Established director/content producer Condido Verona, has impacted the careers of some of music and media’s biggest stars. His unique formula for storytelling and capturing the raw essence of a person, has afforded him the opportunity to work with the likes of P. Diddy, Chris Brown, Kevin Hart, Netflix and Sony Music Entertainment to name a few. Growing up in a poverty stricken community, Verona refused to let his environment determine his future. As a result he is the proud founder of Cornerstone Multimedia Group, in which he is able to change lives on his own terms everyday.
I caught up with Condido for a candid interview to discuss his journey toward success. As he openly discusses escaping poverty, finding his calling and being apart of K. Michelle’s creative process as of lately, it is easy to determine that his raw talent is undeniable.
Check it out below!
Condido Verona Interview
RESPECT: Who is Condido Verona?
Condido: I am really a fan of art, creativity, entrepreneurship and authentic growth amongst other things. I guess as a man I am a product of those interests.
RESPECT: What sparked your interest to pursue a career in production/creative directing?
Condido: My interest in production was revealed to me over time. It kept showing up in my life in different ways and I payed attention to that. I remember being about 7 and watching a show on TV, and something in my young mind wouldn’t let me enjoy it. Something said “this is fake” these people are acting and I lost interest. When I was in high school I created PowerPoint presentations with transitions, sound and video elements to support my assignments.
The first time I did it my teacher bought it for $5 to use as an example in other classes. I just felt like writing a paper was boring. Years later I picked up a camera and started recording my friends with musical talent. That decision lead me down the rabbit whole of learning about the process of digital media. I spent hours in bookstores getting information about how it is done then I would go practice it. After much trial and error, I created a product of all of the raw moments I had captured and that was the start of me making a business of the art.
RESPECT: When did you catch your big break?
Condido: My perspective is a bit different, I see every opportunity as big. I feel success is cumulative so the “big things” are a result of consistently doing the small things well. I have had many milestone moments like.. starting a business and getting a label check in that business name and creating content for fun that ends up going viral and leading to a deal with Kevin Hart and Lionsgate. Both significant and provided more insight and access but I never hit the lottery so my wins are justified by me really putting the work in and always striving to deliver at my highest level.
RESPECT: How important is it to you to be living out your dream while owning your own business?
Condido: I grew up with little access to resources in a really depressed and impoverished place. I could not ask anyone for anything because no one had anything to spare. You know the ghetto drug abuse, mental illness, alcoholism etc. This is what I seen as a kid and I couldn’t get comfortable with that. I looked at who was doing well in my community and seen mostly drug dealers. I wasn’t comfortable with that either but I had to make money somehow.
So I sold candy and got a paper route. I saved and bought school clothes and bike. I used to go to this store that sold music and clothes it was a lot of dope shit in there and it was owned by a black man. That sparked something in me that I couldn’t shake. I had a lot of questions after that and I’ve been on a journey finding the answers. In the process I’ve become that black man business owner that didn’t compromise.
RESPECT: Who are some of the people and brands that your work has afforded you the opportunity to work with?
Condido: I have worked with Kevin Hart, Jillian Michaels, Sean Combs, Chris Brown, Timbaland, Marsha Ambrosius, Jidenna, Sony Music Entertainment, RCA Records, AmericanHeartAssociation, Epic Records, Netflix, Lionsgate Entertainment, RevoltTV, HeartBeatProductions, L.L. Bean, LaughOutLoud, AquaHydrate, Studio71, Essentia, Essence, UniversalMusicGroup, DefJam Recordings, AllDefDigital and many others.
RESPECT: How do you use your gift to overcome adversity that may occur in your life?
Condido: Well the fact that I can get paid from it helps a lot lol being broke is a huge adversity. Seriously, my biggest adversity is becoming successful without compromising authenticity or integrity. I admire the Dave Chapelle(s) and Ermias Asghedom(s) of the world. In short, I strive to only commit to projects that are right for me. You know.. working on things you believe in.. This ensures I’m able to share my authentic perspective in my work and move the needle through the influence of my clients.
RESPECT: Can you elaborate on the importance of getting credited for your work as a creative in the entertainment business?
Condido: I think it’s important to be recognized and highlighted for your creative contributions. It’s social currency and adds value to your brand in various ways. However, I’m often indifferent about it because I’m not looking for followers or anything like that. I’ve been more interested in doing my best work, the people you want to find you will in my opinion.
RESPECT: What has it been like documenting K. Michelle’s creative process as she is preparing for her fifth studio album?
Condido: As you know, K is a powerful woman with many layers. She’s pure energy and I love that. My role on the visual side is fairly simple as a result. When doing documentary style content with her I don’t capture every moment, but I allow the energy to dictate. K is very entertaining overall, often times it’s something provocative or controversial.
However, I’m not interested in that. I’m looking for the moments that clearly express truth and add value to her brand. The moments I can see her passion, intention and pain. Those are what I appreciate the most and I think she gets that I get that. The music is phenomenal, her energy is great and I’m excited to be a part of this process.
RESPECT: What do you hope to accomplish by the end of the year?
Condido: I just want to grow.
As he continues to leave his influence on the world, Condido Verona will be a name that will carry on for centuries. To learn more about his journey, creative process and who he has his lens on next, follow him on instagram @condidoverona.
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