Keldamuzik of TAMZ on Why an Audience Is Not the Same as a Customer
Keldamuzik works across music and television, and she started TAMZ, a beret collection, as another way to express the same creativity and confidence she brings to her performances. For her, a beret has personality: it can be dressed up or kept casual, and one piece can give a whole look some attitude. The idea is simple, to let someone put it on and feel that it is really them.
Building a product business as an entertainer comes with its own challenge. Keldamuzik says TAMZ has to have an identity of its own while she remains the person behind it, because someone can enjoy her music or her TV work and still need a reason to buy a beret. Her answer is to look at the product through the eyes of someone who has never heard of her, and to ask whether they can see themselves wearing it.
Looking ahead, she wants to introduce TAMZ to more people, including customers who discover the berets first and her music later. To women artists thinking about starting a product line, she says to give the business the same attention as the art. In this Q&A with Founded by Women, Keldamuzik shares why she moved from music and TV into fashion, what surprised her most about building TAMZ, and what she would tell other women artists.
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Q: What made you go from music and TV into starting TAMZ, and why berets?
TAMZ is another way for me to express that same creativity and confidence I bring to music and television. With fashion, somebody gets to take a piece of that energy and make it their own. A beret has personality: you can dress it up, keep it casual, and give a whole look some attitude with one piece. That’s very much my style. I want you to put it on and feel like, “Yes, this is me.” A little Diva energy belongs in everyday life, too!
Q: What has been the hardest part of building a product business as an entertainer, and what surprised you most?
The real challenge is giving TAMZ its own identity while also being the person behind it. Somebody can enjoy my music or watch me on TV, but the beret still has to fit their style and give them a reason to buy. The distinction between having an audience and having a customer is a big one. You have to look at the product through the eyes of somebody who has never heard of Keldamuzik. Can they see themselves wearing it? That question keeps the focus where it belongs: on the person you’re creating for.
Q: What’s next for TAMZ, and what would you tell women artists thinking about starting a product line?
I want to introduce TAMZ to more people and keep building a brand that encourages them to show their personality. I’d love to see it reach customers who discover the berets first and my music later. To women artists thinking about starting a line, I’d say: bring your creativity, but give the business the same attention you give your art. Know who you’re making it for, understand your costs, and listen to what people need. Your name can open a door; give people a product they want to come back for. And let yourself learn as you go. You can be confident and still ask questions.
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