5-Time Emmy Nominee Casey Patterson Amplifies Storytelling Through Purpose-Driven Productions

One of the biggest trends to emerge from the pandemic is that a company should be purpose-driven. It is no longer acceptable for an organization to just talk about its mission. The 2020 Zeno Strength of Purpose Study found that global consumers are four to six times more likely to trust, buy, champion and protect those companies with a strong purpose over those with a weaker one. It’s not just retailers or popular brands that are noticing the shift. Some Hollywood producers have recognized the power of focusing on cause-driven storylines and productions.

Casey Patterson, a five-time Emmy nominee, executive producer and founder of Casey Patterson Entertainment, is leading the way in cause-driven projects throughout Hollywood. During the pandemic, she shifted her focus on causes that would help others during these current trying times, including Some Good News, a web series news show dedicated entirely to sharing good news hosted by John Krasinski. Additionally, she and her team produced Can’t Cancel Pride, where iHeartRadio and P&G brought together the most inspirational voices in the LGBTQ community, along with LGBTQ allies, to help those who had been adversely affected by Covid-19.

In her latest venture, Patterson served as lead executive producer of the VAX Live event that aired on ABC, CBS, FOX, YouTube and iHeartMedia Global Broadcast. Cochaired by Prince Harry and Meghan Markle, the Global Citizen event was hosted by Selena Gomez, with performances by Jennifer Lopez, Eddie Vedder, Foo Fighters, J Balvin and H.E.R. The television special launched an international appeal for the world’s poorest countries to be granted lifesaving access to Covid-19 vaccines, tests and treatments in 2021.

“It’s where I began,” Patterson comments. “It’s the reason that I was drawn to my industry, beyond the pop culture was that there is a huge amount of influence. You can use that in such a myriad of ways to be a good citizen of the world. … But even when we were doing philanthropic work, it was still in the same vein of these live events and large gatherings and music events; to use them as a format for good where you can work with purpose. The people who are performing feel even better about performing. The fans watching feel even better. The good you’re doing in the world is so real.”

Patterson grew up during the MTV generation. She remembers the Choose or Lose and Rock the Vote campaigns. She wanted to work for the network to be a part of the team that was trying to change the world. She cold-called the network until she landed an interview. Viacom was the parent company of networks such as VH1, MTV and Nickelodeon. Now president of entertainment enterprises for iHeartMedia, John Sykes gave Patterson her first job in the talent department as a phone operator. 

In 25 years, she worked her way up to work across all brands running live event productions and talent development across all the portfolio brands. Her goal at the time was to become president of a brand. But once streaming made its mark in the industry, she saw the position she was aiming for morphed into more of a business role versus curating the voice of a specific brand; it was less of a creative position. As a result, Patterson eventually decided to leave Viacom and start her own company. 

Instead of fully departing, Viacom helped launch her business by offering her a six-year deal to keep all the shows she created. As a result, she was able to build out those shows and brands. Once the term of the contract ended, she decided it was time to do something different. 

For the first time in 26 years, Patterson didn’t have to work within the parameters of a brand. She finally had the autonomy to explore different projects. She decided to take a gap year where she didn’t take on investors or seek out an overall deal. Instead, she took the time to figure out what types of projects she wanted to work on and delve into self-reflection on who she is and wants to become. 

She chose to work on the Women’s Vote Centennial Initiative. 2020 marked the 100th anniversary of the passage of the 19th Amendment, guaranteeing and protecting women’s constitutional right to vote. 

“I started to study women’s history as part of this research and then really was so moved by the rhetoric,” she states. “The noise was so loud on the #metoo side, and the rhetoric was so loud leading into the election. I thought if I wanted to lend my voice and work on behalf of women, what might be the most effective way to do that. In this current climate, it’s simply to inspire them with their own story, their real contribution, and to tell that story in such a way in the window leading up to the election that made women feel empowered.”

As Patterson continues to transition in her career, she focuses on the following essential steps:

• Take your time. Be honest with yourself and ask people you respect to be honest with you about how you’re perceived.
• Ask for what you want. People don’t know you want something unless you ask for it. 
• Be vulnerable in a way that pushes you to take risks. To level up, you need to put yourself out there.

“Taking time is the greatest gift you can give yourself when things aren’t feeling right, and you’re out of alignment,” Patterson concludes. “Being in that uncomfortable space where you’re not the same that you were in the past, and you’re not yet the person or the entity or what you’re going to be in the future, just that moment in between is a really uncomfortable moment. But I’m so glad that I didn’t rush through it or brush it off because it was uncomfortable. I stayed with it and reset the path with purpose and intention.”