VARICK BAIYINA – CEO
Mr. Baiyina is a 20-year management and media impresario, who has generated and budgeted millions in operations and advertising revenue. His experience in media management, sponsorship sales and marketing is vast. Starting his career in print with the family business, Varick was exposed to the advertising industry via three (3) family owned newspapers as a young teen in Rochester, NY and learned very early, the value of the advertising dollar. Fresh out of Syracuse / Howard University he worked as a major market media buyer for the ‘92 Clinton / Gore Presidential Campaign at Great American Media. Post victory, he launched into the field of advertising sales and worked for some of the world’s premiere artists, athletes, and companies, including; Dun and Bradstreet / Reuben H. Donnelly, the founder of yellow pages, HTS (Home Team Sports), NBC Sports, Electronic billboard pioneer, NGN (Next Generation Network), and Six Flags Theme Park Media Networks.
In addition to those endeavors, Varick served as Sr. Account Manager and top sales generator for CBS radio’s #1 ranked Washington DC area flagship station, WPGC 95.5. He’s also worked for Bonneville Corporations DC Radio Division, Clear Channel Radio, where he participated in launching two (2) radio stations, as well as Urban One where he serves as a Sr. Integrated Media Specialist for local, regional, and national corporate alliances. Mr. Baiyina is known as an innovator in the field of strategic partnerships, lifestyle products, marketing and events, radio promotions, product and sponsorship placement, and creative services for companies targeting niche markets.
Currently, Mr. Baiyina serves as Principal for Xperience Live. He is instrumental in all major decision making and strategic planning for the company. He also plays lead on most event development, design, and tactical expansion. In addition, Varick serves on the Board of Directors for Caribbean Blue Natural Spring Water and RHN – The Real Hip Hop Network… The world’s first 24-hour television network dedicated to exposing the positive impact of Hip Hop lifestyle and culture.
Mr. Baiyina is a proven management and media veteran. His unique experience and background has afforded him an incomparable outlook on strategically building niche businesses and major events.
AMIR I.V. BAIYINA – PRESIDENT / CMO – Chief Marketing Officer
Amir I.V. Baiyina is both a scholarly entrepreneur and visionary artist striving to marry the science of business & the art of culture within our universe. Originating from the multicultural hub of Prince George’s County, MD, Amir’s fiery passion, diverse skill set, and professional enthusiasm have propelled many of his international experiences, lessons, and achievements.
At UPenn’s Wharton School of Business, Amir earned a Bachelor of Science in Economics — concentrating in Management, and specializing in Entrepreneurship & Innovation. He also earned a Minor in Africana Studies from the College of Arts & Sciences. Amir has sharpened his craft through various leadership experiences with the University of Pennsylvania’s Wharton School, Sean Combs’ Enterprises, PepsiCo’s NBA Partnership, & Shark Tank’s Scholly. Mr. Baiyina’s endeavors have provided amazing career opportunities in major cities such as Washington D.C., Philadelphia, New York City, Los Angeles, San Francisco, and more.
At the 2018 NBA All-Star Weekend in Los Angeles, Amir led Mountain Dew brand activations featuring Kevin Hart, Russell Westbrook, Kyrie Irving (Uncle Drew), Joel Embiid, Kyle Kuzma, Ty Dolla Sign, Diddy, & more; his team’s efforts drove over 2 billion impressions as a result.
Amir I.V. Baiyina leverages his background in academia, activism, athletics, & art to build new strategies, partnerships, and activations that ultimately elevate & empower global communities at Xperience Live Events & beyond.
LARRY FLACK – V.P. Production & Booking
After 32 years with Dimensions Entertainment of Washington, DC (arguably one of the most influential minority owned concert promotions companies), Larry Flack stands a pioneer in the live entertainment industry. Flack has successfully executed nearly 500 shows worldwide including concerts, stage plays, music festivals, and tours.
Working with the world’s premiere booking agents and partnering with global talent in Jazz, R&B, Soul and Popular music, Flack has secured generations of music royalty including The Temptations, Aretha Franklin, Whitney Houston, Patti LaBelle, Frankie Beverly and Maze, Jill Scott, New Edition, Anthony Hamilton, Musiq Soulchild, Luther Vandross, and more. He has been responsible for many of the most memorable live event experiences over the past three decades. His areas of expertise include production, stage management, talent management, booking and major event promotions.