Charm La’Donna, The Creative Force

Charm La’Donna is widely regarded as a highly respected and influential creative force in the music industry. She has had the opportunity to collaborate with renowned artists such as Kendrick Lamar, Dua Lipa, The Weeknd, Becky G, and numerous others. From Grammy performances to headlining tours, she is the go-to person when it comes to delivering a stellar, unique, and engaging performance. In addition to her creative talent, she is a philanthropist who strongly believes in giving back to the community where she grew up. Growing up in Compton, California was not easy for her. However, she is determined to provide mentorship and opportunities to others in similar circumstances, so that they can pursue their dreams and turn them into reality.

I had the amazing opportunity to speak with the creative force that is Charm La’Donna.

Cox: Before we get into your creative superpower, I’d like to know who you are in your own words.  

La’Donna: Honestly, I am just Charm. I am a person who loves anything and everything creative. Dance, music, art, anything that allows me to express myself. The ability to express myself is freedom and I am most myself when I am creating. I am a mentor and very passionate about creating spaces and opportunities for creatives. I am always focused on evolution and growth as I was through my journey. 

Cox: Where did you derive your inventiveness and drive?  

La’Donna: It comes from several places. I watched my mom have a strong work ethic and then when I got into dance classes and went to Los Angeles County High School for the Arts, I learned a different level of work and discipline and how to apply it to my craft. And last but certainly not least, being mentored by Fatima Robinson helped me hone in on the type of work ethic I needed to survive this business. 

Cox: What is your choreographic process? How do you maintain the high quality of your routines? 

La’Donna: I start with having a conversation with the artist and see what their vision is, how comfortable they are with movement, and get any ideas they may have. After I have that conversation, I listen to the song(s) and see what feeling I get from it, and I begin to move and try to incorporate aspects that will make it unique to them. Mixing those aspects together is what gives the routines the high quality that people appreciate. I have been lucky enough to form really good relationships with my clients and they trust me to create for them. It is not something I take for granted. 

Cox: What is your creative process as a creative director? You are bringing to life the complete span of the performance. 

La’Donna: The process is very similar to how I choreograph, honestly. Of course, there is more to consider because there is a lot more of a vision to execute but the process of listening to the artist, getting their vision and ideas, is always where I start. It requires working very closely with the artist and adjusting get to a final product we are all really proud of. 

Cox: You’ve worked with top-tier talent and are top-tier talent yourself. What does it take to collaborate with people at that level? (Many people aspire to get where you are, but they don’t understand what it takes to work at the levels you do.) 

La’Donna: It takes discipline, organization, and a team! Being a creative is a lot of work in general, but at this level, the business is the hardest part of it. I have a team of assistants, managers, and publicists that make this all manageable and keeps the machine moving forward. Working with the artists is the easy and fun part of it. I get to do what I love and create art that is viewed around the world. I get excited every time. 

Cox: Please tell me more about Charm La’Donna, Inc. 

La’ Donna: Charm La’Donna Inc. is where my choreography, creative and video direction all live. When you work with me, you are working with my team and CLD Inc is at the heart of my business. My company is also where I mentor dancers, hold free classes, and help people shape their careers. 

Cox: You’re from Compton, California, and you’re passionate about giving back to your community. I’d like to hear how your upbringing in Compton informed and influenced you as a businesswoman and philanthropist. 

La’ Donna: Growing up in Compton was not easy. At all. It definitely influences who I am in the best ways possible. But, it also made me keenly aware that talent needed opportunity. I was given opportunities through dance and while I had to work for them (3 buses to get to school, rehearsals, auditions, and everything in between), I always wanted to make sure I gave back. It’s a very personal mission. I teach and I mentor, I am also forming a foundation that will help support creatives, because I know how hard it is and I know how much support is needed to follow your dreams.  

Cox: In addition, you are one of the few black female choreographers. I’d like to hear your perspectives on diversity in the industry at all levels, from choreographers to dancers. How important is it for representation, and what benefits have you observed from expanding diversity and inclusion? 

Growing up watching music videos and TV, I didn’t see much of me unless I was watching a particular artist. I think diversity and inclusion are very important. Being a black woman, I have been able to use my voice, and due to my relationship with the artists I create for, I have the freedom to choose dancers that reflect the world and ensure representation. I believe there must be people in place to help champion that. I take pride in who I hire and how I hire. For example, for The Weeknd’s Super Bowl half-time performance, I hired 200 black men to dance. I know what it feels like to be left out and to be a minority. The fact that I can use my platform and expertise to change the narrative is very important, and it’s not something I take lightly. 

Cox: How do you manage your life with such a hectic and demanding schedule? 

La’ Donna: I definitely take time for myself and take breaks when needed. My goal is always to have balance, and my team certainly helps with that. I always know where I’m supposed to be and what is needed, but I’ve learned to listen to myself and recognize when it’s time to recharge. 

 
Photography Credit: Claudio Robles.