Urban One’s Vice President Shares the Secret to Creating Impactful Content

“The younger generation are not just consumers. They’re empowered by their agency.”

Content rules the world. The number of podcasts, videos, and influencers is endless. Yet if I asked you to name a few, I’m guessing it wouldn’t take long for you to yell out your favorites. But do you ever ask yourself why that is? With the overflow of content, what makes specific ones special? Urban One’s Vice President and Executive Producer of Content, Ma’at Zachary, says, it is evocation– the ability to create emotion.

Ma’at Zachary is a fervent creative with a skill for cultivating innovative ideas that generate partnerships and revenue for the BIPOC community. Her career encompasses many things from building Hummers and running Chevy truck lines to creating content for celebrities and brands like Wells Fargo, McDonald’s, Saweetie, Cedric the Entertainer, and more.

Recently she led Urban One and Chevrolet’s Real Talk Drives Change series. And like many of her projects, the four-city tour offered BIPOC communities the opportunity to connect with experts for proper education as well as resources and tools for proper planning and execution. The goal: is to ignite positive social and economic impact within Black communities across America.

In my twenty-minute chat with Ma’at Zachary, we discussed the conceptualization of the tour, how to create impactful content, the balance between balancing a corporate and creative lifestyle, and a special project she worked on with none other than thee Regina King. I am so grateful for this conversation, and I listened a few times to make sure I truly retained all of the knowledge and insight she shared. I hope it makes an impact on you too.

Check out the full interview below.

Written by: Kirby Carroll Wright