executive suite
photo by steed media service
Executive Vice President of Marketing, Universal Music
Usher, Big Boi, André 3000, Erykah Badu … these are just a few of the artists that Shanti Das, executive vice president of marketing for Universal Music has helped to groom over the years. As one of the most powerful female executives in all of music, Das’ success started simply — with her big sister.
“I love my mom, but my older sister really inspired me,” the 38 year old says. “She always taught me to follow my dreams.”
A native of Atlanta, Das watched the ascension of the urban music scene in the mid-‘90s, right from her own backyard. After Das returned home from Syracuse University, she used her savvy and drive to land a position with then-burgeoning LaFace Records. It was there that she helped to turn a couple of young rappers, André “3000” Benjamin and Antwan “Big Boi” Patton into megastars. Das also helped mold Usher into the multiplatinum-selling star that he is today.
“I had to build myself like a brand,” Das says of her rise to success in a male-dominated industry. “I networked as much as possible.” She consistently throughout her lengthy career makes it a point to present herself as a businesswoman first and foremost.
“After working the 9–5 in the office, the work wasn’t over,” she says. “You had to do dinners, you had to do parties, [and] you had to go to the studio. I always made sure I carried myself with respect, because I wanted people to know what I had to offer.”
And, after years in the business, Das’ vision for success is still firmly intact. “Success to me, is someone [who] has been able to achieve and attain all of [his or her] goals,” she says. “I’ve really tried to expose myself to as many opportunities as possible.” –jh
