How Maya Washington Built An Empire On Shameless Self-Promotion
For YouTube star Shameless Maya, each day starts off just like any other nine-to-fiver. Born Maya Washington, the Toronto-native/LA-transplant wakes up at 6:30 a.m. to read the Bible, squeezes in a session with her personal trainer, then beats her face for the gods before heading off to work.
By 10 a.m., the spirited social media personality is swimming in a pile of emails, pre-production planning, and video shoots. "Before we shoot anything, we gotta come up with ideas and storyboard, then we send it to get approved [by brands]. We go buy what we need, take photos, flat lay it, then send it for approval. There's a bunch of back and forth about the final edit. They want me to cut this out, they wanna cut that out. I would say, it's maybe two or three rounds of edits."
It's all in a day's work for this 34-year-old creative producer.
"I thought it was cheesy, tacky, and shameless," she says of her YouTube beginnings. "I went into it as a social media experiment on what would happen if I was shameless of a year and see where it would take me." And it truly paid off.
Since starting her channel in 2012, Washington's ability to be transparent with her followers about personal topics, such as her divorce and why she ultimately decided to shave her head, has helped her snag a following of millions of subscribers across her social media platforms. Her brightly colored beauty tutorials, inspirational online diary entries, and informative tech reviews keep her rolling in dough. Most recently, she has collaborated with brands such as Target, CoverGirl, and Google Store. In 2014, she landed an opportunity of a lifetime as art director for Prince's Art Official Age album. While she doesn't disclose the amount she was paid by The Purple One, in a video, she says, "I hadn't ever seen money like that at this point in my life."
Don't Knock the Hustle
It's evident that being a YouTube star can lead to a pretty comfortable lifestyle. However, there's a common misconception that living life in front of the camera is all play and no work. Flip on a camera, turn on your charm and get paid, right? Well, not so much. Along with extensive planning, especially for branded content, Washington sometimes has to fight for creative control. "I had one brand tell me to stop saying 'homegirl' and 'boo.' I was so frustrated, like, no, you can't tell me what I can and can't say. That's how I talk to my viewers. I had to learn to stand up for myself because it's my voice."
While dealing with brands and cashing checks can be tough, the hardest career challenge for Washington is learning to lead. There's a learning curve in evolving from independent worker to operating a full-fledged brand. "I don't like telling people what to do," she admits. "I've never had a manager position in life. Like, I've never been a supervisor or anything of that. I've always been kind of like a worker bee. I'd work for companies as a production assistant or an intern, so to go from those types of positions to working by myself was challenging. I have to study and read books on how to be a leader."
To balance out her weaknesses, this HBIC is building a strong team and learning how to delegate day-to-day tasks. While positive energy is the number one requirement for people on her Shameless squad, there are a few other major keys to success in Maya's World. "Are you hustler and do you work hard? There's so much to be done when you start off small. I do everything, so I'm looking for someone who is down to do everything and then some. I have issues with organization and staying on top of my calendar, so I needed someone who is exceptionally detail-oriented, which I found. I like thinking outside of the box, too, so if you have other passions, it's a plus."
Before the YouTube Fame
Though Washington seems to have it all––the money, the career, and, the squad––for a long time, her relationship status still read single.
At the age of 22, she met the man who would become her husband and they married when she was 26. Unfortunately, their marriage succumbed to their differences in life goals and five years later, the curly girl finally got a divorce. While recovering from her heartbreak, she threw all her energy into her work. It was not only a much-needed distraction from her rocky romantic life, but also a time to for her to heal as a woman.
"A lot of people when they leave relationships, they rebound," she says. "You go on dates and try to distract yourself. And that's part of it. But once you get all of that outta your system, you have to look inward and figure out how to be the best person you can be. You can distract yourself, but know that if you do that, you're gonna run into issues. I was so angry and always coming into confrontations. I literally had to reprogram everything about me. I'm genuinely happy with the woman I've become and now I can say I'm ready to date."
Braving the world of Tinder swipes and first dates seems pretty daunting, but Washington is equipped with the biggest lesson she's learned from her failed marriage. "When I got married, I was making decisions based on feelings, but as an adult, I have to do a checklist before I allow myself to get carried away. Do you have a good family background? Are you a positive, happy person? Do you believe in God? I have to check all those things off. Because once you let your feelings go, it's game over. Before you let your heart get carried away, take your brain with you."
No matter what's ahead, Washington is passionate about inspiring and spreading her youthful joy. And who can even be mad at that? Be shameless and do you, boo!
Find out more about Shameless Maya by following her on YouTube!
Originally published in 2016
Images courtesy of Maya Washington
Niki McGloster is a Maryland-based writer and co-founder of her sweat. She has written for ESSENCE, Genius, Billboard, VIBE and Teen Vogue. Follow her on Twitter at @missjournalism.
ItGirl 100 Honors Black Women Who Create Culture & Put On For Their Cities
As they say, create the change you want to see in this world, besties. That’s why xoNecole linked up with Hyundai for the inaugural ItGirl 100 List, a celebration of 100 Genzennial women who aren’t afraid to pull up their own seats to the table. Across regions and industries, these women embody the essence of discovering self-value through purpose, honey! They're fierce, they’re ultra-creative, and we know they make their cities proud.
VIEW THE FULL ITGIRL 100 LIST HERE.
Don’t forget to also check out the ItGirl Directory, featuring 50 Black-woman-owned marketing and branding agencies, photographers and videographers, publicists, and more.
THE ITGIRL MEMO
I. An ItGirl puts on for her city and masters her self-worth through purpose.
II. An ItGirl celebrates all the things that make her unique.
III. An ItGirl empowers others to become the best versions of themselves.
IV. An ItGirl leads by example, inspiring others through her actions and integrity.
V. An ItGirl paves the way for authenticity and diversity in all aspects of life.
VI. An ItGirl uses the power of her voice to advocate for positive change in the world.
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My name is Yasmine Jameelah, and I’m a founder, journalist, freelance writer, and dog mama. Wellness is at the intersection of everything that I do.
Six years ago, I started a small wellness community on Instagram after embarking on a healing journey in my mid-twenties that I documented via a blog where I wrote about healing, therapy, celibacy, and growth after what felt like years of chaos. Six years later, that wellness community has blossomed into one of the largest online wellness platforms for Black women called Transparent Black Girl which has a reach of over five million Black women.
It still sounds crazy to say that aloud, to know that a 24-year-old girl planted the seeds of the life that this 30-year-old woman gets to live now.
While I was growing my company, because my love for writing was so strong, I went back to school and obtained my master's in journalism. I’ve worked as a freelance writer, an editor, and a frequent contributor to publications that I respect greatly, xoNecole being one of them! My journalism career has been a reflection of my passion and heart for wellness and the culture. My day-to-day is busy, but we manage to get it done, and on the days that I can’t, I give myself grace to do what I can with the time that I have.
My days consist of events, long walks with my dog, freelance pitching, and deciding what content creation and events will look like for my wellness collective, Transparent & Black.
Now, follow me on a random day in my life.
Morning
5:00 a.m.
My Goldendoodle keeps me on a schedule, so every morning, like clockwork, he wakes me up to use the bathroom and eat breakfast, at 5 a.m.! Am I usually over it first thing in the morning? 100%, but his being on a schedule challenges me to stick with mine and start the day on a productive note. He’s a wellness dog which means I feed him home-cooked meals and give him supplements daily to support his health, and he has a daily dental treat to keep his teeth healthy. Canine dental hygiene is imperative for a long life and a good smelling breath!
Today, I’m heading into the city, and I’ll be there almost all day, so when I’m gone that long, I take him to doggy daycare.
7:00 a.m.
Doggy daycare drop-off is filled with tons of barks, and my dog is practically jumping out of the car with excitement to see his friends. Now, some of y’all might be thinking, doggy daycare, sis, that’s too much for a dog! But it’s not, socialization is key for dogs, and so is keeping my house intact when I’m gone for long periods of time. Does he go daily? No, we aren’t rich (yet, we gotta manifest!), but when my dog is happy and experiencing play, and I’m happy attending events, I feel accomplished.
Having a pet is a serious responsibility, and I pride myself on knowing that I am invested in his mental and emotional health by encouraging his socialization with his friends.
7:30 a.m.
Headed to my local coffee shop to grab my go-to order. Iced coffee, a single shot of espresso, half and half, and 3 pumps of agave. Winter, spring, summer, fall, I am an iced coffee girl. I love it, especially after a workout where I’ve broken a sweat - nothing about having hot coffee after I’ve been sweating for over an hour feels good to me.
8:00 a.m.
Back home listening to Carlos King's commentary on YouTube in the shower (what can I say, commentary on reality TV drama relaxes me, don’t judge!) and prepping for the first stop on the agenda for today which is an event in the city. Without traffic, I’m about a 25-minute drive to Manhattan but it’s rush hour, so that 25 minutes is about 55 which means I have to head out soon so that I can arrive on time.
Courtesy
9:00 a.m.
Headed to Manhattan for a Black History Month event with Meta, Peloton, and We The Culture. I wanted to take the train, but I ran out of time, so I hopped in an Uber because I didn’t want to be late, and I had my daily check-in with my best friend while I rode in the Uber. We talk daily and have since our early twenties to check in with each other. I'm grateful that while many aspects of my life have changed, this is still a constant. As we age, prioritizing our friendships for sure gets harder, but it’s not impossible in the least bit when both parties are invested.
9:30 a.m.
Emailing my editor from the car to ask for a deadline extension and sharing with her my ideas for pieces for the month! I’m grateful to have been on both sides of the journalism space. I’ve been a managing editor for years for publications, and I’ve also had the honor to work with managing editors, deputy editors, and editors-in-chief who have poured into me and understood how quickly my schedule can change, I’m honored at the magic we’re able to create together.
As a storyteller, from content that I share to my platform to pieces that I write, I’m having fun again in this season of my life, and I am loving it.
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10:00 a.m.
The event begins, and I can’t lie, when I host my own events, I’m not scared, but as a social anxiety girlie, events sometimes can be a little scary. I am naturally a very shy girl, but wellness events always feel like home to me. You don’t have to dress up; you can show up in workout gear because most of the time you’re experiencing some form of wellness and fitness even during the event. Moments into the panel discussion we experienced a seated meditation led by Peloton instructor Dr. Chelsea Jackson Roberts - talk about a way to kick the day off!
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The discussion hosted by Meta and Peleton touched on the importance of taking up space in industries and spaces where Black women and people are underrepresented, our self-care regimens, and We The Culture also shared how their work came to be. It was such a powerful event, and of course, we got the inside scoop on Peloton’s newest machines! I also spoke with some people (it’s important to me to always say hello to those who put on the event) and ended up sitting next to THE Pilates girl herself, Raven Ross. She was such a sweetheart, and we talked about our love for Pilates and the importance of community events like this.
Afternoon
2:00 p.m.
Leaving the event, I headed to Sephora to see if I could find Topicals' always sold-out Slick Salve, but to no avail, so I pulled out my phone and ordered it on their website as I walked back to the train station to head back home. I am a girl who loves to walk, so I’m always down for a long walk to the station and a walk back home when time permits, so that’s exactly what I did. I did about four miles just between walking back to Penn Station and walking back to my apartment once I got off the train!
4:30 p.m.
My phone started blowing up because the piece that Oprah Daily asked me to write was published for Black History Month, and my face was on Oprah’s website, AOL’s homepage, and the publication's Instagram page! My mama, aunties, cousins, dad, and everyone who has known me since I was a little girl were beyond proud and excited to see that and how far I’ve come.
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Evening / Night
Courtesy
5:30 p.m.
I headed to my gym in my home (praise the Lord for apartment amenities) for a quick swim before I picked up my dog from daycare, and then I headed to the sauna and ran into a neighbor who is another successful Black woman killing it in her own right in the tech space. We chatted about life updates and the importance of taking time for our mental health and it felt good to ground myself with swimming. Much of my life has changed in the past few years, but swimming has remained a constant.
Whenever something amazing happens I soak it in and then immediately do what I can to ground myself to stay present, humble, grateful, and focused on what’s ahead.
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6:30 p.m.
It started raining badly and my anxiety is all over the place on the drive to pick up my dog but I practice some deep breathing and remind myself that I have had a calm day and it can end calm as well. I don’t need to rush there, I can drive at a pace that feels good to me. My mother calls to check on me because she sees the weather is terrible and asks me to let her know when I arrive safely.
7:00 p.m.
I arrived at doggy daycare, and the rain is calming down. Can y’all see why I take him?! They watch him all day! My dog is exhausted in the best way and ready to go home and sleep, and I can sit down and relax when we head back home.
9:00 p.m.
I’m back home, took a bath, ordered my favorite healthy Chinese takeout (beef and shrimp with broccoli, light sauce with brown rice), and I’m on the couch with a glass of sustainable wine from one of my favorite Black-owned brands, House of Brown watching Sistaswith a side of kimchi to enjoy with dinner. My candles are lit, I’m letting the highs of the day sit with me and stillness come over me as I prepare for bed.
10:30 p.m.
I took my dog out for a final walk, gave him his bedtime treat, and it’s lights out to prepare for another day.
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Featured image by courtesy