FOUNDERS
DAZZ VERAS
WILLIAM J. CRUICKSHANK
WILLIAM J. CRUICKSHANK
Dazz Veras is a Dominican-born, New York–based multi-award-winning fashion designer, music, movie, theater, producer, songwriter, and singer whose artistry transcends entertainment to embrace empowerment, advocacy, and cultural pride.
As CEO and co-founder of Now What, a dynamic production and entertainment company, she leads with vision, creativity, and entrepreneurial drive, shaping innovative projects that merge culture, storytelling, and impact.
Her music spans a wide spectrum of genres—from blues, soul to pop, rap, house, mix, opera, Caribbean rhythms and more—always infused with authenticity and emotion. Through this versatility, she weaves themes of resilience, heritage, and love into powerful performances that resonate across cultures and audiences.
Beyond her music, Dazz is a cultural storyteller, activist, and movement-builder. As co-founder of Beautiful Forever, a New York–based women’s empowerment collective, she has become a recognized leader in uplifting Latina women through mentorship, recognition events, and confidence-building workshops in different educational areas. She is also a passionate advocate for climate change awareness, environmental justice, and domestic violence prevention—using her platform to spotlight urgent social issues and to amplify the voices of vulnerable communities.
Her ability to merge art, empowerment, and activism makes Dazz not only an accomplished performer, but also a transformational leader, cultural innovator, and the driving force behind Now What’s mission to inspire, empower, and entertain.
WILLIAM J. CRUICKSHANK
WILLIAM J. CRUICKSHANK
WILLIAM J. CRUICKSHANK
William Cruickshank is the President of Now What, a production and entertainment company redefining creativity through innovation and strategy. A Canadian recreation executive and visionary leader, he has built a career on driving growth, fostering collaboration, and leading large-scale organizations with entrepreneurial drive and operational excellence. With decades of experience in business development, community engagement, and strategic partnerships, William brings both the discipline of a seasoned executive and the boldness of an entrepreneur to his leadership at Now What.
Before stepping into the entertainment and production world, William successfully managed and grew multi-million-dollar recreation and sports operations in Halifax, Nova Scotia. His track record of building high-performing teams, executing complex projects, and delivering sustainable results showcases his ability to turn ambitious visions into reality. He has earned a reputation for his ability to transform challenges into opportunities, always with a forward-looking perspective that anticipates trends and adapts to evolving industries.
As President, William’s leadership is instrumental in shaping the future of Now What. He brings a sharp strategic vision that aligns financial growth with creative innovation, ensuring the company thrives at the intersection of art, business, and culture. His unique ability to combine business discipline with a deep respect for artistic expression makes him the ideal complement to Dazz’s creative direction. Together, they are steering Now What into becoming a powerhouse in entertainment, producing work that captivates, inspires, and pushes boundaries.