You could call "The 411 Live" Milwaukee's microphone.
It's a show about Milwaukee issues produced by Lashondra Scott, CEO of Neo Soul Productions.
Scott is head of her own production company. She's one of few women of color in that position.
Scott is committed to using media to make Milwaukee stronger. “The 411 Live” puts a sharp focus on pressing issues facing the city.
Scott shares, "The 411 Live is like my baby." I think of myself as a social activist. I really really care about my community and I want to see it growing. I want to see things get better.”
“The 411 Live” is a 501C3 dedicated to finding answers.
"We couple media with outreach, because we need to present it and show what's wrong to present the problem. present the solution, but also partner with different businesses and organizations to enforce that solution,” explains Scott.
The pandemic forced Scott to adapt, but the business has been steady.
"When the pandemic hit, I was like, oh my God, because our main source of income is live streaming sports. And so that was, that's a big area of that that we made a lot of money in. Sports was on hold so was like, OK, I know I do other things. We do corporate videos, we do podcast production, live streaming, web video editing. We have those services. So how can I maximize what I already created and put it out there."
But Scott admits, "I have to say I've been blessed. During this time, even I picked up new clients during this time. And now, the sports season is about the startup next month, so I'm really excited about that as well."
The 411 Live is also a way to help nonprofits share information.
"I wanted to create a platform where I could help nonprofits, get out their message, but also bring awareness to issues that affect the community, by not only talk about it, but do something about it. So that's how the 411 Live came about."
Scott also helps young people young learn television production.
"We give back by training youth as well. We teach them all of the components of media production while they're learning about issues that affect their community."
Scott always dreamed of owning her own business. She made a name for herself by working for free after graduating from MATC.
"I asked them, "Do you need any video. I'll do it for free."
"They saw my work and so that's how I started getting hired. I started doing flyers, graphic designs. As an African American woman, you have to learn a lot of different areas.”
Scott believes high quality is the force behind her success.
"I do good work. I make sure that it's done with excellence and a lot of my clients know that."
She admits to challenges being a black woman in a male-dominated business. But her mental camera rolls on the positives.
"It was difficult, but I look at the bright side. I'm going to learn my craft. I'm going to know my equipment. I'm going to be well rounded in the different areas that I need to know so I can do it myself."
The creator of NeoSoul Productions does not for granted that it's a gift to make a living doing what she loves. She makes sure we don't edit out the importance of making Milwaukee better.
"The impact is the most rewarding. If I can see change, and people tell me that I have done anything to change their life, that is the most rewarding thing for me."
For more information on when you can watch "The 411 Live" by visiting the411live.org