Asya
Shein-Alexander
Music & Event Digital Marketer
Community Builder
Platform Publisher
Producer
ASYA SHEIN IS THE FOUNDER AND PUBLISHER OF FUSICOLOGY, AGGREGATING EVENT LISTINGS IN MAJOR NORTH AMERICAN CITIES ALONG WITH EXCLUSIVE CONTENT AND NEW RELEASES THAT DEFINE THE SOUL DIASPORA.
AS A NEW MEDIA, TECH AND MUSIC MARKETING ENTREPRENEUR, ASYA HAS BEEN A PART OF THE PRINCE TRIBUTE, MILES DAVIS 90TH BIRTHDAY CELEBRATION, THE PRODUCER OF DILLA FEST, THE CENTRAL AVENUE JAZZ FEST AND GRAMMY EVENTS THAT HAVE FEATURED THE LIKES OF STEVIE WONDER, COMMON, ROBERT GLASPER.
FUSICOLOGY TURNS 20 THIS FALL OF 2023 AND WILL RELAUNCH ON AN UPDATED PLATFORM ALONG WITH EMBARKING ON A NEW EXPERIENTIAL HEALTH & WELLNESS STARTUP, FUSELIFE.
Featured Session: The J Dilla Effect: Breaking Barriers Through Beats - 2023 SXSW Conference and Festivals
AUSTIN, TEXAS - MARCH 16: (L-R) Asya Shein, Peanut Butter Wolf, Maureen "Ma Dukes" Yancey, DJ Jazzy Jeff and J Rocc attend 'Featured Session: Don't Be a Drag, Just Be a Queen' during the 2023 SXSW Conference and Festivals at Austin Convention Center on March 16, 2023 in Austin, Texas. (Photo by Renee Dominguez/Getty Images for SXSW
LIFESTYLE & EXPERIENTIAL MARKETER
Fusicology is unique in that it services a multicultural audience since 2003. In addition to being the go-to site for notable live event purveyors like Goldenvoice, AEG Live, Live Nation, Kennedy Center, Apollo Theatre and the LA Phil.
Having relationships with record labels, artists, media partners and with conferences and annual festivals all over the world who we partner with to share upcoming events to our viewers and subscribers.
Hundreds of independent concert and club promoters post their shows on the events calendar and brands that have utilized Fusicology include Red Bull, HBO, Puma, Diageo, Lionsgate Films and many others.
EVENT PRODUCER & CURATOR
Fusicology has helped put together key shows during Grammy Weekend alongside events with the Department of Cultural Affairs and the City of Los Angles. In 2019, Fusicology produced the Van Nuys Art Festival, in 2018 the 23rd Annual Central Avenue Jazz Festival and in 2017 the 4th Annual Dia de los Muertos for Los Angeles’ 9th District.
We have also had the privilege co-produce countless events over the years, notably:
Dilla Fest LA at Grand Performances (2021)
Dilla Fest Digital (2020)
Miles Davis 90th Birthday Celebration (2016)
LA City Hall Prince Tribute (2016)
DILLAart commemorating J Dilla (2015)
+ Various Grammy Afterparties that have featured Stevie Wonder, Common & Robert Glasper
SPEAKING – CONFERENCE PANELS & SCHOOLS
Music & Tech Industry Panelist & Moderator at key conferences inclusive of SXSW, Digital Hollywood, SF MusicTech, Digital Media World, West Coast Weekender, A3C Hip Hop Festival various colleges & universities and other notable events.
BOARD / COMMITTEES
Women in Music – Fundraising Global Committee + Los Angeles Chapter (WIM LA)
LoveIsLove - Event Marketing and Partnerships
Give a Beat – Content, Lifestyle Marketing & Event Promotion
ABOUT ME & FUSICOLOGY
ASYA M. SHEIN
Working in the music business since the age of 15, Asya was born with music and an industrious spirit in her bones. Her mother, an accomplished violinist, guitarist and singer, and her father, a designer and mechanical engineer.
Raised in Toronto, the Los Angeles-based tech and music marketing entrepreneur keeps ahead of the curve of soulful music and culture and strives to stay fresh by introducing new sounds, events, and talent to a base of over 30K email subscribers.
Asya is the quintessential Renaissance woman, and is credited with heightening public awareness of critically acclaimed music artists and a trailblazer in the world of online marketing and promotion.
Shein travelled extensively at a young age, which exposed her to a global realm and appreciation of quality music. During her teenage years, she frequented the urban nightclub scene in Detroit, Toronto, New York and Chicago to get a feel for the industry, and quickly acclimated to the deep house scene, falling in love with this unique sound and community. Shein spent much of these teenage years, upon her discovery of house music, promoting parties all over the Midwest and East Coast.
Shein attended Wayne State University where she studied international affairs and business. However, she was determined to take a more prominent role in the house music scene, and would soon meet the first of her mentors, a highly respected female in the music industry, the late Laura Gavoor, CEO and President of Yin Sight Management.
Gavoor changed Shein’s life by being an integral supporter in the beginning stages of Shein’s career. Laura worked exclusively with managing tours, marketing and PR for the Originators of Techno aka The Belleville Three including Juan Atkins, & Kevin Saunderson plus Jeff Mills, Stacey Pullen, Laurent Garnier & other legendary dance music artists.
Within a few years of being schooled in the Detroit underground music industry with Gavoor, Shein began booking DJs and doing street promotions for clubs such as Motor Lounge with legendary DJ Mike Clark and various afterhours parties in the Detroit music underground scene promoting events with resident DJs Moodymann & Theo Parrish.
Seeking growth and experience, Shein felt the need to uproot and move to Chicago where she worked at Undaground Therapy and later at Dusttraxx Recordings with the likes of Glenn Underground and Boo Williams. She was responsible for marketing, promotions, and an assistant booking agent using skills acquired during her tenure under Gavoor. After several years of working in the industry, Shein started her own booking agency, Mir Media. With this new venture she started as a booking agent for DJs such as Vikter Duplaix, Kerri Chandler, Bugz in the Attic, Charlie Dark, Ron Trent, Chez Damier, Dennis Ferrer, Gene Hunt, Amalgamation of Soundz, Nick Holder, the late great Mike Huckaby and personal manager to acclaimed talent, Peven Everett who presently records and tours with the Gorillaz.
Shein, once again feeling the need for change, relocated to the West Coast. She acquired more clients, including such talents as the late-great Jay Dee aka J Dilla as his DJ booking agent, Questlove of the Roots, Common’s DJ Dummy, Maseo from De La Soul, Pete Rock, Ali Shaheed of A Tribe Called Quest, Osunlade, Jazzy Jeff plus live acts with the likes of Dwele, Raheem DeVaughn, Omar, Eric Roberson and others, bringing many international acts to the entertainment pleasure of loyal and grateful club denizens.
In 2003, Mir Media expanded, spawning a new venture, Fusicology, which has become the Premier Source for Progressive Events, Music & Culture via user generated and curated event calendar, now in over a dozen markets. Fusicology is a multifaceted media entity, offering boutique lifestyle marketing and the go-to site for the urban soul audience for shows, new music, videos, editorial and exclusive content.
In addition to its more business-oriented role, Fusicology also puts out a newsletter for Music Monday as an online community of over 75,000 total newsletter, social media followers and mobile app subscribers. Clients include Goldenvoice, AEG Live, Red Bull, Live Nation and various venues, record labels and Advertising & Experiential Agencies.
Asya also works with countless musicians and artists and recently helped produce the Miles Davis 90th Birthday Celebration, LA City Hall Prince Tribute in 2016 and DILLAart in 2015 commemorating Jay Dee aka J Dilla as well as Grammy Afterparties that have featured Stevie Wonder, Common, Robert Glasper amongst others.
In October 2018, Fusicology celebrated our 15 Year Anniversary with Louie Vega Performing Live with his band E.O.L. Soulfrito at the Ford Theatres. In the summer of 2018 Asya and Fusicology produced the 23rd Annual Central Avenue Jazz Festival for the City of Los Angeles, District 9. In 2017 for the district, we produced the 4th Annual Dia de los Muertos.
In 2021, Dilla Fest was officially launched, celebrating the life and music of the legendary James “J Dilla” Yancey and co-produced a virtual event in February and a concert at Grand Performances in August 2021. In 2023 Fusicology is co-producing the 50th Anniversary of Hip Hop at Grand Performances and co-curating the anniversary at The Broad and curator of Sunday Sessions with Osunlade all coming up in August. 2024 will bring JD:50, a year-long commemoration of Dilla’s 50th Birthday.
Along with Fusicology, Asya has been the lead project manager for the development other websites, mobile apps and develop decks for partners & sponsorships. Commemorating the 20th Anniversary in 2023 alongside launching the wellness platform, FuseLife, which will help bring forth and promote a healthy lifestyle through experiential, social and Web.
With Fusicology, Asya has been able to establish her inherent mission: To advocate progressive social change and community building through conscious quality music and similar mediums. Her goal is to expand the website, launch in more cities, and broaden to a worldwide audience as the base grows into the hub for progressive music and culture, a feat it has already spawned.
When she is not helming Fusicology with her online and event marketing expertise, the multi-faceted Shein can be found in the middle of the dance floor doing what she does best – dancing to the music she loves. “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,” Shein concludes.
At the end of the day, Shein represents the steadily rising class of new media and technology creatives building power worldwide right now. As a member of the free agent, forward-thinking, globally-cultured psychographic herself, Shein has inadvertently created a co-operative new medium for communication; Information exchange for community and advertising rooted in a common ground – conscious, quality music and for making “alternative” healthy lifestyles the norm.
IG @fusicology
Shoutout LA
JUNE 2021
“We had the good fortune of connecting with Asya Shein and we’ve shared our conversation below.
Hi Asya, what is the most important factor behind your success?
As an entrepreneur I created an online platform that was based on a need from the community that I represent, those that live for soul & world music, hip hop, jazz and deep house. A marketing service for a niche audience that, at the time, did not have a resource for an event calendar for our culture which was why I created it on a hyper local and also national scale.
Through the now almost 18 years, since the fall of 2003, first in LA and NYC presently in over 20 North American markets, myself and Fusicology have maintained the manifesto to the lifestyle we represent and to our subscribers, sticking to what I love and know best and providing a targeted service for the artists and lovers of global soul music alike.”
MORE PRESS
Voyage LA Magazine | LA City Guide
JULY 2019
Meet Asya Shein of Fusicology in Silver Lake
IDEAMENSCH
REBEL RADIO
CRUNCHBASE
A3C FESTIVAL
VARIETY: Women in Hip-Hop Industry Get the Spotlight at A3C Conference
DOPECAUSEWESAID: A3C Announces Women in Charge, Hip Hop's Most Inspiring Women
REAL CHICKS ROCK!™
The World of Fusicology is... Asya the founder of Fusicology, a brand that is known around the world
OKAYPLAYER
SPEAKING ENGAGEMENTS:
June 2023: Chicago House Music Conference
March 2023: SXSW The J Dilla Effect: Breaking Barriers Through Beats, Moderator
November 2020: Mi Casa Holiday Virtual Weekend and Fundraiser
November 2020: theshineproject presents: From The Underground Up
July 2020: Detroit Electronic Music Conference: Women in Music Business
October 2018: A3C Hip Hop Conference, Atlanta
February 2018: Business & Beer during NBA All Star Weekend
October 2017: SF MUSIC TECH Moderator
June 2017: URBAN NETWORK DIGITAL Moderator
May 2017: WEST COAST WEEKENDER Panelist
April 2017: “TAKE ME TO THE RIVER” Film Panel, Moderator