cookies every 12 minutes. The cookies were baked from scratch, scooped by hand, packaged individually, sealed with a heat sealer, and labeled — all 19,800 of them! 

“It was the most exhausting but exhilarating experience. It was then I knew that I loved the thrill and pain that came with being a business owner.” She’s been baking for the Railroad Museum since then.

“Ah, the power of suggestion, from a 4-year-old!”

-Mariel black

Sinful Treats grew to have its own retail location a few years later and became a full-service bakery and catering company. They created and launched their first baking mix in 2015 with their signature product, “the treat that started it all” — Food for the Gods Baking Mix.

The year 2020 would have been their 10th year baking for the museum, “but 2020 had a different plan for all of us” she said. All of their Fall and Holiday events have been canceled. “Being in the baking business, our fourth quarter is when we make the most. Suddenly, all of it was gone. Having survived and thrived during the recession, I can honestly say this year, this pandemic is a lot harder than the recession.”

But the lockdown didn’t stop Mariel to continue her passion, rather she pursued another idea – to have a one-stop shop for baked goods. “Recession, pandemic, lockdowns won’t stop me. There are always opportunities even in the worse scenarios.” 

In October 2020, she launched an online marketplace where local bakers can sell their products and grow their small businesses. Sinful Treats is now home to the best local brands. Mariel’s goal is to empower small business owners, especially women and minority-owned businesses. All Bakers and Food Makers who have something special and have unique products to offer are welcome to join, “The food industry is already very competitive, but we are stronger together. So my hope is that through this marketplace, we can all help each other grow.” They ship cakes, cookies, desserts, and gourmet food across the United States.

Sinful Treats’ Business Partners

“The food industry is already very competitive, but we are stronger together. So my hope is that through this marketplace, we can all help each other grow.”

-Mariel black

“Everything I have worked for seemed to be a stepping stone to what I’m doing now,” she said, “Having a brand that’s already established, a working website, products that have been tried and proven, years of networking and relationship building, all of this and more are now helping to make this new path easier to take and faster to grow.”

Mariel always gets a thrill watching businesses grow, she also shares over a decade of her experience and wisdom with new small business owners. “I love baking, but my real passion is business”. She guides her marketplace sellers with what they need; teaching them about branding, pricing, basic accounting, packaging, shipping, and even how to improve their products and come up with new ones.  

“I always tell my kids, when something bad happens, it’s usually a blessing in disguise,” she added, “True entrepreneurs find opportunity even in the worst scenarios.” 

Website: sinfultreats.net

Instagram: @sinfultreats

Facebook: Sinful Treats

Twitter: @SinfulTreats