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Joining Nordic Artists of New York (NANY) as its Marketing Director, Laube is not only amplifying his own impact but also contributing his expertise to a vital movement that unites Nordic and Baltic artists in a shared celebration of creativity and community.
From Estonia to the Global Stage: A Journey of Creativity and Inclusion
Laube's journey began in Estonia, a country known for its rich cultural heritage and forward-thinking approach to technology. This unique blend of tradition and innovation shaped his early vision, inspiring him to explore the power of design to tell stories and connect people. At the age of 17, he moved to Italy to study at the United World College of the Adriatic, immersing himself in a diverse community representing over 90 countries. This experience profoundly impacted his understanding of inclusion, teaching him that diverse perspectives are not just valuable but essential for fostering creativity and collaboration.
His studies in digital communication at the University of Rochester in the United States further honed his skills in branding, web design, and storytelling. These experiences laid the foundation for his holistic approach to brand building, integrating art, technology, and strategy to create impactful and authentic brand experiences.
The VL Studios: A Holistic Approach to Brand Building
As the Co-Founder & Creative Director of The VL Studios, Laube advocates for a comprehensive approach to brand building. He believes in uniting experts in design and marketing to create cohesive brand experiences online that foster genuine relationships between businesses and their audiences. With years of experience as a graphic designer, web designer, and marketing executive, Laube has firsthand knowledge of the benefits of this holistic approach, including increased organic reach and brand interaction.
His work spans a wide range of industries, from fashion and entertainment to technology and the arts. He has designed for Broadway productions like Singing Revolution: The Musical, developed e-commerce platforms for major brands like Kenneth Cole and Steve Madden, and launched NFT art collections. His goal is always to create work that resonates deeply, telling meaningful stories and fostering authentic connections.
Championing Inclusivity and Authentic Communication
Laube's commitment to inclusivity extends beyond his professional work. As an openly LGBT professional, he has experienced firsthand the empowering effect of inclusive environments and the stifling impact of their absence. He believes that diverse voices are crucial for uncovering blind spots and creating solutions that truly work for everyone.
He has also had to "unlearn" certain communication styles. Growing up in Estonia, where directness is valued, he initially believed that blunt feedback was the most effective approach. However, his experiences in diverse international settings taught him the importance of balancing critique with encouragement and respect. He now advocates for positive and constructive communication, recognizing its power to motivate change and foster collaboration.
Consistency and Transparency: Building a Reputation
Laube's reputation in the creative industry is built on consistency, both in the quality of his work and in his transparent communication. He believes in the power of repeated exposure, consistently sharing his journey, both successes and challenges, on social media. This organic approach fosters trust and helps clients feel connected to his work on a deeper level.
Joining the NANY Movement as Marketing Director
Laube's collaboration with Nordic Artists of New York as its Marketing Director is a natural extension of his commitment to cultural exchange and artistic innovation. NANY, founded in 2024, is dedicated to uniting, elevating, and inspiring Nordic and Baltic artists in New York City. It provides a platform for collaboration, resource sharing, and the creation of partnerships.
"NANY is a much-needed space where artists like myself can connect, collaborate, and amplify our impact in New York’s creative scene," Laube states. "It provides a platform where cultural heritage meets contemporary expression, creating opportunities that transcend borders and disciplines." As Marketing Director, he will leverage his expertise to build NANY's brand presence and connect with a wider audience.
True North and Beyond
Laube's involvement in True North 2025, NANY's flagship Earth Day event, exemplifies his commitment to fostering community and celebrating shared artistic identity. Held at the historic New York Estonian House on April 22, 2025, True North will be an immersive experience showcasing a diverse range of Nordic and Baltic talent, while also highlighting local environmental initiatives.
Valev's Vision
Valev is looking forward to collaborate with Nordic Artists of New York. "New York is a city of reinvention, and NANY gives Nordic and Baltic artists the foundation to grow, collaborate, and bring our unique perspectives to the world. It’s a space where tradition meets innovation—a value I hold at the core of my own creative work." he says. For audiences, True North offers a chance to witness the power of collaboration and the vibrancy of Nordic and Baltic creativity. For Laube, it's an opportunity to continue building bridges, empowering artists, and shaping the future of the creative landscape, now also through his leadership role in NANY's marketing efforts.
Don't miss True North 2025 on April 22, 2025, at the New York Estonian House. Learn more about NANY's mission and events at www.nordicartistsofnewyork.com.
