Giving Credit Where Credit Is Due

by Moe Arora on August 8, 2008

The other day, Asher Roth, his manager Scooter Braun, and I were discussing some business, and took a minute to just chat.  During our convo, Asher was telling me that he’s constantly asked questions about his buzz and the amount of exposure he’s been getting.

He always responds, “you’re only as good as your team”.

I couldn’t agree more.

It got me thinking I should do a quick post to address the most common misunderstanding about my involvement with Asher’s career.

For the record, I’m not his manager, nor am I the only person pushing him.

Yes, I am working with them on marketing Asher and making sure everybody knows about him, but I am part of a team.

I do what I do, but I’m not a solo act.

I see why it would be easy for people to get confused though. My blog revolves around my career in the music business, I talk about Asher often (here and on Twitter), and I’m servicing many blogs with Asher Roth content – so why wouldn’t somebody jump to that conclusion?

Plus, for years, we have been exposed to so much spotlight-hogging and “one man army” crap in the media, that whenever we keep seeing the same person attached to or speaking about an artist, people automatically assume that person does everything themselves.

Actually, before I get carried away on that tip, I’ll stop and save it for another post.

When we dropped Asher’s “The Greenhouse Effect” with Don Cannon and DJ Drama, the net blew up and everybody’s been talking about him ever since. That’s something we all know and have witnessed firsthand.

Asher Roth & Scooter Braun

That project isn’t something that took an entire major label staff to execute. As a matter of fact, it was just a few of us working independently – without label support.

Don’t get me wrong, I’m not taking anything away from SRC (Asher’s recording home). In fact, their crew is one of the few in this business that actually understands how to properly support their artists – but this was all done before the label even had to get involved in Asher’s project – while they were focusing on other acts.

It’s called pre-release/buzz marketing.

Pre-release/buzz marketing is about building up enough attention and enough of a fanbase for an artist BEFORE the label begins pushing them in anticipation for the album release.

This way, when the label looks at their upcoming release schedule, they can see which one of their signed artists has more buzz and then they can decide how to allocate their resources.

More buzz before the album = more label support for the album = more chance of having a successful album.

Asher’s album is slated for an early 2009 release, yet he’s amongst the label’s top priorities and everywhere you look on the net, you see the name “Asher Roth”.

But don’t get it twisted. Even the strongest team can’t push something that nobody believes in.

We just put the word out, but it’s the fans and bloggers who believe in Asher that make this movement.

An audience that believes in you, is one of the most valuable assets you can ever attain. Scratch that, an audience that believes in you IS THE MOST VALUABLE asset you can ever attain.

Everybody who downloaded The Greenhouse Effect, everybody who keeps Asher Roth in rotation on their iPods, everybody who talks about him on Facebook, MySpaceTwitter, everybody who blogs about him or mentions him to their friends – you are part of this team. So shout out to you.

Also, shout out to Dana & Kathryn at Biz3, who are handling Asher’s publicity and doing a great job at it. They’re working with other artists like The Cool Kids, Kid Sister, A-Trak and Chromeo; so they definitely know what they’re doing!

And of course, Asher’s manager/label head, Scooter Braun.

I’m actually planning on featuring Scooter on the site real soon, so I’ll save some of the background info for then, but just know that he’s the man with the plan, when it comes to Asher’s career.

Speaking of that, Scooter recently acquired another incredible talent that I’d like to introduce you to: Justin Bieber.

For a while now, I’ve been paying attention to this young cat on his YouTube channel. He’s from Canada, so I have a sense of pride seeing his fanbase continue to grow.

Justin’s become the most subscribed Canadian musician on YouTube, and one of the most subscribed musicians on YouTube worldwide, with about 50,000 subscribers and 21.5 million video views.

Let me repeat that: 21.5 MILLION video views!

Once you check out his videos, you’ll understand why he’s so popular. Oh and by the way… he’s only 13 years old!

I’d been following him for a while, so when Scooter told me he signed him; it just seemed incredibly coincidental to me.

Just the other day, he played me a rough mix of some of Justin’s new songs and to say I was amazed would be an understatement. The songs are great and Justin’s voice is just incredible.

Remember where you heard it from first; Justin Bieber is going to be MAJOR!

I just realized how long this post has gotten so let me leave it here.

The buzz for Asher has been incredible, but you have to give credit where credit is due, so I just wanted to drop a quick post to respond to the confusion and acknowledge the others involved.

Thanks for reading, thanks for all the support of Asher Roth, and remember to pay attention to Justin Bieber.

Check out these links for more info:

Justin Bieber – http://www.youtube.com/user/kidrauhl

Asher Roth – http://thedailykush.ning.com

Moe Arora – http://moearora.com

Biz 3 Publicity – http://www.biz3.net

Rockstar Branded – http://rockstarbranded.com

SRC Records – http://srcrecords.net

Asher Roth, Scooter Braun & Justin Bieber

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