From Oakland rapper to Hollywood powerhouse, Tamra Goins shares her incredible journey from East Oakland’s streets to becoming one of entertainment’s most influential executives. Starting as a teenage artist featured on Too Short’s platinum album, Goins evolved into a pioneering talent agent and comedy executive, breaking barriers as the only Black person with an equity position in the major agency comedy space.
In this revealing conversation, Goins discusses managing Shaquille O’Neal’s All-Star Comedy Jam, representing stars like T.I. and Tisha Campbell, and brokering groundbreaking deals for comedy legend Luenell. She opens up about balancing motherhood with her career, growing up in Oakland’s tough environment, and how early adversity shaped her success.
As a managing partner at Innovative Artists, Goins has revolutionized the comedy department while opening doors for others. Her story spans from college radio to club management, from NFL wife to Hollywood power broker, demonstrating how grit, determination, and authenticity can lead to extraordinary success in the entertainment industry.
Watch as she shares invaluable insights about representation, deal-making, and breaking barriers in Hollywood, while never forgetting her Oakland roots. An inspiring testament to the power of perseverance and staying true to your path.
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CHAPTERS:
00:00 – Introduction
00:55 – Woman To Woman Wednesday Guest Introduction
09:58 – What is Upward Bound
11:22 – Tamra Goins’ College Experience
14:28 – Learning Management Skills at 21
17:11 – Current Endeavors of Tamra Goins
22:10 – Parenting Insights
26:12 – Lessons from Shaquille O’Neal
27:54 – Agent vs. Manager Explained
31:50 – Lunell Discussion
32:50 – Spotlight on Tamra Goins
37:04 – Final Thoughts
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From Oakland Rapper to Hollywood Power Player: Tamra’s Journey | SWAY’S UNIVERSE
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