We had the good fortune of connecting with Arielle Walton and we’ve shared our conversation below.

Hi Arielle, what role has risk played in your life or career?
I view risks as calculated decisions. When people think of the word risk, it usually has a negative connotation behind it, or it carries the assumption that it is something impossible to accomplish. I look at risks as a challenge, some small and some big, but a challenge. Making calculated decisions or making moves outside of my comfort zone has gotten me to the place I am now in my entrepreneurial journey. Taking risks is what keeps me going. I know that I am headed in the right direction when I am uncomfortable, which means I am pushing myself to perform at my best. I get a thrill from jumping into the unknown. That is essentially what “taking a risk” means, right? Doing something without the certainty of the outcome. Taking risks put me in rooms that I could have never imagined I’d be. I wouldn’t be who I am or where I am today if I didn’t take the risks I’ve taken in my life/career.

Alright, so for those in our community who might not be familiar with your business, can you tell us more?
My introduction to the entertainment industry started in publicity. I interned at a few entertainment PR Firms while obtaining my Masters in Communications. While in my internships, I received hands-on experience in event coordination, media relations, and pitching clients. From there, I branched out on my own, starting my PR Firm, Timeless Branding Group. It happened so fast, I remember leaving my internships feeling like I was giving so much, the clients I was responsible for loved and appreciated my work, but it was just time to move on. I was working full-time and interning, barely getting sleep, just really hustling. I left my internships and told myself I was taking a break from everything. Public relations is a thankless job. I was burnt out. I left, and my clients were still calling me, always wanting to work with me. Referrals were coming from everywhere. I couldn’t take a break. I quit my full-time job in November of 2017 and started my company in January of 2018. It was not easy at all. It was a “calculated decision” lol or “risk” that I had to take. I worked with many artists, both independent and signed. I worked with independent labels and started noticing that they needed more than a public relations professional. They needed structure. I was in the business of entertainment, but no one understood or had business strategy or sense. The entertainment industry is mainly hustle, you eat what you kill and that is the mentality that a lot of people operate from. After realizing I was doing more than just being a liaison between my clients and media partners, I decided to pivot. I have played many roles in my career, all of which prepared me to rebrand my company to what it is today. You have to keep an open mind and be flexible, take the opportunities that may lead to more exposure. That’s how I got the pleasure of becoming a Talent Manager, Podcast Producer, Brand Manager, and Business Manager. Timeless Branding Group no longer operates as a PR Firm. Due to the demand of business management needed in the industry, we act as a Business Logistics and Strategic Branding firm, bringing business structure to the entertainment world. Although I have decided to pivot many times in my career, the most challenging part has always been identifying when to shift and being okay with the challenges that may arise with the change in direction. You learn that no matter what, you have to keep going, do the work and let it speak for itself and never give up. I don’t just believe; I know that I have found a niche in the type of service I provide. Timeless Branding Group covers so many things that others don’t want to do, don’t know how to do—or never thought to do. We make it our business to build household brands by focusing on the essential part of anything you start, the foundation.

If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
Ooooo, Atlanta is such a hidden gem! There are so many things to do and so much to indulge in. From local restaurants, museums, parks and the night life! I’m a foodie so is my best friend, grabbing something to eat would always be on the itinerary. Some of my favorite places to go are Cafe Intermezzo, The 5 Bistro, Rock South Cuisine, Capital Grille, La Fonda, Agave and Brunch at Barney’s. We would definitely go bike riding along the beltline and grab drinks there. Hitting some music and art exhibits would be on the list of things to do as well. Before Covid there was always a listening party or industry event to attend. Pregaming and enjoying the ambiance at Copper Cove in Buckhead would be something we would do before heading out to enjoy the rest of the night. I’m laid back, I don’t really go out too often but for my best friend I’d take her to a nice lowkey lounge.

Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
There are so many people who have aided in my growth along my journey. People who saw something in me that I didn’t see in myself. So many peers and mentors, man, oh man. The most instrumental have been men! I would have to say my former business partner Xavier Howell, who is a Talent Manager; former client and mentor DJ Waffles who is a Radio Personality and A&R; Rushdee Williams, Music Executive, Producer and Songwriter (amongst many other dope things); and client Breon Robinson who is a Publicist, Brand/Talent Manager. I have this saying “nothing is by coincidence; everything is by design.” I believe God placed them in my life for a reason. All of them have been apart of very pivotal times in my career.

Website: www.timelessbrandinggrp.com

Instagram: https://www.instagram.com/timelessbrandinggroup/

Facebook: https://www.facebook.com/TimelessBranding

Image Credits
Pic 1: Client Breon Robinson (center) and SVP of A&R for Warner Music Group Ray Daniels Pic 2: Client DJ Waffles and Rapper G Herbo – Picture Credit TJ Pic 3: Panel Speakers Big Tigger and Cee-Lo Green at the State of HipHop Event Coordinated by Me Pic 4: Artist LBS Kee’vin BTS of Video Shoot Pic 5: Myself and Colleague hosting an Artists Showcase coordinated by myself and The Campaign ATL Team Pic 6: Myself Speaking on a Women in Business Panel

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