March 8 is International Women’s Day — a time dedicated to celebrating the powerful contributions women have made throughout history, the present, and the future. In honor of this, I interviewed four incredible women who are behind some unique and powerful events in Los Angeles.
The people are the heartbeat of our city, and each of these trailblazing women has shaped and cultivated experiences that truly light up the lives of our community. I spoke to Anna Bach from Candlelight Concerts; Lala Romero from Scam & Jam; Lauren Spearman from R&B Yoga; and Heidi Johnson from Hijinx Arts — and discussed the significance of the spaces they’ve created for Angelenos. No matter where you come from, no matter who you are, you will find your place in Los Angeles — and these women are ensuring that through their unyielding passion for creating unforgettable memories.
Meet Anna Bach of Candlelight Concerts
Please introduce yourself to us and share your role with Candlelight.
My name is Anna Bach, and I have been a Producer for the Fever Candlelight events in LA for the last 3 years. My job includes everything from booking the venues and artists to training the onsite staff, managing budgets, and more. Since returning from maternity leave, my role has expanded as a Lead Producer for the Global Candlelight events, where I will help standardize the productions of events all around the world and work on some exciting brand partnership events. Before working for Fever, I produced a variety of event types from weddings, concerts, experiential marketing events, dinner parties, and more.
In the events industry – some days can be unpredictable, how do you personally overcome these moments and what keeps you going?
I love the rush of problem-solving onsite at a show. I have been working in events for about 10 years now, but I am still running into new problems I have never encountered at an event before. I love that this job keeps me on my toes and requires quick thinking skills to pull off an event that feels seamless to the event attendees. The satisfaction of seeing all the pieces fall into place and watching the attendees’ faces when they see what we have created is an addicting feeling that has made me fall in love with event production.
When people attend Candlelight events, what do you hope they take away from the experience?
I love that Candlelight is an important piece of people’s lives — we have seen first dates, proposals, friendships reunited, and family bonding moments. No matter the occasion, I hope people feel relaxed, rejuvenated, and inspired after a Candlelight show. We design the events to feel very immersive and I hope that people take away a new appreciation for the music as well.
What do you personally love about being a producer for Candlelight?
I love the intimacy and relaxed atmosphere of a Candlelight event. Event production can often be really hectic, but it is always so worth it once the room is filled with people and we get to sit back and enjoy the stunning music of our incredible musicians. No matter how many times I have seen a program, I am captivated and blown away by the music every time.
What advice do you have for women looking to enter the events space industry and/or for women who dream of being a producer?
In the early stages of your career, learn as much as you can from producers who have been in the industry for a long time. Every producer has their own styles and methods to make the magic happen, so it is super valuable to take the time to shadow or work for a variety of producers while you are learning the industry. Confidence goes a long way in leading an onsite team and producing an amazing event, but remember to stay humble and take any opportunity to learn from other producers along the way.
Meet Lala Romero of Scam & Jam
Please introduce yourself to us and share your role with Scam & Jam.
My name is Lala Romero, and Scam & Jam is a three-way partnership. It’s James Solano, who was one of the original founders of Los Angeles Cruise Night, and Natalia Durazo, who’s my best friend — and then me. The three of us put together Scam & Jam seven years ago, and it’s a monthly party that’s female-first focused. James is our very feminist brother and homeboy who supports us in every way. We all felt like our POV was missing from the nightlife space at that time. We were going out so much and not hearing what we wanted to hear in venues. And Chicano culture is the backbone of the city. We’re like, it’s a shame there is no place for us besides our backyards, which is a beautiful place to listen to music — but where are our spaces? And with [Scam & Jam], we bring the glitter and the sunshine to everything in LA, and it’s the lens we see everything through.
What was it like in the beginning stages of Scam & Jam?
We wanted to create a party that had a home girly touch to something that you predominantly see the boys doing. It’s weird because we see ourselves as curators and art directors, but it really is promotions. We had to step into our big girl chonies and understand negotiating with the venues and figuring out how to be able to have the freedom to do the party exactly the way we wanted. Especially seven years ago, the tide has turned. I can say things definitely have evolved and changed in the sentiments of when we step into a space and owners and venues being excited to have us there. But in the beginning, there was trepidation. We heard a lot of stereotypes, a lot of things that had racial undertones about our people, what type of crowd, danger, and all those words. To our delight, we’ve been able to show, improve, and have a party that’s been a safe space for the last seven years. If you can play it in a low rider. You can play it in the party.
How did the three of you overcome those moments of discrimination?
The first iteration of my career was in the music industry, so I was already used to it. And I think in their respective industries, like with Nat and James and the work that they have done, they had kind of been used to facing the same barriers. So a lot of times I think we just have a mindset of, “It’s no for now” or “You just don’t understand” — so we’re going to go find our people and find our spaces, show, improve, and build — and have the last laugh because we’re going to show you.
Why do you believe Scam & Jam has connected deeply to the community?
My family is LGBTQ+. My family is Black and Latino. We wanted to have a party where we could control the energy and say, “This is for all of our friends at the same damn time!” That’s something we try to put at the forefront — like women, LGBTQ+, black, and brown first. And I think because we’re women and we lead with that kind of feminine energy, that we’re just really able to execute that in a really sweet way that makes us proud.
What do you want folks to feel after they attend a Scam & Jam event?
Our hope is for them to feel like they created a memory that’s going to last a lifetime. You know what I mean? We do kind of like these old-school, photo strips — and my vision is like, I want you to go home, wake up the next day, maybe have a little blurry memory, because maybe you drank a little bit too much, and your feet really hurt because you were dancing all night, and you pull out your photo strip and you’re like, “That was one of the best nights ever!” Then you slide the strip in your vanity mirror on the side and you have that memory forever. We just really want people to feel like they’re taking a step back in time to a very nostalgic feeling. I think that Latinos and Chicanos, for a lot of the time, work so hard as a culture. Like, hard work, hard work, hard work. We want this to be where you leave all your troubles at the door and you just come dance the night away.
Meet Lauren Spearman of R&B Yoga
Please introduce yourself to us and share your role with R&B Yoga.
I’m Lauren Spearman. I was born and raised in Chicago, but I’ve been in Los Angeles for almost six years now. R&B Yoga is my little baby. I started it when I was 23 in Chicago, and it’s an inclusive yoga experience with R&B music. R&B music is part of our culture, so it’s for the culture. We love playing songs that we grew up with or that just bring our community together. It’s just a good time and fun approach to yoga.
What made you think of the idea of blending music and wellness in that way?
When I was starting out, I was looking for my niche in yoga. At the time, my thing was hanging out with my friends and listening to music. I was like, “What if instead of drinking, what if we did yoga?” Thus came R&B Yoga. So it was always meant to bring people together, music brings people together. I was always into yoga. I’ve been doing yoga since I was 14 years old. But when I would ask my friends — “You’ve never done yoga?” They would always say “I’m too scared” or, “It’s intimidating.” So it was kind of my way to make it more inviting. Like, if I play Drake, would you come? It’s like a trade-off.
Did you ever encounter people who didn’t see the vision?
Well, one thing that I think helped me was that I never cared. I was always going to do R&B Yoga, even if people didn’t like it. I think that’s a really important thing, is I think sometimes people create something and the goal is to be so popular for it. But I didn’t. I was like, either people like it or they don’t. But no matter what, this is something that’s from my heart.
What do you personally love about the space you’ve created?
That it is more than me. R&B Yoga is all about everyone else. I think the coolest thing is talking to people after class and hearing why they came. And so, for example, we do themes. We have a Jhené Aiko class this weekend, and I remember talking to students after class, and one person was like, “I came because I lost my best friend, and this was her favorite artist.” I’m planning the event. I’m not thinking of the reasons, the connections that people have with the music, with the community. So that’s the coolest thing, is to see why people come. I’ve talked to moms, and they’re like, “I just took this morning out for myself, and I haven’t done that in a long time.” And I’m just, wow, it’s very powerful. It’s bigger than me.
Did you ever expect R&B Yoga to have this beautiful impact?
Again, it’s something that purely came from my heart. That was just the blessing that came with it. Because I was only 23, I was just trying to have a good time. But when you walk in your purpose and when you do something from your heart, it’s always bigger than you think. That’s just been the best part of the journey. As I’ve gotten older, now being 30 is taking myself out of it and being like, wow, God’s vision — that was his vision. I didn’t realize how many people I would affect positively along the way.
What do you see for the future of R&B Yoga?
I see it just forever growing. I see myself expanding too. Last year was the first year I taught in different cities, and that kind of encouraged me to push a little bit harder on that. But I think the main thing that I want to expand is me by certifying other yoga teachers. I feel like I’m just a big teacher now. There are more black and brown [yoga] teachers than I’ve ever seen, but there could be more and it could be more affordable. So I want to get into that lane of certifying other yoga teachers who look like me and then teaching them how to build their own brand just the way that I did.
You touch on how now you see more people being in the wellness space who look like you. How were you able to navigate being in that space previously?
I was always going to yoga by myself as a teenager, and my friends would say, “You’re so brave!” And that’s just always been my personality. That’s what I know that I’m supposed to spread. God has put me in a position where I’m supposed to teach. I noticed not everybody could do that easily. So it was my job to create a space, a safe space for other people who looked like me so that they feel comfortable. I am black and I am Mexican, but I just felt very privileged in a way with the school that I went to, a good school that I had to test into, and they had a yoga club. I was in all these extracurricular activities. So I was never shy. I felt like I needed to use my privilege, I needed to use my strengths in order to help out my community. I feel like all of us have gifts, and when you feel that gift, you have to utilize it. I need to help others who don’t feel as powerful, and I need to remind them of their power and remind them that they can do anything.
What advice do you have for someone who wants to enter the wellness space or create their own event?
Don’t try to be anything that you’re not. Be yourself. That’s the most important thing. When you’re creating your brand, you want to stand out. What makes R&B Yoga stand out is our music. We have a live DJ. We have different refreshments or treats after class, depending on the theme. So be yourself, but also what sets you apart? Why should I go to your wellness event versus somebody, you know? Just think about your qualities that make you stand up and that make you stand out, and make you special.
Meet Heidi Johnson of Hijinx
Please introduce yourself to us and share your role within Hijinx and/or in the art space.
My name is Heidi Johnson, and I am the founder of Hijinx Arts. For the past two decades, my company has been dedicated to serving the arts and culture sector by supporting artists, galleries, and institutions that provide opportunities for creatives.
At Hijinx Arts, we are committed to amplifying creativity, building relationships, and driving the success of creatives. Our focus goes beyond mere transactions, and we are passionate about making a positive impact on the art community. We continually evolve and adapt to the ever-changing culture.
Throughout my PR career, I have had the pleasure of working in various fields, including entertainment, technology, experiential, community initiatives, and social justice. I have served as a public relations and partnership strategist for significant art events such as BLINK Cincinnati, Complex Con, The LA Art Show, and DesignerCon. I have also worked with notable projects like Breonna’s Garden, and global art brands such as Beyond The Streets, as well as artists including Shepard Fairey, Tristan Eaton, Robbie Conal, Camille Rose Garcia, and Hueman, to name just a few.
What made you realize that PR and management were needed in the art world?
I worked as an assistant in various communications agencies. Later, I moved to New York to work in-house at a design studio. However, after facing some challenges, I decided to return to my hometown, Los Angeles, and started my own venture. Being born and raised in LA, I was familiar with the low-brow art scene and saw an opportunity to work with artists directly. I created a hybrid of PR and management services and gained the trust of many artists. That’s when I met my mentor and co-founder of Juxtapoz Magazine, Greg Escalante. His relationships with creatives inspired me, and he showed me how to be an effective advocate for artists. Today, I continue to use that approach to elevate the stories and opportunities happening in the world of art and culture.
What was it like in the beginning stages of entering the PR/art events space industry and how did you overcome any barriers/unpredictable moments?
Entering the PR and arts management space was both exciting and challenging. Straight up, my fandom helped me to push through the lean years and stay motivated. Working with artists I admired was my driving force to keep building. In the beginning, there was a lot of uncertainty and unpredictability, which made planning ahead difficult. Despite this, I consistently led with my instincts, taste, and heart. In comparison to the big art agencies that were starting to emerge, I focused on building strong relationships with artists to amplify their voices. This allowed me to offer an organic and authentic approach to PR.
When people attend one of the artists galleries you’re a part of/represent, what do you hope they take away from the experience?
My aim as a PR representative of galleries or art events is to make people feel inspired and enriched by the artwork. I feel excited when people discover new art and I try my best to provide them with a deeper understanding and appreciation for the artists and their processes. My ultimate goal is to encourage people to explore and support the arts even more through their experience.
What do you personally love about being behind Hijinx?
What I love most about being behind my company, Hijinx Arts, is the opportunity to serve as a bridge between artists and their audiences. Building this connection brings me immense joy and fulfillment. Witnessing the impact that art can have on individuals and communities is truly rewarding. Additionally, I cherish the collaborative spirit within the art world and the chance to work alongside incredibly talented and passionate individuals. Overall, being able to contribute to the growth and success of artists and the arts community is what drives me every day.
What advice do you have for women looking to enter the art/events space or PR world?
For women who are interested in working in support roles in the art industry, my advice would be to embrace your unique perspective and use it as a strength. Most industries are male-dominated, so it is important to recognize the value of your voice and expertise. It is our responsibility as women to elevate other women and amplify the voices of marginalized communities. Staying true to your beliefs may make your path a bit more difficult, but you will feel proud and accomplished if you remain true to yourself.
Networking can sound impersonal, but it’s about building relationships with clients, brands, and media. Be yourself, make friends, and you’ll thrive. All my major accomplishments have come from the relationships I’ve fostered. These are the people who will root for you and collaborate with you to achieve your goals. Remember, these relationships are reciprocal, so always ask what you can do for others.
It’s also crucial to seek out mentorship opportunities from both women and men who have navigated similar paths. Don’t be afraid to take risks and pursue your passions relentlessly. Be adaptable and open to learning from every experience, whether it’s a success or a setback. Lastly, make it a priority to build a supportive community within your field. Collaborating and standing together among women in the industry can be a powerful force for creating positive change and advancing forward.