Today we’d like to introduce you to Adeja Allen.
Thanks for sharing your story with us Adeja. So, let’s start at the beginning and we can move on from there.
Thank you for having me. I’m originally from Oxnard, CA and moved to Los Angeles County in my teen years. My entire family is from the city so I have a very laid-back, homegirl vibe (laughs). Both of my parents are musically inclined, so the passion came naturally. When I was in elementary school, I used to record my own “demos” and perform my original songs after dinner for my family. Music has always been a part of me and I’ve loved witnessing its evolution.
Back then, I would “download” music by “taping” it on my boombox onto cassettes when I heard it play on the radio (ya’ll know), much different from the landscape of streaming platforms we have today.
As I matured, my passion grew. My first few years of college I would produce my own records using beats making software like Logic and FruityLoops. My ear for music really helped fuel my compositions because as a kid, I would teach myself how to play melodies by ear on the keyboard. While in college, I landed my first radio gig at KJLH owned by the legendary Stevie Wonder!
That was my first real experience in the music business which opened so many other doors for me. From there, I was offered a position in promotions with Radio One’s station The Beat (V100) and I’ve been hooked ever since. At that time, my work experience in radio coincided with my Communications major, but I decided to shift gears. While in recording studios with artists and on music video sets, I noticed that most of the leadership roles were occupied by men. But, it was women who were the focal point and driving force behind most of the records! So, at 20 years old, I changed my major to Business Marketing in order to equip myself with the tools and knowledge to be my own boss.
While obtaining my degree, I started a modeling/casting company to empower myself and women like me. Running my business allowed me to connect with so many different brands and companies and because I had both the academic intelligence and organic intelligence (aka – in the field WORKING).
That made me a natural choice for clients to head a lot of different marketing programs and initiatives. I began consulting for brands in various industries and have worked with some incredible companies – from Roscoe’s Chicken and Waffles (a hometown staple) to Fortune 500 companies like Volkswagen Group, Brown-Foreman (Jack Daniel’s Chambord, etc.) Louis Vuitton-Moet-Hennessy and many more.
My experience with a wide range of brands, coupled with my artist relations background made for an easy pivot into nightlife where I would handle promotions, event production and eventually booking talent. I started building relationships with promoters and venues and booked different shows and club hostings for some of the hottest local artists and that grew nationally and eventually internationally.
A few years into running my booking agency, I was connected with music mogul Max Gousse through our mutual client and friend Bria Myles.. We immediately clicked, he loved my hustle and I loved that his vision and purpose really aligned with mine and we formed our current partnership, Artistry Booking. I am forever grateful for him, our company and what we have accomplished thus far! My team is relentless (even during a pandemic) we’re going to keep killing it, that’s what we do.
Has it been a smooth road?
Um – A “smooth road” in the entertainment industry? I wish! Challenging to say the least, but rewarding nonetheless! Being a Black woman working in a male-dominated industry can be tough. There’s a constant pressure to dismantle the belief of some that you aren’t worthy of being in the room. Women can work their asses off and not receive credit, which is so wack. But, you learn to maneuver. To quote Jay-Z, I know how to “move in a room full of vultures.” With that being said, I have been blessed to have some really phenomenal men in my corner to mentor me and block for me throughout my career.
Also, I think a common misconception about roles like mine is that it’s all glamour. Don’t get it twisted, the job IS being able to overcome obstacles and problem solve on the fly. Working with people is much more intricate than managing say, products – there is no assembly line – these are real people.
There are always so many moving parts, dealing with interpersonal relationships, travel, logistics, venues, production…things hardly ever go 100% as planned. But, the goal is to get the job done so you can move on to the next and keep building. One thing I’ve learned: If you want to be successful in anything, you have to find comfort in chaos, develop thick skin, and most importantly stay true to who you are.
So, as you know, we’re impressed with Artistry Group – tell our readers more, for example what you’re most proud of as a company and what sets you apart from others.
I really appreciate that, thank you. Well, Artistry Group is an umbrella entertainment company. We offer a full range of services through subsidiary entities: management company, marketing/talent booking agency, creative services agency, record label and film/production company. We’re brand builders! It’s amazing because we rarely need to outsource anything, our in-house ecosystem enables us to execute essentially anything needed. I’m really proud of our integrity as a company and our uncompromising dedication to quality.
What’s dope is we’re also very close-knit. Despite having joint ventures and partnerships with all of the major labels, we still maintain that family vibe. Plus, being a smaller company gives us the advantage to nimbly adjust to changes in the market in real-time.
Currently, we would be best known for our tremendous success with Saweetie, she’s really killing it. We are extremely proud of how she’s grown as an artist! We’re also really excited for what’s in store for our roster: Teddy Riley, Sean Garrett, Keyz (Producer), Nevaeh, V Bozeman, Lex, Donel, Gino and more on the way. We also have the most incredible roster of social media influencers, film/music directors, actors, dancers, creatives and other public figures.
As for me, though I specialize in handling talent and marketing, I love that I am able to switch hats based on our needs. I could be overseeing A&R on a project one day and routing a tour for an artist overseas the next. Being adaptable and having a strong work ethic is so critical, and that’s what I think sets me apart. You can ask anyone who knows me, I’m up around the clock! (laughs) I’ve traveled to every time zone in the world, twenty-five countries and counting, so I have no qualms about going anywhere to secure the bag no matter how much sleep I miss. But it’s about doing whatever it takes, I’m about raising the bar and executing. What motivates me is my desire to inspire, I want people to pursue their passion and live in their purpose. Whatever you do, make people feel your love for it.
Let’s touch on your thoughts about our city – what do you like the most and least?
This is the best city. You can call me biased but, as I mentioned I have been around the world and visited some very amazing cities. There’s no place more electrifying than LA. First of all, this is home. My family, our traditions are all here so it will always be special to me: Shout out to my whole tribe…you know we’re deep so, too many to name! (laughs).
Look at how many iconic figures have come from Los Angeles. Take Snoop Dogg for instance, I can recall walking into this tiny club in Japan a few years ago where the crowd was chanting every lyric when the DJ played “Gin and Juice.” Even though many of them didn’t know English, they knew Snoop!
People move here from around the world to pursue their dreams. We are the blueprint. From the Hollywood sign to Slauson, LBC to Sunset Boulevard, our influence is undeniable! We have some of the most renowned restaurants, sports franchises (Go Lakers! Go Dodgers!) beaches, neighborhoods and artists. That’s LA for you. My city literally reshaped the landscape of music and culture globally. You can have any experience you desire, from strip clubs to blowing trees on the beach to fine dining in Malibu. Personally, I love it all.
What do I like least? I would say that although we have prosperity in this city there is also economic disparity. Where I live, there are multi-million dollar residences and transients within blocks. The opportunities are unequal and we still face racial injustice. Many of us are doing our best to help mold the future generations but we need help! We need elected officials to serve the communities. We need a level playing field, improved education systems, pledges to the arts and better financial literacy. Cooperation is really the key, we must work together. My mission is to use my voice however possible to shed light on urgent issues and to play my role in helping change my community for the better.
Contact Info:
- Address: US Bank Tower
633 W 5th St. 59th Floor
Los Angeles, CA 90071 - Phone: 818-554-6063
- Email: [email protected]
- Instagram: @IamAdeja
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