Networked with world stars: Agent and promoter: Jascha Farhangi stirs up the music industry
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The media often talks about big world stars like Britney Spears, Justin Bieber or Bryan Adams. In this backstage interview, Jascha Farhangi, one of the biggest promoters in the music industry, provides deep insights into the music business. Farhangi explains why it’s understandable if some stars seem a bit “diva-like” and describes what his everyday work looks like.
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Can you name a few flashlights? Who were the most prominent people you worked with?
Jascha Farhangi: That’s really hard. I think the list is long because I’ve covered pretty much every genre. So I’ll just start. And when I say that I’ve worked with these people, then those were also long-term things. So: U2, Metallica, Justin Bieber, Black Sabbath including Ozzy Osbourne, Eminem, Miley Cyrus, Britney Spears, Drake, Backstreet Boys, Rod Stewart, Shaggy, Kendrick Lamar, Agnetha from ABBA, Andrew Lloyd Webber, Jan Delay, Rea Garvey, David Garrett, Kool Savas, Cro, Seeed, Elton John, Rihanna, Marilyn Manson, Mariah Carey, Ariana Grande, PJ Harvey, Bryan Adams, The Killers, Shawn Mendes, Jay-Z, Kanye West who is now called Ye and to last but not least Madonna and many, many more. Detailed flashlights are available on our website wesharealot.com.
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To person
Michael T. Wurster is a career coach and author and editor of several books. Among other things, he published “The career forge – careers are no coincidence”. Wurster gives seminars and lectures. (www.Michael-T-Wurster.de).
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Was it sometimes disappointing for you how some idols behave in real life?
Farhangi: Rather not. I was lucky that I actually always got on well with the artists. In my early days at Jive Records I had to look after Britney Spears and the Backstreet Boys and promote them in terms of PR. Especially through Britney Spears, I quickly realized how incredibly lonely and stressful the lives of stars can be. Because if you are always far from friends, family and home, travel to unknown countries and yet see nothing of these unknown countries and cities except hotel rooms, it is all incredibly anonymous.
Outsiders like to describe it as diva-like or difficult when stars sometimes want certain things, such as special snacks or types of tea, because they give them a feeling of home memories. If some of these desired things don’t work out, it can be frustrating for the stars.
Or to put it another way: You only ever see the big fame and the money, but it all comes with hard work. I really have to say that. You have to be aware that you have to do without a lot, especially in the early years. No matter how much talent you have as a budding pop star.
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What was the best piece of advice you received in your professional life?
Farhangi: I started my career as a trainee at a teen magazine. The real entrance into the music world was at Jive Records. At that time I had an insanely great boss and mentor who I would like to mention by name. That was Dietrich Eggert, who unfortunately no longer lives. Dietrich always told me that everyone only cooks with hot water. He really grounded me. And another saying that you should take to heart is: “Never shit where you eat.” If you stick to it, you don’t run the risk of unpleasant situations. I think it’s important, especially in the entertainment industry, to have people around you who aren’t blinded by their appearances and help you keep your feet on the ground.
What was the craziest experience you’ve had in your career?
Farhangi: I experienced the really craziest story with Kanye West. I was supervising his interviews in London at the time. A Spiegel editor, who I really admire, had one of these interview slots. During this Spiegel interview, Kanye West kept looking at the editor’s travel bag and was jittery to no end. He wanted to know what kind of bag it was and where it was from. It was a battered retro designer bag the editor bought in New York. This bag wasn’t expensive though, it was some kind of old nylon sports bag with his clothes in it.
The interview then went on, but Kanye kept starting from that bag, so the interview with him got totally muddled. At some point Kanye West’s assistant approached us. This was a young, short, blond, slightly stocky excited boy who stood in front of the editor and insisted that Kanye must have the bag and that we should please stay until after further interviews. However, all the international interview slots were only just beginning. And so we stuck with it for an hour for Kanye’s sake. Then the assistant started again with the fact that Kanye absolutely must have this bag. When the Spiegel editor then replied that he would have all his personal belongings and clothes in this bag and needed them in the hotel, the assistant suggested that they could exchange bags. At the same moment, the assistant boy took his very own leather bag, poured out the contents in front of us and offered that the Spiegel editor could have his bag for the time being. Immediately afterwards, he handed us a Harrods catalog and pointed to a Louis Vuitton page with the note that the editor should be happy to choose a Louis Vuitton bag.
What happened then?
Farhangi: The editor then said that he actually wanted to keep his own bag and that he should please put back everything that was just emptied. However, Kanye West’s assistant remained stubborn and said that the editor could definitely have a Louis Vuitton bag, but that he could now temporarily borrow his. Shortly thereafter, Kanye West and his driver joined them. West emphasized again that he wanted the Spiegel editor’s travel bag and asked how he would find the Louis Vuitton bags in the catalogue. Well, Kanye West really did everything in his power to ensure that the exchange works and then sent his driver to Harrods to organize the Louis Vuitton men’s bag that the editor liked best in the catalogue. This bag cost over a thousand pounds and was the cheapest… Kanye West didn’t care. As we left, the editor asked me how I would find his new bag. To which I replied very casually: “Well, it’s best to give it to your girlfriend.” There were actually problems later when this story was published by Spiegel, because the impression could arise that it was for sale here. But I have to say quite clearly that he didn’t stand a chance. Kanye West really wouldn’t have left it without the bag. As talented as Kanye West is, he is somehow from another planet.
What does a typical day at work look like for you?
Farhangi: It was quite a change for me at the beginning when it came to how to organize myself. I’ll get to the point: I start quite early and then make sure that I don’t work on the dolls until after 8 p.m. or longer, as I used to. Although there is still some small stuff coming. But I see to it that I work through my gadgets. That means I don’t open the laptop to do this, but do it on my tablet. Or via my mobile phone and from a certain time I only answer the things that are really important. It’s just important that you make a point every now and then. That’s exactly what I learned because it’s really important, especially for your own mental health area.
You usually work a lot more in the home office than in the company and you just don’t get torn out all the time. That’s why you have to take yourself by the hand and consciously take breaks from time to time. I also have a lot of flexible work areas here at home. For example, various gadgets, such as small, flexible tables, so that everyone has flexible workplaces here. It’s an American principle that I really like. Some companies are really moving away from individual workplaces, introducing home office as well, and in the company building there are generally “docking points” for everyone where everyone can plug in their device and start working straight away. That really helps and of course every family in the home office can take advantage of this principle.
Which methods, tools or techniques do you use to optimize your time management?
Farhangi: And what I have also made my own is an ergometer and I always take an hour with it. Then I sit on it and drive 40 km. I have various holders for my laptop, mobile phone, drinks and other things on the ergometer. At the same time, I leave the TV running in the background and watch something that relaxes me, but without sound. For example, I love reporting on mountains while I’m cycling and working part-time or just answering calls. That works insanely well. That also clears your head, because this is endurance sport. It’s also very healthy and I tend to get really good ideas when I’m sitting or running on my bike. That’s why I attach great importance to these things.
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I recommend everyone to do sports. At the same time, I also do weight training at home, such as push-ups and a lot of Pilates. This includes breathing properly. This is very helpful for me and gives me a lot of energy back. This increases my well-being enormously. In addition, there is a healthy diet with little meat. It’s about doing things much more consciously, paying attention to what gives you energy and getting rid of things that rob you of energy.
All this together is my work area: I start early in the morning, answer a lot of emails and do mailings. Of course you have to be flexible from time to time, but I also work with various tools there. I am now in the process of organizing a sensible content management system. I have learned that you have to structure yourself in a disciplined manner when you are self-employed. At the same time you have to have the courage to be able to say NO to things that rob you of your strength. After all, you have to treat yourself well too. In order to be able to function properly, I have to think sustainably! When it comes to time management, you have to make sure you create space for yourself.
What projects are you planning for the next year?
Farhangi: I must emphasize here that I am extremely lucky and privileged to have such a diverse grid of artists! That’s very, very important to me.
Next year I’m particularly looking forward to Iann Dior, Avril Lavigne, Craig David, GRIFF, Zsá Zsá – who also acted as an actress with Fack Ju Göhte, LAUV and Kim Petras, among others. Along with many other artists.
I am particularly looking forward to the launch of our large network “42 is the Answer”. The rollout is planned for spring 2022. Our network is about the sustainable development of artists – established or newcomers, so to speak PR 2.0. I myself am one of the founders of this network, which is why my company “We Share A Lot” plays a very central role in it. Otherwise, I hope that the pandemic situation will ease and that we can go to concerts more relaxed again.
It is just as important to me that equality for women in the entertainment industry and in society as a whole is improved! Furthermore, prejudice, sexism, racism and bullying must continue to be stopped. If we then think and act sustainably and greener in the direction of climate, Christmas, Easter and my birthday fall on the same day.
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That’s why you should eat a banana every day
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