Golden Time with Danixa Diaz of iartists+
When we think about all the things that Danixa Diaz, Founder and CXO at the entertainment and marketing consultancy iartists+ has going on – and all the things she’s done in her life and career so far – we ask ourselves, ‘where does she find the time?
She’s acted in commercials, repped directors, executive produced brand and entertainment marketing campaigns, led business development for studios like Imaginary Forces and Freestyle Collective and been a counsellor, confessor and clairvoyant for countless leaders in our industry. She also raised two daughters, one of whom is a blushing newlywed.
She’s also a giver. “I’ve worked alongside some of the most talented people in the industry,” Danixa admits, “so sharing what I’ve learned felt like the most natural evolution. Today, I help founders and leadership teams build sustainable growth, clarity, and momentum. And I genuinely love this chapter of my life.”
Beyond all this, EP, Danixa is also a certified performance neuroscience coach, and if you don’t know what that is, all we can say is that it’s all about the flow, baby. We jammed ourselves onto her busy schedule recently to ask how she spends her Golden Time. Here’s what she had to say:
Where do you live? And what do you like best about where you live?
Danixa: I landed in Beverly Hills in 2003, looking for the best possible public schools for my two daughters. At the time, my oldest, Alexa, was heading into 7th grade and my youngest, Danay, into 2nd. As a single parent navigating LA traffic, finding one great school that went from 1st through 8th grade felt like a small miracle.
This summer marks 23 years in Los Angeles, and I still love it here. There’s never a dull moment, and I’ve been gifted opportunities, community, and relationships I never imagined possible. I also met my amazing husband Daniel in this city, and we’ve been married for almost 18 years.
As most of you know, we’ve experienced horrific fires last year, but what keeps me rooted in LA is the magnificent weather, the beauty, the scale of this city and the many dear friends. The views are jaw-dropping. You can hike to a mountaintop and look down on the city, then see palm trees, the ocean, and even snow on the horizon, all in the same day.
I’m originally from Puerto Rico and spent many years in Miami, so being near the ocean matters to me, even if I prefer the Pacific from a distance. Add the mountains, the light, and the sense of possibility, and Los Angeles has always felt like a welcoming and natural home for our little family.
How’s you get into the business? How long have you been in your current role?
Danixa: I’ve been drawn to this world for as long as I can remember. Growing up in the ’70s, television felt magical and larger than life. I vividly remember crawling behind our Admiral TV+Stereo console, staring at the glowing tube, and thinking, I want to be in there.
I was always performing, dancing, singing and acting, and once I moved to Miami for college, that curiosity turned into action. I started going on casting calls, landed national commercial campaigns and became a SAG performer in the late ’80s. But what really caught my attention wasn’t being in front of the camera, it was watching the women on set with walkie-talkies, running the show. I knew then I wanted to be on the ‘let me tell you what to do’ side, not the waiting side.
That instinct led me into advertising, production, post, VFX, design, animation and eventually entertainment marketing. I moved from representing directors and producing commercial and branded content into executive producing and handling senior business development roles at some of the most respected creative studios in the industry. Along the way, I worked across broadcast design, film, experiential, and gaming, building revenue and long-term partnerships with agencies, brands, and networks.
In 2012, I founded iartists, and in 2020 I evolved it into iartists+, a growth consultancy for creative studios and agencies. I’ve been in my current role for five years now, advising founders and leadership teams, after spending decades in the trenches myself. It feels like a full-circle moment and the most aligned chapter yet.
How often do you end up working on the weekend? How much time do you spend on work-related stuff from Friday night to Sunday night?
Danixa: I don’t practice work-life balance; rather, I believe in work-life integration. Because I work for myself, my weekends aren’t about shutting work off, they’re about changing the rhythm.
Friday nights are non-negotiable. They’re date nights with my husband, and I’m very intentional about my power-down rituals. I’ve learned that how you close the day sets the tone for a great next day. Weekends are also when I prioritize my health and curiosity. I never miss my Orangetheory workouts, I read more than I do during the week, and I carve out time to study, especially topics I’m deeply interested in, like AI and where it’s taking us. I’ll often watch long-form podcasts on YouTube, my favorite channel, and take notes.
As for actual work, it’s present but light. I might think, write, or review things that need my attention, but I avoid reactive tasks and long stretches at a desk. If I had to quantify it, it’s a few short, intentional touchpoints spread across the weekend. Sunday afternoons into early evenings are dedicated to planning the week ahead and writing my LinkedIn posts.
For me, integration creates clarity and energy. When Monday arrives, I don’t feel like I’m starting over. It’s not always perfect, but I’m intentional about sticking to my process.
What’s your favorite weekend decompression activity?
Danixa: Movement is my primary way of decompressing. Getting my body moving clears my head and resets my energy.
I also recharge through connection. Long brunches or leisurely meals with friends or my girls give me energy and perspective. Socializing fills my cup, especially when there is no rush, good conversation, and a glass of Albariño.
In the summer, one of my favorite decompression rituals is LACMA’s Latin Sounds. There is nothing like a live salsa band on a Saturday afternoon. If I’m not traveling, you’ll find me there early, hanging out under the sycamore tree.
When I want to slow things down completely, I lean into rest. Naps and long baths are simple but essential for me. Between movement, connection, music, and rest, I get some version of this almost every weekend. That combination is how I decompress, reset, and feel satisfied.
It’s a three-day weekend. How do you spend that bonus day?
Danixa: I treat a three day weekend as an invitation for a mini adventure. This year, I intentionally started adding them to my big-ass calendar so they actually happen instead of staying as good ideas.
That bonus day usually means getting out of the city. Sometimes it is a drive to Palm Springs to meet up with friends, other times it is heading up to Santa Barbara for a long brunch by the water. If travel is not in the cards, it might be discovering a new salsa spot, wandering a neighborhood I do not spend enough time in, or turning a regular day into something that feels a little special.
For me, that extra day is about novelty and movement. A change of scenery, good food, music, and people I love. It does not have to be big or elaborate. It just has to feel intentional.
How much time do you spend on your phone/tablet/laptop on a typical weekend?
Danixa: I’m very intentional about staying present on weekends. If I’m having a meal with friends, my phone stays in my purse. Being fully there matters to me.
That said, I do love YouTube. I’ll watch across devices depending on the moment, sometimes on my phone, sometimes on a tablet, sometimes on my TV. Long form conversations and podcasts are my go to, especially when I want to learn or go deeper into topics like neuroscience, AI, brain health, functional medicine, high performance and beyond.
Overall, I spend much less time on screens on the weekend than during the week, mostly because I’m out and about. In the evenings, I’ll sometimes catch up on a favorite podcast before bed, but I only listen and avoid the screen. It’s a small boundary that helps me wind down and protect my delta.
What have you been watching lately?
Danixa: My husband and I unwind after dinner by committing to the couch and one show at a time, or saving movies for the weekends. That shared ritual is one of our favorite ways to slow things down together.
Right now, we’re watching season 2 of “Landman,” from Taylor Sheridan, which has been our go to for weeknights. We usually dedicate one night to a movie and love revisiting older films we somehow missed. Most recently, we watched “The Iceman,” with an incredible cast including Michael Shannon and Winona Ryder.
We also love the big screen. We recently went to the Egyptian Theatre in Hollywood to see Guillermo del Toro’s Frankenstein. Also got to do the IPIC experience and AVATAR, not once but twice. And the latest was Marty Supreme, which I really enjoyed and the marketing campaign stood out as one of the most creative I’ve seen in a long time.
I pay special attention to entertainment marketing and love how some filmmakers and studios commit to make marketing that extends the story and invites the audience to be part of culture.
Best weekend live experience of the past year?
Danixa: Hands down it was my daughter Danay and her now husband Rae’s wedding in May at The St. Regis Rio Grande. It was a full weekend celebration, and one I’ll never forget. People flew in from all over the world, turning it into a true gathering of family, chosen family, and lifelong friends. The weekend unfolded as an experience rather than a single event, with a welcoming party, a vibrant Pithi ceremony, and a traditional oceanfront wedding that felt both intimate and expansive at the same time.
What made it so special was the convergence of love, culture, and place. Being back in Puerto Rico, on a 400-acre coconut farm by El Yunque, the only tropical forest in the US, and a two mile beach with the most spectacular sunsets, surrounded by music, and fun, while watching my daughter step into her new life, was beyond meaningful. It was layered, exciting, and heartfelt.
So it’s Sunday night already! How do you get ready for Monday? What’s your routine?
Danixa: Sunday night is all about my power down ritual. I take time to plan and organize the week ahead so Monday feels spacious instead of rushed. I like to leave the first step of the first task ready, so when I start the morning, there is no friction.
I also prepare everything I need for workout ready, lay out my clothes, and set myself up to move with ease the next day. Making the bed is part of the ritual too. I pull down the duvet, fluff the pillows, close the curtains, and create a sense of order and calm.
The rest of the evening is simple and intentional. Dinner, a walk, a little TV time, a kiss goodnight. It helps me close the week grounded, present, and in flow.
