Meet Al’Laiya Proff | Founder, Editor-in-Chief of da crb digital

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

Hi Al’Laiya, we’d love to hear about how you approach risk and risk-taking
The thing about taking risks is that even if it doesn’t work out in your favor, there’s a sense of fulfillment in knowing you tried. I’ve always been the type of person who played it safe– I always followed the rules, I always did what I was told, I wasn’t really the person to make waves. Now that I’m a little older, wiser, and experienced, I see how important it is to make those waves. Taking risks is what life is about. I took a risk when I decided to create my brand, and its paid off since. Every time I send an email, or pitch an idea, I’m taking a risk. My work doesn’t exist without that. There are some days that are better than others, but that just comes with it. It was necessary to bet on myself to help me figure out what I truly wanted out of life, and I’ve been taking risks ever since.

Alright, so let’s move onto what keeps you busy professionally?
I am the Founder and Editor-in-Chief of da crb digital, an online multimedia platform that aims to showcase individuals and collectives in music, entrepreneurship, and culture. I looked at media outlets and blogs like Lyrical Lemonade and was amazed at the way they cover talent in their own cities. I wanted Miami to have something we could call our own. Miami has always been known as “the crib,” which inspired the name of my brand and website. I’m hoping that what sets us apart from others is our commitment to always showcasing the authenticity of the people here. I don’t care to be politically correct, or deliver cookie-cutter content; I want to show the real Miami. Once the idea behind da crb digital was conceptualized, I kind of hit the ground running. I knew I wanted my blog to be different in the sense that people were going to read and watch content that couldn’t be found anywhere else. My commitment to providing exclusive content is where I’m challenged the most, even more so now due to the pandemic, but it’s something I work to remedy every day. One of the most important lessons I’ve learned is that it’s not what you know, but who. Building connections and relationships is what continues to give my brand value, and it’s the most simple yet crucial part of my process; sometimes it just takes being a people person. If I wanted the world to know one thing about my story, it’s that it’s just beginning.

If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
The thing I love most about Miami is its diversity, and that there really is something for everybody. If I had to create an itinerary for someone visiting for the first time, it would go a little like this: Brunch at Green Street Cafe in Coconut Grove. I tried this place for the first time during undergrad at the University of Miami and fell in love. I’ve created some of the best memories in Wynwood, including meeting and dancing with Sam Smith at Wood Tavern. Some of my favorite places are Wynwood Walls and The Taco Stand. If you’re looking for a more lowkey cultural experience, I’d definitely stop by the Roots Black House in Liberty City. They have a collection of local Black art and are always hosting events for people right in their own community. Lastly, I’d end my night at Cigar Bros, a cigar bar in Opa-Locka known for their music and drink specials.

Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
My friends and family have always been a huge force in supporting me. If I woke up tomorrow and decided to open up a lemonade stand, they would bring the lemons, cups, and everything else I need to succeed. I feel like I don’t tell them often enough how much they mean to me. Outside of that, it’s still surprising to me how supportive complete strangers have been of my brand. I receive messages all the time from people who are eager to help bring my ideas to life, and once I started to use my website to dabble in e-commerce, the responses were humbling. I guess you can say these people are my village, my friends, my family, my followers; they’re the unsung heroes in my process because they make me feel like what I’m doing is worth it. It’s because of their encouragement that I have the confidence to keep going.

Website: www.dacrbdigital.com

Instagram: @dacrbdigital

Twitter: @dacrbdigital

Youtube: https://www.youtube.com/channel/UCmI81jZu4IH4FCPihN_thxw/videos

Image Credits
JBM Productions