MEET OUR MAKER #9: Lucca Iconica
1. What do YOU make:
I make events happen. I curate and produce a variety of events, from club nights to live shows to festivals under my own brand 'Iconica', as well as freelancing for other people.
I'm a firefighter to call when events are in trouble, and I'm a one woman band for securing talent, campaigns, marketing, socials and well... having a really good time while doing it.
My ethos is to promote and nurture diverse talent in any way I can. I have a key focus on female and queer artists, or anyone affected by the patriarchy, and champion diversified lineups and campaigns.
2. WHAT’S THE KEY TO MAKING IT (I.E YOUR SUCCESS)?
Tenacity and authenticity.
The events world is still heavily dominated by men, male promoters and festival owners, and that often manifests in a not-so-friendly working environment for women. They say you should pick a fight with the biggest guy in the room in prison to assert dominance... that's what I do walking into any new event: walk up to the most important guy in the room and point out something they’re immediately doing wrong and how I can fix it, or introduce myself confidently, ask questions and then get to work. Don't be scared to make suggestions, to point things out, and show your knowledge or talent. Tenacity is key.
Authenticity is the other big thing I stand by. I won't work for something that I am not 150% passionate about, I live and breathe each project I work on, and that shows in
my work. I've built a really empowering, genuine network of creatives, mainly female, around myself over the years by being extremely open and honest about myself, my journey and my work. I truly believe that we shouldn't have to fit into anyone else’s view of who we should be, and that success will come by being your most authentic self.
3. WHAT’S BEEN YOUR BIGGEST CHALLENGE?
My biggest challenge to date has been the effect the pandemic has had on the events industry. We are now back on our feet, but I launched my business a few months before Covid hit after a long preparation period. Adapting and surviving is something I'm still doing, but it was a good lesson to learn in innovation. Sometimes you think a project is something and it ends up being another, the world is ever-evolving and you need to evolve with it so as not to be left behind.
4. WHAT’S THE ONE THING YOU KNOW NOW THAT YOU WISH YOU’D KNOWN WHEN YOU STARTED OUT?
I wish I'd known how to rest. There is a huge culture for burnout in the creative industries, especially when you work for yourself. This idea that you should be working every working hour isn't effective, and learning when to say no and to do things to reset and rest my brain has definitely made me produce better work.
5. WHAT’S YOUR FAVOURITE DRINK?
My drink of choice is a Margarita – there is never a bad time for a Margarita. My go-to (if available) is a yuzu margarita, as it never fails to put me in a good mood. My current faves are the Yuzu Margarita at Tayer & Elementary in Old Street (London) and the Watermelon and Yuzu Margarita at Ever After in Hoxton Square.
