IT’S ALOT TO READ BUT  A LITTLE IN GETTING TO KNOW ME 

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Vicki-lee Fredericks is a self proclaimed “applied Artist” that chooses to add value to her industry as a Creative Director & Communications specialist by stepping outside of the mold that confines SO many of her fellow colour filled minds. Born an artist –  it’s not that she didn’t show promise in other disciplines, in fact she only claimed what she was born to do after visiting many alternative routes. The following is the disclosure of a few chapters into her personal journey which lead to her current existential point of being. 

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“ANYTHING BUT ART – ANYTHING” – “no one can be the next Picasso, there will never be another Da Vinci, you’ll have to battle through an industry littered with creative genius and more importantly the constant need for comparison”. All too familiar nostalgic visits from my echoing self. “Perhaps indulging in my love for animals would be a more lucrative career option” – yes well, I was proud I qualified to enter the veterinary program at TUKS but would I really stay committed enough to study for more than 6 years? Not a great question to ask yourself half way into your first year.

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“Let me rather try study Greek, go to one of the birthplaces of art and its culture rich history, open my own gallery and live in a holiday forever”  (Im not even going to revisit this chapter, but yes, TUKS saw me for yet another 12 months). The year had ended and there I was, enrolling for Interior Architecture. “Surely this would be similar to art but required a bit more of that analytical side of my brain to work”. By this time I had also started loving the  independent life which I was building for myself. The earnings I made whilst dancing for the theatre (and multiple other local shows) and the modelling campaigns which collectively added to an impressive portfolio which subsequently derailed me from the intent to obtain my degree. Perhaps studying Architecture as a “side-line” was not the best idea.

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The perception of being an “educated” career professional kept driving me. It also expedited the many tumbles I took and time I wasted.  I had to stop….… I had to re-evaluate my own identity, so I completed my group fitness/ basic science qualification (which I had foolishly also taken on midst the frantic train of self exploration, but at least this one I finished).

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I had to stop obsessing over the ideal of finding my  “calling”……

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Life in general is turning back time – geniuses are being born and claiming their titles before they hit puberty, mindless consumer driven ambitions are pushing the youth to mature before they complete school. People are excelling at tasks and retiring from them before they hit the age of 30. So much pressure that we put on ourselves and before we know, we’ve quite literally shuffled past what was meant to be our exit. This was ALMOST the void that grabbed hold and starting chipping away at my sense of self worth.

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I had been blessed though – blessed with ample doors and whilst wasting all my fathers money (and later on my husband’s which was used to pay off student loans), I had started consulting on large scale events, coordinating and organizing as I started stepping off the performance stage which I once called home. The experience this gave a young twenty year old something would prove to be invaluable as I managed to secure the title of youngest Creative Director in a very well known JHB based communications firm. This lead to the unfolding of a glorious career as my portfolio came into bigger demand and my skills sought after by various corporate companies. Trying my hand at my own agency proved to be a hill worth climbing but starting a family a surprisingly unplanned bigger passion… I had finally managed to channel the artist within me toward an industry that would both challenge my intellect and my creativity. I could not stop consulting as the loyal clients just would not go away and new ones kept knocking…. Enriching my evolving field of expertise, furthering my knowledge in the pursuit of obtaining my Masters in fine arts (through UNISA), I continued to expand my horizons with short courses in Business & Strategic Communication, Leadership, Marketing & Graphic design as well as Marketing and Strategic Communications.

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I was finally there (wherever “there” was), but it was ok and I felt like I was enough. With the praise of an overindulgent father & mother, committed loved ones, the chaos in my children’s eyes and the reigns that my soul mate casts (actually more like a net that encapsulates our marriage), these all now became my brushes, my paint and the only stage I would  ever need to receive applause from. I actively partake in multiple community outreach projects through my corporate governed foundation and remain involved with 5 very specific animal related charities – none of whom I feel the need to seek appraisal for and therefor not promoting any of them on this blog. If I’m making a difference, that’s all I have concern for. Im quite heavily involved in the promotion of undeveloped artistic talent and have established a channel where young South-African artists can grow collectively. I provide them with the tools, all they need to do is put in the work and showcase their talent. Its become incredibly important for me to uphold the non attention seeking persona which has prioritized the values of my identity, but atleast attempt my hand in the most prevalent talents which I believe I was gifted with. My ego has its place in my business foundation but its kept at bay by the constant drive for success in all my many projects. 

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I now apply the artist within me to EVERYTHING I do – I live my various passions and managed to find a platform for them all to co-exist.  

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If your company or brand would like to collaborate and you find synergy through my story. If you have met me and find my energy something that evokes a passionate or positive response then please reach out. There is no small or big intervention which I deem more lucrative over another. 

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Aslong as you add to my fire, the best of me is what you’ll receive 

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