Brown’s Orientation NYC, a home for founding and growing emerging creative talent

OCTOBER 11, 2021

Orientation NYC is a creative agency founded in July of 2021 by the British/American McGuire Brown who strides to house an area for new and diverse talent. The agency seeks to define a space for contemporary artists to collaborate and build relationships with independent designers and publications, with a goal of mutual benefit for both sides of the project. Brown, who comes from a creative arts background and is a current student at The New School (Parsons), has discovered a need for fresh talent, understanding the desire for shining a light on incoming artists on both a digital and print scale range of delivery platforms. With art and creative processes being a value he holds dearly, the purpose of this project is founding home of opportunity. In the area of collaborations, focusing on editorials, campaigns, and marketing, the aim is to provide various tools and viewpoints in collaboration. Orientation NYC is scouting both designers, platforms, and artists with a pipeline of projects for the winter to grow and feature in 2022. 

Check out our exclusive interview with him below.

Just a few months ago, you founded your own creative agency called Orientation NYC. How did the idea come about? Tell us a bit about it.

I have always had a "creative" side in my life, which evolved into various outlets. My background was based in IB and AP Art within my High School, but I found a growing appreciation for direction and leadership during my first year of college. In my studies and personal life, I have also had a fierce admiration for fashion and the cultural mechanisms behind the industry. Still, there is a duality as the industry is complex to "break" into and define your own space within.

Orientation NYC was a long work in progress; during COVID-19, I launched a small and short-lived brand titled "Orientation," we shot a campaign and started product development. As the pandemic continued and school started, the brand was placed on the back of my mind to shift focus on my first year of school. In August of 2021, I was sat in a meeting with another young creative who works for an independent retailer, and we had agreed for a young collective (freelance) to shoot a campaign for their winter selections. This was my "lightbulb" moment, where I found pride in my work. However, I also had success in team building, uplifting, marketing, networking, and still was able to enjoy and apply my ideas related to creative direction. I have designed Orientation NYC to be a comfortable, accessible, and relatable home for young, inspired artists within New York and London to output their talents in a creative manner. Conceptually, allowing young talent in all forms i.g. photography, makeup, styling, etc., to meet and collaborate with Independent brands and publications. In the end goal, of building experience, portfolios, networks but also relationships with longevity.

We also know that you are still studying at Parsons while developing your projects and increasing your skills in the fashion industry. How do you manage it all?

I always joke around with friends and family about a new balance between projects, work, and school. Work ethic and integrity in my work is something I pride myself on. Parsons and my previous art teachers have given me management and business tools to help organize my schedule and projects but still allow my creative outlets. These projects are always on my mind, but I can take my school, personal life, and inspiration. While crediting everyone I work with, these projects are a massive group effort, which I adore. I believe the key to building a new industry is collaboration and experimentation with risk. I also have to credit the designers and publications willing to take risks and see long-ended opportunities within the teams I build and house within the agency. As I'm still trying to find my place in the industry, I know my values and goals for what I produce, with each project being a new learning opportunity. I wish to offer this concept of learning and opportunity to young creatives as I'm in a place of privilege where I can house that safe space creative experience. Managing it has been a balance, but all needed for endless creative opportunities.

Your profile is that of a young and creative person, with absolute courage and advanced in your convictions. How do you feel about developing the project with the talents? Are you aware of how important it is to support and enlighten the new talents of the future?

Courage and Conviction are two ideas that I knew I had to project when entering this space, as being a director and founding the agency required someone who is bold and creative and a strategist and team leader. I have continuously needed to plan and market myself as a personal brand and my agency and all the creatives that I collaborate with distinctly. Developing projects are super intriguing, and I always love the open minds of young creatives; new talent recognition is something I believe was damaged in COVID-19 but now can flourish in the age of social media.

On set and within my teams, I encourage individuality and push for experimentation in work; I often lead the direction but let each artist place their own "twist" on the project. The new talents of the future need exposure, networking, and collaboration, which my agency is building to provide in a range of industry sectors. Currently, we are focusing on editorials, interviews, and campaigns, but the idea of supporting new talent is one of the foundations of the agency. Orientation NYC aims to be a launching pad of young talent and understand each young talent's creativity and uniqueness. I'm still learning in the field and have found each team member to have learned from each other.

We know that nowadays the commitment to emerging talent is a growing trend, and many companies are changing their vision about this. What objectives would you like to complete in the medium-long term in the agency?

We've seen a trend in committing to emerging talent, and I still believe there is room for larger companies to take a risk and go out of their comfort zone with their visions and Independent artists. As the new generation of talent grows and flourishes, I believe recognition, funding, and opportunity creation are necessary to fuel the youth's creative backing. Orientation NYC is now helping place these independent designers in publications with their campaigns, and editorials are created by young art students. The agency's vision is to give opportunities and establish a brand and open relationship with publications, designers, and artistic establishments, being a multi-faceted agency with a range of reach in the fashion field. My agency is built on the sole commitment of building and boosting new talent and maintain long relationships through their success. Serving in the long run, I would love to hit milestones in publication numbers, build a solid social following and show an extended range of success in the artists I collaborate with since it is a collaborative working environment. I believe I can serve as a middle ground between larger companies and smaller industries in the future.

From the vision and knowledge that characterizes people of your generation, what do you think can be done to give the definitive push to new talent? How do you assess the current situation for this sector?

My generation is bold, fearless, creative, adaptable, and hungry for success. The vision for the future is driven by change and societal shifts which impact the industry. New waves of success and creativity have been founded on acceptance, vulnerability, frequent change, and adaptability. The "people" I have worked, seen and witnessed, offer new talents and diversity in many forms; the most vital characteristic of this new wave of artists is adaptability. The COVID-19 pandemic placed us as a collective in a hard place to express ourselves, so young talent pushed in areas with a new direction to express themselves, which is reflected now in their work and collaboration, which I believe separates us from the rest of the industry. The defining push is to saturate and expose the market to fresh faces and ideas and trigger exposure to conceptual thought. This new exposure comes in many forms, a case being young artists direct more prominent editorials to give older concepts a refresh. New talent needs a significant chance or gamble, and I believe we will see large rewards in the field if the opportunity of expression and recognition is given to young and independent artists. Assessing the situation is complex, as COVID-19 is frequently changing. Still, the industry has seen young creatives enter the space and define their placement with success.

For example, Heaven by Marc Jacobs is the "mainstream". However, the critical success of Queer Art Galleries, BIPOC Designers, and other diverse creativity applications need to be recognized. I believe social media is the best platform for the sector in the current situation, as it is physically safe but also allows work to be seen, heard, enjoyed, and even questioned. Orientation NYC has just started but has already seen small stepping stones in the sector towards enormous success.

What advice do you think would be useful for an entrepreneur starting their business at the moment or an emerging creative who wants to develop their project?

It's a tricky question to answer! My personal experience will differ from each other, though it takes gut! I have been surrounded by great people I have to credit, my family, boyfriend, friends, and teachers. To build a project, it takes a team. Anyone looking to start needs support and a creative network and is willing to take a considerable risk in any form. I enjoy team-leading and direction, so I'd encourage another entrepreneur to learn from others and be open to change and collaboration. The freedom of expression and creativity is a gift, and be open to others in all forms and directions. It's a scary and vulnerable process to present and expose your work, and I am still and always will be learning. Be open to change and new aspects of thought and take any opportunity. I see a future for the creatives that have yet to be seen, discussed in our conversations; there is so much raw talent that can flourish it needs to be granted the opportunity. I would encourage, if anything, being individuality and building on experience, but never sacrifice your thoughts or a creative mind.

What plans or projects do you have in the agency's roadmap? Any advance?

We have just started, and it is just the beginning! We have some great projects coming up, shining a light on independent artists, designers, and publications. On October 16th, we are launching a Queer and Trans-based art collective in NYC with a gallery show. To close the year, we have a campaign and a few editorials to release. I'm super excited to present and launch these projects, I put my whole effort into them, and I admire and appreciate the team members' hard work in each project. I'm always looking to build and create more; it is an addictive process! Advance is onwards and upwards! It sounds corny, but the sky is the limit—new opportunities and hope to extend young artists' viewpoints and space.