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Independent Music Journalist & Content Creator, Ani Asks Ani is the creator and host of Ani Asks, a music journalism platform dedicated to interviewing emerging talent and documenting music culture! |
Heritage: Indian |
Location: Birmingham (UK)
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Tell us a bit about yourself
I’m an independent music journalist who focuses on creating video format interviews of professionals who work in the industry, ranging from artists, to managers, promoters etc. I started my platform, Ani Asks, to showcase the rich local talent in Birmingham and try to make the interviews as engaging as possible by also including game style content to let the interviewees’ personalities shine through, especially for those who are used to working behind the scenes. I also review live events and have recently dabbled into concert photography.
What does your average day look like?
It depends on the type of content I’m filming really, if it’s an artist/band most of the time interviews are filmed on a gig day, for anyone else I have a favourite wall in Digbeth that you’ll see in a lot of my videos! Evening before is when all my prep is done. This includes research and writing up questions which are not only relevant but also fun and allow the interviewee to expand and provide depth in their answers. Next is making sure all the equipment like camera batteries and mics are charged and all packed up. Now on the actual day it’s me heading down to the venue with all my equipment and trusty camera women (shoutout Julia & Alexia) and searching for the best place to shoot. The best time to interview artists is usually in between their soundcheck and doors opening. After everything is filmed we get to enjoy the gig and the rest of the work is done on my laptop at home!
What is a common misconception about your role?
I think one misconception is that music journalism at times seems very glamourous, it may seem like it’s just us getting to go to gigs for free and chatting with cool people (which I can admit is very fun) but there is a lot to it behind the scenes. There’s a lot of research and outreach that’s done, lots and lots of cold emails and dms including a lot of unanswered ones too. In addition, there’s the editing but most importantly building trust with artists and teams. But I think one of the biggest misconceptions, especially one my family believes, is that it’s a paid or full-time gig. For a lot of us it’s just a labour of love, a passion project on the side just to keep us connected to the culture we care about!
What is your most & least favourite part of the job?
My favourite part is 100% the discovery element of it. Through this I’ve discovered so many new artists, my playlists get bigger and bigger! Not only musicians, I’ve discovered so many cool professionals running events and projects I don’t think I would’ve found if it wasn’t for this. The best moment is also when we are someone’s first ever interview / experience with press, it feels so rewarding to capture creatives at the early stages of their career.
In terms of least favourite, personally for me it’s the editing. I’m no expert editor and I have the worst case of procrastination so it takes me a lot to sit down and actually finish a video. It sucks that we have to at times cater to algorithms so having to snip a 10-15 minute conversation into 90 seconds is so difficult. But I’m lucky to have a friend who’s been editing videos for years and anytime she has time she’ll take on a project so thanks Hien!
An important skill/trait for success in your role
Authenticity! I think audiences can tell when conversations feel forced and nobody wants to watch a host who feels ingenuine. It’s why I always aim to create a relaxed environment where interviewees can speak openly, even though I prepare questions, I don’t follow them like a script and let conversations flow naturally to allow authentic insights and moments to shine through.
Tell us a bit about your industry journey
So Ani Asks started as a uni assignment in the final year of my Music Business & Event Management degree 2.5 years ago. The project was to create an online platform and I had this idea in my mind since the beginning of uni. As the biggest introvert ever I kept putting it off, nothing was more terrifying than being perceived online. But thanks to the push from the assignment and my friends, I just went for it. I was lucky that I went to a music uni so I had a plethora of people to start interviewing and create content with. I think I teared up when I had someone reach out for the first time to get interviewed instead of me being the one to reach out.
Through the platform I was able to explore more opportunities such as applying for press passes to concerts, volunteering as live event crew at festivals, working with magazines like Sonic Hub and even collaborating with companies such as Big Green Coach to make content for them at Reading festival! It doesn’t stop at just interviewing and content, I’ve taken on the role of promoter and put on three live gigs so far. That’s the beauty of creating a platform such as this, you’re never limited to one role or sector, the possibilities are endless, it’s all about what you want to create!
Describe when you knew that you wanted to pursue a role in the music industry
It was just after an epiphany during COVID lockdown that I discovered there are more roles in the industry than just being a musician. I had done GCSE and A-Level Music so the passion for it was always there but I did not want to advance as a performer so I felt stumped until I spent months researching and my eyes opened up to the world of opportunities in the industry!
How does your heritage affect your experience within the industry?
I think my heritage definitely shaped how I started off in the industry. Growing up as an Indian woman, creative careers such as music were a big no no, till this day my family don’t see it as a conventional or stable path. I hate being stereotypical but also it is the harsh truth that many South Asian families expect children to pursue more traditional professions. At this point in time, it seems my family were right as I’m struggling to transfer my skills and this project into any form of income or career.
However, not to be cliche, but this is giving me more determination and drive to carve out my own space and keep preserving to prove that there is a future in the creative industries. It’s why representation in this industry is so important, when I see people with similar background working in these spaces, it helps my path and dreams feel more possible and within reach!
Your advice for someone entering the industry
My biggest advice is to stop waiting for opportunities and instead start creating your own! The industry can be difficult to break into, but genuine passion goes a long way! If you have something of your own from the beginning, you’ll have endless experience and skills to talk about and transfer into future opportunities.
Your 5 music selects from the community
Of course I’d like to start off with my local community! We have incredible musicians such as HERÁ & Mani JNX. Also my favs throughout the years we have Keshi & Bloodywood!
I would also love to mention some more journalism focused creators who are a huge inspiration for me, Jameel Shariff, Yasmine Summan and of course, you Anna!
