Boity’s business portfolio is growing and the rapper and TV personality is going nowhere but up. She doesn’t buy into the expression “Jack of all trades, master of none”, and is intentionally pursuing all her passions and encourages you to do the same.
You may wonder when the entertainment star crossed paths with entrepreneurship, it was a now-failed venture that was the catalyst for this mogul in the making.
“The entrepreneurship bug bit me when I went into the pharmaceutical space when I created my own weight loss pills, I think that was the beginning of it,” she says.
Many may recall Boity’s Toning Support (BTS), the name of the weight loss products the rapper launched in 2017. It was when the BTS was coming together where she started trusting her own potential in entrepreneurship and considered the possibility of starting her own brands one day.
That day did not take long to arrive and since then Boity has tackled the beauty industry with her fragrance and hair care lines under Halo Heritage, the beverage industry with BTMK and she's previously dipped her toes in fashion through collaborations with Sissy Boy and LEGiT.
“As human beings, we must give ourselves the permission to tap into as many of our passions as possible. I’ve got so many passions, I mean I could go to interior designing school because I’m so passionate about it. So there’s always so much more to explore and it’s better to come to the end of your career and you can say ‘I tried this and this and this and I feel good about it and I’m glad I’ve tried it’ as opposed to being like, 'I wish I could’ve done this ten years ago’,” says Boity.
With entrepreneurship she says the entire process of forming a new business – from research and planning to ideation then releasing to the market – got her hooked. “For me, personally, there’s nothing more exhilarating than seeing something that you’ve planned from nothing materialise and coming into physical form,” she says.
Following this, she began calling herself a mogul in the making and more recently started manifesting mogul status. And what is a mogul according to Boity? She says, “It’s someone who is dead set on making their dreams come true and making things actually happen and seeing their dreams to fruition and succeeding in all the things you feel are important to you … It’s not necessarily only about just making money but I think the success in seeing your dreams come to life.”
With all her career successes Boity says a key contributing factor was having a good team. “We take that for granted so much,” she says. “People assume that in order to claim victory over something that you’ve done, the work you’ve done, it must be a one-man show otherwise you don’t get the credit but it’s not true.”
She’s been intentional about building competent teams around her existing brands to ensure they are equipped with people who are experts in their fields and whom she trusts. The crucial team member you need to build a strong foundation for a business can be simpler than you think.
She says she’s learnt that you can’t just take people for their word or award trust just because ‘we’re friends’ – you need experts to ensure you’re protected.
“It’s little things that people genuinely take for granted, some people are just okay with investing in themselves by just having a manager but a manager is not always well-versed in reading contracts and signing agreements etc. so you do need experts in spaces that you don’t understand,” she says.
The savvy decision-making comes from years of experience as well as failures both in the music industry and in her previous business ventures.
“Outside of entrepreneurship obviously there are so many roles wanted, there are so many gigs that we wanted that it was just like ‘oh it’s not your time’ or ‘not you’ or ‘you’re not good enough’ etc. So that’s one and that’s kept me going anyway in the industry to get to open one more door. Even if one closes there will always be more. But in entrepreneurship I think for me, yes the takeoff and the starting was good with the Boity Toning Support – with the weight loss products – it started well, it was fantastic but, again, not the right team, not having the right people around you to guide you, to support and it ended up failing.
She opens up about how failing publicly has its specific challenges but she made sure not to allow that to dissuade her. She says, “That’s the thing with failure, it can either debilitate and stop you and have you embarrassed or it can be like ‘oh well that’s what I learnt from it and now how do I do it better the second time, or the third time or the fourth time?’”
Having learnt from the failure of BTS specifically, in retrospect Boity says she wished she addressed it differently. “I actually wish I even did communicate it,” she says, “I just let it go and I left people with question marks and until now it still haunts me.”
When it’s all said and done Boity says she would like to be known as someone who steps outside of the box and does not allow the view of what society deems to be the ‘right’ way to run a career is.
“I know people say life is short, but life is long as well and it’s long enough for you to do as much as you really want to do and do the things that really make you feel like ‘this is why I’m alive’. The things that excite you to wake up every day and to do it and keep going,” she says.