Amaelyah returns to Target Talk to talk about how Ethos has evolved, what it means to build with intention, and why she has become so selective with her time, team, and strategy. She gets into the difference between attention and actual progress, why so many artists spend money in the wrong places, and how Ethos approaches rollouts, events, and creative direction from a more business-minded place. She also speaks on building something out of faith, research, and out-of-pocket investment instead of waiting for somebody else to open the door. 

The conversation also goes deep on Billy White’s rollout, 100 Deep, the listening experiences, and what it really means to stand behind a creative. Amaelyah talks about creating as a Black woman in Dallas, why she had to stop shrinking her voice, and why she believes artists have to stop asking for permission and start building their own path. If you’re trying to understand Ethos, artist development, or what real strategy looks like behind the scenes, this is one of the most detailed conversations we’ve had.

Follow her: @amaelyah
Follow Ethos: @ethos.creatives

Timestamps:
00:00 Intro
01:12 Where Ethos is now
06:19 Building Ethos with almost no resources
10:12 Why she got more selective with people
20:25 How last year changed the way she moves
22:46 The Juneteenth event and learning to move with intention
28:24 Breaking down Billy White’s rollout
41:43 Why attention does not mean real progress
43:31 What artists waste money on
49:22 Why 100 Deep matters
51:16 The listening experience in Dallas and Houston
59:42 What people still get wrong about Ethos
1:06:14 Building as a Black woman in Dallas
1:17:37 What standing behind a creative actually means
1:26:43 Her message to creatives who feel overlooked
1:37:39 What’s next for Ethos

Get your official Right On Target merch!
https://shop.rightontargetpod.com/

All of our links are here!
https://linktr.ee/RightOnTarget?utm_source=linktree_profile_share&ltsid=a4d44a82-939f-47d2-ac3b-9909b75ac878