Auntie Genoa Keawe projects the image of a serene, little bit sassy, tutu who has a hell of a voice. Her leo ki'eki'e (Hawaiian falsetto) is peerless, and a Keawe performance isn't complete without her trademark rendition of "Alika," everyone anticipating the endless high-G note.

But Keawe is anything but a benign singing grandmother. She started Genoa Keawe Records in 1966, in an era when few artists owned their own recordings. Not only was she the talent, but also the producer, salesperson, distributor and bookkeeper. The Native Hawaiian Chamber of Commerce recognizes her pioneering business akamai with its 2007 'O'o Award.

"We don't differentiate between businesses — being a professional artist is a business. She's not doing it for free, or her kids wouldn't have had anything to eat," says NHCC president Kaleo Paik.

The award's theme this year is "Kaulana Na Pua," the strident song Ellen Keho'ohiwaokalani Wright Prendergast wrote in 1893, after the overthrow of Queen Lili'uokalani.

A feisty song for a chamber of commerce?

"Even though people think of it as a political statement, it really is far more," says Paik. "It is saying we will not sell our culture at any price. We would rather eat the symbolic stone than to sign our name to give up our rights as Hawaiians."

Because, Paik explains, business and culture are not mutually exclusive for the NHCC. The philosophy is reflected in the 'O'o Award ceremony, which includes art and performance.

Also being honored this year is the late Clifford Jamile, who passed away on March 10. His family will proudly be in attendance at the awards.

Raised in Papakolea, Jamile grew up to become the manager and chief engineer of the Honolulu Board of Water Supply. During his term, Jamile initiated conservation efforts and preservation of Hawai'i's watersheds based on the ahupua'a system.

The NHCC's annual honorees are chosen by a nominating committee, which spurs people in the community to participate in the selection process.

"We would like to honor many more," says Paik. "We are finding that there are so many worthy out there, and we just don't have the time. As they start to pass, our losses are increasing. We're trying to keep up without taxing our organization."

The NHCC is an all-volunteer organization. In Paik's other life, she is the finance administrator for a construction company.

BUILDING LEADERSHIP

The organization, founded in 1974, also lobbies for state and federal legislation that supports Native Hawaiian business, said Paik. "That is a major role of our chamber."

Looking to the future, the NHCC fosters leaders with its mentorship program and scholarship fund.

Last year the organization gave six scholarships to business students. Proceeds from the awards' silent auction go to the fund.

In addition, for the Maoli Arts Month in May, the NHCC is funding a buyer's guide listing Hawaiian artists and craftspeople. The publication will be distributed to Maoli Arts Month attendees as well as architects, construction companies and hotels.

"When people say, 'Oh we would like to use Hawaiian artists or things that are native Hawaiian,' they are difficult to find," says Paik. "You won't find it in the Yellow Pages — all you find is hula supplies. Woodcarvers, weavers, painters, sculptors, whatever the medium is it will be highlighted (in the guide)."

Daniel Anthony, "marketing menehune" for artist Solomon Enos (who produces the graphic comic "Polyfantastica" that appears on Page D3), is compiling a list of artists for the guide. So far he has 184 — and that's just the artists who have e-mail, he says.

At this year's 'O'o Awards, the chamber is including a nook featuring the work of Native Hawaiians participating in MAMO.

"I've seen the chamber using their resources to benefit the Native Hawaiian business community," says Anthony. "I look at it almost as the business ahupua'a of Hawai'i. I really suggest more Native Hawaiian businesses join.

"Because business is also a great place to practice your culture. Why should you separate business from culture from life?"

To Paik, Hawaiian culture informs good business.

"We have a continuum — there is no past, present and future. (Hawaiians) look to the past for knowledge, but also look to the future for progression. It is a concept that is unlike the Western culture, where the past is buried. That's why they keep making mistakes, yeah? They are forward moving but never really look to the past."

Reach Lesa Griffith at lgriffith@honoluluadvertiser.com.