Each week, Music Week profiles the brightest new talents in the business. This week, Tasha Demi, product manager for acts including Stefflon Don and Wretch 32 at Polydor, tells her story...
How did you break into the music industry?
I started a blog at university and it started hitting decent numbers. I was a runner on a few shoots for MTV and then became music editor at Live Magazine. I realised I could turn my love for music and writing into a ‘real job’, and then got an internship at Box TV, which developed into a full time role. I went across to MTV to work on the EMAs, then got a call from the HR team at Universal Music saying they needed a temp. A year later I was still there and was then offered my current role.
What’s your proudest achievement so far?
My first Top 20 single! Working the Stefflon Don campaign has been exciting, Hurtin’ Me breaking into the Top 20 was such an amazing feeling. We’re coming for the Top 10 next. Working on Wretch 32 is special, too. He’s one of our greats. I’ve gone from being a fan to running his campaign. I can’t wait for everyone to hear his new album!
What do you enjoy most about your job?
It keeps me on my toes! Also, I love my roster! I get to work with an amazing team and amazing artists. Building relationships with my artists and their management teams is key. It’s important that they trust me. And then when we win, we all win together. From the first planning meeting, to release day and beyond - being a part of such incredible campaigns and seeing your ideas come to life will never get old!
What’s the biggest challenge?
Managing my own time. The trickiest thing is getting that work/social life balance. Over the last couple of years, I’ve come to realise how important it is to step back every now and then. To switch off and just do family things, to go and hang out with friends and not be glued to my phone and on emails all through the night. You clear your headspace, and everything suddenly makes a lot more sense.
What advice would you give to those looking to break into the biz?
Don’t be afraid to ask for opportunities. But also, don’t be afraid to create your own! There’s nothing more exciting and inspiring than people creating their own paths. If you’re in it for the right reasons, your passion and love will shine through everything you do.
What’s your greatest ambition?
I want to be a part of the history of British music. I want to be one of the ones responsible for breaking our artists globally and to help set precedents for what we can achieve. But mostly, I want to remain a fan of music and have that lead me in what I do - I don’t want my job to ever become a chore.
TASHA'S RECOMMENDED TRACK: