10 AAPI Music Executives Making an Impact in 2022

The Asian American and Pacific Islander neighborhood has lengthy performed an integral function in American tradition at giant, and its affect has prolonged to the music business with extra visibility than the previous.

“As somebody who has worn many hats throughout the music business — as an artist, digital advertising label government, DJ and journalist — it’s unimaginable to see how far the AAPI neighborhood has come since I started 20 years in the past,” says Zeena Koda, head of name digital on the North Face and beforehand an government at Atlantic Data. “We’re exhibiting up throughout genres, throughout generations and turning into an enormous monetary contender in the trendy music recreation globally.”

However with AAPI hate crimes on the rise in the course of the COVID-19 pandemic, illustration and inclusion are extra vital than ever. And which means going past the rhetoric to quantifiable motion. As Koda articulates: “When now we have a seat on the desk, our views are thought of. Our futures are thought of. Very like different underrepresented teams, our affect by way of positions of energy and sway helps to cement a extra actually inclusive future for the AAPI music neighborhood.”

Amongst those that do have a seat on the desk are these 10 key execs from such firms as YouTube, CAA, Spotify and labels like Epic, Warner and Capitol.

Annie Chen – VP of Advertising and marketing at Mass Attraction

The Taiwanese-American Chen has led a number of advertising campaigns at Mass Attraction, working intently with Nas, DJ Shadow, Dave East and lots of extra. She additionally performs a vital function in the corporate’s “Hip Hop 50” advertising rollout, which extends by way of 2024 and consists of partnerships with Showtime, Spotify and others. Chen additionally assisted in launching Mass Attraction India, a document label devoted to amplifying India’s burgeoning hip-hop tradition. Other than Mass Attraction, she is the co-founder of 2AB, the place she produces occasions together with an AAPI panel with Neuehouse and the ‘90s-‘00s-themed Physique Roll Get together.

How do you are feeling in regards to the AAPI illustration inside the music business?

I really feel prefer it’s slowly rising, whether or not it’s the precise artists or behind the scenes. There was positively extra AAPI illustration on the Grammy Awards this yr, in order that’s an excellent step. With the rise of social media platforms, extra artists are creating alternatives for themselves daily. There are additionally extra AAPI assets on the market to assist individuals navigate in the leisure business. I’m hopeful that it’ll proceed to develop and we’ll see an increasing number of AAPI illustration.

What steps can the music business take to assist ship a message about anti- AAPI hate crime?

Educate your self on what’s happening, take a deep dive into why that is occurring and what it’s stemming from; be vocal about it and determine how one can contribute. In case you have a platform, use it. In case you have the flexibility to contribute to AAPI assets financially, do it. If you happen to don’t know the place to start out, begin conversations along with your circles and faucet into the AAPI assets to study extra.

Grace Kim James – SVP, Co-Head of Advertising and marketing at Atlantic Data

Co-heading pop/rock advertising at Atlantic means working with the likes of Lizzo, Coldplay and FKA Twigs, however the Korean-American additionally serves as the chief sponsor for Atlantic’s Off-Shade DEI group and a mentor for Asian-American youth. In her free time, she’s an avid marathon runner having accomplished 9 marathons.

How do you are feeling about AAPI illustration inside the music business?

I’m inspired by the rising variety of Asian-Individuals coming into the music business, not solely due to illustration however as a result of it implies that extra AAPI youngsters are standing as much as their dad and mom. In our tradition, it’s a privilege to pursue careers in artistic industries and taboo to disregard — or disappoint — our dad and mom’ needs to pursue commerce careers (medication, legislation, finance, and many others). My dad and mom nonetheless don’t know what I do for a dwelling. Coming from war-torn international locations, our dad and mom’ perspective of a profitable profession is having an everyday paycheck and having the ability to present for your loved ones. Our era not solely can put meals on the tables, however now we have the flexibility to pursue passions, careers, and jobs that make us blissful. I’d wish to suppose that my dad and mom’ sacrifice 40 years in the past was not in useless.

What steps can the business take to assist ship a message about anti-AAPI hate crime?

Once we discuss in regards to the business taking a stance in opposition to anti-Asian hate crimes, I don’t consider the CEOs however fairly the on a regular basis individuals with boots on the bottom. I hope persons are educating artists and executives about what’s occurring to the AAPI neighborhood, shopping for rides house for AAPI coworkers who don’t really feel secure commuting, hiring extra AAPI for jobs that aren’t in BA or finance, and signing life AAPI artists. We’re not invisible, have actual shopping for energy, and need to be taken severely as shoppers, tastemakers and artists.

Karen Kwak – Government Vice President/Head of A&R at Warner Data

Working with label artists Anitta and Saweetie provides to the lengthy checklist of famous person artists that Kwak has helped shepherd by way of the hitmaking course of. Mariah Carey, Rihanna, Justin Bieber, Nas, Frank Ocean, Massive Sean, The Dream, J-Lo and Britney Spears are only a few of the music acts who’ve labored along with her over a profession that spans 30 years.

How do you are feeling about AAPI illustration inside the music business?

I began my profession at Motown Data so thankfully, I began in a extra various setting. Nonetheless, AAPI illustration was primarily non-existent in the business at the moment. I didn’t have any AAPI executives to look as much as. There’s considerably extra AAPI illustration than earlier than, albeit it’s nonetheless considerably lower than what it must be. Immediately, now we have AAPI function fashions. I’m proud to characterize the AAPI neighborhood as an government in the music business. I additionally perceive that I’ve a duty. I have to get extra concerned in organizations like Asian American Collective, the place I can use my huge music business information and expertise to mentor the subsequent era of executives.

I’m blissful and proud to see extra artists from the AAPI neighborhood having mainstream success and impacting tradition.  This provides younger aspiring AAPI artists the boldness to pursue their desires and imagine all issues are potential.

What steps can the music business take to assist ship a message about Anti-AAPI hate crime?

Music is a common language and we, as an business, have nice affect. Utilizing that affect, we may also help elevate consciousness and understanding.  We are able to assist organizations that fight Anti-AAPI hate crime by way of service and donations. We are able to additionally encourage our AAPI superstars to make use of their platforms to talk out to eradicate hate. It’s vital that we as people say extra, do extra to steer the business in this combat in opposition to Anti-AAPI hate. I can and can do extra.

Imran Majid – Co-President/CEO of Island Data

The primary Pakistani-America to run a significant document label in the U.S., Maji began out as an A&R assistant at Common Motown in 2004, becoming a member of the staff that quickly would make up the A&R division on the then-new Republic Data. Majid joined Columbia Data in 2013, signed rapper Lil Tjay and labored intently with rapper Russ, pop singer Rachel Platten and duo Ayo & Teo — and, efficient Jan. 1, 2022, grew to become co-president/CEO of Island with fellow Columbia expatriate Justin Eshak, whom he’d met when each labored at Common Motown 18 years earlier. Immediately, the Island roster consists of Shawn Mendes, Demi Lovato, Keshi, SleazyWorld Go, and Lauren Spencer-Smith.

How do you are feeling in regards to the AAPI illustration inside the music business?

The music business has an extended technique to go in phrases of AAPI illustration, however I’m very excited to see organizations and executives lean into the chance to uplift and provides alternatives to these of AAPI backgrounds. The music business is on the forefront of common tradition, and the businesses have to proceed to be a mirrored image of what the true world seems to be like.

What steps can the music business take to assist ship a message about anti-AAPI hate crime?

Discuss it. Acknowledge it. Acknowledge that artists, managers, and staff have been experiencing it for a few years however have by no means had an outlet to debate it, for a wide range of causes. The Asian tradition throughout the continent is stuffed with proud and hardworking individuals who sacrificed lots in this nation for alternative, and did it on the expense of having the ability to discuss absolutely about their struggles. I’m inspired by steps being taken by organizations to assist fight Anti-AAPI hate crime.

Arjun Mehta – Founder & CEO of Second Home

Second Home is a reside media platform that gives artists and creators throughout music, comedy and podcasts world digital experiences — or Moments — which might be designed to raise the normal livestream. Among the many firm’s current activations: Kygo performing atop a mountain in Norway; Tame Impala from the ocean-side bungalow the place they recorded their debut album; an AR efficiency with Bryson Tiller from a baseball stadium in his hometown of Louisville; and Justin Bieber’s New Yr’s Eve live performance from the Beverly Hilton lodge.

Initially launched in 2019 with the purpose of translating the profitable world of reside sports activities media (suppose: boxing on PPV) to music, the Covid-19 pandemic accelerated Second Home’s progress. Consequently, the corporate is ready to supply 6 and 7-figure payouts for creators, combining tickets, merch and suggestions from the viewers, in addition to meet-and-greet upgrades and after-parties, all on the Second Home platform. Creators hold all gross income, whereas Second Home income from a 10% service price charged to the client.

What steps can the music business take to assist ship a message about Anti- AAPI hate crime?

I’m inspired to see extra AAPI illustration in the business, and honored to be part of that progress, however there’s nonetheless a lot extra to be completed. As somebody in an executive-level function, I’ve a duty to make use of my voice to boost consciousness, educate others and function a job mannequin. Illustration issues, and at Second Home we need to be a secure area for our AAPI staff as all of us work in the direction of a greater future.

What steps can the music business take to assist ship a message about Anti- AAPI hate crime?

It’s not sufficient to simply condemn hate crimes in opposition to the AAPI neighborhood. We have now to do extra, beginning with training, in addition to supporting organizations that fight AAPI hate crimes similar to Cease AAPI Hate. The music business can uniquely contribute to the trigger by amplifying AAPI creators, which is one thing that may be a large precedence at Second Home. And we see it make unimaginable enterprise sense, simply take a look at 88Rising. The extra that that is normalized and embedded into the material of tradition, the higher society is about up for the long-term.

Sulinna Ong – International Head of Editorial at Spotify

In her function at Spotify, Ong oversees a few of the greatest playlists in the world in collaboration along with her groups, together with Immediately’s Prime Hits, Rap Caviar, New Music Friday, and extra. She can also be liable for spearheading Spotify packages like the worldwide emerging-artists program Radar, Equal, which highlights the work of female-identifying artists. The daughter of a Chinese language father and Persian mom who fled the Iranian revolution when she was a child, the Australia-born Ong beforehand held senior roles at Sony Music, Reside Nation, and Deezer, and in addition based her personal artist administration and advertising technique agency, Silver Horse Leisure.

How do you are feeling in regards to the AAPI illustration inside the music business?

For many of my profession to this point, significantly the sooner levels, I struggled to see anybody who appeared like me, significantly in positions of energy. On the uncommon event that you simply did see AAPI faces in the music enterprise, they usually wouldn’t be in senior or artistic roles. There are particular stereotypes that also come hooked up, and we have to break down these stereotypes. Generally, illustration has been few and much between, each on the enterprise and expertise sides of the business, however that’s began to steadily shift. Notably in the final three to 4 years, as Asia has change into an more and more highly effective financial and musical power and our cultures have come to the fore in the West, the necessity for visibility and illustration of AAPI expertise has change into ever extra urgent. And as music listening amongst shoppers turns into more and more various – largely due to streaming opening up cross continental alternate – the curiosity and demand for AAPI expertise is on the rise.

So the tide is slowly turning, however we nonetheless have an extended technique to go on the highway to elevated range. And we have to be certain that in addition to range in illustration we don’t lose sight of the range inside our personal neighborhood. “AAPI” just isn’t one homogenous group: There are over 50 ethnic teams from over 40 international locations. Add to that the nuance of intersectionality: I actually am intersectional – I’m half Chinese language and half Persian – and there are a lot of tales like mine that contain the multiplicity of our identities, and the intersectionality of all of our identities.

What steps can the music business take to assist ship a message about anti-AAPI hate crime?

It’s important that firms and people actively converse out and condemn racism and hate crimes after they occur and never keep quiet. And likewise, verify in in your AAPI mates and colleagues – as a result of they’re not OK. I’ve private expertise of this as a member of the family was a sufferer of a hate crime in 2021. You simply don’t know what somebody could also be coping with in their private lives so exhibiting care and empathy is important.

Arjun Pulijal – President of Capitol Data

Pulijal oversees all areas of artist growth at Capitol, which incorporates artistic, advertising, and operations. He joined the corporate in 2013 as director of promoting,  was promoted to VP in 2017 and SVP in 2019. Earlier this yr, he ascended to president for the corporate that’s house to Paul McCartney, Beck, Halsey, Sam Smith, Maggie Rogers, Lewis Capaldi, Norah Jones, 9 Inch Nails, Queen Naija and Sky Ferreira, amongst others.

How do you are feeling in regards to the AAPI illustration inside the music business?

As a primary era Indian-American considering a profession path in music, there was a shortage of illustration to have a look at for steering. I didn’t have a compass to observe and inform me, “It is a route you may go.” Up to now 5 years or so, there’s been a variety of optimistic progress, however we have to take steps to do extra outreach by way of training, to satisfy individuals at that crossroads between highschool and school or school and beginning a profession or coming into a grad program and emphasize the humanities as a path that’s accessible.

As my profession progressed I got here to study Bhaskar Menon, the President of Capitol/EMI in the 70s, who revitalized the label and was instrumental to Pink Floyd’s “Darkish Facet of the Moon.” It was reassuring and sort of thrilling to study that I wasn’t the primary, that there was some precedent, and I want I had identified about him sooner.

There’s additionally a suggestions loop in relation to inclusion — illustration on the chief aspect performs into illustration in the artist neighborhood and vice versa. We should always by no means underestimate how vital it’s to see somebody with whom you may have a shared tradition and historical past in a place of prominence. Blazing your personal path is nice in concept, however the level must be clearing a path for different individuals to observe in in order that they don’t must spend fairly a lot vitality determining which route to go and might simply excel and convey their expertise and perspective to the business.

What steps can the music business take to assist ship a message about Anti- AAPI hate crime?

There’s an inclination to react by making a public assertion of condemnation, which is vital to do, however that turns into a lot extra highly effective when there’s tangible motion behind it. We must be sincere and lifelike about how we are able to truly make a significant influence past that second, or else the condemnations change into as commonplace because the violence and nothing adjustments. We have to encourage and mannequin fairness and inclusion inside our business in ways in which aren’t all the time as hyper-visible however are able to having an actual long-term influence. We additionally have to put our weight behind our artists and inventive illustration. It’s not a standalone answer, however better range among the many artists with the most important platforms would create an undeniably highly effective pathway to breaking down obstacles that contribute to stereotypes and bigotry.

John Vincent Salcedo – VP of Digital Advertising and marketing at Columbia Data

A Filipino Immigrant who moved to the U.S. earlier than his teenagers, Salcedo has labored on campaigns for Polo G’s “Corridor of Fame” album; Lil Nas X’s “Name Me By Your Identify (Montero)” and “Trade Child” that includes Jack Harlow, each No. 1 hits; Tyler, the Creator’s “Name Me If You Get Misplaced” album; and the Child Laroi’s chart-topping “Keep.” Elsewhere on the Columbia roster, Selcado has contributed to the advertising efforts of Child Keem, Fivio International, Lil Tjay and ROSALÍA.

How do you are feeling about AAPI Illustration inside the Music Trade?

We’re coming into a golden interval for AAPIs the place extra creatives, executives and, in fact, artists are beginning to break into the business. There’s all the time room for enchancment and persevering with to push for inclusion is a should, however I really imagine we’re seeing extra of us on the desk making a optimistic influence throughout all sides, and in top-level roles. Whether or not it’s in the music-making course of, the enterprise or the visible artistic that helps the music, there’s an AAPI in the room contributing. That’s steps ahead that I wasn’t experiencing early on in my profession. What’s much more thrilling in my opinion is the wave of youthful AAPIs which might be leaping on alternatives to be concerned and are hungry to be a component. That’s a testomony to how a lot issues have modified not simply inside the music business however inside the broader AAPI tradition the place careers like this usually are not the norm.

What steps can the music business take to assist ship a message about Anti-AAPI hate crime?

Let’s first begin with acknowledging and ensuring that everybody with a platform is utilizing their platform to teach and lift consciousness on what’s happening. Step one is for everybody to acknowledge that there’s a fast improve of AAPI hate crime and that our aged people are being focused.

Steph Shim – Head of East Coast Label Relations at YouTube Music

At YouTube, Shim works with all kinds of labels and artists to assist unlock the total potential of the video platform’s attain. In her day-to-day function, she consults on greatest practices and launch methods for her music companions together with discovering methods to assist their artists with promotional alternatives throughout YouTube and Google.

She’s been in a position to work on a number of noteworthy campaigns, together with the worldwide rollout of YouTube Shorts with BTS’s #PermissiontoDance Problem, in which followers had been inspired to add their very own variations of the choreography which integrated indicators for “Pleasure,” “Dance” and “Peace.” This culminated in a compilation music video launched on the BTS that includes tons of of submissions.

At present, she’s engaged on YouTube’s APAHM initiatives, which embody a flagship playlist, devoted social content material, advertising, promotion, and digital billboards in New York’s Instances Sq. and downtown Los Angeles.

How do you are feeling in regards to the AAPI illustration inside the music business?

“We have now an extended technique to go, however I do see some glimmers of hope with a variety of us in high-level positions, a very promising class of rising business professionals, and so many proficient artists who mirror the range and expertise of the AAPI neighborhood. Talking lately to Asian school college students who’re in our business, I do know what makes a distinction for lots of them in persevering with to pursue their ambitions is seeing individuals who appear to be them each on stage and behind the scenes. Wanting again, a significant roadblock for me even understanding that this was a profession I may pursue was that lack of illustration, the idea simply by no means entered my thoughts.”

“When individuals take a look at the range of their workers or their roster, Asians are sometimes missed in that dialog and we have to be extra vocal about that dismissal. To many, the AAPI acronym remains to be unknown and that’s actually unlucky. What excites me now could be that a variety of us have now realized our energy as a united voice.”

There are a variety of wonderful AAPI artists and artists throughout the Asian diaspora doing nice issues proper now – take a look at YouTube Music’s Celebrating APAHM playlist. We need to amplify their voices to allow them to share their artwork, inform their tales, and construct their audiences. This identical precept applies to the many individuals concerned behind the scenes attempting to maneuver their method by way of this business. My hope is by exhibiting that assist and offering that platform, we are able to encourage the subsequent era who can develop up seeing an increasing number of individuals who appear to be them doing what they aspire to do.

What steps can the music business take to assist ship a message about Anti- AAPI hate crime?

We’d like ally-ship. It could actually’t simply be us talking out in regards to the issues which might be occurring to our neighborhood. There must be a united entrance throughout the business that condemns these actions, as a result of not a lot appears to have modified in the final two years because the spike in these hate crimes began. Additionally, by amplifying AAPI voices inside the music business and placing them in positions of energy to inform their tales, we are able to combat in opposition to the stereotypes and discrimination that assist gas this hate and violence. Illustration throughout the board is extra vital now than ever.

Marlene Tsuchii – Music Agent and Co-Head of Worldwide Touring at CAA

A 20-year veteran of CAA, Tsuchii has oversight over worldwide excursions, and books home outings as effectively. On the company, she’s made a concerted try and characterize Asian expertise and because of this, SM Leisure and 88rising are purchasers represented by CAA globally throughout all areas. She additionally represents the Grammy-winning H.E.R and younger upstarts the Linda Lindas.

How do you are feeling in regards to the AAPI illustration inside the music business?

The huge world success of Ok-Pop and the thrilling rise of 88rising’s Head in the Clouds pageant display the rising energy of Asian expertise. As well as, the brand new wave of artists similar to H.E.R., Rina Sawayama, Japanese Breakfast, Saweetie and Olivia Rodrigo are great examples of revolutionary Asian expertise.

We nonetheless have an extended technique to go.  Many conventional music festivals are proof against showcasing Asian expertise so publicity for these artists stays tough. On the enterprise aspect, there stays a dearth of [AAPI] executives in the business. Fortunately, organizations like Gold Home have enlisted firms like Reside Nation’s Asian Nation to deal with altering that dynamic. I participated in their first collective grasp class with Spotify lately and it was an unimaginable occasion showcasing new Asian artists and a dialogue about AAPI in the business.

What steps can the music business take to assist ship a message about Anti- AAPI hate crime?

Music is a robust instrument and the most effective types of communication. It’s incumbent on the business to totally assist Asian expertise and unfold the positivity of those artists. Their success is everybody’s success.

[Pictured from left: Karen Kwak, Sulinna Ong, John Vincent Salcedo]