We had the good fortune of connecting with Shira Yevin and we’ve shared our conversation below.
Hi Shira, what was your thought process behind starting your own business?
Gritty in Pink was a long time coming, born out of a crusade that started back on the Vans Warped Tour, when I founded the Shiragirl Stage. The original vision was to do a traveling festival tour of female artists; I worked with Warped Founder Kevin Lyman to develop my concept and plan, however I soon realized what I wanted to create was far bigger than just a tour: I set out to build a true lifestyle brand. We officially launched Gritty in Pink in Jan 2020 as a monthly event in LA, and at the time I had a full-time job in the beverage industry, so this was my side hustle. After 3 successful events that cultivated a special female-driven community in the music scene, COVID 19 hit- and so we pivoted to do a livestream in place of our April show. When we saw how many people tuned in, we decided do it weekly. At the same time, I got laid off at the end of March and then it hit me, I needed to create a business plan and grow this network in the new virtual world order. We got our core artists on a zoom discussion and started identifying the biggest problems they were facing, so we could create value as a business, and help unite all women in the music industry.
Alright, so for those in our community who might not be familiar with your business, can you tell us more?
Gritty in Pink is a new platform to empower women in music through an online network, events, and lifestyle partnerships. My most proud moment was our first official event at the Satellite, which closed out with an All Girl Jam featuring over 40 of LA’s best female musicians, such as Eva Gardner, bassist for Pink! I am also proud on this hear looking back, we’ve done 27 livestreams, hosted 150+ female musicians with millions of collective followers, and raised thousands of dollars for charities including ACLU. It was definitely not easy. It took many hours of commitment, teamwork, blood, sweat and tears. Giving up never feels like an option to me- taking breaks, yes, so I don’t get too burnt out. But I often think of this quote: “Never give up on a goal because of how long it will take- the time will pass anyway.” It’s so true! Honestly, Gritty has been over a decade in the making. There really is no such thing as an overnight success.
Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
Well, right now it a little different considering the COVID restrictions, but I would stay outdoors as much as possible. If we could eat outside, I’d say Aroma cafe and the original Katsuya in my hood, Studio City. Would definitely hike as much as possible, to the top of the Hollywood sign (and Wisdom Tree), and I love the Rainforest trail off Mulholland (Nancy Hoover Overlook). The beach would be a must, probably Malibu; Nobu Malibu is one of the best spots I’ve eaten at here. Would probably have to do some touristy stuff too, like walking Hollywood Blvd and seeing the stars, or strolling around DTLA. This quarantine life has been hard, but we’ve made the best of it!
Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
I want to shoutout my amazing TEAM GRITTY, including each and every person that has helped along the way, including my amazing band members who helped launch the live events, our artist relations/social media team, and all our hard-working interns, Furthermore, I want to shout out our whole community of female artists, from our OG Gritty gals who have supported Gritty from the start, to our ever-expanding cross-country roster of amazing musicians!
kitchen portrait by Adam Kennedy, event photos by Daniel J. Sliwa