A job offer that fell through, an unattainable and dull corporate PR world, and a move from Montréal to Toronto, and back again are what pushed Jon Asher to found Asher Media Relations and step onto the path to becoming a Music PR extraordinaire. As the company’s slogan states, AMR offers “Creative Publicity for Creative People” and helps talented indie acts make a name for themselves in the industry, gain a following and achieve success.
“I graduated from Corporate PR at McGill College […] and I moved to Toronto on a lead well, on a confirmation of a job in PR, but it didn’t go as planned. I found myself there for a while, I stayed there after the job fell through, looked for jobs in PR but that didn’t work,” he recounts. Unable to find what he was looking for he opted to return home to Montréal on the basis that “I was already in the music scene [in Montréal] and I was in PR but I didn’t really like corporate, so I used what I had here and I started from scratch. Hustling, hustling, hustling, and found my guinea pigs pretty much,” he explains.
The first band to have faith in him was local collective Special Ops, with whom he works to this day, and signing them in 2007 he soon left his daytime job to officially start Asher Media Relations in September of that year. Then came Forty Birds, a local metal band, and since then Asher has been hard at work building his repertoire.
Recounting his beginnings in the industry he recalls, “When I started, what I knew from the get-go, what they drill in your head [in school], is research, research, research! That’s what I did, I researched all the media: a lot of phone calls, a lot of emails to introduce myself as a new player. I even set up personal meetings with editors and I’d be like “I’m doing this now so I want to meet you ‘cause I want to develop a business relationship.”” As he soon reveals, personal relationships have been a key to his success. “The real key is to be down to earth, be real with people and build relationships […] the whole music industry is based on relationships. It’s basically who you know, what you know […] A lot of favors back and forth. You don’t think about it but favors for this person relates to favors down the road for you,” he explains.