How your losses make you a stronger creative – With Creative Partner Kelly Bayett

Surely you've been there too – stuck in a job you didn't like, feeling like you were wasting time and entire days doing something that will never bring you any good. And then, one day you realise that you've actually learned a lot from that time.

Kelly Bayett has been a barista for some time before becoming a personal assistant in a creative studio. She has packed all of those experiences into a useful folder in the back of her mind, a file she confidently opens every time she needs to. Not being allowed to claim the Creative Director role, she created one for herself. And she hasn't stopped learning ever since.

Kelly believes every loss is a chance to learn and she puts that optimism into practice every time she can. She is now the co-founder and Creative Director/Partner of Barking Owl Sound, who has worked on one of the most hilarious Audi ads of the past 3 years.

Today we are Getting to Know one of this year's Annual 2020 Top 100 Creative Industry Influencers and an ambitious creative professional with plenty of tips for others in the industry.

Tell us about your current role!

I am the co-founder and creative director of music and sound company Barking Owl Sound in Los Angeles and soon, New York! In my role, I work on the creative for every project that comes through the door and take the lead on sales and employee management. It may sound like a lot when you say it out loud, but it’s all made possible through the amazing team at Barking Owl.

How did you get to your current position? What was the biggest challenge?

I got the current position because I created it. I had always worked in the position for other companies, but I was never allowed to claim the Creative Director role. So, I started a company where I could make it a reality.

There are two really different challenges, but both are valid. When starting a company with no reel, no bio and no money, that in itself is a huge challenge and the hustle has to be so hard. Then, years later, when you have worked so hard to get to be one of the more respected companies in the industry, the hustle to stay at the top remains equally as hard. I remember screening with Matt Factor in my second year and I said, “I can’t wait to be in your position. You can finally relax.” And he replied, “You never relax - it changes, but it doesn’t get easier."

What is your personal background and what role did it play in your career?

I didn’t go to college. I waited tables, worked as a barista and took improv classes at the Groundlings until I could get a job as a personal assistant to someone in the industry. I use all of the tools I have learned from all of those experiences. Nothing prepares you for the business world like working for tips.  

Which individuals and/or agencies do you gain inspiration from? Do you have any heroes in the industry?

Really strong directors always inspire me. Daniel Wolfe is a frequent collaborator with us and he always pushes us to do things we never thought possible and I love that. MAMAG has the freshest ideas. When they come to you, it’s never a typical piece of content. It’s different and inspiring. Byron Del Rosario always brings us the weirdest out of the box stuff. SO WEIRD. And I love it. He is a true collaborator, open to fresh ideas. 

I definitely have heroes in the industry. Matt Hunnicutt is a personal hero. He was someone who believed in us from day one and really helped us grow into who we are today. What you do initially, sets the tone for who you are and he understood our value and helped us understand that as well. David Angelo has really found a way to not only bring purpose to our industry, but he inspires his clients to do projects that have more purpose behind them and I truly admire the way he moves through the industry. Geoff Edwards is someone who has navigated the open and subconscious bias in our industry, to create an incredibly successful career. He moves through this world with grace, passion and purpose. He is creative, open, honest and he is not afraid to get deep.

What is your biggest hope for 2021?

I know that the world won’t automatically change in the beginning of 2021. However, I do hope that as we transition out of this time, we keep the learnings we had during 2020. That we move forward with purpose, we find the value in the smaller moments and we truly appreciate those in our lives. 

What is your biggest career-related win? What is your biggest loss?

My biggest career related win was the day I signed Atticus Ross. He has taught me so much and he has brought in the most incredible creative partners. The way he approaches a project is incredible. 

I never think I lose because I always grow and learn from that loss.

The biggest loss question is a really funny one. I never think I lose because I always grow and learn from that loss. All of those moments have made me better and they all happen for a greater universal reason. If it didn’t happen, it wasn’t meant to be. I guess in my mind I am a forever winner. Haha. If I had to pick, there was one job we were up for this year with one of my idols and ultimately, we did not get the job. That one hurt, but if I had to do that creative call again, I wouldn’t lose. 

If you weren’t in your current industry, what would you be doing?

I would own a coffee shop. Working as a barista and a waitress were my favorite jobs. I love learning about people, their preferences and their weird habits. It’s human anthropology at its finest!

What’s your secret to keeping the team inspired and motivated?

The secret is to lead by example. If I am truly inspired and motivated, then it is easy to inspire and motivate them. We have an incredible team, and that is not an accident. We choose the most driven and inspiring people to join our crew. It’s infectious and really, one bad apple can ruin the entire bunch so you can’t let them in. Ha. 

What have you learned from Covid-19?

Before the pandemic, we had a chef, who is also somewhat of a life coach, and we would all hang out at the big kitchen table, take a break and connect. It was my favorite part of the day. If clients were around, they would join us and they always commented on how it feels like visiting family. Without the physical connection, you have to find ways to connect with each other that feel genuine, so you don’t lose that connection. It’s easy to get stuck in your own world and feel isolated and forget that you are part of a team. So, it’s being in touch with them mentally and making sure that they are feeling connected. 

What is your one advice to aspiring creatives looking to be successful?

Know your voice, know who you are, what you want and don't stop until you find it. Sometimes, that something doesn’t exist and so you have to create it. If you are passionate, confident and honest, people will follow. Everyone wants something to believe in. 

How do you recharge away from the office?

I have four kids, so recharging looks a lot like exhaustion (Ha!), but I love swimming and playing games with them. Another big stress reliever is working out, which is my favorite thing to do.

What’s your one big dream for the future of the industry?

Oh, I have so many dreams! My biggest might be full inclusion and diversity. I don’t mean just talking about it, but really being open and getting everyone’s perspectives on creative. Having full inclusion and collaboration from a diverse group makes the work so much better. I also hope for an industry where people lead with intuition and their hearts and stop letting fear guide creative decisions.

Do you have any websites, books or resources that you would recommend?

The people around you are your greatest resource. Everyone has something unique and incredible to offer and you can really truly learn from every interaction. 

Inner Child Tarot Cards are my life guides, Eckhart Tolle gives me hope, David Sedaris keeps me sharp and Morgan Harper Nichols gets me out of my head.