INTERVIEW: Patientce Foster Talks Iconic Artist Rollouts, Building Brand Legacy, Representing Cardi B + More

Summary

Podcast Summary: The Breakfast Club — INTERVIEW: Patientce Foster Talks Iconic Artist Rollouts, Building Brand Legacy, Representing Cardi B + More

Date: September 1, 2025
Host(s): DJ Envy, Jess Hilarious, Charlamagne Tha God
Guest: Patience Foster (Founder & CEO of Cream Labs, Brand Manager & Creative Director for Cardi B, Co-Founder of Fifth and Freedom)

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Main Theme / Purpose

In this episode, The Breakfast Club sits down with Patience Foster, a groundbreaking force in artist branding, rollouts, and talent management, most notably as Cardi B’s brand manager and longtime collaborator. The conversation journeys through Foster’s unconventional career path—starting from opening a hair salon in Delaware to managing some of the most impactful rollouts in hip hop. She shares candid stories about building lasting artist brands, maintaining authenticity, navigating personal/business boundaries, and the importance of legacy and ownership for both artists and their teams.

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Key Discussion Points & Insights

1. Origin Story — Meeting Cardi B and Beginning in PR

• Timestamps: 03:53–07:09
  • Patience details her journey from managing a Wilmington salon (Vixated) with tax refund money to employing her hair stylists as PR “case studies”.
  • The chance meeting with Cardi B: Foster connects with Cardi when her stylists want to do Cardi’s hair for an event in Delaware. Cardi soon invites her to the club. Later, at Fashion Week (NYC), Cardi recognizes Patience, who then claims the title of publicist. “Her and Shaft invited me to dinner that night. And I walked in and they introduced me as her new publicist.” (07:04, Patience Foster)
  • Foster leverages her early hands-on experiences to build her agency, Cream Labs.

2. Early Lessons in Branding & Making “Moments” with Cardi B

• Timestamps: 08:07–10:35
  • Foster and Cardi’s first big moment: sneaking Cardi into the front row at Fashion Week’s The Blondes show—deliberately grabbing attention and “showing you belong before you’re invited."
  • “You’re not gonna always get an invite in the very beginning. Sometimes you gotta show people why you should be invited.” (09:17, Patience Foster)
  • Foster emphasizes Cardi’s immediate willingness to collaborate and the importance of taking creative risks and being remembered.

3. Transitioning from Salon Owner to Brand Architect

• Timestamps: 07:22–12:25
  • Patience scales her learnings from salon management into client-focused PR work, ultimately pivoting fully into entertainment.
  • Focused on leveraging talent into lasting brands: “I know how to represent people, even if it’s on a small level. I feel like I had the fundamentals to… help leverage whatever talent they have into a brand.” (11:39, Patience Foster)

4. Building Trust, Managing Perception, and Maintaining Boundaries

• Timestamps: 12:25–21:51
  • Defining the PR/management relationship: distinguishing logistical management from managing public perception.
  • On professional boundaries and loyalty: “There is no real defining line between personal and business. My business is very personal… If you compromise my business now, you’re compromising the way I eat.” (14:19, Patience Foster)
  • Working with friends in the media, like Lauren Vogelbaum: transparency, trust, whether conversations are on or off record, and valuing the shared currency of respect.
  • On exclusives, controversy, and not feeding drama: “If you love me and say you’re my friend, then you respect the fact that I have to do what’s best for my client.” (21:02, Patience Foster)

5. Crisis Management, Authenticity, and Card B’s Public Persona

• Timestamps: 21:51–27:03
  • “There are plenty of times where she jumps out the window and she do and say whatever she want to do. And I am looking like, what the fuck?” (23:17, Patience Foster)
  • Foster’s crisis strategy: Not about spinning or staging events—Cardi’s brand is built on authenticity, reducing the need for narrative “damage control.”
  • On the PR adage “All publicity is good publicity?”: “I don’t think that all publicity is good publicity. All publicity is attention, but all attention is not good attention.” (26:57, Patience Foster)

6. Impact of Headlines on Brand Deals and Corporate Partnerships

• Timestamps: 27:03–29:56
  • Salacious headlines and scandal can materially hurt branding and business: “If you are defaming who I am and my character, which could possibly stand in the way or interfere with what I’m building, then I’m set the record straight.” (27:51, Patience Foster)
  • Brands still have moral clauses and care about talent’s public behavior—headlines can jeopardize major deals.

7. Fifth and Freedom – A New Kind of Talent Management

• Timestamps: 15:45–17:00, 47:10–51:53
  • Foster’s new company, Fifth and Freedom, is designed to proactively manage diverse talent and invest in legacy, equity, and wellness—not just day-to-day deals.
  • Focus on holistic support: “I want my talent... to always show up as their best selves first and then they’ll create their best product.” (47:23, Patience Foster)
  • Pursuing ownership and revenue sharing for talent: “We should be looking for equity and ownership because… we’re driving their valuation and we’re not getting anything on the exit.” (48:40, Patience Foster)
  • Recent example: Foster struck a major joint venture partnership with Revolve for Cardi B, positioning her for sustained post-music success.

8. Cardi B’s Career Decisions and the Importance of Integrity

• Timestamps: 51:53–53:18
  • Why Cardi dropped out of Paramount’s film: Foster says Cardi always “wants to be the absolute best in whatever she’s doing.” Candidly, she wasn’t in a place to deliver her best, so she stepped back despite public pressure.

9. Navigating Industry Resistance & Evolving the Publicist’s Role

• Timestamps: 42:37–47:07
  • Foster addresses the pushback she received from old-school publicists for being too visible—an approach encouraged by Cardi herself, who always credited her team.
  • Advocacy for greater recognition of behind-the-scenes roles, inspired by publicists like Kelly Catrone and Marvin Riddle.

10. Authenticity & Vision in Artist Development

• Timestamps: 34:21–40:09
  • Foster identifies and nurtures talent she believes in, regardless of market trends or conventional packaging.
  • Her approach is hands-on, strategic, and relentless: “I DM people all the time. There’s no shame, no ego when it’s something I want.” (38:06, Patience Foster)
  • She credits partnership and trusting her own vision as keys to successful artist breakouts.

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Notable Quotes & Memorable Moments

• On starting as Cardi B’s publicist:
  • “I walked in and they introduced me as her new publicist. And that’s how [it started].” — Patience Foster (07:04)
• On “making moments” in artist branding:
  • “You’re not gonna always get an invite in the very beginning. Sometimes you gotta show people why you should be invited.” — Patience Foster (09:17)
• On boundaries in business/friendship:
  • “My business is very personal because… if you compromise my business now, you’re compromising the way I eat.” — Patience Foster (14:19)
• On navigating PR and authenticity:
  • “There are plenty of times where she jumps out the window and she do and say whatever she want to do. And I am looking like, what the fuck?” — Patience Foster (23:17)
• On the myth that all publicity is good publicity:
  • “All publicity is attention, but all attention is not good attention.” — Patience Foster (26:57)
• On building equitable deals for artists:
  • “We should be looking for equity and ownership because… we’re driving their valuation and we’re not getting anything on the exit.” — Patience Foster (48:40)
• On being an innovator, not just a publicist:
  • “I only thought I wanted to be a publicist whole time. I’m a… I’m an innovator, manager, creative director.” — Patience Foster (47:04)

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Timestamps for Important Segments

• 03:53 — Patience’s beginning: from hair salon to PR
• 07:09 — Becoming Cardi B’s publicist
• 08:41 — Fashion Week, “making a moment”
• 10:11 — Early grind and partnership philosophy
• 12:25 — Branding vs. talent management
• 14:10 — Managing boundaries, loyalty in business
• 18:24 — Defining her current role with Cardi B and Fifth and Freedom
• 21:02 — On business vs. friendship, exclusives, and client loyalty
• 23:17 — Foster on keeping Cardi “real”
• 26:57 — Assessing the value of attention and headlines
• 29:56 — Corporate partnerships and public image risks
• 34:21 — Breaking into branding, industry resistance, and changing the landscape for publicists
• 38:06 — Foster’s hands-on approach to finding and nurturing talent
• 47:23 — Fifth and Freedom’s philosophy: holistic artist support
• 48:40 — Pushing for equity and ownership for Black & brown artists
• 51:58 — Behind Cardi B’s dropped Paramount movie
• 53:47 — Self-made ethos and parental influence

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Conclusion

This episode offers an inspiring, unfiltered look at what it takes to build artist brands, challenge industry conventions, and create generational change. Patience Foster demonstrates both strategic genius and deep loyalty, crediting her open-minded upbringing and collaboration with Cardi B for her innovative approach to the business. Listeners gain insight into artist management, equity in entertainment, and the value of authenticity – making this an essential listen for aspiring industry professionals and fans alike.

Transcript

[Alex]

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[Charlamagne Tha God]

Every day I wake up. Wake your ass up. The Breakfast Club.

[DJ Envy]

Morning everybody. It's DJ Envy. Jess. Hilarious. Charlemagne, the guy. We are the breakfast club. Lon LaRosa is here as well. We got a special guest in the building.

[Charlamagne Tha God]

Yes, indeed.

[DJ Envy]

She's the only other person from Delaware that I know of.

[Charlamagne Tha God]

You know Joe Biden, President Biden?

[DJ Envy]

Joe Biden. Yes, yes. I know him as well and you know as Patience.

[Alex]

What the fuck?

[Patience Foster]

Patience.

[Charlamagne Tha God]

Foster care, ladies and gentlemen.

[DJ Envy]

I'm about to, you know on Imaginary Players, she says impatience.

[Patience Foster]

What the.

[DJ Envy]

When she's about to, I guess do something she's not supposed to in Patience.

[Charlamagne Tha God]

So she said, patience, be like Cardi.

[DJ Envy]

That's it. Yeah. When Cardi's about to do something she's not supposed to, I guess you pop up in her mind like Cardi, what the fuck?

[Charlamagne Tha God]

Well, Patience is the founder and CEO of Cream Labs. But you know, she's behind, you know, some of the biggest artist rollouts in hip hop.

[Patience Foster]

Correct.

[Charlamagne Tha God]

Right. And you've been with cardi since day one?

[Patience Foster]

Yeah. 10 years.

[Charlamagne Tha God]

Wow.

[Patience Foster]

Yes, 10 years as of September of this year.

[Charlamagne Tha God]

Wow.

[DJ Envy]

Well, let's start there. How did you meet Cardi and how did you get on part of her team?

[Patience Foster]

Oh, I love this story. So when I had my son, I decided not to go back and work for Hertz. I was renting cars.

[DJ Envy]

Hurts. Okay.

[Patience Foster]

After I graduated college, I ended up having to rent cars. There were no jobs. So I decided to open up a salon in Wilmington called Vixated. The salon with my tax refund money.

[DJ Envy]

Lauren needed you. Lauren needed you.

[Alex]

First of all, I've been supporting since day one. We was in there doing all the photo. I was in the photo shoot.

[Patience Foster]

Yeah, we can take roll out of.

[DJ Envy]

The other hair salon clothes too. Cause continue on.

[Patience Foster]

You know what? So basically I was, you know, just operating in the salon. But I opened the salon because I always wanted to be a publicist. So I'm like, I'm going to use my stylist as like my case studies, my clients while I self teach myself. Right. So I will look for opportunities for them, outside of the booth was like, my selling point. So fast forward maybe four years. My partner actually, who's here, he was bringing a lot of talent and celebrities to Wilmington. And we're a very, very small market, so there's not a ton of talent that comes in and out of Wilmington, especially because we're so close to Philly.

[Charlamagne Tha God]

22 parties or something.

[Patience Foster]

So he would throw live events. There were a ton of different events and talented celebrities that, you know, he would bring out. So my stylists were telling me, hey, this girl named Cardi is coming to Delaware. She's coming to dance. We want to do her hair and makeup. I didn't follow her at the time, but I, you know, I followed their lead and I reached out to Bun and asked him, you know, would you mind putting in a word with Cardi and her management? You know, we'll do her hair and her makeup at no cost. So he followed through and he made the connection, the very first connection between myself and Cardi. And she pulled up with her manager at the time in a PT Cruiser. She had this orange wig on.

[Charlamagne Tha God]

She came in.

[DJ Envy]

Yes, Sha had a PT Cruiser.

[Charlamagne Tha God]

Probably.

[Patience Foster]

This was so early on. This was like, literally like, before love and hip hop era, any Haitian cruise. So, yeah, she pulled up, she got her hair and makeup done, and she was just like, you want to come to the club with me? And I'm like, cool. You know, I got a sitter. Why not? So we go to the club and she gets dressed. She asked me to help me pick her money up while she's dancing. We order some wings. We go our separate ways at the end of the night. And about maybe a month or two later, I had started filling out internship applications because I was just like, I'm 26. I think I was. How old was I? Oh, my gosh, I was 26. And I'm like, you know, my son is 2, 3 at the time. I really still wanna be a publicist. I need to make a move. So I just started filling out all of these internship applications for Fashion Week, which is kind of what segued us into that space. And I took an internship. I slept on my friend's couch in Newark, New Jersey. And maybe my third day on the job, I ran into Cardi backstage. She was walking in the gypsy sports show because they wanted all, like, Internet or, you know, social media personalities. And she was like, oh, like, what are you doing here? Are you doing hair? And I was like, no, I'm a publicist. And she was like, Oh, I need one of those. And I was like, okay. And her and Shaft invited me to dinner that night. And I walked in and they introduced me as her new publicist. And that's how.

[DJ Envy]

Wow.

[Host 2]

That is what's up.

[Charlamagne Tha God]

This is before rap. This is before love and hip hop.

[Patience Foster]

Before everything. We were selling makeup, wash popping cosmetics. Yeah, before a lot of everything. The cosmetics.

[Host 2]

I'm sorry, your hair salon.

[Patience Foster]

Oh, no. So as we continued to, like, grow and the business grew, I, you know, leveraged my. What I was building with her into an agency, which is how Cream Labs came about. And, you know, I decided that, you know, maybe like six years after having the salon open, I just didn't have the capacity or the bandwidth to do it. And the industry in the salon, like, the salon industry has shifted so much. People wanted their own suites, their own brands. So I just focused on building out and expanding the agency. But that's what, you know, all of it led up into building with Cardi.

[Charlamagne Tha God]

Did you do her hair for her recent court case? The wig compliments on that.

[Host 2]

She don't do hair no more.

[Patience Foster]

I was here for the wigs, like, definitely.

[Alex]

But talk about that. I mean, Charlamagne mentioned that. It's funny, but I think even when we saw her switching wigs recently, people instantly started remembering the first time we saw her in court. And everything was a moment when she was showing up to court. Right. And you guys have been really good about making moments from the beginning. Was Cardi always the artist that wanted to do that? Did you have to talk her into it? How did. What was her first moment where she's like, I needed. This is how I need to live the rest of my career.

[Patience Foster]

Ooh. Her first moment, I would say it was the week that we met is the week that we decided to work with each other, which was Fashion Week.

[Charlamagne Tha God]

And.

[Patience Foster]

And I say that because the way that she showed up. So once we decided, like, all right, we're gonna work together, there was a few shows left. And the last show that normally happens during Fashion Week was the Blondes. So, you know, as an intern, my job was to get people from their black trucks to the front, you know, to their front row seat. So I'm like, you know, nobody really knows you outside of the personality that you built on social media. Let's just start increasing your visibility right away. And again, I'm like self teaching myself at this point, and I'm just doing what feels right. So I told her to come to the show, and I was just gonna seat her and I'm like, just come and just look like you belong. Like, she shows up in a turban, these like wooden nipple pasties, and like a flared bell bottom pant. And everybody was just like, if they didn't know who she was, they wanted to know who she was. And I just set her. I just found a spot on the front row and just set her. And that told me that she was number one. She was willing to be collaborative and trusting. It wasn't like, what, why I gotta do this? Or I'm not really invited, I don't wanna show up. You're not gonna always get an invite in the very beginning. Sometimes you gotta show people why you should be invited. Right? And that does come with a risk, obviously. But she was willing to, like, thug it. She like, okay, where I gotta be, I'm gonna show up. What I gotta wear, okay, I'm there. And she just went with it. So at that moment I knew, like, she loved and wanted to leave an impression wherever she went and really make a moment. And I think we just always carried that same energy throughout everything we did.

[DJ Envy]

I love that. Cause that really defines card as a person. A lot of times people don't hear that side of it. Charlamagne and myself, we seen her early on, so we've seen the grind. We've seen her eating at McDonald's in the morning. We've seen her going to the teen parties and we've seen that grind. And the clubs and the strip clubs and the regular clubs and the this. So I love that story because it shows that, you know, sometimes people like, oh, no, she's this, she's that. No, she deserves to be here. She worked for hours to get here.

[Patience Foster]

Absolutely against all odds. And it was. It's great that, that I was so fortunate to, number one, be just given the space to, like, we gonna figure this out together. You've never been necessarily a publicist of X amount of years. I've never been a superstar. Like, we just gonna figure this out and trust in one another's intuition and one another's vision. And she literally like being there to see all the no's. I love that I'm still in a seat to be able to see all of those people just eat their words. Like so many people were just like, it'll never happen for her.

[Host 2]

I love more particularly about your story, how you went through, how you used the hair industry to step into.

[Patience Foster]

Pr.

[Host 2]

Yeah, that is so dope.

[Patience Foster]

Yeah, it was. I mean, living in a place like Wilmington and Lauren knows, like, We're Delaware down. Wherever we go, it's like, yes, we're from Delaware, but the community and the network is so small, it's so limited. And to be in a space like public relations, you have to put yourself in spaces where you can rub elbows and kiss babies and build a network. So I still felt like before I put myself out there, I wanted to have enough confidence and experience just from an entry level point of view. So looking at my stylist more like clients was really what helped me to feel like, okay, I got enough confidence to like, walk into a space and feel like I. I know how to represent people, even if it's on a small level. I feel like I had the fundamentals to. To represent someone and help leverage whatever talent they have into a brand. I didn't know that that's what I was doing so early on, but now that I'm much more aware of my capabilities and what I'm able to do, I know that I'm able to take talent and leverage that into a brand. A brand that is sustainable outside of just one category.

[Charlamagne Tha God]

Let me ask you a question. What's the difference between managing talent and managing the perception of the talent?

[Patience Foster]

I mean, I think that that's a piece of it. Managing the perception of the talent, because the perception is essential to the value of the brand at the end of the day. But managing the talent, I mean, I think there's a lot of different aspects to managing the talent you have day to day. You need someone who's consistently paying attention to the logistics, the calendar, all of the things that keep everything moving. And then you have people that have their expertise, you have your music managers, you have your brand managers. And I think managing the talent overall is just making sure that there's consistently a strategy, there's consistently a plan. Like, I don't know if people think that it's just, we're just winging it. Like, there's always a plan and there's always a goal. There's always like, we know exactly what it is that we want to do and what we want to accomplish. But I think really managing the talent is understanding the product itself, which is what the talent is, whether it's music, whether it's making clothes, whatever it is. And then understanding how you create a relationship that's engaging with that audience in a way that grows the brand, that builds value in the brand. Because at the end of the day, you want to be able to leverage that brand into something that is legacy forging.

[DJ Envy]

Let me ask you a Question. How do you decide when somebody's a friend or when somebody's a client? Right. Because you're going to have clients that pay you for certain things. But I'm assuming Cardi B is not just a client, she's your friend.

[Charlamagne Tha God]

Meaning you can see that with.

[DJ Envy]

Yeah, but, like, so if you're working with somebody and now Cardi B is beefing with that person, you can't work with that person anymore. But with a client, it's just, like. It's just a check. So how do you decide that? And if Cardi's, like, you know, let's say is not rocking with somebody, you say, all right, well, I can't work with that person anymore. How does that work?

[Patience Foster]

I mean, that's a very real thing. Like, and I think also it's just. What is your philosophy as entre. What is your philosophy as entrepreneur or a boss or whatever it is that you do? Right. And I feel like whatever your philosophy is and your principles are, is how you show up when it comes to making those type of decisions. And my philosophy is a lot different from other people. Like, there is no real defining line between personal and business. Like, my business is very personal. Like, my business feeds my kid. My business builds my livelihood and keeps my livelihood and maintains a lifestyle that I like to live. Like, so my business is very personal because, you know, if you compromise my business now, you're compromising the way I eat. So when it comes to Cardi and any other client, and anyone can tell you, like, wherever there are boundaries or there's an opposition or someone that, you know, has done something in a way that not only makes them feel away, but has messed with their business and their livelihood. I could never do business with. Yeah. And that's just what it is. Like, I think some people try to convince themselves that it's okay because it's just business, but there is no way that you don't have an emotional attachment or a personal relationship with somebody that you go into a conference room or on a conference call every day and fight for them to eat. We gotta have a personal relationship that doesn't turn off when I decide I want to take another check from somebody that doesn't align with you. Like, we gotta be on the same side for this to work.

[Host 2]

Yeah. Do you guys generally only manage artists, or is it actresses? Is it actress? Do you.

[Patience Foster]

We're not specific to artists for the company that we've recently announced and built 5th and Freedom. It's not just specific to artists. It's just Specific to talent, but talent that is talent that I can see true value in. Because one of the main things about Fifth and Freedom is that it's a new way of management, and it's a new way of looking at talent where some people are just more reactive. They're waiting on an email, they're waiting for a deal, they're waiting to respond. Like, it's about being proactive, but also making sure that we're not limiting the talent to this one category, that we're building a brand that can sustain over years without necessarily having to be active in one category. So it's about building legacy, equitable opportunities like joint ventures, things that, you know, at the end of the day, they'll have something to pass down or they'll have something to fall back on, because everybody doesn't. Whether you're an artist, whether you're an influencer, you may not want to make content every single day. Once you reach a certain point, it gets tiring. You may not be inspired. You may not be ready to drop a project every other month to meet a certain goal or drop a single. Right. But how are you sustaining in between time? I think that comes from, like, building real brand value. So that way you can, you know, build a true legacy.

[DJ Envy]

How do you deal with somebody like.

[Alex]

Lauren, first of all?

[Charlamagne Tha God]

Right.

[DJ Envy]

No, I'm serious.

[Commercial Announcer 2]

Right.

[DJ Envy]

Cause you know, Lauren from Delaware. But she should see, she thinks she.

[Charlamagne Tha God]

Only let her ask a question yet. And she's from Delaware.

[Patience Foster]

No, no, no.

[DJ Envy]

She knows Patience are best friends.

[Alex]

Yeah.

[DJ Envy]

But I want to know, how do you deal with her? So. Meaning, you know, she's a. She's gonna poke the bear. She's gonna find out the story.

[Charlamagne Tha God]

She is.

[DJ Envy]

But that's your client. Right.

[Alex]

And I'm gonna call you.

[DJ Envy]

So she gonna call you and say, I just heard this, but you don't want the story out. Or maybe the story's wrong. In most cases, you can just say, give the middle finger, keep it moving. But now with her, and I've heard her call you mad times. Mad times. So how do you deal with somebody that's a friend, but you have a client?

[Charlamagne Tha God]

This nigga here can't hold water for nothing.

[Lauren Vogelbaum]

Excuse me.

[Patience Foster]

You right.

[Host 2]

I'm like, neither can you.

[DJ Envy]

So how.

[Charlamagne Tha God]

Don't even know nothing.

[Alex]

You're not asking anything that's wrong.

[DJ Envy]

But like I said, so how do you deal with, like, you know. Cause you have relationships with tmz, you have relationships with Lauren and these blogs. So how do you deal with that?

[Patience Foster]

I mean, I Think like I'm just real big on like whoever I'm dealing with on a level like that. If you're calling me directly and we're having conversations about things that are pertaining to clients, like we already have a level of trust there and a level of respect because most people will send out and I was a publicist years ago. I am no longer the publicist for everyone that is still mentioning me in articles. I appreciate it.

[Charlamagne Tha God]

I know you the founder and CEO of Cream Labs, but what's your title?

[Patience Foster]

I'm also the co founder in fifth in freedom with my partner Bun. But I'm also. I'm the brand for Cardi. I'm her brand manager and her creative director.

[Charlamagne Tha God]

Gotcha.

[Patience Foster]

Yes. So at the end of the day, stop calling me. I work across all the call patients. I work across her entire business at the end of the day because again, like the longest standing member of her, you know, of her group, of her team. So I'm involved in every single conversation at the end of the day because we built that currency of trust there. But no, I was a publicist and that was, you know, what got me into the spaces that I needed to be in. But as I understood what I'm truly capable of just outside of helping to control narratives and stories.

[DJ Envy]

So you got old pictures of Lauren to make sure she don't put in that.

[Patience Foster]

Now me and Lauren used to share Airbnbs in LA and go out he awesome. We weren't. We didn't have a name at the time, so we weren't on the list. So we were just finessing, you know.

[DJ Envy]

Where the bodies are for Lauren.

[Charlamagne Tha God]

She know where the bodies are.

[Patience Foster]

We've been, we've been friends for well over, well over a decade. We grew up together. So. But how I deal to your. To answer your question, I think it's just already a level of respect there. So she's not gonna, she's gonna tell me what it is. This is the information I have. What do you want to do with that information? Right. And there's two things for me. Are we on the record or are we off the record?

[DJ Envy]

Number one, you always on the record with Lauren.

[Alex]

No.

[Patience Foster]

You're not? No.

[Charlamagne Tha God]

You shouldn't be.

[Alex]

No, I really do this.

[Patience Foster]

That's against like journalist guidelines.

[Alex]

I really do a lot of times when I'll call her too and be like complete before she even starts. Completely off the record.

[DJ Envy]

You know what I mean?

[Patience Foster]

Yeah. So it's like I'm going to approach. I think I do a very good job Like, I don't blur the lines between what I do as a professional and who I am as a person, because they're pretty much aligned. Like, who I am as a professional is how I show up as a person.

[Host 2]

Yeah.

[Patience Foster]

So how I deal with her is just in any friendship, let's be transparent. Let's be honest with each other. This is what I have to say. This is what I'm not going to say. Hypothetically, I'm going to say this. And, you know, we just work through it together. And I don't ever think for a moment I'm never going to have a conversation with somebody that I got a second guess. Is this information going to leave this phone call? So it's like, I think because of our friendship and the trust and the history that we have there, we can do good business.

[Charlamagne Tha God]

So how do you decide what's best for your client and what's best for your girl? And what I mean by that is, like, you know, you see, like, somebody like Lauren in the position she's in. She's growing. Like, you know, she's building her name. You might have some information that you could be. I could get the People magazine, but if I give it to Lauren, it's really gonna help. Brown girl grinding. So what do you do in those situations?

[Patience Foster]

I think it depends on the situation. Wherever there's controversy, drama, no pun intended. Right. That's not ever. That's never been a part of my process or my systems. Like, I'm never feeding. I know there's people that think like, oh, this is a PR stunt. Like, never feeding or setting up a stunt. Right. But in terms of, like, exclusives, like, oh, we have this, like, great information or something we want to share about the album. Of course, like, I would want my friend to have the exclusive, but when it comes to the client, it's just like, if you. If you love me and you say you're my friend, then you respect the fact that I have to do what's best for my client. And that's just, you know, and if that level of understanding is just not there, then we're truly. We're not friends, and we can't do business.

[Alex]

And I will say there's been plenty of time. And also, too, I think it's like a trade thing. Because, like, for me, it's like, okay, maybe if I know this and. Or you just giving me this, but then your client or whoever is like, we want to go another place with it. I'm like, I talk to her all the time. She'll call me about something else. There's been many times where I couldn't do something, but on the back end, it's like, ooh, I might get another story that's bigger. Or you might come to me and say, hey, this is announcing. Like, so they're. It's a transactional thing as well for me. But I want to talk about when, like, Tocardi says patients be like, what the fuck? There's a lot of moments because y' all don't stage these things, but people always think things are staged. So, like, the Harper's Bazaar party moment.

[Patience Foster]

The.

[Charlamagne Tha God]

What was that?

[Alex]

Nicki Minaj, Cardi B. The fight at the Harper's Bazaar party.

[DJ Envy]

First of all, she didn't even hear the. She wasn't there when. When Cardi made the record. Cause you heard it when, When Cardi played it for you. You were surprised when she. When she said, yeah, I wasn't.

[Patience Foster]

I wasn't there for. When she. When she recorded the recording for me.

[Alex]

It was like, what the fuck?

[Patience Foster]

In real life, I was just like, taken back because I was like, why did it have to be me? But, I mean, I guess it only makes sense because a lot of people probably think that there's this yes man complex in our relationship, and it's the complete opposite. Like, I'm gonna always have her back, right? Wrong or indifferent. Like, there's never gonna be a time that I would stand down from that. But at the same time where we don't agree, we don't agree respectfully, right? And we handle that like adults. And I think we do a really good job of, like, we know that our loyalty as, like, friends and basically sisters is, you know, the core of our relationship. But it really doesn't blur the lines when it comes to, like, being direct about, you know, business decisions or just, you know, life decisions. We don't always see eye to eye. So there are plenty of times that she does. And I don't know why the Internet thinks that. I, like, have these strings and control what she says or what she can do. Like, I think her fans kind of have this idea, like, take her phone, make her get off the Internet. Like, this is a grown ass woman. Like, she's the one do and say as she pleases. And yes, from time to time, she asks for suggestions or advisement, but there are some times where she jumps out the window and she do and say whatever she want to do. And I am looking like, what the fuck?

[Alex]

Like, the talent that's coming into fifth and freedom I think what I was going to ask was there's a lot of those moments and they're big because of who she is and because of her personality. How do you, in real time strategize and figure it out where it doesn't hit her brain or her business too hard and it works out in her favor, or at least her narrative is in her favor.

[Patience Foster]

I would almost say it's kind of like in the reverse. Like, I'm not thinking when something happens like damage control, which, oh, my God, like the association of publicists. Please don't kill me. I'm not thinking, like, oh, my God, I need to get in crisis control. Because I think what you build from the beginning and the tone you set with your client in terms of authenticity is what carries you through those moments. Because when those moments happen, I don't have to jump into damage control mode because we've been who we are from the beginning. She's been authentic in who she is from the beginning. She's been unapologetic and unfiltered from the beginning. So it really sometimes in a lot of these moments just doubles down on who she's always shown up as. So I think it's really in the opposite for me. Like, I'm not in that moment. Of course, if it's absolutely crazy, let's talk through it, let's figure it out. But it's not a lot of, like, spinning of the narrative and coming up with things that may not necessarily be true to help save face. Like, and I love that she's just a woman, that she just stands on her shit like, damn, I did say that and I fucked up. But, you know, fuck it.

[Host 2]

So do you feel, with your PR background, right? Do you feel that all publicity is good publicity?

[Patience Foster]

I don't know. I understand it. I understand what it means. But I still, I do still feel like things can be harmful. Like, unless all you care about is the attention. That's the advantage of, you know, everything is publicity. But if you truly care about a brand that's going to build value and be valuable X amount of years from now, then you should care about. You do have to care about what could possibly be harmful. And I think a lot of times for her, she gets this backlash up. You don't have to explain everything. You don't need to say everything. And I think there are some times that I'm kind of like, I feel like we could have not said something. But I also feel like I love that she feels the need to set the record Straight. So that way, when a conversation does come up with a potential brand partner or, you know, a potential partner just in business or, you know, what have you, it's like, I made sure to clear my name and set the record straight. And if what I'm saying is not true, you prove to me that it's not true. And I feel like she calls a lot of people's bluff and. And she makes sure to. To stand on exactly what she thinks and how she feels. And sometimes that comes out in Instagram comments or tweets or what have you. But, you know, I. I don't think that all publicity is good publicity. Yeah, I think that all publicity is attention, but all attention is not good attention.

[Charlamagne Tha God]

So sometimes the algorithm don't know the difference whether somebody's saying good or bad things about you. It's like, damn, she got mentioned a million times in our.

[Patience Foster]

Right. But it's like, what is she getting mentioning for, you know, at the end of the day? Especially if it's something that defames your character, it's one thing if it's like, if it's about something frivolous like wardrobe or a rumor, like a surface, you know, gossip topic, but something that defames your character and just your moral compass, like, those still have real repercussions. A lot of people think that no one has any sort of principle anymore when it comes to these businesses. Everybody just wants a name. They just want a celebrity. You know, they'll pay for it. No, like, there's still moral clauses and contracts. There are still people that have principles, and they want to know how you show up as a person. So if you are defaming who I am and my character, which could possibly stand in the way or intervene or interfere with what I'm building, then I'm set the record straight.

[Charlamagne Tha God]

Can you go a little deeper on that? Like, how do these salacious headlines hurt or help deals with corporate brands?

[Patience Foster]

I mean, they. They do hurt, right? Especially if it's a lot of brands. The brand partnerships go deeper than just the money. Like, what's the upfront guarantee? Like, how are we structuring this partnership? Like, there's still compliance at the end of the day, they want to. A lot of brands still want to know this is a decent person. They. They show up as a decent person. And when they go out into the space or in the marketplace to represent my brand or my company, they can be trusted. Right? Because they've obviously spent millions of dollars in resources and manpower to build whatever it is that they're building and they don't want to compromise that. So a salacious headline, if you think about press. Right. There's never a time where a headline will go up about a particular person or topic and they don't in that article recount every other thing that is attached to that person. So. And also right before this happened, such and such was supposed to sign a deal or assigning a deal with this company. So now you're, you know, if, if I'm a publicist for this brand and I'm getting these Google alerts, this person who I'm supposed to be doing business with is now showing up in my alerts in correlation to the name of my brand or my company in a terrible way. So to your point even earlier, is all press, good press, that's not good press for them, especially depending on whatever that brand is built upon. If they're geared towards mothers or they're geared towards a certain type of audience and that headline is either prejudice or hurtful against that audience, that's not good press.

[Host 2]

Yeah.

[Patience Foster]

You understand what I'm saying? So I mean, salacious headlines do, you know, come with a certain level of damage when you're building outside of just your self brand and most talent, if they're smart, they're building a brand of their own so that they can collaborate and partner with other companies and other brands.

[Charlamagne Tha God]

How do you decide when an artist should lean into controversy versus when they should fall. Fall back.

[Patience Foster]

Leaning into controversy? I think it depends if the con. If what we're considering is. If what we're considering, controversy is something that is authentic or true to the person, then you lean in because it's who you are. Right. If the controversy is centered around something negative or counterproductive, something that if it continues in the press cycle, will continue to hurt the brand or hurt the name, then you lean out of it. But I'm just, I've been so big and you know, obviously Cardi played a really big role in this.

[DJ Envy]

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[Patience Foster]

Coming into this industry 10 years ago, there were so many people that said if you team up with her and put your name next to her, you. You're going to box yourself in. You'll only be able to represent people. That's urban. You guys won't make it past love and hip hop. Like, that was.

[Alex]

That would give y' all clothes for her. Remember, y' all were trying to. She was loving hip hop was about to happen. Y' all were trying to style her. They wouldn't even give y' all clothes.

[Patience Foster]

Yeah, we didn't have a budget for a stylist at the time. And we were just kind of figuring out per project with hair and makeup. So I was literally googling, like, how to ask for wardrobe from brands. So I would go out, I would get to New York early, come up the turnpike and go to all these different boutiques. Boutiques and try to pull. And this one boutique said, like, she's not our girl. Like, this doesn't represent who our woman is. And years later, obviously, it's like, hey, we have these clothes. We want her to wear them. Like, and, you know, and then how.

[Host 2]

Do you proceed with that?

[Patience Foster]

Well, that's a calling conversation. I've learned my scope and my boundaries. But, you know, like, that's a wardrobe conversation. But at the same time, you know, I can be a little petty sometimes, you know.

[Host 2]

Right.

[Charlamagne Tha God]

It is strange. Cardi is an interesting case study for me because I'm like, if you couldn't see Cardi coming, you had no vision. Like, I thought Cardi was a Superstar from day one. I didn't know in what. But you just knew this girl is gonna be a star.

[Patience Foster]

Absolutely. I mean, some people are programmed to think that the only way to success is the easiest path to success, which is something that is easy to digest and easy to package, and that, for them, is the selling point. Oh, I could easily package them. I know what kind of clothes to put on them, do their hair, put them here, put them there, get them a deal here like that. For me, some people think that that's just the easiest path to success, but I still don't know necessarily what it is in that moment where it was just like, this is, to me, more relatable and just more people are behind the eight ball than they are in front of it. So you can't build every single brand on a. On this idea that this is a fantasy life or this is a lifestyle you can't have, or this is a person you can't sit with or you can't hang out with. Like, we're in a day and age now, and we saw it early. Like, people want to see themselves in the people that they support or the people that they listen to. And even with fifth and Freedom, we recently signed our first overall management act, Season four, which is. Thank you. Yeah.

[Alex]

What is it?

[Patience Foster]

So there's a Netflix show that's out right now called Building the Band. It's a singing. It was a singing show, not a competition necessarily, but kind of where they. Basically, it was set up like Love Island. So all of the contestants started off inside of a pod. You couldn't see anyone else. So you had to pick your band member based on the sound of their voice, how well they sung, or, you know, only what you could hear, not what you could see. So you formed your band in that way, and then you. At the. You know, I forget, maybe the second or third episode, you were revealed to your other band members. So I was in Turks, and we decided not to go to dinner that night. We binge watched this show on Netflix, and I immediately fell in love with this group because they were so different. Each and every group member represents someone else, represents a different audience, a different type of person. And everyone thought that they were going to win. I thought they were going to win. Right. And the winners that did win are extremely talented, beautiful girls. And I think that the industry and depending on who's navigating what conversation, people are determining what is more marketable versus what is not, and what is more marketable sometimes gets the upper hand or the opportunity first and I DMed them and I was just like, I like y'. All.

[Host 2]

I love that.

[Patience Foster]

And I wanna work with y'. All. And my friend was just like, you just DM people. I DM people all the time. Like, there's no shame and no ego when it's something that I want or something that we wanna do. And they DM me back maybe like two or three weeks later. And we immediately clicked. And I knew that from the synergy of my relationship with Cardi and what we built. I know that I have a vision. I could see the same thing that I saw, like, in her, I see in them. And when I brought it to my partner Bun, he immediately saw it too. It wasn't even a conversation of like, ugh, I don't know. It was like, they're fire as hell. Like, we want to work with them and I want to use every network and resource I have to help build them out.

[Host 2]

So I think that is so dope. Has that ever been a thing, though? Have you ever. Look, Button, this is why I want brought him to your partner and he's like, eh. Has he ever disagreed about any talent that you ever wanted to?

[Patience Foster]

I don't know. I. I don't know. Have you ever disagreed about talent?

[Host 2]

It get wishy washy.

[Patience Foster]

I think it's more or less like, I think he's super compromising when it comes to me and I'm like, oh, I have this vision. But then, like, I'm not as. And that's why it's a partnership and there's a balance, right? Because I'm way more like brand center, brand focus, building out, you know, the creative vision, the brand DNA identity. He's like, more on the music side in terms of, like, the ear and like, seeing the talent. So it's like, I'm very. Like, there's, you know, you have your rap, you have your. And sometimes I'm just like. And I'm like super millennial. Like, so, like the new rap and the new, like, the TikTok phase and everything, I'm like, sometimes I'm just not with it. But he's like, no, I'm telling you, like, give it a year. And I will say every time he's ever said that, like, a year has passed and he's like, see, I told you. Like, this is, you know, so he has his finger. Definitely more on the polls, but, you know, when it came to season four, we were like, completely aligned. Like, we want to represent them.

[Host 2]

And, you know, because you have a partner, you can trust, though?

[Patience Foster]

Yeah, no, for sure.

[Charlamagne Tha God]

How'd you get your name? Patience. I mean, I know you guys. I know that. I know that's your birth name, but did your mom tell you why she named you that?

[Patience Foster]

I think when I asked her, she said something to the effect of, like. With everything that was happening in the. The room at the time, she was yelling out for like, or she was saying she needed patience or something. Because I was supposed to be Alexis. I think it was supposed to be my name.

[Charlamagne Tha God]

That was her car. She had a car. She had Alexis.

[Patience Foster]

What? No. No, she didn't know Lauren's dad in Delaware.

[Host 2]

Oh, my God.

[Alex]

No, she don't know my dad.

[Charlamagne Tha God]

Neither did she. Listen, let me ask you another question. Tell us more about your stupid.

[Host 2]

I got a real question, because I don't know why they take digs at this girl like that. They know that don't nobody know her father. Listen, so this is another PR question right now. You hear about this a lot, but do people really put, like. Do publicists really put celebrities together as PR stunts?

[Patience Foster]

Couples.

[Host 2]

Couples. Like, is it like a. I'm like, am I?

[Patience Foster]

Some couples, they gonna dog me out? In her Facebook group chat.

[Host 2]

You can't tell me I feel you, but, I mean, I do.

[Patience Foster]

There are people that still believe that they need stunts to help drive an album or release or build engagement on social media. And I personally feel like if you need a stunt like that, there's something else missing or lacking like you to put someone. I've never done it.

[Host 2]

I never thought it was real.

[Patience Foster]

Some people do. I mean, there are some people that are like, we need a good stunt. We need something that's gonna drive a conversation. Especially if people feel like they're losing momentum or they're not being talked about enough. Like, there are people that. Not everybody, but there are people that still practice that.

[Host 2]

Jesus Christ. I remember they were saying it about Moneybagg yo and Meg Thee Stallion, and they were both hot at that time. So I didn't feel like that was one that they could have said that about. But that was, like, in conversations. I'm like, they both, like, at their peaks. Why would that have to happen? And I just never thought it was real. But you hear about those things. And now I got a real live person with a publicist background, and I just wanted to know.

[Alex]

I have a question for you. I guess some people would ask, like, everybody can't. Everybody's story doesn't end up like Cardi B's. So when a person comes to you Their new. How do you take them from 0 to 100? And what happens if it doesn't work?

[Patience Foster]

Nine times out of 10, I don't take on many new clients. I think early on it was like, there was this level of, like, high energy and momentum and people were reaching out. Like, I want to work with you. And I'm like, yeah, like, let's do it. Like, I want to build my roster. And I thought that quantity is what I needed in terms of, like, building a really successful agency. But. But once I reached a place of, like, more maturity and understanding and experience, you really want to build with the person that. And everyone doesn't get the opportunity to do that because some people, you know, they switch up, they change. But you really want to build with the person that's turning the lights on for you. A lot of. A lot of celebrities and people of, you know, people with public profiles, what have you, they don't. They don't value their team in a way where they feel like credit is always due, where they feel like they want to share with the world. These are the people that are helping me build. From the very beginning, there was never any. There was never any. Like, there was no energy that was like, I don't want to. I don't want people to know who works with me. Right. Like, and I think too, that's why a lot of people will say, like, I pioneered, like, this shift in the PR industry because they was mad at.

[Alex]

You in the beginning.

[Patience Foster]

Oh, they're still Facebook group chats.

[Alex]

They get so mad at Patience because they used to feel like people just knew her too much or she was trying to be known too much. But Cardi always platformed patients. A lot, talked about her. And also, I think there was a lot of times where you were all she had. We would see you with her, so people wanted to know who you were.

[Charlamagne Tha God]

By the way, I grew up, both.

[Alex]

Old school publicists were mad about that.

[Charlamagne Tha God]

I don't know why, because that's the old school way of doing things. Remember Lizzie Grubman? She had a whole TV show on.

[Host 2]

Mtv and she was a publicist.

[Charlamagne Tha God]

Yes.

[Patience Foster]

Marvin Riddle, like Kelly Catrone, is why I wanted to be a publicist. It was her show on Bravo, Kel on Earth that I was like, ooh. Like, these are the people that help the famous people either be famous, get famous, stay famous. Like, these are the brains. These are the, you know, the. The people that are making it happen. But I think early on and. And my personal opinion is that where people can't do is what drives that, like, rhetoric around. Just, like, hate. Like, you hate what someone else is doing because you can't show up in the same way that they're showing up.

[Charlamagne Tha God]

People that can do. People that can't criticize.

[Patience Foster]

Exactly. Exactly. And I do feel like that's where a lot of it came from. Like, well, you know, I wouldn't necessarily always wear black to a carpet, but I also wouldn't be competing with my client. But it's just, like, I don't wanna wear black. Like, you know what I mean? Like, why do I have to fall into this idea of being a shadow that moves this person around? Because even when I was younger and I look at the people. I was watching Belly the other day, and I'm looking at the credits now, and I'm like, you don't know that there were. It was this mirage of people that was making. They were making all of these things happen and making your favorite artist be your favorite artist. And that's also why, you know, when we were younger, you didn't put being a publicist or a manager or a stylist or a video director on your list of things you wanted to be when you grew up, because there was no representation of that. It was just, here's the star, and the star is a star because they're a star. And now, as you've gotten older and people are giving you purviews into all of the different pieces that make these things happen, I think that. Why would you be mad at that? Because now we've only created a conversation for someone who thought they were limited to only wanting to do a certain, you know, certain careers or take certain career paths. Now their eyes are open to what is really possible in a world full of creativity and music and entertainment. So, I mean, a lot of people were definitely mad at that, but I think that also came from being with a person who was building in a celebrity space that was also not your average celebrity. She platformed everyone on her team. You know, she helped. And everyone obviously was already naturally talented. And I do feel like what is for you is for you. And I feel like we all would have ended up somewhere on a path of success in what we were doing, but she helped fuel that from not shielding us from the world, but saying, like this, who's getting me dressed? This is my girl. This is whomever. And allowing us to sit at so many different tables and be a part of so many different conversations. Conversations is what put me in a position to be able to build outside of where I thought I wanted to go. I only thought I wanted to be a publicist whole time.

[Host 2]

I'm a. Yeah, yeah.

[Patience Foster]

I'm an innovator, manager, creative director. Right. So yeah, I don't know how we got there.

[Charlamagne Tha God]

So if artists want to connect with fifth and freedom, how do they do that? And I love what y' all talking about. You said you want to empower authentic talent, provide tools for financial literacy, mental wellness and ownership opportunities.

[Patience Foster]

Yes.

[Charlamagne Tha God]

A lot of management companies aren't looking to do that for their talent.

[Patience Foster]

No, they want their talent to show up and produce a really quality, timeless product, music or whatever the product is. Yet their mental wellness is left to the wayside. You can't show up if you're not here and you can't show up if you're not here. Of people are lost from just a mind, body and soul pov. But they're still being sent call sheets to show up at 4am and get your glam done. But they're lost or they're empty or they need someone to talk to. So I feel like if anything, when I just think of things in a logistical way and we were thinking about what services to provide, I want my talent. We want our talent to always show up as their best selves first and then they'll create their best product. So, so mental wellness and then also the equitable opportunities. Early on in our career it was all these one off partnerships. Oh, we got a bag for you, we got a million dollars for you. Right? And back then it's like we young, we brown and black. Million dollars is a lot of money. But as you get older and you start to really break down and try to understand how does all this work? Like where did you even come up with that number? And it's based on what they see your value and nine times out of 10 they're going to pay you less than what your value for. So I teamed up with a banker during the pandemic and he started to flip the deals inside out to show me that this is how much media value and brand value your talent gave this company. This amount should have been this amount. So then understanding that it's like not only should we be getting upfront guarantee, we should be looking for equity and ownership because we're driving a lot of the, a lot of these brands, we're driving their valuation through the roof and we're not getting anything on the exit. So that's when we started really talking about what to build. You know what we want that legacy to be what we want that company to be. And that's what led into the joint venture with Revolving Forward. What is that for Cardi? So our partners at Revolving Forward, we're building out a space in the fashion category and in the beauty category. And maybe November of almost two years ago, me and Cardi were on the phone. We pretty much talk every single day, all day. And we were just talking about the opportunities that were on the table at the moment, but what she really, really wanted. And she's like, I want my mogul moment. I know that the value that I've given these brands that I've worked with, I need to be putting that into my company. I want that for me. And I asked her, like, okay, like, so how do you want to do this? And, you know, she was like, go find me the partnership. And I immediately, like, literally hung up the phone. And I'm thinking through all of my contacts, like, who can we partner with? Who can we partner with? Because I also understand my talent enough to know and understand her bandwidth enough to know that we're not in a space to design, fulfill, deliver. Like, we need partners that can carry a lot of the weight, and they're experienced and they're resourceful, and then she can show up and do what she does. And one thing that she's always done for me is put me in a position of. Of power within her organizations and empower me to mitigate those conversations and build in that way. So I was thinking, and I started looking up recent IPOs, and Revolve had just gone public, taking their company public. And I think their valuation at the time was between 2 or 3 billion. And I remember there was someone that I knew from my publicist days that was connected, shout out to Adam and Jen at Walker and Drois. They represent Revolve, and they connected me. And maybe within two weeks, I had lunch with the CMO at the Beverly Hills Hotel, and I pitched this idea that I had of them partnering. Not an influencer, not an ambassadorship. Like, we want to come together and build a completely separate entity from Revolve and from whatever else we're doing. And it took us about a year and a half. And now Cardi is co founder and partners with the owners of Revolve, Michael Mente, Raisa, Mike K. And we built a joint venture where she has a large ownership in what will be two companies in two different categories. So that, again, she don't ever want to. And I'm not saying she's not. Bardi Gang. Please don't drag me. She never puts out another album after September 19th. Make sure you guys pre saved. Am I the drama she would have built, we would have built this equitable foundation that, you know, she can do what she want, when she want.

[Charlamagne Tha God]

I do want to ask you one day, I never asked Cardi this either. Why didn't she do the movie with Paramount?

[Patience Foster]

Was it the, the assisted living movie?

[Charlamagne Tha God]

Yeah, it was whatever. It was the movie and she, she was supposed to do it in like a week of filming. She pulled out, like. Cause I always felt like acting was a natural progression for the party.

[Patience Foster]

Yeah, yeah, she's. I mean, literally, like, yes, she is the drama in all of the ways, like in the best ways.

[Charlamagne Tha God]

So look at you plugging Allen Tyler.

[Patience Foster]

She's. I think one thing about it is she knows how to make hard decisions and have hard conversations. She wasn't in a space where she was ready to deliver in that way. I don't think she was there mentally. I think she maybe didn't feel like. And I'm just. From what I know. And one thing about Cardi is she always wants to be the absolute best in whatever she's doing. She is such a competitor in that way and she's so driven in that way that I, I think she evaluated what was in front of her and said, am I gonna be able to show up and do my absolute best? No. And most people would've just done it anyway because they would've been afraid of letting people down. But she's never afraid of having the hard conversation or letting people down. And I think that's really kind of what it came down to. But she is segueing into TV and film this year and next year. We're working on a few different projects, but she's definitely pulling, pulling her talents over to the TV and film side and even the, you know, an executive producer side. So.

[Host 2]

I love all things Cardi. I mean, duh, right. But I love even more hearing you talk about how you challenged yourself doing.

[Patience Foster]

These things like that.

[Host 2]

Like you were just talking about the partnership with Forward and revolve. Like if that wouldn't have happened, if you didn't challenge yourself, that wouldn't have happened. None of this would. You wouldn't be here if you didn't just say if you gave up one day, like just that girl from Delaware, not can, you know, like you. I love that this is such a self made story.

[Patience Foster]

Yeah. I mean, I could definitely say thank you, Lola. Yes. I mean, it's really dope too. Like Lauren we grew up together. Like, we were going to parties in high school. And, like, Charlamagne has been someone that's seen our journey from the absolute, very, very beginning. So it's just like, they could. I love that there are witnesses to this journey that know it wasn't overnight and that also know, like, I. I don't. I don't really care what people think about me, but I do want them to know, like, this has always been me. Like, there's never been a time in my life where I said, I can't have, or, I don't want to dream of this because it'll be hard to get. And I do have to, like, give a lot of that credit to my mother. Because the way that you are brought up and what is instilled in you from the beginning in your household is what you will carry. Now. I believe that I was who I was at my core from the day that I was born. But I do believe that my mother, she's never made me feel like, you can't have what you want. I wanted to ice skate when I was five. She bought me ice skates. I did a few lessons. I wanted to tap dance. I went to performing arts school for acting and singing. I wanted to leave and go to a regular high school. Cause I saw true life. I'm a black cheerleader and said, I want to go to regular high school, and I want to be a cheerleader for the football team. Like, I want to go to Europe. There was never a moment where she ever made me feel like, what it is you want, you can't have. And I think just carrying that through is like, if it's here for us to see it, it's here for us to have it. And God won't show you nothing you can't have. And I just live by that, so love that man.

[Charlamagne Tha God]

Thank you for coming. Patience. We ain't gonna never beat the we on Cardi B Payroll. Alex, they interviewing Cardi's brand manager. We ain't never beat no doubt.

[Alex]

Congrats on 5th and Freedom. Those are the are gonna be lucky and talent gonna be lucky to have you all.

[Charlamagne Tha God]

Thank you.

[Host 2]

Congratulations to you and Bun.

[Alex]

Yes.

[Patience Foster]

Thank you, Bun.

[Charlamagne Tha God]

How do they reach out? Do you even want them to?

[Patience Foster]

Yeah, they can definitely reach us. We have fifth and freedom on Instagram. You can reach out. We're very active on our Instagram, and obviously, you know, you can see the services and things that we provide.

[Charlamagne Tha God]

Are you looking for something in particular right now?

[Patience Foster]

I don't think we're ever looking for something in particular. It really is just a field thing. Like we have a really, really dope emerging artist that's coming out of Billy Byrd, who we've been working with for a few years. But now we're even. We're in a better position and have a lot more, there's a lot more opportunity in like building her out. Cause breaking artists out of very small markets is very difficult. But she's so talented. She's so raw like so I don't think we're really looking for anything. But we're also not looking.

[Host 2]

Got you.

[Alex]

So not not looking.

[Patience Foster]

Do with do with that information what you will.

[Charlamagne Tha God]

All right. It's patience Foster.

[Patience Foster]

It's the breath of the thank you so much. Hold up.

[Charlamagne Tha God]

Every day I wake up Wake your the Breakfast Club.

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[Alex]

This is an iHeart podcast.