Tasha Demi is a music creative who started her journey in 2010. Since completing her degree in Media and Cultural Studies at the University of the Arts, she has worked at a number of companies including MTV, Channel 4,Universal Music, Jump Off TV and MOBO Awards, and has worked her way up.
Most recently, Tasha Demi has been brought into Sony RCA as a Marketing Manager, as well as to help launch the imprint label Since ’93. Across both labels she will be managing campaigns for UK urban artists, international popstars – and everything in between. Her roster at present includes Loski, Travis Scott, Aitch, Future, iLL BLU, H.E.R. and more. Tasha just had huge success with Travis Scott's highest ever charting album, 'Astroworld' and is currently in the midst of the new iLL BLU campaign for 'Chop My Money' alongside Krept & Konan, Loski & ZieZie.
Skipping back a few years, Tasha started her journey as a blogger & presenter. She then moved on to working at Box Television / Channel 4 where she was responsible for writing TV shows for their network of music channels, and organising shoots with talent.
After her time there, Tasha joined the International Talent & Music team at MTV to work on the annual Europe Music Awards show. This is a freelance role I’ve completed for the past 4 years – and still take part in today.
Her first experience of working as part of a major record label – as opposed to the indie world she came up through – was at Universals’ UMOD label. Whilst there she worked on a number of campaigns for top 10 compilation album including ‘AKA Anthems’, ‘R&B + Chill’ and ‘Exclusive’.
Whilst working there, Tasha continued her side hussle and began working on ‘#POWERS’. Working alongside legendary producer, Davinche, she exec produced and curated a brand new album which featured 32 artists from across the UK. The entire album was recorded in just 14 days and the whole process was documented from start to finish in both video and photo formats. Artists who feature on the album include Ghetts, Scorcher, Big Tobz, P Money, Capo Lee, Mercston, Jammz, Young T & Bugsey, Manga and many more. The entire project was put together completely independently and had a huge amount of support throughout the industry. Partner support across DSPs was incredibly strong, and many brands were involved in the project including VEVO, Deezer, Puma and Relentless Energy Drinks.
Shortly after #POWERS, Tasha was offered a role at Polydor as Junior Product Manager to look after the Urban roster there. During her time at Polydor she was responsible for launching the Stefflon Don campaign – where her debut single, ‘Hurtin’ Me’ ft. French Montanaflew into the top 10 of the Official Charts. She also ran the Ramz campaign for ‘Barking’ which went incredibly well, and we peaked at #2 in the Official Charts – the highest charting rap single in 3 years. It also hit #1 on Apple Music, and #1 on Spotify – which made it the first ever debut single to do that. Tasha also worked on Wretch 32’s last album campaign for ‘FR32’ – which went viral with the infamous red balloon! As well as strong UK campaigns, she also worked on international artist campaigns including Playboi Carti, Rae Sremmurd, blackbear and Alex Aiono.