We were thrilled to be offered the opportunity to interview Suzanne Toro, manager of The Black Eyed Peas, COO of Apl.de.ap’s global music label Jeepney Music, author and international charity worker.
First of all, tell us a little bit about how you got your start in the music industry.
My entry into the music industry was a twist of fate. I was recording my audio book in Apl's home studio and I suddenly got an inspiration for Apl's music and his label. Apl and I both share a passion for emerging artists, the true roots of music, and giving back. With this shared vision, before we knew it we were producing music videos and setting up a strategy for his label.
Furthermore, I am a poet and naturally have always embraced the power behind the potential to connect people and create conversation with the spoken word and story telling. Music provides a language that connects all cultures and melds spoken word with story telling. While, my transition into the music world was unexpected, it actually feels like I should have always been working in the music field.
Did you face any special obstacles as a woman breaking into this field?
I still do face many obstacles because I am passionate about returning the music industry to the artist. I do not think an artist should be owned by anyone or should their creativity have to fit into a package or meet the demands of a corporate institution. This is really counter intuitive. If that was a musician wants than he should just go into advertising and produce jingles. I have been fortunate to be surrounded by a lot of amazing people within my industry that share our vision and passion for music.
How did the challenges you faced change when you began moving into a leadership position?
I do not think my obstacles have changed; however, my degree is in Architecture which has laid the ground work for business negotiation, contracts, legal matters, creativity and developing structures, concepts and systems. All of these elements are aspects of the music industry but rather than building a skyscraper---I am participating in shaping a new world of music.
In what ways do you feel that being a woman advantages you as a manager and music industry leader? In what ways do you think it has disadvantaged you, and how do you overcome that?
Really I do not think right now there is an advantage to being a woman in the music industry. Basically, most woman (not all) in this industry are objectified and considered an object rather than an equal. I am hoping over time, I will be able to help some female artists to understand how to honor themselves and be a role model for other female artists. In the end this will bring balance to this over powering masculine energy that runs through this industry. It will take time to change the perspective of many men in the music industry.
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