When Jocelyn Rivera launched The Pressplay Agency in 2017, it wasn’t just a passion project — it was a movement. Today, she is the founder and CEO of not one, but three ventures: Pressplay Agency, The Female Manager Co., and Staff Stars, a staffing company she built from the ground up. Rivera, who proudly represents her Trinidadian and Dominican heritage, says her mission has always been clear: to bridge gaps, expand access, and create space for culture to shine through intentional and inclusive storytelling.
“I started in music,” Rivera said. “I was writing bios, creating press kits, getting artists into rooms they deserved to be in. But I noticed a huge disconnect between the industry and independent talent — no blueprint, no infrastructure.”
What started as a side hustle PR work quickly evolved. Rivera realized she had a real business after a successful showcase event in 2017 that led to artists getting signed to major labels like Atlantic Records and Empire. Record labels soon tapped her for project management, artist rollouts, and creative event planning.
From there, the work exploded. Rivera contracted with major brands including Nike, Google, Lululemon, and Peloton, all while championing culture-forward events rooted in community and creativity. “People kept asking me to do events,” she said. “And I had a knack for marrying the creative side with the logistical side.”
She credits her time in the music industry — especially a stint at Empire Records — with sharpening her approach to experimental marketing and brand activation. Whether curating listening parties for artists or producing large-scale brand experiences like Curlfest’s 10th anniversary at Prospect Park, Rivera’s unique approach blends flawless execution with authentic cultural storytelling.
“Events are where logistics meet culture,” Rivera said. “It’s about making sure the soundcheck is tight, vendors are supported, and the stage is set—but also preserving the essence of the community that’s showing up.”
Still, Rivera does not shy away from naming her challenges as a Black woman at the helm of a production agency staffed entirely by Black women. “We often have to work twice as hard to prove ourselves,” she said. “We’ve done massive events, brand activation, summits — but we’re still having to advocate for what we deserve.”
To combat this, Rivera built a team and infrastructure that ensures women of color — especially younger creatives — don’t have to start from scratch. “Much of my team has been with me for over four years,” she said. “Some are launching their own ventures now, and I get to support them as they grow.”
Her advice for other women of color entering the field? “Start small — but show up big,” Rivera said. “Come in as a production assistant, brand ambassador, whatever gets your foot in the door — but let your energy and professionalism speak volumes. Build the relationships. That’s how you land the contracts.”
While she’s checked off many of her dream clients, Rivera still has her eyes on the sports world. “I’ve worked with Formula E and loved it,” she said. “Sports brands have no real budget constraints – and I want to show what we can do when there’s no cap.”
From grassroots beginnings to corporate boardrooms, Jocelyn Rivera is redefining what it means to lead with logistics and heart. And as Pressplay Agency expands, so does her vision — to build a future where women of color not only shape the culture but also own the infrastructure behind it.
