It takes meticulous marketing, creativity and dedication to transform a talented unpolished novice into a household name that can sell millions of records.
Fortunately for artists such as Usher, Toni Braxton, OutKast and more, these skills are all found within one woman, Shanti Das. As a veteran music industry executive, entrepreneur and philanthropist, Das has executed successful marketing campaigns for music’s A-list through labels such as LaFace Records, Arista Records and Columbia Records.
Having received wide recognition with honors such as being named one of Crain’s N.Y. Business “40 under 40,” and receiving the Women Entertainment Empowerment Network’s 2009 Mission Award for her mentorship services to young women, Das has proven that few know the business of entertainment as well as she does.
Thankfully, she is sharing those insights for ambitious women hoping to make their mark within show business with her new book, The Hip-Hop Professional: A Woman’s Guide to Climbing the Ladder of Success in the Entertainment Business. In addition to being an author and starmaker she is also the founder and CEO of PressReset.me, an Atlanta-based entertainment consulting firm and co-founder of the popular music showcase series, ATL Live on the Park. During her New York City book signing at the upscale Bellhaus Boutique, Das spoke to rolling out about how the lack of female unity behind the scenes inspired her book, the specific rules women need to play by to make it, the importance of networking and more.
As a woman in the entertainment business what has been the hardest adjustment that you’ve had to make?
It’s been not having as many women there to support me as mentors. I’ve had some to help along the way, but it was weird that most of my mentors were male … There were women who tried to knock me down as I climbed up the ladders of success. So I wrote this book as a resource guide for other women to support one another in these positions.
As a woman in a predominantly male field you sometimes have to play by a different set of rules and standards. What would you say were those rules you had to learn to adhere to?
You have to demand respect. People will treat you how you allow yourself to be treated. Also don’t think and speak based on emotions. Come in, know the facts, do the homework, get in the circle and find out what’s going on. As women we have to work twice as hard as men but always be on point and don’t let them see you sweat.
You’ve had a hand in establishing some of music’s top artists through marketing campaigns. Looking back on your accomplishments, which ones are you most proud of?
I think I was motivational and thinking out of the box with LaFace [Records] and Outkast and Donell Jones. With Donell we did a CD, one for the car and one for the crib with two pieces of the same music. But when you have a CD you love, it’s not convenient to take it from the car to the house. With Outkast we were one of the first in Atlanta to have a wrap vehicle in the marketplace. So I always tried to stay on the cutting edge at that time in the marketplace.
Why did you decide to leave the major label system and become an entrepreneur?
Well I decided to step out on my own because many record companies don’t have money to market their products and it wasn’t as fulfilling. Plus they are downsizing and instead of having that overhead they can outsource some of that. Now anybody can win, so it’s great to be an entrepreneur. It’s good for me to gain clients. I’m doing marketing, consulting, ATL Live on the Park and the book. So now, I’m the brand and artist marketing myself. It’s a great time to think and work as an entrepreneur.
What is your best advice for women seeking success in the entrainment business?
Network, network and network. Organizations like www.weenonline.org, the National Association of Black Female Executives in Music and Entertainment and The Diva Lounge are great. Network and meet other like-minded people trying to do what you’re trying to do.
Das’ book is available at www.thehiphopprofessional.com or on www.amazon.com
