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Life and Work with ‘Asha’ @ashasangle

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Today we’d like to introduce you to ‘Asha’ @ashasangle.

Asha, please share your story with us. How did you get to where you are today?
I love bringing out the best in [talented] people, and brands, so it’s no wonder my official start began just by helping a friend who was starting his first collection. I helped him produce his launch fashion show at a high-end nightclub – before it became trendy to do so, and I booked a LIVE band to play as the models walked throughout the guests. I respected his vision but brought the clothes, hair, makeup, and talent to life for both he, and myself. This was more than ten years ago, so again – it was not as popular to mix music and fashion, but it seemed natural to me! After the natural high and success of the show, he called me right after to produce his ad campaign for all his brand collateral, and the website look book of all angles of the pieces, I gave my overview of his logo and other content – and little did I know, I ultimately, helped him create his brand image. It did so well, he ended up moving to LA, then to Shanghai, then sold the company. Prior to all of that, I said to myself, if I could do that for him, and I loved it as much as I did- being onset, helping the models, and the pieces sell to their target audience, then I got the urge to do this for models/talent as well. I decided to create a model management agency of all diverse models- various races, and eventually even various divisions: fashion, commercial, glamour, and even plus-size. I loved choosing models that others overlooked, but had the foundation, and then morphing them ‘into’ models.

Honestly, I started piecing everything together, not even knowing, the technical words for some of the things I was naturally doing for both the talent {like comp card or look book}, and the startup emerging brands I was doing things like events, fashion shows, TV appearances, etc for. I just knew if I wanted to get my girls and guys in front of potential clients, and build their books, I was going to have to “create” their opportunities, especially, working in the midwest where the mindset was not automatically fashion forward, or innovative. That designer I started out with, not only gave me words of encouragement to go for it, but he was also a web developer, so he built my first model management website from scratch, and I designed it alongside with him, while he was building his fashion line. This was before web templates, so we had to create every little morsel; every little tab and website function together. I used flash imagery before many were on to it. I still remember sitting at horizontal desks, and creating wireframe tabs, and copy for all the tabs, and him telling me what I could do, and couldn’t do on the development side; and then him suggesting, some elements that weren’t even cool, or normal to the online world yet. We were in our little creative hut.

Just think, this was pre-social media like Instagram and Twitter and Snap, pre-existing emerging brands and companies feeling this was all obtainable to DIY, and talent torn between “this content of me drinking from a red solo cup on Facebook with my college friends, will never hurt my model career, and won’t last forever,” phase. We {designer/web developer friend and I} had decided to create an integrated individual blog page for each talent so that I – or they even- could update themselves with their latest photos and video, personal BTS thoughts and captures while on assignments. I thought if I could make them appear like – TODAY, the term would be “influencer,” or ‘celebrity talent,’ plus show their personality, it would help them get more work, and a pro audience to perhaps hire them on their personality in lieu of their huge portfolio experience, or even perhaps their lack of model industry traditional looks or protocol at that time.

Most of the models fought me on the concept – because they didn’t understand. They didn’t see it as a platform, that they and I could be in control of without needing to wait on a developer to update their main page gallery or as an opportunity to help clients fall in love with them; but unfortunately, many of them saw it as me trying to control their lives, or make them do my work, so as cancer, they began to taint my intentions and my reputation. With such genuine intentions, and even often forfeiting a company commission, if it meant the model making less than $150 USD – which, in 2008, a no-name model, with zero experience, and virtually a zero portfolio, plus not necessarily perfect measurements in the midwest market – not an LA or NYC, that was huge! But they always wanted more. The thought of the negative assumptions killed me. They stopped answering for booked gigs, or networking opportunities – even accused me of sending them off to danger when international countries approached me for them. I had one girl fake – or over exaggerate a hospital trip in Dubai to get out of walking a booked runway show, and other ridiculous childish things.

It wasn’t as easy to recreate yourself back then once forums online started buzzing, and not source checking. These discomforts, plus already going through a divorce, being cut off financially overnight, losing my confused son to my- now making, second ex-husband, and the same annual mundane contracts coming in for commercial work- not fashion, and the lack of anything that made me feel the way I felt that first night, despite turning a company profit running it completely alone, with no business plan, and no staff, or experience the first year, I decided to fold and go back to work as a bartender or server in hospitality. I said I’d rather do that, and rebuild when the time was right than work for people who misunderstand me, and not appreciate the tireless hours I worked for them.

I felt so confused and would become a regular person for a little while longer. Bigger agencies began to mirror my strategy and they took off even more successful because they had the team, the budget, and the know-how to press it forward. I am not one to look behind me often, but from time to time, I think about, if just one of those girls had stuck with self-blogging, and me helping them create content like I was: editorials, ad campaigns, runways shows, and keep their image up the way we were: I brought in personal trainers, helped them manage their diet and skin care health regime, I formed relationships with life and runway coaches, got them discounts at stores and with vendors all of the world – and they just didn’t understand. I was creating videos for each of them monthly, prior to videos being popular, so they could keep a current visual trail on their journeys, and they fought me on all of it. Years later, I decided to use the same, or similar adjusting concept on music artists who looked like models, but understand self-investment a bit more, and were less fickle.

Luckily, I hadn’t totally ruined relationships with certain photographers, hair stylists, designers, etc. Then, when I was referred my first celebrity family to rebrand commercially into the fashion/talent world, but without using their celebrity name, I began to set sights on anyone, or anything that would simply “let” me do my job well- which was help them- then I realized, as long as I had my MacBook, a cell phone, a passport, and internet, I could literally work for anyone, from any place in the world. I would spend the next several years stripping my once lived, and scripted traditional and conventional life down to the most bare bones, minimalistic lifestyle I was most uncomfortable, but I figured if I could get myself to a point where I could literally move anywhere in the world in a day or two, and dump mostly all things except my clothes and papers, I could never miss out on a life-changing opportunity, or client, ever again. One that would change my life forever. In, and around this time, I have worked with technology developers, models, musicians and music industry pros like engineers and producers, designers, show producers, tv, film, magazines, socialites, publicists, and many others, to build, re-brand, and makeover some pretty amazing and innovative talent. It was one of those ongoing talents who after years of a quarterly content building here in LA for two weeks last December [2017], finally life nudged me here to become a full-time local Cali girl just a few weeks later {unknowingly} in a now, or never life-changing moment!

Having stayed in Airbnb’s all around Hollywood, the past two to three years, I knew when I moved here, I wanted to live here. I knew how powerful the location would be. I knew it would diminish my commute and ability to say “yes,” to projects and events I’d be invited to, and as luck would have it – the place I chose sight unseen, was blocks away from my first Hollywood music recording studio event I planned, two years prior. And here I am – making it work, in Hollywood, Los Angeles.

Has it been a smooth road?
No, despite my positivity, newfound spirituality, and the usual smile on my face [in person- not on IG, haha], it has been nothing but a smooth road. In fact- quite the opposite. I have had to start my life over numerous times personally, to stay at my creative and professional goals and future sights. Multiple marriages and jobs, moves from various neighborhoods, and states, extreme shifts in financial security and income earnings- my son choosing to live with my ex because he was the fun, more stable parent, and many other life transitions- I’ve never ever spoken about publicly amid this interview- with very little, to zero “earth” guidance, friends, family, or support, plus having to explain my creative madness and desires to every single person that came into, and/or left my life.

But, I know, it is because God will use me as an example to help others. My experience and my hardships will especially help young women. Or even older women starting over numerous times like me. Teen moms who think their lives are over because they get pregnant in high school like me. Women who may have had to move out in the middle of the night after paying to furnish a brand new highrise apartment to get away from an abusive relationship like me. A woman who grew up without a father in her life, and a mother confused by the middle of America suggestions of success, and no involved aunts and uncles or grandparents to guide you, but you have other brothers and sisters either looking up to you or mocking your life choices. Being mistaken for every race/ethnicity, other than your own, while rarely being accepted without ridicule and childhood torment, body shaming because you were developed with a dancer physique at an early age- so much so, that older men approach you, make passes at you, and attempt to physically manipulate, and take advantage of you more than once, so much so- you develop a cover-up mentality for most of your adult life… type of challenges that will encourage them to not use ANY of it/these as an excuse to not go after what you know you are good at, and meant to do with your life.

I have always told talent {and women especially}, I would never ask you to do something I am not willing, nor haven’t done myself! Female talent especially, has a very difficult time choosing their relationships, over their talent. I think 99% of the talent I used to work with and develop, or manage that were women, ended up choosing their ‘at that time,’ relationship over building their career. There was one [who chose ambition] who stood out to me very prominently, and she went on to become a WWE Diva Superstar Pro Wrestler and actress.

I would tell anyone, but especially women starting out – it’s ok to love! But put value in love that supports and understands your dreams, not makes you choose. It’s alright (maybe even better) when people think you’ve lost your mind. And more importantly, once you feel like you’re creatively dying, its time to get out of your situation that’s making you wilt. Faith and love can drive creative people madly towards, but also away from their intended paths. It’s a rare beauty if you can conquer all simultaneously in your lifetime, so don’t sabotage it! And many creative geniuses, unfortunately, give up right before their breakthrough- so don’t be one of them. Even if your time isn’t consistent, don’t give up, if its still in you- try- die to try, not wondering. Please! And finally {ok this is it}, don’t become a major a**h*** once you’ve made it. Make a difference, and give back using your good fortune.

So, as you know, we’re impressed with your business – tell our readers more, for example, what you’re most proud of and what sets you apart from others.
I am most proud of what sets me apart: being genuine, honest, decisive, and living and working without fear (as much as possible). I know my attribute is that I become married to the project. I live, breathe, sleep, and imagine it- it becomes part of my life, so it has to make sense. I can’t take projects [just] for the sake of money anymore. I now know, and have fully tapped into my ability to see innovation, uniqueness for my clients, and opportunities to create what others are not, or have not yet. I literally see their prominence in my dreams/sleep; when I’m very still and relaxed, I can envision their creative future- their best versions of themselves and what works to attract their audience, come to me peacefully, and gleefully. It’s a [spiritual and meditative] power, I am now- not afraid, to admit I creatively have. In confidence, I can now admit to myself, and thank god, for the success we have helped bring indie and established talent over the years. Successful opportunities they don’t even realize fully was because of the brand/image strategy, style, and/or content I created for them- but because the return came over a consistent amount of time, in new exposure or collaboration requests, in new contacts, social following, etc, and not a big bag of cash on their doorstep, they don’t get it! Some have, and thanked me years later, after letting me go- or telling me I was no longer needed.

I want to {acquire/seek} it ongoing for a few special clients throughout the year. Put together a calendar of events, goals, strategy, and content to create, rather than a bunch of little clients, BUT I’ll take what I can get, that’s a win/win creatively and financially, right now. I understand I am technically new to Los Angeles and grateful to be here in the neighborhood where the production of music, film/tv, and star power acknowledgement happen!

Eventually, I would love to open my own creative agency. I finally had the revelation organically seeking an investor over the next “however long it takes,” may be the smartest route, rather than saving my hospitality (bartender, server, or hostess) pennies. I used to own a model agency, but eventually, we housed and developed artists and I produced company brand events once a year that drew huge media, and industry professionals. I have massive ideas for industry events that require real talent, real investment, and real commitment. Whenever I can plant such roots here in Tinseltown, it will be one of the happiest days of my life.

I am tremendously honored to share an in-depth look at my freelance business, my journey getting here, and my plans for growth, with you VoyageLA readers. Understanding we all usually have similar stories is comforting and most interviews focus on only one aspect, or one glorified moment. Voyage, you, really want people to know who we are, and what we are about- thank you!

If you’re at the beginning of your talent career or business- or at a need for turning point/change, I can help with development, strategy, and/or re-branding/imaging. If your foundation is already set, and you need new, or better brand/image content (campaigns, videos, photos for marketing), I am here to produce and direct them. If your style needs to match who you are, or what your business is/represents, makeover it is- I am here! Need to maintain a day-to-day or special event style, I can be your behind-the-scenes personal shopper in stores and online to keep you look consistent for your role or lifestyle. Already have your team, content, and vision foundation, but need someone to manage the crew, or to help tell, or direct the story?

Are you an established or image polished executive, or are you a model, or singer/songwriter, and you now look “the part,” and have the right content, but you want to attract more gig decision makers- or you’re shy, or nervous about approaching industry professionals?

I will attend events with you (or on your behalf) and introduce/promote you, and speak on your behalf as a personal brand ambassador to attendee decision makers, influential guests, and when needed, as guests approach you with the question “what do you do?!” I can introduce you with highlighting points in mind, as well as give you tips to help people approach YOU, rather than you having to run up to everyone. Plus- what do you say, once the introduction is made? I will give you ‘talking points’ and take aways of what to cover no matter what happens in-between the conversation, or how nervous you get!

Are you quite established, and starting to get media attention and have some interviews or red carpet appearances coming up? I can privately coach you on what to say and wear. If you haven’t guessed it, my roles and hats change frequently [wardrobe/fashion stylist just one of them], but everything points to the consistent online and offline image/brand you need to have, and desire. Everything should be cohesive and consistent- when you’re being researched, spoken to in person, and understood, in addition to your actual talent or product/service. In-between all of this, you can still be you (don’t worry) and show off your personality {with advised control} via social media. It’s what major celebrities and record labels, and huge corporations have all done bts for years, but now, with the power of the internet, you can have access to the same type of persons, like myself. My role changes constantly based on your needs and focus at that time, but is always needed in an ongoing manner alongside your career or business as you grow, because the goals and needs from you, or your team, will always be [should be] changing and growing too! This can go from being your unofficial publicist or manager, to directing your publicist and/or manager as your brand manager or fashion/style director, or even content creator, or creative director to ensure they’re bodies of work, or assignments, are cohesive with your brand, or style vision best for your career, long-term, as well as now! I help you facilitate what you need (content or style or people or events) based on when and how you need it. Hopefully this makes better sense about why I’m “all over the place” in my tasks and assignments, as well as my instagram posts. Sometimes its the same clients, but, usually the roles are the same- or interchangeable- but simply called a different title based on the industry, or by the current trend name. At the end of the day, I am here for the greater good of the talent/artist, brand, or service provider. And it makes me so happy, when things come together, and without admitting initial reluctance, they then get me- and are so happy with the results- being, their return, their new content, their new image, new recognition or a nomination, their new fans, or gigs/opportunities they finally deserve, or brand partnerships they always hoped for, but was getting nowhere on their own, or existing hired staff.

If you’re not part of the behind-the-scenes titles, sometimes it gets confusing for passers by, to understand a lot of what I do, so hopefully much of this explanation, will help. Depending on the brand’s or talents’ immediate versus long-term goals, budget, existing team, what it already has, versus doesn’t, my title, or role, changes not only by industry (music vs fashion opposed to tv or events), range from: brand manager, content creator, creative director or producer, fashion/wardrobe stylist or director, image consultant, artist/talent development, production assistant (PA), or project manager (PM), event planner, creative consultant, and so on. So, basically, I bring out the best in a brand or talent both offline and online, helping them to either create content, direct their vision, image/brand, strategize and target their market/audience, or sometimes, I simply show up to help manage or direct the existing or facilitated team.

This could be in the form of a photo shoot, ad campaign, runway/fashion show, music video, pop-up, listening party, brand videos or film, social media (creating the page and what should go on it: hashtags, bio, tagline, etc), tour manager, company strategist, or communications, interview coaching, web design, or copywriter, etc. BUT I also have to reattach ‘asha’ to her own brand and image, not to mention do things to feed my soul in-between projects. I do various things like contributing as a writer to magazines, cover/write/review red carpet events, radio/podcast host and producer, voice over talent produce and edit spots, blogger, guest speaker, celebrity interviewer/host, and other related industry ways to stay active, relevant, and enthralled. I even like to volunteer for fashion weeks, and larger not-for-hire events so I stay abreast of new production quirks, lessons, and interesting finds. It’s overall, great inspo to just do something like a “laborer,” opposed to being the leader all the time. It also helps me relate to, and know what to do, or not do, when I hire MY for-hire teams, the next time I’m directing, producing, or casting on music, fashion, and/or TV set the next time.

I love using the arts as ongoing growth, fulfillment, and soul saving. Now, since I’m officially in a new (LA) market, and a Hollywood local- one year as of January 2019- I just need some new clients, so I can stop working at a restaurant like the most cliche’ new LA arrivals, haha! I’m very easy to work with. I get being private and signing as many NDA’s needed to feel comfortable, and I am a to myself work best alone freelancer, OR I can be a total decisive, and communicative director, producer, and/or leader of the madness that takes full face for the project. Either way, I just want to create work, be supported by my team, and smile at someone else’s shining moment because of my input, direction, production, or makeover.

I love, love helping others: models, music artists, designers, tv/fashion/music productions, event producers, fashion houses, publicists, agencies, let’s work!

I fit here [Los Angeles]. I am welcomed here. I am free here! I see hope and opportunity like no other place, here. Eventually, it is my dream to be bi-coastal between New York and LA, but also remain in Los Angeles mostly and travel to Europe and Asia for project opportunities. I finally accept I am a creative and life nomad at heart. I only allow those in my space [now], that are not offended by that but encourage it. I heart LA!

There’s a wealth of academic research that suggests that lack of mentors and networking opportunities for women has materially affected the number of women in leadership roles. Smart organizations and industry leaders are working to change this, but in the meantime, do you have any advice for finding a mentor and building a network?
Just going to events within the industry [music, fashion] has really helped me here in Hollywood. Being selective and attending workshops, conferences, networking events, pop-ups, even local bars – has been helping me build my new California Rolodex and really connecting with people. Coming from someone who used to never mix business and pleasure, I realize, in Cali, it is kind of the only way, you get business opportunities around here. Locals want to see you not only rooted and living here, by the time they open their ‘creative meccas’ to you, but they also want to see you be able to relax, let your hair down, and not ‘sweat the small stuff.’ For me, this included adjusting to a less formal wardrobe {I bought my first pair of real jeans here}, saving your face and makeup for actual events you need it at, less perfect hair on errand days (but perfect hair on event days), and meeting between “ISH” is quite normal. Let’s meet around 1- 1:30ish… then talent texts you at 1:45, “I’m about to park,” is less offensive, and requires your patience and understanding each and every time. It’s just the way it is, and I’m starting to love it. Having a cocktail, refusing perhaps a drug or pill offering, LOL, and definitely continuing to nurse your relationship say over 1 to 13 months or more, is quite normal here. Don’t expect an immediate ‘yes,’ here in LA, unless maybe in dealing with the massive production houses – and even that can get stalled, delayed or rescheduled after you have adjusted your entire life, haha. So, be patient, and flexible at all times if you want to work in the Los Angeles market. Take last minute invites- often those are your best returns and/or money makers, and women especially, DO NOT be afraid (in fact- look for) events that are not women driven; don’t be afraid to go to events alone, or mix it up with a strong counterpart, or even a client of yours as a LIVE testimonial of your work; don’t be afraid to take your partner {but groom them on your talking points and event take away goals}; don’t be predictable, but also be consistent- if that makes sense, LOL!

Don’t take anything personally, and realize, your work will eventually speak for itself. Yes, at a point, people will actually reach out to you. Also, be open to working with those that told you “no,” in the beginning. It’s not as taboo as other markets like NYC or maybe Canada. Why not- do what you feel makes sense, and feels right for your goals as well.

Screw opinion and hardships – most of us have them, and most of them change, just as the day-to-night lovely California weather.

Pricing:

  • My pricing is very flexible based on how much you need from me. Let’s say $250- $15k, but the average is $150 to $1500 depending on the project.
  • I am usually not the cheapest, but I am usually right at industry protocol rates, or a little under, but NOT highest.
  • I don’t want to price myself out of a good opportunity, so let’s just talk and see if a good win/win.
  • I am willing to work freelance, under retainer, be integrated as in-house staff, or even be hired full-time with a company/group.

Contact Info:

Image Credit:
ANTM Ms Jay, with actress Tehmina Sunny, music artist T-Roc, music artist Jason Patrick, model Ashley, model Gina, Audio Engineer Irko, T-Roc Dancers

Getting in touch: VoyageLA is built on recommendations from the community; it’s how we uncover hidden gems, so if you know someone who deserves recognition please let us know here.

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