JANICE ISABEL TORRES, founder of The Brand Phoenix, is an award-winning creative multicultural marketer, event promoter and talent producer with over 20 years of experience in media and entertainment.
The firm provides creative brand consultancy to enterprises and media platforms that are seeking relevancy with multicultural and niche consumer segments. Torres is an accomplished talent producer, having synergized some of the brightest names in entertainment with nationally-recognized consumer brands, emerging non-profits and media platforms.
The Brand Phoenix has served as a strategic agency partner for HBO Latino since 2011, having been instrumental in amplifying its growth. Red Bull Music Festival New York, Lexus, Jack Daniel’s, Sony Music Latin and Procter & Gamble have also tapped the firm for special projects since it’s 2014 launch.
In 2018, Torres’s cultural insights helped pave the way for DAZN, the global sports streaming network, to successfully launch in the United States and gain instant traction. She introduced the programming team to their first on-air show talents, Ak & Barak, and recruited top combat sports experts that went on to shape the design, editorial voice/coverage and public perception of the brand. She also piloted successful media events, including its U.S. entry announcement live event, and consistently secured media coverage in top-tier outlets such as the New York Times, Men’s Health and Telemundo to name a few.
A year prior to that, her Latinx branding strategies helped amplify the promotions of the Tupac Shakur biopic “ALL EYEZ ON ME” in the New York City market and SHINE, the indie Latin dance drama starring David Zayas (Dexter), helping it score a national theatrical release deal. In 2016, she expanded her talent-producing capabilities by joining the New York Emmy Award-winning bilingual morning TV show, Adictvo (Sundays on Telemundo 47), as its Director of Talent and Communications.
As media interest in Latinx lifestyle grew, Torres responded by launching her indie Hispanic publicity and events practice in 2008, kicking off with her client, Latino sports, music, and live events impresario, Ralph Paniagua. She publicized campaigns for signature events — Hispanic Day at the Ballpark, held throughout MLB stadiums, fights with LatinoBoxing.com, fashion shows with Latin American fashion designers with the Dominican Tourism Board and Paniagua’s iconic Tropical Night at New York’s Seaport, Orchard Beach in the Bronx and North Beach Miami.
Torres was trained by veteran music publicist Jody Miller from 2007-09. Under Miller’s leadership, Torres shaped her talent booking and garnered tremendous relationships as a Senior Fashion and Entertainment Publicist. The agency worked on campaigns for BMI Music, VIBE Magazine, the Gracie Allen Awards for Women in Television, and various Russell Simmons-led organizations, including "The Green Bracelet" by Simmons Jewelry Co. for The Diamond Empowerment Fund, the Hip-Hop Summit Action Network's 2008 youth voter registration and financial empowerment initiatives in addition to the launch campaign for GlobalGrind.com.
Torres also steered publicity for two years for the White House's revered Hispanic Heritage Awards at the Kennedy Center in 2010 and 2011.
Torres studied publicity at the Fashion Institute of Technology and is an experienced visual creative with ten years of experience as a published fashion stylist. She worked as an Associate Fashion Editor at Honey magazine, under style and activism icon, Michaela Angela Davis, and dressed the likes of Zoe Saldana, Don Omar and actors for ESPN commercials. She also spent time shaping the multicultural and Hispanic marketing of the urban streetwear brands SouthPole and LOT29.
She fed her craving for Latin television as television set designer and wardrobe stylist for the award-winning syndicated show American Latino and as Fashion contributor at the print publication, Urban Latino magazine from 2007-09.
Torres has worked on the publicity and promotional event campaigns for musicians including iconic songstress, Sade, Rock and Roll Hall of Fame inductee, Carlos Santana, Canadian rapper, Belly, Salsa icon, Larry Harlow, and much more. She also worked on publicity for events for the SESAC Awards and led media for the BMI Latin Alternative Music Showcase series from 2007-20015.
She kicked off her career as a teen, promoting wax records by then-emerging artists such as Destiny’s Child and 50 Cent for Columbia Records, while simultaneously interning at the corporate recruiting division of J.P. Morgan on Wall Street, shaping her dexterity navigating the corporate world and entertainment industry.
Janice Torres launched The Brand Phoenix in 2013 in the namesake of her daughter, Phoenix Mia. She resides in Brooklyn.