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October 4, 2023 26 mins

Ever wondered how passion can turn into a successful business venture? Today's guest, Stephanie Lichtenstein, founder of Micro Media Marketing, lets you in on her fourteen-year journey filled with growth, opportunities, challenges, and triumphs.

With the same exuberance that made her take her first steps into the digital marketing scene over a decade ago, Stephanie recounts her inspiring entrepreneurial journey. From launching her agency in the heart of New York to sharing office space with the renowned Gary Vaynerchuk at VaynerMedia, she reveals how she built a resilient team that shares her love for social media. As someone who has worked with giants like HarperCollins, Hubbell, and Colliers International, Stephanie's insights into focusing on diverse industries, particularly fashion, beauty, and home décor e-commerce brands, are invaluable.

Stephanie delivers a candid narration of her experiences, including staying positive during recessions and understanding the importance of networking both online and offline. Her advice about saving for a rainy day and offering flexible options for clients is practical and a must-listen for any fresh business owner. Stephanie also sheds light on how she expanded her business through strategic partnerships and collaborations. So, gear up as Stephanie Lichtenstein takes you on a tour of her entrepreneurial world that's as thrilling as it is informative.

About Stephanie Lichtenstein and Micro Media Marketing
Stephanie Lichtenstein is the President and Founder of Micro Media Marketing. Stephanie’s passion for social media is contagious, it has led her to work with SMB to Fortune 500 companies such as HarperCollins, Hubbell, and Colliers International. 14 years ago she launched Micro Media with a dream in New York City working out of borrowed office space from Gary Vaynerchuck's Vaynermedia offices, she is now headquartered in Miami with team members throughout the US including in Chicago. Since then, Stephanie never looked back on her dream to share her passion for social media with online businesses and brands. Her biggest achievement is growing brands along with her team of women and stay-at-home moms specializing in the home decor space and spaces that speak to a woman audience.

Be sure to also check out these amazing resources Stephanie recommends:

Follow Stephanie on LinkedIn and Instagram.
Learn More about Micro Media Marketing and follow them on Instagram.

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Episode Transcript

Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Sonja Crystal Williams (00:11):
Hi everyone, welcome to today's
episode of 10 Minute Marketing.
I'm your host, Sonja CrystalWilliams.
Joining me today I have afriend, special guest I'd say,
Colliers partner, so manydifferent things.
Thank you so much for beinghere.
I'm with Stephanie Lichtenstein.
She's the president and founderof Micro Media Marketing and

she has a passion for socialmedia that is absolutely
She's worked with all types ofsmall business and Fortune 500
companies, including HarperCollins, Hubble and Collier's
She started her company about14 years ago and is now
headquartered in Miami and has ateam based across the entire
Thank you so much for beinghere, Stephanie.

Stephanie Lichtenstein (00:54):
Thank you so much for having me.
I've been following along andI'm loving all this knowledge
that you're sharing on yourpodcast, so I'm so happy to be

Sonja Crystal Williams (01:02):
Yes, well, you are quite
knowledgeable too.
That's why I wanted to inviteyou to jump in and just share a
little bit about your journey.
So let's start with that.
You started your company 14years ago.
It's a social media agency.
Tell us a little bit more aboutwhat you all do at Micro Media
and how you got started.

Stephanie Lichtenste (01:21):
Absolutely .
So my background was actuallyin online marketing.
So I was working with an agencydown in Miami and they were
doing everything from buildingwebsites to email marketing, SEO
, PPC, and this was in the veryearly stages of social media.
So I was lucky enough to.
It was like a family runbusiness, so I talked to the

owners and I said why don't weoffer social media to our
Maybe it's something that canbenefit them?
And they let me open theirsocial media department.
And I was in my early 20s at thetime, so I'm going to date
myself a little bit.
But I had the opportunity withone of my best friends to move
to New York and I took it and Igot bit by that entrepreneurial

bug and I decided when I wantedto go on my own.
I decided to focus on socialmedia, which was what I was the
most passionate about, and I wasvery lucky to meet people like
Gary Vaynerchuk, who is now aforce to be reckoned with.
He actually allowed me to workout of borrowed space in his

first VaynerMedia offices in NewYork.
And yeah, I started everythingon my own, but I got to learn so
much by being in that officeand working for him.
So that's kind of how we gotstarted in New York in 2009.

Sonja Crystal Williams (02:42):
Yeah, Wow, yeah, I definitely would
imagine if I were working inGary V's office.

Stephanie Lichtenstein (02:47):
I kind of have my ear out for those oh
yeah, he just launched I thinkit was a first crush it and he
was on his book tour, but I gotto see campaigns like NHL, Sarah
Patch Kids and I got to learnthat.
Very, very awesome that he gaveme that opportunity.
Very cool.

Sonja Crystal Williams (03:07):
So today you're working with a range of
What would you say, like interms of areas, do you have any
specific verticals, industriesor areas you focus on when it
comes to social media?

Stephanie Lichtenstein (03:18):
Yeah, so in working, with that agency, I
got very familiar withe-commerce, so that's been one
of our biggest focuses.
But a lot of the brands thatwe've worked with have been in
the home decor space, so we'vebeen in categories such as
bedding, lighting, furniture.
We have done a lot of differentcategories.

We've even done B2B, but Iwould say that's really been our
specialty and our focus.
Our team is made up mainly ofwomen and that's usually the
audience that we're speaking to,so we understand that audience
very well.

Sonja Crystal Williams (03:51):
Wow, that is so cool.
So let's talk a little bitabout because you have grown a
It started out as just you, butas you've grown your team as a
business owner, what were someof the first steps that you took
to start expanding the servicebeyond?
It's me doing the work tobringing other people on board
to share in that?

Stephanie Lichtenste (04:11):
Absolutely .
So I did realize fairly earlyon you know you can't.
You can't do everything on yourown.
You can't grow a business thatway.
So it was interesting how Istarted finding some of the
people that I hired for one ofmy clients.
This is way before influencerswere a thing, so there was
something that was more sopopular.
That was mommy bloggers.

So we started building, for oneof our clients, really strong
relationships with mommybloggers that were writing great
content and they were exposedto social media a bit.
And there was one partner that Ireally liked and I started
talking to her and saying, hey,you know, would you be open to
learning a little more aboutsocial media, maybe working with
me on other projects?

And she was one of my firsthires and now she's she's blown
up, she's a big influencer and,you know, does a lot of
collaborations on her own.
But she worked with us for afew years and then I started
connecting with like mindedpeople like her.
I even have hired some of myfriends, but a lot of what I
have focused on is just tryingto work with like minded people

that already have an interest.
So I don't mind even teachingsomeone some of the tools beyond
that in social media.
But if I see that they'resomewhat in the space or they
have a passion for home decorand they're good writers or
they're already creating videosand their content creators, I
chose opportunities and thentalk to them and see if there's
a way to work together on otherprojects so that's successful


Sonja Crystal Williams (05:42):
Very cool.
I mean, it takes a lot to growa business.
So you really bring up a lot ofgood points about what you know
, kind of what it takes to getthere.
So, speaking of growth, so youhave to, of course, bring on a
team when you're growing abusiness and yours is pretty
well established.
You've had it for a while nowAlong the way as you've been
growing the business.
How have you grown the businessin terms of different channels

that you've said, hey, we shouldbe doing email campaigns or
cold outreach or networking.
You know there's so manydifferent channels that
businesses can tap into.
Oh, throughout the past 14years, what have been some of
the most valuable channels foryou?

Stephanie Lichtenstein (06:20):
So, as you know, because you'rea business owner as well, it's
a lot of ups and downs, but themost important thing are those
real life partnerships.
So a lot of our business doescome from referrals.
But one of the biggest, I wouldsay risk, but one of the
biggest investments I made wasactually going to this

That was IRCE Internet Retailerin Chicago, and I exhibited and
I remember at that time I hadto invest maybe about $15,000,
which to me that was that's achunk of change.
So I was like, okay, I didn'treally have a sales team.
I had a team that was a lot ofstay at home moms working from
home running pages.
So I said, okay, who can helpme at this conference?

So my husband, my best friendand I did have one sales rep for
Miami go with me, and that'swhen I decided I wanted to take
my company to the next level.
And it took a while because alot of the businesses that I met
were building out or changingup their sites and then going to
focus on what they wanted to doa social after.

But that did actually pay offand then I was able to hire
people with more experience andcontinue to grow.
But over the years a lot of theevents I have gone to
consistently, like looking at anaudience that I really want,
I've built relationships andthat has been super helpful to

Like, for example, I have donea lot of business with you and
so you mentioned that we'recolleagues, so we one of the
clients that I got at that veryevent you- were already working
with that client.
So we met in that way and then Isaw some of the amazing skills
that you had in advertising thaton our end, you know, I didn't
really have the resources inhouse with my team at the level

that you were at for advertising.
So even to this day, when Ihave any client that has, you
know, more extensive advertisingneeds, we always partner with
each other and that's been verymutually beneficial.
And in Miami I opened, I wasgoing to open an office and I
thought, oh, do I really needone?
Because a lot of people, youknow, don't do as much

face-to-face meetings.
But I did share an office witha web design company and also a
woman owned company, supercreative.
They're called Ink Berries.
They're awesome.
I was like why I was going toopen an office, I think in her
same building, and she said whydon't we just share an office?
And you know you can come inwhen you have meetings.
So I would go in a couple oftimes a week and it was great to

get creative ideas from her.
But again, we would work onprojects together so she would
launch websites.
Once the websites were live,then I would launch social media
So it's really great to buildrelationships and see how you
can complement each other andmaybe offer different services
that can benefit each other.

Sonja Crystal Williams (09:11):
Yeah, and I love that you bring that
up, and this is a reallyimportant point for those of you
that are listening that therelationships that you build
don't always have to be directlywith someone who's going to
become a client.
Aligning yourself whatStephanie's saying with other
business owners and teams thatcomplement your services, that
can create a referralrelationship that gives the

opportunity to collab andexchange ideas, is huge, I think
, for entrepreneurs and smallbusiness owners, and likewise,
we've been able to partner witheach other and I've been able to
turn to you particularly aroundyour expertise with influencer
campaigns, because that is youknow, not my cup of tea, and
it's right as a business ownerto recognize that right.

Stephanie Lichtenstein (09:55):
Yeah, and then how can you translate
that online?
So that same conference,everyone I met, I added them on
LinkedIn, I followed up withthem and guess what?
I got some really big referrals.
I got to work with Hubble,which is a billion dollar
I got introduced to someonethat I met at that conference,
who they were mess.
They were posting a messagesaying oh you know, I really am

looking for someone that hasexpertise in social media, and I
got tagged on LinkedIn, went in, responded, set up a call and
you know, because it was througha mutual connection, I was able
to get them as a consult, alarge consulting client.
So definitely use also what youdo in person, translate that
online and try to stay connectedwith that person.

And you said emails as well.
So I am currently my husband isactually running an email
marketing campaign for me,targeting e-commerce brands,
which just launched yesterday,and we're already getting a good
But yeah, there's a lot ofgreat tools that you can utilize
, but I would say what I've donethat has helped me is to try to

focus in on a niche, becausethere's so many people nowadays
that are doing social media.
So what's different about us?
And you know what are wespecializing?
That sets us apart, and that'swhy the events we go to are more
focused on that niche as well.

Sonja Crystal Williams (11:14):
That's important, not just broad, but
really focusing on retail ande-commerce, where you know you
have a strength and a trackrecord which is tremendous.
I also want to talk aboutbecause you brought him up a
couple of times.
I want to talk about yourhusband because he's a marketing
So tell me more about that,because I know he's got some

He's been working on yeahabsolutely.

Stephanie Lichtenstein (11:39):
I'm so glad that we paired up because
he's also in the marketing space, but he's on the content
marketing side.
So he wrote his first book,which was a content marketing
book, and he just recentlylaunched a new book called
Transform Your Marketing, and italso is a new site and he's
offering all these amazingservices.
He's been in a space for a verylong time and he just finished

as a CMO of a health techcompany which they started at
zero it was him and the twofounders working out of a home
to raising over 60 million, andhe took everything that he
learned and really put thosetactics in his new book.
So it's very exciting.
I get to see the other sides ofmarketing.
So, like I said, he's runningmy email campaign.

That's not my forte, so Ireally focus on the social side.
He's amazing with contentmarketing and email and a lot of
other online tactics and he hasthose in his book as well.
So I'm very excited for himthat he just published and got
that out there.

Sonja Crystal Williams (12:39):
Yes, thank you for sharing that.
So transform your marketingeveryone, and we'll be sure to
put a link to transform yourmarketing in the show notes so
everyone knows where to purchaseit.

Stephanie Lichtenstein (12:49):
Yeah, actually I was going to share at
the end, but I'll just go aheadand share it.
He just released a free ebookversion.
So if you go totransformyourmarketing.
com and you see a free ebook,you can download that and that
has a lot of amazing tools andthat'll give you I believe it's
33 marketing tactics that youcan apply to your business.

Sonja Crystal Williams (13:09):
I love that and I think again,as we're talking about this
journey that you've been on,that it's evolved and it sounds
like you're still.
Do you still get out toconferences and follow that same
Has that become a staple inwhat you do?

Stephanie Lichtenstein (13:22):
Yeah, you know, obviously with the
pandemic that kind of sloweddown a little bit.
But this last year I was ableto attend a couple of big
conferences that were related toclients, so they actually
invited me to speak and that'ssomething else that has helped
A lot is trying to go out there, share my knowledge and then
talk to people at the end answertheir questions.
But yeah, there's one that I'vebeen going to now in Chicago

that was called Neocon and it'shuge for the commercial interior
designer space, so I did go tothat.
And in Miami I have a clientthat is on more of the B2B side
that works with a lot ofstartups, so they do a lot of
events for founders andentrepreneurs.
So I have been starting to goback to the real in-life person

events and it's been reallygreat to reconnect with people.

Sonja Crystal Williams (14:10):
Yeah, and I love that because I'm a
huge believer in anything thatyou do.
First of all, online should bein some way like you don't
abandon when it comes to onlinemarket, you don't abandon the
offline stuff.
And then, when it comes tothings that you're doing offline
or in the real world, you canalways as you said earlier bring
that back to online, becausethat gives you a great

opportunity to nurturerelationships, which is huge,
especially with networks likeLinkedIn and Instagram, and
sometimes it might be figuringout, as you do connect with
people where do they like tohang out, and then hanging out
where they are and making sureyou're engaging with their
content, at the very least, tostay top of mind.

Stephanie Lichtenstein (14:48):
Yeah, I think emails and social media
are the best way to stayconnected online and stay in
front of someone.
I celebrated our 14 yearanniversary and I made sure I
sent out an email and then aclient that I had connected with
earlier introduced me tosomeone else.
So it's just a good way to stayvisible in front of people.

And then, of course, if youhave tools, like even Rick with
his book he has a long versionof his book that has a branding
section and then the 33marketing tactics but then he's
like why don't I offer toeveryone a free version where
they can get more informationand learn more?
But then you visit his websiteand then you get to know him a

little bit more.
So there's a lot of things thatyou can do online that can
translate into more of a longterm connection.

Sonja Crystal Williams (15:37):
Very huge.
So, ok, also in this 14 yearjourney, what are some of the
big lessons that you feel likeyou've learned along the way?
It could be good, bad, uglyright, because you know that's
kind of the juice we also liketo hear with business owners.
Everything isn't always perfectalong the way, so any big
lessons learned for you.

Stephanie Lichtenstein (15:56):
There's a couple.
So, like I said, there's a lotof ups and downs when it comes
to being an entrepreneur.
So two that come to mind.
Right off the bat, we were kindof talking about how there's a
recession or there.
You know, there's times wherethings go up and down, kind of.
Even when I was starting mycompany, we were kind of getting
over being in a recession.

Yeah, so, first of all and Ilove that company, that first
company that I worked with theywere family owned business, Andy
He's awesome.
He's doing a lot of localnetworking and started a company
called South Florida Business,I believe is what it's called.
But he's always very positiveand he was like, you know,

companies will always needmarketing and we can help them
and we can come up with packagesfor them and you know, we just
got to get them out there.
So he was when it was when therecession was going on.
I think it was like in 2008when I was working with them.
He was always he always had avery positive outlook and just
thought how can we shift whatwe're offering and maybe we
offer packages that are at adifferent starting point, but

these businesses need our help.
But when it comes to sustaininglong term, you need to be ready
for a rainy day, because I paymy team, whether I get paid or
not, and if I'm in a recessionand things aren't going as well,
then I can figure out.
You know how I'm going toposition myself.

But because you're going tohave ups and downs, if you want
to be in there for 14 years orfor the long haul, there's going
to be times you're doing reallywell and there's going to be
times where things are a littleharder.
So you need to save up for arainy day and be ready for that.
And you also need to maybeoffer other options.
So if someone comes back to youand says I would really love to

do this, but because of X, yand Z I can't, then I can.
Usually I can try to make itwork and say if that's what
we're working with, then this iswhat I can offer.
Now I can't offer as much,maybe as much of the work, but
maybe I can do a training fortheir in-house team or, you know
, offer different options topeople.
So that's very important.

On the other side another thingI thought of which was harder
for me to do when I was youngerand it was harder for me to do
when I just needed the businessbecause I was starting out and I
didn't have any is knowing whento say no and to walk away from
something, so that I have donethat with even larger clients.
Because if my I remember a teamof mine, a team member in

particular of mine, was Ibrought to tears from something.
It was like a very stressfulproject and I could see that,
you know, on the client's endthey just didn't have everything
in order.
So it was always like verystressful and it was always a
scramble for my team.
We always try to prepare.
You know, we plan a contentcalendar a month out.

We get approval for what'scoming up like a week ahead.
But when, on the other end, theywere not like ready to be
organized in that way and it wasjust very chaotic when I saw
what it was causing to one of myteam members and even to myself
, if I you know, if I couldn'tsleep at night, I have been
stressed to the point of my eyetwitching.

Yeah, if it affects your health, I decided a while back to walk
away from things like that Ifit doesn't benefit myself and my
team in the long term, even ifit offers me a lot of money,
it's not going to work becausethen I'm not going to have team
members that stay with me foryears at a time, and it's just
not worth it.

So I have learned to say no tocertain things, especially if it
affects your emotional ormental health.
Yeah, and I know it's hard, butit's.
I think it's worth it in thelong run.

Sonja Crystal Williams (19:38):
Yeah, I think there's a lot of lessons
there protecting yourself,protecting your team and, like
you said, the value you know,the value that your team brings
and that's also important toprotect.
And I can totally relate.
I've had the eye twitching aswell.
Yeah, I was like this is notnormal and I researched.
I'm like why is my eyetwitching?

And it was stress, it wasnothing more than just stress.
So it happens, and as businessowners, we really have to figure
out those moments where it'sappropriate to say no, even when
it looks like it's a goodopportunity.
What does that mean really?
So that's huge too.
All right, so we're going toend in our lightning round with
just a few fun questions.

Yeah, so lightning round isjust I'm just going to fire off
a couple of questions foranswers and just so our audience
can learn a little bit moreabout you, right?
Because the fun side of beingan entrepreneur is, to some
degree, you are making your ownschedule, you're making some of
your own rules.
So, for you, what are some ofthe things like?
Just name one or two thingsthat have really you've enjoyed

as an entrepreneur, some of thebig benefits that you've gotten
out of it?

Stephanie Lichtenste (20:45):
Absolutely so.
Right now I am in Montreal, so,even though I am headquartered
in Miami, I decided why endurethe hot summer and the hurricane
season when I can be in acompletely different place, and
we have been loving it, so that,as long as I have good Wi-Fi,
that to me, is that freedom ofhaving your own business is

being able to be in any location.
As long as you have good Wi-Fi,I love that.

Sonja Crystal Williams (21:11):
Yes, I same.
You have enjoyed that as well.
Yeah, okay, another questionwould be what do you feel like
is the most fulfilling aboutwhat you do?

Stephanie Lichtenstein (21:23):
So when actually I know I keep talking
about Rick's book, but I've beenin marketing for so long and I
actually had to rethink how Iwas talking about my business or
why was I even doing what I wasdoing.
I think the most fulfillingthing is being able to work with
my team and them having theflexibility to do what they want

, because I love being able tobe wherever I want and a lot of
my team members are stay-at-homemoms, so like they can make
their own schedule and they cango pick up their kids or they
can go to the park.
They can have that freedom andflexibility to do what they want
, and there's something reallyempowering about that that I can
have that for myself, but I canalso have that for some of my

friends and for my team and thatmakes me super happy.
And then for my clients likeI'm really proud that I've been
able to grow their brands anduse social media as a tool to
help them.
So when I really thought aboutwhat was important to me and
what mattered, those were thetwo things that were top of mind
Very cool, all right.

Sonja Crystal Williams (22:24):
Final question Any great?
And we brought up we talkedabout transform your marketing.
So again, everyone be sure tolook out for that link in the
notes as a great resource.
But beyond that, any books,courses, webinars, seminars,
anything like that that you'vebeen to that's been really
valuable for your personalgrowth.

Stephanie Lichtenstein (22:44):
Wow, that is a tough one for me.
Obviously I spent a lot of mytime this year editing and
reading Rick's book.
There's a book that I have inmy cart in my cart that I
haven't gotten yet.
Man, I don't know if I can pullit up right now, but it's
basically the point of the bookand I'll put it in the show

But the point of the book iswhen you are successful and you
get to a certain point afterthat, like you've got to focus
on your life.
So as an entrepreneur, yourbusiness is like the number one
thing that you're, you're alwaysthinking about.
But like, what is your lifebeyond that and how much money

is enough money?
Like, because I think abouthappiness and even I did take a
the Yale course, I think it was.

Sonja Crystal Williams (23:38):
I think it's uh through Coursera like
one of the oh, I know whatyou're talking about.

Stephanie Lichtenstein (23:42):
I know exactly what you're talking
about, yeah, yeah, we'll put itin the notes.
But at the end of the day, wetalked about like putting mental
health first and things likethat.
I also think about how moneyand like chasing after money and
being on that wheel, and youknow, do I want to help my

parents because they wereimmigrants and they sent me to a
private school and theysacrificed so much for me.
Like there's a certain leveland then after that I don't
think it's important.
So I'm sorry I don't know thenames, but I will throw them in
the notes.
There is a book that's reallygood, um for that.
And then, um, there is a Yalecourse that I took and it's more

happiness related than it isbusiness related, but I think
it's very useful so that's agood one, that's a really good

Sonja Crystal Williams (24:32):
I know exactly, and now I'm inspired.
I want to take the course.
I've seen it and I have notsigned up for it yet.

Stephanie Lichtenstein (24:39):
I'm also .
Well, this is different.
I'm studying another language.
So, since I'm in Montréal rightnow, I'm studying French.
So I've I've been spending alot of my free time taking
courses at La Liance, and myteacher is from India, but she
got to the point where she nowdreams in French and uses French
as her first language.
So one of my goals is to learnFrench.

My grandfather was French, myparents speak French, so I've
been spending a lot of my time,my free time, um taking courses

Sonja Crystal Williams (25:09):
So very cool.
Thank you so much for sharingyour stories yeah, I appreciate
you being here.
All right, final thing, um letus know where we can find out
more about you and yeah,marketing absolutely so.

Stephanie Lichtenstein (25:21):
You can go to micromedia marketing.
com if you have any questions.
You can even email me, steph@micromedia marketing.
com, and then on social acrossthe channels it is just the
business name, Micro MediaMarketing, and then myself if
you want to follow me.
Um, it's more of a personalside but it mixes some business.

My name is microsteph.
You can even add me on LinkedIn.
I'll include that in the notes.
I would be happy to connectwith you.
If you have any questions aboutsocial media, I'm always happy
to take a look and give you somefeedback and some thoughts.

Sonja Crystal Williams (25:58):
Thank you so much, Stephanie.
All right, thanks everyone forlistening.
Until next time.
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Las Culturistas with Matt Rogers and Bowen Yang

Las Culturistas with Matt Rogers and Bowen Yang

Ding dong! Join your culture consultants, Matt Rogers and Bowen Yang, on an unforgettable journey into the beating heart of CULTURE. Alongside sizzling special guests, they GET INTO the hottest pop-culture moments of the day and the formative cultural experiences that turned them into Culturistas. Produced by the Big Money Players Network and iHeartRadio.

Music, radio and podcasts, all free. Listen online or download the iHeart App.


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