There is nothing greater than a woman who knows exactly what she wants and will stop at nothing to get it, especially in such a male dominated field like music. You have to know what you're talking about and go into it knowing that it will be just a little bit harder to be taken serious, strictly because you're woman, but when your boss is Solange her "take no shit" attitude and confidence starts to rub off and you realize you can do just about anything. Asia not only runs her own site asiaevolv.com, but she finds the time to do freelance work for both XXL and Saint Heron.
Did you go to college with the idea that you wanted be a writer?
Not at all. I moved to New York in 2009 and attended a fashion school for marketing in hopes of landing a job somewhere within the fashion industry. I interned at Seventeen Magazine in the fashion closet and worked at Henri Bendel. After about a semester, I realized that I didn't want a full career in fashion anymore. I loved clothes and styling, but I found myself always on Rap Radar or Complex while my friends were searching through fashion blogs. From then on I started getting internships within the music industry instead. After interning with Warner Music, I graduated with my degree and decided to just start blogging since I didn't land a job straight out of college. It's all that I really had, and I had no idea that I would be where I am two years later.
So the question everyone wants to know, how did you land jobs with both XXL and Saint Heron?
A lot of my friends have asked me this question, and I always think it's funny because I didn't really plan on landing either gig. When I first started blogging I didn't know anyone. I made a new Twitter and added random music industry people. I would go to shows alone, take pictures, and just float around by my lonesome. People started coming up to me and asking what I do. After networking, I received an email from a friend who told me to hit up an editor from XXL. I emailed the editor, told him that I was a freelance writer, and within about a day I had my first assignment. The same thing goes with Saint Heron. I met my content manager through Twitter. Both platforms are very different though. With XXL, I'm usually sent to a show or event, and I'll compile a recap to share the next day. I'm more on the editorial side with Saint Heron. Constantly blogging, going through submissions, and working with our content manager on social media.
Your site asiaevolv.com is basically an ode to everything music. Is your writing style on your site different from say the work you do on Saint Heron?
Definitely. When I first started blogging I was basically blogging the same thing that larger publications were sharing, hence I wasn't receiving any traffic. Why would people come to my new site when they have more reliable and successful publications to read from, like The FADER? I started writing with Saint Heron, and my content manager began to teach me about proper editorial. I learned what was newsworthy and what wasn't and how to engage my posts via social media to drive traffic. I took that same advice and put it towards my own platform. I now have a team that works with me on my site, including my younger brother Taji. Our pieces on the site are more think pieces rather than posts on a new song. I want to be able to share all that we're into, whether it be music, fashion, art, food.. whatever. I don't want to limit myself to just music. I think that's how I best differ my personal site from the work that I do with others.
What is a typical day for you like?
Well I'm always on my email. It's like a habit. From the time that I wake up until the last minute I fall asleep, I check emails. Working with Solange requires that I'm always on top of that. She's very hands on with the site and will email the team with post and feature ideas and usually requires that one of us get on it as soon as possible. After reading what I have to get into for the day, I usually get to blogging for as long as necessary. Being in New York, most evenings I have events to cover. Whether it be a concert, album release party, or screening, there's usually always something going on. If I have time, I try to fit the gym in there somewhere lol
Music is such a male dominated field, do you think it's harder for women to be taken serious in the music industry?
For sure. Being a naturally introvertive person, it was hard for me to adjust within the industry. I like staying to myself, and that's just a trait that you can't have within music. Interviewing rappers and introducing myself as a"hip-hop writer" was difficult at the beginning. As women, we naturally want to feel and be treated like a woman, but also be taken seriously on a professional level when necessary. I've learned that my knowledge and work effort tend to help. You can't take me as a joke when I'm up to date on the latest news and I have an editorial trail to prove it. It's also necessary for women in the industry to stick and work together as a team. I have so many women that inspire me and that have helped me throughout the short time that I've been in music. We need that type of support system.
Who is your all time favorite artist?
That's such a difficult question because I listen to so many different people from different eras. Jay-Z is definitely my favorite rapper. Reasonable Doubtwill forever be in my top 3 albums of all time. I also have an ear for '90s R&B. Carl Thomas, Aaliyah, Donnell Jones, Brandy, and Total are some of my favorites. But, nothing can really compare to the music of the '70s and '80s. That's all my mom played when I was growing up. I can listen to Stevie Wonder all day. More recently I found myself listening to Curtis Mayfield, Chaka Khan, and The Gap Band. "I'm In Love," by The Gap Band is one of my favorite songs.
Five artist that everyone should be on the lookout for?
There's this new wave of R&B that I'm starting to see. I'd suggest JAHKOY, Bryson Tiller, and ELHAE. My girls Iman Europe and DonMonique are killing it right now too!
If you weren't writing what would you be doing?
I'm not too sure, honestly. I recently stopped working a full-time position that wasn't in the industry, and this is the happiest I've been in a while. It's so necessary for me to be enthusiastic about what I do, and my passion falls with the music industry. In the future I'm working on getting more into artist management and PR. I just want to keep learning as much as possible.
What advice do you have for anyone trying to make it in this industry?
I just advise people to go with their passion. I think that a lot of people go after careers that pay a lot of money then end up unhappy years down the line. Just do what makes you happy, and eventually the money will follow. Don't be scared to take that leap of faith.
Nothing is more annoying than not being able to get your creative juices flowing. What do you do when you have writers block or you just came to get inspired?
I just listen to music, honestly. It's kind of hard for me to write when I have the TV on or if I'm working around a ton of people, but music really helps me to zone in. I also break down what is that I want to discuss and write it on paper. I still like to physically write things because my thoughts just flow better with pen and pad.
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