Meet Tay Hawes: The Black Creative Producer Behind Iconic Visuals for Cardi B, Lizzo, James Harden, Normani, Grammys, Nike and More

As the most highly sought-after creative producer behind many of the world’s hottest music videos, promos, commercials and live performances, Tay Hawes has earned his place in entertainment history. Hailing from the creative hub of Atlanta, GA, Hawes has produced content for superstars such as Cardi B, Lizzo, Kanye West, The Weeknd, Future, Sza, Odell Beckham, Disney, Nike, and the Grammys…just to name a few. Tay’s company, Hawes Media Group, has become widely recognized and respected, being called on to produce the most high-profile branded visuals in the business, and earning nominations for a BET Award for Best Hip Hop Video and for the MTV Video Music Awards for Best Hip Hop Video for his work on the visual for Big Sean’s chart-topping multi-platinum single, “IDFWU.”

After attending Morris Brown College, Hawes’ passion for filmmaking was ignited by an opportunity to be featured in the hit film, Drumline, as a member of the renowned Marching Wolverine Band. His passion caught fire and he decided to relocate to Los Angeles to begin his career. Hawes graduated with a Bachelor of Fine Arts in Film from Columbia College of Hollywood, then worked his way up from a production assistant to an executive producer in less than nine years.

Hawes’ latest projects are too numerous to name but include Cardi B’s “Up” music video along with her Grammy performance featuring Megan Thee Stallion, James Harden’s AOS Commercial, Normani’s iconic award performance for the MTV VMAs, and Nike’s Empower campaign with Naomi Osaka.

We had the opportunity to ask Tay a few questions about his journey in the world of creative direction and filmmaking. Here’s what he had to share:

You worked your way up from a PA to a Producer. What’s one piece of advice you’d give to your younger self or someone wanting to pursue that dream?

When I started out as a Production Assistant it was 2009, and we didn’t have social media, so it was really all about your hustle and networking. It’s kind of different now because you can portray to be the Director, Producer, Stylist on IG and people will believe it but it’s nothing like experience. The advice I’d give to someone starting out is to not jump so fast into your field of choice. Learn the basics of everything while on set that way you have a clear understand to that specific role. You may not want to be the Director; you may want to Produce. Things change once you get on set.

What was one of your funniest, challenging or most inspiring moments working with superstars Cardi B or Megan Thee Stallion?

Whew!! Where do I start?! LOL! No job working with A-list talent is smooth. It will always be challenges. I walk into every job knowing there are room for mistakes. It’s how you deal with the challenges that make you successful. Working with Cardi, you are forced to laugh all day, but you won’t out work her. She can work all day but unfortunately, we can shoot 22hr days 4 days in a row. I can’t do that to my crew. The crew is the backbone of the production. We are usually there from beginning to end. As for inspiring moments working with both Megan and Cardi for the Grammys was so warming. I started out working as a personal runner for Nicki Minaj so to see 2 powerful Grammy award winning black women dominate the industry is something you can’t buy.

How did your involvement in Normani’s iconic 2021 VMA performance come about and what was that experience like?

Let me start by saying Normani is in rehearsals from start to finish sometimes dancing harder than the dancers. She’s a force and deserves her flowers. Sean Bankhead her choreographer actually gave me a call for that job. This performance actually needed a Producer because we had to film in NYC and LA screen content etc. Since the pandemic, most of these award shows would film the performance and we’d send it to that particular show, somewhat like a music video. I had already produced performances for BET Awards, Hip Hop Awards, and Grammys during the pandemic. The experience was a bit wild because we were faced with every challenge there was. Nothing went right on that job. We even lost our screen content the day of the show. But when Normani and those dancers hit that stage, it was like we were slaying a dragon. You just had to see it in person. Magical!!! And Teyana Taylor came in literally that morning to help us show out!

You have been nominated for a BET award and an MTV VMA. What are some elements of your creative storytelling or production abilities you think contributed to that success?

Well, I haven’t won yet, but I honestly don’t really care about winning awards. The nominations are enough for me. I feel its best we think outside the box and try new things on every job. It also helps if the song is fire. Sometimes we shoot videos for songs that don’t become popular until a year or 2 later. For example, Lizzo “Truth Hurts.” We filmed that almost 2 years before the song went #1 for about 10 weeks. She went on to win Grammys and VMAs for other songs. We all knew that “Truth Hurts” was the real reason.

How would you describe the legacy you hope to leave or the impact you wish to make on Black culture?

I’d like for people to know that there are tons of black creatives in this space. Make sure you quote your price and stand behind that. Always hire diverse crew. I’d like people to know that I love hard on my crew and talent. I’m fair with rates and I feed my sets great food.

What’s coming up next for you and where can people follow your journey?

You can follow me on Ig @TayHawes. Next up, I also manage an Actress Lolo Spencer. She on the HBO show “The Sex Lives of College Girls” They are back for season 2. I’m in the beginning stages of filming a documentary. I can’t say about what, but it will be GOOD!!! I’ll be filming some NFL athletes this upcoming season for some mini-docs/ commercials like I did last year with OBJ, Josh Jacobs, Derrick Henry, and Aaron Donald. You can check all those out on my website www.TayHawes.com.

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Tags: BET Awards, Big Sean, black creatives, black executives, Cardi B, creative direction, film producer, Grammy Awards, Interviews, James Harden, Lizzo, MTV VMAs, Music video, music video production, Normani, tay hawes

About the Author

Crystal Willis Crystal Willis is an Entrepreneur, Author, Speaker, Entertainment Publicist and CEO of The Omni Firm. She is also a Transformational Life Coach and Founder of The Crysalis. Her personal story has been seen by millions of people on media outlets like Marie Claire Magazine, PBS, Blaze TV, Daily Signal and more.