ASYA MICHELLE SHEIN – BIOGRAPHY
Within the realms of new media and quality urban music, Asya Shein is the quintessential Renaissance woman. A veteran in the music industry from an early age, Shein has managed to keep ahead of the curve of pop culture, always striving to stay fresh by introducing new sounds, events and talent to an unsuspecting public.
With an uncanny knack for finding the next big thing on the pop culture underground, the Toronto-born, Los Angeles-based entrepreneur has garnered respect from the global underground industry for her uncanny ability to promote and market quality music while maintaining its integrity. Shein has established herself as the go-to source for a great promotion from start to spectacular finish.
Shein got her start in the dance music industry at the tender age of 16 in her native Toronto, where she became a fixture in the underground dance music scene. Hearing the likes of Frankie Knuckles, LTJ Bukem and King Britt spin legendary DJ sets cemented Shein’s determination to be a more integral part of scene.
Soon after making forays into Toronto¹s thriving club scene, Shein moved with her family to Ohio to continue her education both academically and within the club scene. Moving to Detroit in 1996 to attend Wayne State University, majoring in International Studies and Anthropology, she would soon cross paths with the late Laura Gavoor, CEO and president of Yin Sight Management.
Gavoor, a highly respected fixture in the music industry, recognized the drive and talent in the young Shein and became her mentor, showing the eager student every aspect of the industry, from promotions, marketing to booking. Gavoor worked with legendary artists, including Derrick May, Kevin Saunderson and Juan Atkins to name but a few on exclusive global tours. Shein was right by her side, absorbing everything.
Though in her late teens, Shein was entrusted with booking DJs and doing street promotions for clubs that would include Motor Lounge and various afterhours parties in the Detroit music underground scene and she proved to be a veritable force. After two years working with Gavoor, Shein moved to Chicago to further her career. There, she worked at labels, Undaground Therapy and Dusttraxx Recordings, where she was responsible for marketing, promotions, and assisting their booking agency using skills acquired during her tenure under Gavoor.
After a one-year stint in Chicago, Asya returned to Toronto in September of 1999 to establish her own booking agency, Mir Media (Mir being a nod to her Russian heritage). The booking roster for Mir Media boasted some of the hottest DJ/artists on the scene, including Vikter Duplaix, Kerri Chandler, Amalgamation of Soundz, Bugz in the Attic, Charlie Dark, Glenn Underground, Ron Trent, Boo Williams & others namely in the deep house music world.
In addition to bookings, Shein also joined forces with über-talented artist Peven Everett as his personal manager. With her business expanding, Shein decided to move to Los Angeles. Once settled, Shein added more talent to her ever-expanding roster. DJ and producers such as the late-great J Dilla, ?uestlove of the Roots, KCRW’s Garth Trinidad, Common’s DJ Dummy, Maseo from De La Soul, Ali Shaheed of A Tribe Called Quest and Jazzy Jeff were represented by her for their DJ bookings.
Additionally, Shein expanded her roster to include live acts such as Dwele, Raheem DeVaughn, Eric Roberson, Cody ChesnuTT, Martin Luther. Shein was also tasked with bringing many international acts from her roster to grateful club denizens in North America.
By 2003, Mir Media underwent a massive change when Shein founded Fusicology, a lifestyle marketing company that focuses on event production, promotion, alternative advertising and new media. What started out In addition to its more business-oriented role, Fusicology also spawned a weekly e-newsletter, listing events. The expansion was rapid. Within 3 years, 18 cities in North America were listing their events on their respective city sites. As of the first quarter of 2011, the site will expand overseas to include markets like Amsterdam, Johannesburg and more.
Since the company’s inception, the organization has worked with internationally renowned stars artists such as Grammy winners Common, The Roots, Erykah Badu and Sergio Mendes, as well as Pharoahe Monch, Talib Kweli and many other artists. Shein also had a three-year stint as a tour booking agent for DJ ?uestlove of The Roots and setting up afterparties for The Roots.
The ubiquitous Fusicology brand has become synonymous with quality music and, as a result, expanded its subscriber base through its comprehensive inclusion of all soulful music of many genres. The brand has also established Fusicology’s inherent mission: to advocate progressive social change through conscious quality music and similar mediums. Fusicology has achieved that goal with successful fundraising events for charities like NextAid, The Bob Marley Foundation, Common Ground, The J Dilla Foundation and LA’s Marcus Garvey Center.
The latter part of 2010 signals major expansion for Fusicology, which will provide mobile applications to its readers. With a worldwide audience, Fusicology is currently receiving over 2 million hits a month. The site has become a portal for progressive music and culture with an emphasis on event listings and abundant content an important resource for the industry insider and discerning music fan.
In recent years, corporate America has seen Fusicology as a crucial portal to the expanding alternative entertainment market, working with the company on cross-promotion and sponsorship projects. Past clients have included Scion, Puma, Universal Music Group, Hennessy, Toyota Matrix, Bacardi, Burrell Communications, Beaujolais Wine, Lucky Brand, J Records, Heineken, Akademiks, Complex Magazine, Smirnoff, Blue Note and Ciroc Vodka, to name just a few.
Starting with a ”needs analysis” from the client, Shein and her team find out exactly what the client wants, then the team plans a tailor-made event from the ground up. Celebrities such as Prince, Gary Dourdan, Sanaa Lathan, Mos Def, Sheila E, Common, The Roots, Estelle, Gym Class Heroes, will.i.am, Ananda Lewis and Kevin Richardson have all made guest appearances at Fusicology’s various multimedia events.
As it continues its expansion, Fusicology with its sister company, Mir Media, plans to align with promoters globally and work with like-minded event organizers on a more national level. Fusicology is planning large-scale events that incorporate new media and technology, so it will be a one-stop shop that fuses both areas. When she isn’t helming Fusicology with her online marketing expertise, the affable Shein can be found in the middle of the dance floor indulging in her passion, dancing to the music she loves and passionately champions.
The LA entrepreneur is at the vanguard of young creatives shaping the entertainment industry for the future. From her unique position as an industry insider and member of her target demographic, Shein has created a cooperative new medium for communication, information exchange, community and advertising rooted in a common ground conscious, quality music where there is a place for everyone. Her growing roster of corporate clients enthusiastically concur.
By incorporating a large spectrum of content and technology, Fusicology has become more than a website or an event production company it is an expansive hub for the global progressive movement.
