In Convo with JustLatasha

On "The Grapevine" YouTube channel, I came across JustLatasha for the first time. While I admired all the panelists and the host, Ashley Akunna, there was something about JustLatasha that stood out to me. Her blend of quirkiness and intellect, her courage to address issues affecting the Black community, and her unique style resonated with me, making her my favorite. Intrigued, I delved into her background and discovered a versatile creative who excelled in various fields.

JustLatasha wasn't just a media personality with her channel, Dope Files, but also a skilled writer and filmmaker. Witnessing her diverse talents reinforced the idea that creatives, like myself, can explore multiple paths and wear different hats in the creative realm. With her engaging YouTube channel, "JustLatasha," and a new show in development, "JustLatasha’s Inner Actions," I was eager to connect with her to learn about her journey and how she manages it all. Dive into my interview with JustLatasha below.

Keyonna Butler: Who are you and how would you describe the art you create?

JustLatasha: I am JustLatasha: an intentional, creative, masterful, and purposeful Black woman. I would describe my art as grounded brilliance: it doesn’t reveal itself unless you spend time with it and discover deeper layers. My art uplifts me while creating a community amongst Black people.

KB: Where did the name Just Latasha come from? What’s the significance behind the name and how does it represent you and your brand?

JL: My name is my reminder to be the answer I’m looking for. The digital age often encourages us to put on a performance, when really, the magic lies within the exact opposite. Authenticity is what we owe ourselves and the audiences we serve, and frees us from needing to create any facades.

KB: What led you down the path of film production and writing? What were some of the moments in your life that created that passion for filmmaking and writing?

JL: I’ve enjoyed movie-making & performing since I was a child. I began my vlog on YouTube in 2015 and spoke about the racial injustices we were facing at the time. I wanted to speak to that in a larger way than what a vlog would allow, so I created my first web series, Sit Black & Relax. It was my first stab at screenwriting and producing, and it was a vehicle I used so I could send a message to white people.

KB: Before your career in production and writing, you had much success in the media industry with your brand Dope Files. Tell us how you started that brand and what was your experience running such a successful media production company.

JL: I started Dope Files because I wanted to celebrate Black, undiscovered talent in Fashion and Music. I saw that there was a huge gap in media between stars that went mainstream and indie talent, so I decided to fill that void. It was smooth sailing in the beginning: the universe conspires to assist you when you set your mind on something new. However, when it’s time to level up, it becomes easy to hit bumps in the road if you don’t elevate when you’re called to. DF was developing rapidly, and it called for me to expand in so many ways I wasn’t quite ready for. It became difficult to manage as I continued to force myself to remain small: operating as a one-woman full production house. I met burnout and put the platform down. Looking back, I would have stepped into bravery and made different choices, but I also believe everything happens purposefully and perfectly. It wasn’t my time.

KB: With your work in producing and writing, how do you want people to feel when discovering your work? What effect do you wish to leave with your audience?

JL: I want people to feel inspired, entertained, and challenged. I want people to be personally shifted after they engage with my work. Have they adapted new thoughts? Accepted new norms? Become more self-aware? If I can be myself exponentially, what potential lies ahead for you?

KB: Tell us about Sit Black and Relax. When did the idea spark to start a web series? How was that process for you when creating this project?

JL: Sit Black and Relax was a pivotal starting point to launch my current journey. I was challenged and stretched in so many ways, and I learned about myself as I developed skills as a leader. It was a rough start, made a few friends (and several enemies), but it showed me two things: 1) how to share my dream & vision with others and 2) you don’t have to be great to get started; you’ll find yourself there along a consistent and passionate journey.

KB: Within your creative career you have accomplished so many things. How do you balance your work and your mental health? When do you have the time for self-care?

JL: I’m a double-Virgo… resting is literally against my hardwiring as a person! That being said, I make conscious efforts to rest (that means working *less in Virgo). I stop working after a certain hour or task or add resting points mid-week if I had to work during the weekend. My mental health is challenged when I begin to compare my accomplishments to others. I put my phone down, re-work my narratives, and give gratitude to myself. Beyoncé’s music also helps.

KB: During this time of pandemic, it forced a lot of creatives to pivot and think outside the box for creating their work. How hard was it to create content during the pandemic? Did it affect your work negatively or positively?

JL: TBH, the pandemic increased the value of my work and creativity. Because the world shut down and everyone was glued to their screens, it elevated my visibility. Contrary to popular belief, it was much easier to create amidst COVID. I also lost my job at the start of quarantine, so it forced me to begin to monetize my work. That allowed me to understand and value my content at a price point and apply a business regimen in a place that I used to only regard as a hobby.

Photo Credit: Jazmin Johnson

KB: On your YouTube channel ‘JustLatasha’, you dissect a variety of film and TV productions, mostly from Black & POC creators. Do you see a shift of diversity within the TV & film world? What changes do you think need to be made to have more inclusive work in Hollywood?

JL: I grew up watching TV in the 90s, where a ton of Black talent had their TV shows. I feel like today’s “diversity” in Hollywood has lessened, and colorism increased. Hollywood needs to give up space from cishet White people for others, and that’s a next-to-impossible ask. We still have a lot to do in detaching from White approval.

KB: Tell us about your new project “JustLatasha’s Inner Actions”. What was the inspiration behind this project?

JL: I have never combined the two realms of my work before this project; as an onscreen talent, I’m a panelist / educational talking head. As a screenwriter, I’ve hired actors to carry out the story of my scripted work. With Inner Actions, I am the starring talent of my scripted work. This is another way for me to challenge myself in this space, while including all the real-life friends I made along the way. It’s near and dear to my heart to comedically tell my PoV, all while not taking myself too seriously (which also goes against my double-Virgo hardwiring).

KB: Lastly, where do you see yourself in the next couple of years? What goals do you have that you would like to achieve?

JL: I’d like to be a showrunner for one of my original series, a la Michaela Coel and Issa Rae. I hope to hire undiscovered Black talent, as well as create a community where Black people are prioritizing their identity and culture.

Be sure to follow JustLatasha on social media and check out her website here.

Instagram: JustLatasha

Facebook: JustLatasha

Twitter: JustLatasha404