Written by Nina Ezul Lee, Senior Director of Communications, The Oriel Company
Over the past decade, we’ve seen unprecedented success from AAPI artists. Beginning with Psy’s undeniable international phenomenon “Gangnam Style” in 2012, we’re living in a watershed moment. From KPOP juggernauts like BTS, BLACKPINK, and SEVENTEEN to the artists under the 88rising collective (Joji, Rich Brian, and BIBI, among others), and the acts making a name in the indie space, like Mitski and Japanese Breakfast, Asian and Asian-American artists are a major part of the overall industry conversation. When I was young, growing up first-gen in a Korean household, I never imagined this; I never imagined that as an adult, I’d be attending Coachella and watching a main stage performance made up entirely of Asian artists.
88rising Head in the Clouds festival, Pasadena, 2022
As the community exerts more influence throughout popular culture than ever before, cutting across genres and demographics, the music industry needs more AAPI representation behind the scenes: agencies, record labels, brands, management companies—everywhere. There have been some achievements and strides in inclusivity; however, there’s still a long way to go, especially in terms of awareness and sensitivity training. The community still faces marginalization, discrimination, and prejudice, both intentionally and unintentionally. There are ways to respectfully amplify our voices while also giving us more opportunities to make decisions and shape the future of the industry. It’s also important to note that these tips should be taken into action not only for the Asian American community but also all minority groups of color and marginalized communities.
1. Sensitivity flows from the top down
Get to know everyone on staff. Be open-minded and open-hearted in terms of their sensitivities, first and foremost. Everyone is different. Those differences are informed by life and experience. There’s no room for assumption. As a manager, empower your team to always feel safe and to speak up. There may be press opportunities – in the midst of tragedy – that may ultimately benefit your AAPI client, help share their voice, and positively raise awareness for the community. However, if a member of the team is uncomfortable in being the one to disseminate the pitches, be clear you can also run point on the project yourself or help find another solution. By doing so, you’ll show empathy for your employees.
2. Lead responsibly & don’t make assumptions
If you are a leader in the music (or entertainment) industry, set the tone. If you’re presented with an opportunity for an AAPI artist on your roster, don’t immediately assume the project is appropriate for an AAPI employee to spearhead. Instead, engage the entire company first.
3. Start a conversation with everyone
Welcome everyone into the conversation. Our community has undergone numerous violent travesties and tragedies in the last few years. In the wake of these events, television bookers and publications often reach out to publicity companies, talent agencies, and record labels to hear from their AAPI talent. Let your staff weigh in as a family. An AAPI team member may be uncomfortable, suffer a form of PTSD or experience anxiety that may not be immediately noticeable. Begin a dialogue with everybody and build a consensus accounting for the voices of everyone, rather than singling out one team member to speak.
88rising Head in the Clouds festival, Pasadena, 2022
4. Be aware of who are you pitching & the diverse staffing at a publication/media entity
As publicists, we can all be guilty of robotic, rote pitching tactics. A mass mailing or merge sent to the same 20 editors with the same pitch draft. In moments of uncertainty, take a step back and be aware of who you are pitching, when, and different diverse staffers at a particular media entity or publication. The sensitivity awareness goes both ways!
5. Don’t be afraid to ask for the opinion of someone in the community
If you have a question, ask it! If you’re faced with a situation like the aforementioned example, want to lead responsibly, and don’t know what to do, there are many organizations you can lean on and ask for perspective. I’m proudly a part of the Asian American Collective (AAC), and am continuously looking for guidance. Their mission is to support young Asian-American creatives with mentorship and create a safe space. With a passion for cultivating Asian American representation within the industry, the collective is committed to connecting future generations of industry leaders, performers and creatives to cultivate meaningful, lasting relationships. There are several, legitimate organizations like the AAC, it’s about doing the research! You could reach out to the organization or others like it and ask for advice and ways to help and empower those who may have different backgrounds. Education and keeping this conversation going isn’t just healthy, it’s essential for growth and understanding.
