Heidi Luerra: The Founder of RAW on Showcasing the Independent Creative Community cover

Heidi Luerra: The Founder of RAW on Showcasing the Independent Creative Community

When Heidi Luerra entered the world of fashion at 11, she quickly found the cards stacked against her. Disappointed by the lack of support for the creative community, Heidi planned and produced her first fashion, music, and visual arts show with help from her most talented artist friends.

Nearly 20 years into her career, Heidi is still a force to be reckoned with. During recession-era down time, she built and bootstrapped RAW: natural born artists, a platform that provides independent artists with tools, resources, education, and exposure. Since being founded in 2009, RAW has become one of the world's largest independent arts organizations. Now a multi-million dollar global enterprise, RAW illustrates Heidi’s mission to elevate the underdog and create a space for artists to shine.

In today’s episode, Heidi joins NOT REAL ART founder Scott “Sourdough” Power to offer some insight into the multidisciplinary approach RAW embraces, and how she was forced to adjust her business model during COVID.

Heidi also discusses her latest project, PLATFORM by RAW Artists, a licensing program that empowers creative entrepreneurs to own and operate event showcases. Whether through RAW, PLATFORM, or her boutique consultancy, Hatch, Heidi is always focused on creating opportunities for creative entrepreneurs and supporting them as they grow their businesses. She also has some practical, no-nonsense advice to share with entrepreneurial artists, so reach for a pen and paper, pull up a comfy chair, and tune into our chat with Heidi Luerra.

Scott "Sourdough" Power

Scott “Sourdough” Power is the the creator and executive producer of NotRealArt.com. He is also the co-founder of Crewest Studio a digital media company in Los Angeles dedicated to creative culture and the $2T creative economy.