Meet Roxy | Content Creator and Social Media Rockstar

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

Hi Roxy, we’d love to hear more about how you thought about starting your own business?
My name is Roxy. I’m a social media manager and content creator based in Los Angeles, California, with a focus on plant-based food and eco-conscious restaurants and brands. I’ve always felt a deep need to share my experiences and tell stories, so everything started with my YouTube channel, Roxyrockstv, the happiest channel on Earth. I was making videos in three languages, English, Spanish, and Italian, and I reached an international audience of almost a million subscribers.
From there, I was lucky enough to be invited by YouTube and Google to join their professional workshops on marketing, editing, set design, photography, and everything you need to create industry-standard content. That experience helped me grow so much as a content creator and community builder. I began helping others, and eventually, someone asked me to manage a vegan business’s social media pages. It felt like a calling. I’ve seen firsthand how powerful social media marketing can be in shaping society. Using my skills to support a vegan brand’s success made me feel like I could actually help create positive change in the world.

Can you open up a bit about your work and career? We’re big fans and we’d love for our community to learn more about your work.
Social media lets me express myself and communicate through a mix of visual arts. I script, produce, direct, prep the set, light it, shoot it, edit, and design. Every part of it excites me. I love food photography, but I also really love producing and directing. One of my favorite things is when a client says, “You’re the only person who can get me in front of the camera,” and then seeing how excited they get when they see the finished product. That, plus the love I get from the audience when they connect with the content, is what keeps me going.

I think what sets me apart is that I deeply care about everything. I care about people, my impact, the world, and the environment. Caring so much helps me connect with my clients, understand their vision, and connect with the audience. In this field, it’s easy to get caught up in numbers, but I never want to lose sight of the real people behind every comment, DM, or like. That’s the key to building real community. I’m also very bubbly and encouraging by nature, which helps the people I work with feel at ease, especially when they’re nervous about being on camera.

It definitely wasn’t easy. Social media can be overwhelming, especially when I was doing it just for myself. Being constantly observed, picked apart, told to change how I looked or what I posted, and then being told to go back, was exhausting. I could never, and honestly no one can, keep up with such high and constantly changing expectations. It made me feel like I was never enough.

Therapy really helped. I learned to separate my worth from my content. I learned that I don’t need to please everyone, that it’s okay to take breaks, and that I can be both creative and grounded. One big thing I took away is that my sensitivity isn’t a flaw. It’s actually one of my biggest strengths because it helps me create things that connect with people on a real level.

The goal of my art is to make people happy. Whether it’s through a fun video or a photo that makes someone smile, I love creating content that brings joy. When I work with clients, I use my art to help their dreams come true. I want their vision to shine, their voice to be heard, and their brand to reach the people who will love and support it.

Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
My trip pillars are nature, coffee, and food!

My favorite places to hike or be in nature are definitely the area around the old zoo in Griffith Park, especially Amir’s Garden, Topanga State Park, and Brand Park. I also love parks like The Huntington Library, Art Museum, and Botanical Gardens.

For coffee, I have a few favorites. Horror Vibes Coffee for their Scissorhandz Hazelnut Latte, Coffee and Plants for the beautiful decor and vibes, and Urth Caffé for their vegan Spanish Latte Granita.

For food, I’d take them to Pura Vita for the most incredible Italian food made with love, San and Wolves Bake Shop for the most amazing Filipino pastries (and pastries in general) with flavors like ube, pandan, hojicha, calamansi, and more. Then Vinh Loi Tofu for flavorful Southeast Asian vegan cuisine, where the rule is: the owner picks the food and you eat. He is never wrong. And Amara’s Chocolate for Spanish-style chocolate con churros and arepas.

Lastly, I’d bring them to a Vegan Exchange event or Vegan Street Fair to try incredible vendors that only do pop-ups. If they’re into fantasy, I’d take them to a Paravelle event. And for drinks or nighttime vibes, I’d take them to Idle Hour or The Moroccan Lounge for great cocktails and live shows or special events.

Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
First and foremost, I want to give a huge shoutout to my audience. Personal social media pages tend to attract people who are similar to you, and for the first time, I was connecting with so many people who truly got me. That connection is incredibly special. I want them to know that they’re just as important to me as they say I am to them, maybe even more. Their belief in me was the spark that kept me going.

And second, I have to recognize my very first vegan client, Chef Tara Punzone, who hired me to manage the social media for her restaurant, Pura Vita. She believed in me from the start, trusted me with her vision, and is still my client to this day. Working with her completely jumpstarted my mission to support vegan businesses. I truly found my career purpose thanks to her.

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

Image Credits
Roxy Panaro