In the Hot Seat with Austin Helliger
CEO and President of Village Life, Austin Helliger has been taking off since his initial launch of the Village Life Carnival and Mas lifestyle and marketing company.
Here’s what he had to say here!
Who is Austin Helliger? How would you describe yourself?
Austin Helliger is a passionate person. If I am passionate about something, I give it my all and I am not easily deterred. I wear my emotions on my sleeve; how I feel about a situation is how I usually react. I don’t have two faces. With age, experience and time, I have, however, learned that it is not everything that needs a reaction or people do not necessarily need to know my every thought.
When did you discover your love for what you’re doing?
I have always been connected in one way or the other to the entertainment industry. With a father who is a musician, love of music came natural to me. I have been a drummer now for 20+ years. I have worked as a promoter and for companies such as Tempo and different carnivals in the US and throughout the region. Aside from being a musician, I have a degree in International Business &Tourism and Mass Communication & Marketing. The entertainment and marketing industry allows me to combine my education, my hobby and my passion.
How did you end up in your current job?
It was a long journey. I took plenty hits and misses. For all the no’s I got, I did not let it deter me. Village Life has been five years in the making. What in 2017 started as a T-shirt line during carnival is now an official company. Marketing and event planning are what I know. This year I found my team and everything started to finally align. With each event comes more growth and learning curves.
What are your responsibilities?
My responsibilities are managing the day to day affairs of the company and overseeing my local team and international partners to continuously develop the brand.
Why are you so passionate about Carnival?
As I previously mentioned, I have always been part of entertainment and enjoy a good party. But Carnival is that one time of year where everyone forgets their worries and has a good time. It is a “euphoric” feeling that only a true reveller can describe and understand.
Tell us about your upcoming Village Life event.
One of my goals has always been to have my own mas band or troupe as we say here in St. Maarten. In being such a young company, the goal was to get just one section. Guess what? Nobody would give me a chance. Why let that stop me? I thought. All they can say is no. I pitched my idea to my team, mentors and international partners. We decided we would come together and make this happen. And here we are today, days away from our launch. Aside from my team, I have also partnered with local foundation “Innovated Innovations” and “Crepeart” to make this happen.
We wanted to introduce our costumes to the masses, and what better way – after what we have survived – than to host a mini carnival alongside our launch, where we will showcase local talent of St. Maarten/St. Martin. Let everyone know we are here; we are strong; we are resilient!
What can one expect from you as an entrepreneur?
To always host/market unique and fun events, to always highlight local talent and show the world that St. Maarten/St. Martin can; that St. Maarten/St. Martin has talent; we are more than sun, sea and sand.
What’s your favourite thing about your line of work?
In the last days/hours of an event, you are running on pure adrenaline. The best moment is during and after the event when you realise: “We did it! We pulled it off.”
What is your advice to others wanting to follow in your professional path?
Do not give up! If you believe in your dream and you plan for your dream, go for it. Seek mentors in that field to coach and inspire you. They can help guide and mould you. Also, get yourself a good team that will support you, tell you the truth and keep you grounded.
What are your future goals for Village Life?
Local and internationally recognized one stop shop for marketing and promoting all things carnival!
What do you do outside of your job?
Aside from my company, I am also a drummer. I have played in many bands locally and internationally.
What are your hobbies?
In my downtime, I relax and zone out playing my PS4; I enjoy sports and playing dominos.
What is your favourite type of music?
I love all kinds of music; but Soca music is of course my favourite. Soca has evolved so much in the last years and is becoming ever more present within the music industry, slowly infiltrating big cities and no longer is it the Caribbean’s little secret.
Favourite local artist/DJ right now?
As I have said, Village Life is here to promote all local talent. We believe local artists are excelling in their craft and are stepping up the bar. However, Village Life brand ambassadors hold a special slot on the Village Life roster.
If you could invite three persons (dead or alive) for dinner, who would they be and what would you serve them?
Alive would be my father and namesake Austin Helliger Sr. for getting me into music and Kerwin Du Bois, who is a talented writer and a genuine person. Dead would be Daddy Friday from the Awesome Jamband in St. Thomas; he changed the Soca game for the small islands. I would serve whatever they desired to eat, because without them, I would not be who I am today musically.
