Latrice Royale has always been more than a RuPaul Drag Race contestant to me. Her witty one-liners, her large and in charge personality, the overwhelming love, and respect she receives from her counterparts and adoring supporters are the ingredients for a successful business person.
Drag Race makes superstars and Latrice is one of those who has not only masterfully taken the drag race platform to create a career but her latest endeavor proves it; an endeavor that will take her brand to new heights.
Drag is a business but often the success factor can be short and sweet but it’s only a select group who understands that it’s more than just wigs, make-up and performing. RuPaul is proof that you can turn drag into a million dollar empire. So it’s no wonder why Latrice is following in Ru’s footsteps. Latrice Royale is not only making big moves in business she is doing it with humility and grace.
I recently had the pleasure and the honor to sit down with Latrice to learn more. Our interview is not your typical interview because how many times can you ask about her experience on Drag Race, been there done that.
From the outside looking in, Latrice is someone who is calculated, partners with the right people, and is a true entrepreneur. She is smart, honest, and endeavors to succeed. I learned a lot about Latrice during our interview. She recently parted ways with All Starr Management to start a new chapter in her business career by launching her very own talent and management division.
I am thrilled to share a different side of Latrice. We chatted business, success, and what it takes to be a true drag superstar and business powerhouse.
Congratulations on your recent announcement of the new division of Latrice Royale Inc., LRI Talent and Management. What about this particular moment in time made you take this move?
Thank you! After a very successful three-year run with All Starr Management, like with all things, change was inevitable. I was ready to make the next big thing happen in my career, and because my previous partner is really a mother first, there were limitations on her availability. So LRI Talent & Management was born out of that necessity.
What kind of talent are you seeking to manage and how do you see the division developing in the next year?
Well, right now, the majority of our clientele consists of contestants from RuPaul’s Drag Race, however, we also work with photographers, trans-activists, performance artists, male spokesmodels, and Drag Royalty from National Pageantry Systems. We have been approached by talent in other fields, and are considering our ability to expand our horizons to meet the level of interest we are already seeing.
How has the transition been over the past three years from being performer to being business owner?
LOL It’s funny you ask that… Because there is no school for what I do — no “University.” So I come from the Business School of Hard Knocks! You live and learn, and most of all learn from your mistakes. So it’s been completely educational and emotional, but also rewarding.
It’s also, I guess, a kind of unique situation I’m in because I have to think not only about my career, but that of all the girls I represent. It’s my name on the front door, so to speak, so I have had to learn how to incorporate time for all my girls — and whatever issues they may face — into my already busy schedule. It’s a lot to manage, but, with my team intact, we get it all done.
What have been some of the important lessons learned running your own business?
The biggest lesson I’ve learned is that you have to be honest. Which I have no problem with, obviously. All a contract is, is a piece of paper explaining the agreement. People get scared of that for some reason, but if you’re telling the truth, there’s no reason to be scared.
In a recent interview with Huffington Post, you said that the key to continued success is to be a smart business person. You certainly have demonstrated staying power and continued success. How are you a smart business person?
By LEARNING FROM MY MISTAKES! LOL How often do we know people who do the same thing over and over again and never seem to learn? It’s pure insanity. Look it up. You can’t repeat the same action and expect a different response. So when one thing doesn’t work, I try something else until it does. And then I keep doing that. Because you gotta MAKE IT STICK!!!
We believe RuPaul’s Drag Race has really launched drag as a major industry. What do you consider to be some of the positive developments in drag over the past 5 to 7 years? What have been some of the negative developments?
The most POSITIVE thing that RuPaul’s Drag Race has done, is shed a light on something that was considered weird, perverted, and even freakish. Now the world has an inside glimpse of the people and the lives that are effected by drag—especially on those of us who create it. That’s not something that had happened before. And, as a result, drag is more popular than ever. It’s given me the opportunity to be talking to you now.
It’s also given that same opportunity to people who, unfortunately, were, in various ways, less prepared than myself for the experience. As I stated before—THERE IS NO UNIVERSITY FOR THIS.
We learned that you also bought up Miss Pride South Florida. What have been some of the outcomes of rejuvenating this 30-year pageant and what do you hope develops in the future?
As you know, I am a former Miss Pride South Florida, and since purchasing the system I have crowned Miss Porsha Chambers, Miss Missy Meyakie LePaige, who is now “Miss National Showgirl,” and most recently, former “Miss Continental Plus,” Tanisha Cassadine. These ladies have been afforded the opportunity to expand their brand, work with a team, and become business entities. Nurturing their careers and bringing them on the road with me is a real joy.
The pageant continues to grow each year and will be held at the Aventura Arts & Cultural Center on February 15th, 2016. Although the name is regional, anyone may enter from any part of the United States.
What makes a drag queen successful?
There are a lot of elements. There’s no one thing. First and foremost, you have to have the talent and drive. You need to be humble. You need to treat yourself as a product, and SELL THE HELL OUT OF IT! No ONE recipe is THE recipe; it takes a person’s own uniqueness and ambition to drive you toward success. Oh yeah—and it costs a LOT of money to look this cheap!!! LOL
What other upcoming projects do you have in the works you’d like to share with our readers?
There are so many things going on. I am truly excited and truly blessed. I just saw the screener for my new documentary “Gays in Prison,” directed by the brilliant and insightful Christopher Hines. It is going to be making some Film Festival circuits and playing on Logo later this year. Seeing my story entwined with so many others was really moving for me, and I think it’s going to be very impactful for a lot of people.
Paired with that is my One-Woman Show, “Here’s to Life.” It’s an intimate evening with me in which I sing live and share stories from my life experiences. It played here in Florida last year as well as aboard Al and Chuck’s Mayan Adventure last year, and will be making its London debut this September as part of my UK tour. Of course, I’m still marrying couples all over the country and am about to begin work on an EP to accompany “Here’s to Life.”
I’ve also been having a lot of fun creating new items for my online store. My new 5 G’s and Chunky Yet Funky shirts have been selling quicker than I can restock.
