Sirena Townsend — known as Dolla — is a Montclair, NJ creative director, entrepreneur, and the founder of The Dolla Project. She built TDP around one clear realization: there was a massive gap between up-and-coming creatives and the mainstream. TDP exists to be the bridge.
and decided to be the bridge.
Sirena grew up in Montclair, NJ — making music, finding her voice, and paying attention to how the creative world actually worked. She's been rapping and singing as Dolla for over ten years. The artistry came first. The business came from watching what happened to artists who had no infrastructure behind them.
In 2013 she enrolled at Kean University studying Media and Communications. In 2016 — still in school — she created The Dolla Project. Not as a business plan. As a platform. A space to create, showcase, and encourage other young creatives who were figuring it out just like her.
In 2016 and 2017 she interned with Kayy Simone — a campus radio host throwing networking and artist events across New Jersey — and started learning the industry from the inside. What it took to build. What most creatives were missing. Then in 2017 and 2018 came Cuplife — a creative group she interned with — building their website, creative directing the content, and helping shape their digital direction as they stepped into a more defined era of their brand.
That hands-on experience made it undeniable — there was a massive gap between up-and-coming creatives and the mainstream. By 2019 she was formally building brands for clients on her own terms. And TDP was no longer just a platform. It was becoming the bridge she always knew it could be.
never stopped.
Before TDP Studios. Before the brand strategy and web design. Before the platform — there was the music. Sirena has been writing, recording, and performing as Dolla for over a decade. Rapping, singing, producing — the artistry has always been at the core of everything she builds.
TDP Media exists because of that. Original productions, records, and DJ sets — all rooted in the same thing: creating without permission. Ten years of music. A decade of showing up as herself before anyone told her to. That's the DNA of The Dolla Project.
Director
Entrepreneur
DJ — Dolla
Dolla University
the beginning.
TDP was never just a brand. It's a blueprint for what happens when someone stops waiting for permission to be themselves — and builds something real from that decision.
The mission doesn't stop at a website, a studio, or a collection. It ends at a campus. At a franchise. At a movement that reaches every city.
something real?
Whether you want to work with TDP Studios, join the team, or just follow the journey — there's a door in for everyone.