Meet Daniela Santana | Talent Exec, Producer and Founder at Rise Agency Group Talent Agency

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

Hi Daniela, can you tell us about an impactful book you’ve read and why you liked it or what impact it had on you?
So many amazing books to choose from! The one that comes to mind right now is The Power of Your Subconscious Mind by Dr. Joseph Murphy – It’s such an incredible read. It has truly challenged the way I think and my beliefs. We often create blocks in life with our own limiting belief systems, even though not on purpose. This book has taught me to be so much more intentional with my words, but especially, with my internal thoughts and beliefs. I’ve learned how to get out of my own way, starting with the way that I think. 

Alright, so let’s move onto what keeps you busy professionally?
I have worked as a casting director and producer for several years now. Although, prior to this, I was working in healthcare and actually created a very successful career in that industry. Ironically, I’m one of the few people that came to LA NOT looking to grow a career in entertainment.

While I was able to create some great opportunities where I was able to work directly with and help my local underserved community, working in healthcare, my creative side always suffered. I went to school for business because where I come from, it’s very normal to do the sensible thing, and as such, I did.  Then went on to find a “good job” after college like many others.

It’s so interesting looking back, realizing that many of the things that I thought were setbacks were truly just pushing me in the direction of my purpose.

Over the years I even worked on several DEI projects, some of which still live on at some of the companies I worked for, but it still wasn’t enough. I was making a difference, but I needed more. Something was missing. I worked for or consulted for several start up-style companies over the years, which was where I started dabbling in influencer marketing. It was fun for me as it blended both business and creativity. I created some programs and campaigns that were successful and even got in front of the camera myself at one point.

6 years ago, I finally made the transition into the creative world fully as Head of Talent for the largest live broadcasting company in Asia. The funny part about this is that at first, I thought it was a scam and I almost didn’t show up for the in-person interview. What did an influencer company like this want to do with me? What do I know about influencers or content creation? But it was my own limiting beliefs that were getting in the way. God doesn’t give us opportunities he doesn’t think we are ready for. I was so used to doing the sensible thing and taking very calculated risks out of my own false sense of control, that this was a huge change for me.

It was an intense year both personally and professionally, which I won’t get into here due to lack of time, but let’s just say that sometimes we make plans and God shows us why his are better. While the role was challenging, I learned so much working for this company and after a couple years I was presented with another amazing opportunity that truly could not have been written for anyone else.

That year was a catalyst for a lot of things, but especially my personal development. I had always been one of the very few (if not only) women in leadership in most of my roles and this made me develop certain qualities and a very specific work ethic to be able to keep up with my male counterparts. A story not-unknown to many women in leadership. I always had to be on my A-game in all aspects, but it was here that I started leaning into my super power and softness: human connection and empathy.

This was also the year that I discovered Brené Brown and her research on vulnerability and really started learning about this super power and putting it to use. I naturally always wanted to help people and see them win. The one thing that always brought me joy and lit me up was when I was able to mentor or get someone to believe in themselves and their own power. The more I worked with creatives, especially those that came from nothing, the more I was driven to help them create and get paid to do so. It was my own version of mixing my training and education with my creative passions. At this company we created a new entertainment category: Live Broadcasted Game Shows. It put high production value tv gameshows in the palm of your hand.

I still work with this company closely and actually and even helped them grow 6x last year. The connections I made here with some incredible humans I work with are what led me to decide in 2022 that I was going to launch my very own talent agency so that I can continue working in my purpose. And I did just that. My California talent agent license came in right before you reached out to me to do this interview. I was even thinking about press and doing some outreach to help me spread the word about Rise Agency Group and then boom, I got your email. If that isn’t a clear sign from God that I’m in alignment, I don’t know what is.

I manage my agency with what I call a Talent-First agency model, which is our key differentiator. I want to create a new norm for talent agencies that puts talent first with a focus on diversity. I also want to create a new legacy and talent agent training hub, as going through the process of becoming an agent was not for the faint of heart. Unless you go back to school to get another 4 year degree (and then a low-paying internship), there are no resources and I want to be of service to change that. It’s not like when you go to become a real estate agent. The information for this is very gate-kept.

We’re a boutique firm currently focusing on Commercial, Hosting, Modeling,  Influencer and Brand Management. We plan to dive into film soon as well.  We’re a small, but impactful team and I look forward to seeing how much we were able to be of service our first year. This is the beginning of something amazing that will outlive both you and I. Rise Agency Group is here to stay and to make an impact. Because as we all have seen, representation matters. So we are here to facilitate this and introduce a new norm with talent management and agencies in LA first, and then globally. Because the truly successful and fulfilled are here to serve and not gate keep.

If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
Man! How do I narrow this down? LA has so much to offer from this perspective. You name it, we have it. However, I LOVE experiences that put you either in nature or with a beautiful view. This and discovering delicious hole in the wall restaurants.

I had a couple friends visit from London recently and the first thing we did was take them to do the most LA thing you can do: take some pics near some palm trees. But not just any palm trees, I took them to my favorite spot on Angeles Vista Drive. Then we went to Simply Wholesome to get a smoothie and a patty and later dinner at Geoffrey’s in Malibu. Which, by the way, has amazing food AND phenomenal views. On another day we went kayaking in Long Beach.

That’s the beauty of LA, it’s full of opportunity AND places to find joy. It all just depends on how you look at it and how much time (and money) you have.

The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
Absolutely. There are many people, organizations, friends and loved ones to thank, especially God. At this moment, however, I would love to give a special shoutout to my co-hosts Candi Marie and Haley J from Becoming HER productions. These ladies have BOTH equally, together and separately challenged me to get out of my comfort zone, believed in me, poured into me and held me accountable, but most of all, loved on me during my growth to becoming the best version of me. It’s been amazing to evolve with them in our journey in entertainment and life in LA and share those moments with our listeners on the Becoming HER Podcast. Vulnerability is hard, but these ladies remind me daily how important it is on our path of growth.

Website: https://riseagencygroup.co/

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

Linkedin: https://www.linkedin.com/in/danisantana/

Other: Podcast: becomingherproductions.com