Meet Ashley Taliaferro | CEO & Director

We had the good fortune of connecting with Ashley Taliaferro and we’ve shared our conversation below.

Hi Ashley, can you walk us through the thought-process of starting your business?
I originally never had any intention of starting my own business, it was not something that was in my consciousness. I had planned to build my brand as an actress and eventually gain enough notoriety to become a director. When I met my husband in 2015, he encouraged me to pursue a business in the performing arts sector, where I could build my career on my terms and with my values intact. My mentor always told me that successful businesses solve problems, should I start a business what problem would I be solving? This question caused me to think about the hardships I encountered while building my career and the compromises I had to make to find roles representing ideals and storylines I believed in. I thought about other performers and entertainers like myself and wanted to solve that problem.
I also considered how many times I wanted to watch something entertaining that was still “clean ” and inspiring without cringe-worthy punchlines and unrealistic outcomes. I sought to provide quality entertainment, especially within the faith-based sector that was realistic, relatable, and entertaining. Hence the birth of Endurance Productions LLC

Alright, so let’s move onto what keeps you busy professionally?
I started writing when I was 12 years old, my first script was focused on Matthew 24 and the return of Jesus. I performed in this skit and directed it. Many of the roles in this skit were filled by different members in my church and none of them took the skit as seriously as I did. When it was time to perform, all of the other actors outside of myself were using the script to say their lines, none of them had memorized it and I was infuriated by this. The adults around the time saw my frustration as comical and cute but my mom had the foresight to see that this was not me just trying to enjoy having a little power over some adults. My mother was able to recognize a passion and mission I had unlocked within myself.

At that time I had gotten involved in many aspects of the arts, I went to dance school and wrote a myriad of plays, poetry, music, and short stories. I always had an issue with daydreaming and this newfound hobby helped me focus my attention on my craft instead of dreaming about it in my head. Though I loved the dramatic arts, I didn’t think I could make a career of it, I always thought that it was a fun hobby but I would have to have a real job eventually. Yet my mom always encouraged me to keep going and spoke greatly to and of my talent. My mom shared a belief in myself that I had not cultivated yet.

When I went to college, I truly began to believe in myself as an artist on my own. I had the opportunity to found and head the Endurance Drama Club, where I had to write, direct, produce, cast, and market my productions for the other members and the student body to enjoy. Little did I know that leading this drama club would set me up for the production company I have today (God’s Plan)! As the president, I had to manage budgets, build a team, reserve venues for stageplays, and conduct weekly meetings for rehearsals, while managing all of my classes. I struggled at first to manage so much at once, many sleepless nights and crammed study sessions awaited me in the journey but the love I had for the craft is what fueled me to move forward.

Though many may find managing all of these things impressive, what I am most proud of takes place during an open mic night held by a neighboring dormitory on campus. I had to constantly be creative to get students to want to attend the stage plays the drama club put on, so this led to me finding creative marketing strategies to reach them. These open mic nights were very popular on campus and they were usually packed, so I saw this as a golden opportunity to market my upcoming stageplay’ “A Family Affair”, which was a compilation of spoken word and standard scenes. I performed a monologue that I titled ‘Sex ain’t better than love”, the host of the spoken word event cut my monologue short because they couldn’t tell where it was going. After my performance I was feeling a bit down, I felt like I had failed in promoting my upcoming stageplay and didn’t do well, I was headed back to my dorm to wallow in my self-pity when a few students came up to me asking me how the story ends, if I could finish the monologue right then and there. I was in shock by this and told the students the entire monologue would be performed at my play next week and they should come out! I was elated by this and in a quick moment my frown was turned upside down but what put the cherry on top was another student meeting me just as I was about to reach the door, tears in her eyes, she hugged me and said that even the piece of the monologue I did touched her deeply and she was able to relate, she then continued to say that she would be at the play next week.

It was at that moment specifically that I developed my why, my reason for doing what I do. I had decided right then and there that I did not care about being rich or even famous, my goal was to be influential, inspiring, and IMPACTFUL. This idea is what sparked our motto at Endurance Productions Real Life. Real Problems.Real Solutions. Our goal is for our audiences to be entertained by realistic depictions of life with real-life solutions.

Throughout my career I have had the opportunity to perform in a myriad of plays and venues I have also written over 15 stage plays and multiple poems, songs, and short stories. Yet nothing has been more fulfilling than reaching the hearts of our audiences in a way that brings, healing, and change and makes an impact. Finding me why was my greatest solution to many of the challenges I have faced running a production company such as funding, staffing, schedule conflicts, & everyday life. Yet having a why that is greater than your No, will always be the fuel that you need to move forward and excel in whatever you do!

Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
When visiting any place, I believe it’s the local spots that truly provide an authentic experience. Being a fan of the performing arts, I’d prioritize catching a Broadway show, known for its top-tier dramatic performances. I’d also make sure my friend tries some of the beloved local eateries I frequent, like Tasha’s Caribbean, Houstons, Sweet Teas in Montclair, and Eddie V’s in Garden State Plaza. Exploring the American Dream Mall, with its array of attractions including ice skating, laser tag, and aquariums, would be a must. And to cap off the week, a thrilling game of laser tag at Tac Ops in Fairfield, NJ, would be the perfect finale.

Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
In the journey of entrepreneurship, there’s a saying: “It takes a village to raise a child.” Just like nurturing a newborn, building a business demands support and guidance. My village starts with my family—parents, siblings, and grandparents—who’ve been pillars of strength. I am grateful to my husband, whose belief in my potential ignited my entrepreneurial spark. Special thanks to mentor George Riley, whose wisdom cultivated my entrepreneurial mindset. And above all, thanks to Jesus Christ for inspiring my vision and guiding my path.

Instagram: @enduranceproductionsllc

Facebook: https://www.facebook.com/enduranceproductionsllc/