Hailing from Trinidad and Tobago, Adanna Afiya Asson has consistently provided behind-the-scenes support in the entertainment industry. Known for constructing the public image of artists, she has over a dozen years of experience. Through her diligence, Adanna has become a prominent figure in the world of public relations in the Caribbean. As a past writer for Soca News, we’ve been happy to witness her soaring success.
Asson’s journey began with a fascination for storytelling that bloomed from a young age. Her genuine interest in people and their narratives steered her towards PR. Adanna holds a Bachelor of Arts in Media and Communications from the University of Greenwich and an Associate Degree in Journalism and Public Relations from COSTAATT.
Her introduction sums it up. She describes herself as an out-of-the-box entertainment publicist, a blend of serious, quirky, and unconventional. Facing numerous challenges, she has developed a unique approach to her professional pursuits.
Asson attributes her entry into PR to her friend, Natasha Andrews, who offered her mentorship and an opportunity to try out her desire to be a publicist at her music production company. As the force behind Creativa Media Public Relations, she has worked with renowned soca artists like Kerwin Du Bois, Patrice Roberts, Farmer Nappy, Adana Roberts, Nessa Preppy, Nadia Batson, Ricky T, Pumpa, Triniboi Joocie and Voice, to name a few. She aims to bridge the gap between clients and their audiences, enhancing their careers and projects while creating unique opportunities for them to explore their gifts.
She is a Black Excellence, Forbes Blk Community member and recently became a professional member of the Recording Academy. Soca News wanted to give you an up close and personal insight into her life as a publicist, so we asked a few questions.
Tell us about your career as a publicist, communicator and ideas generator in the entertainment industry, and how you found this path?
It’s been a beautiful journey thus far. Although it’s not been void of challenges, I have learnt more than I’ve lost. I was always interested in hearing people’s stories, and when I fell in love with the stories being told In Calypso and Soca, I often wondered how the artists and or songwriters came up with their stories.
Some years after completing secondary school, I started an entertainment website called Entertainment Macco. I used that space to interview and share news and stories of up-and-coming artistes and creatives. While working on building that blog It became evident that many of those creatives needed direction. I was being sent selfies in bathrooms as professional images laughs and I could not believe it. I was editing poorly answered questions and having to guide many of them through their thoughts. In many instances, I thought they were setting themselves up for failure and felt the need to help. That, coupled with the support I was receiving from my friend Natasha Andrews, reassured me that I was on the right track.
You have described yourself as “out of the box… and a combination of serious, quirky and unconventional”. How do these qualities come to bear in your dealings with clients and the media?
I know that I may not be for everyone, but the clients I serve appreciate what I bring to the table. During my first interaction with prospective clients who are interested in engaging my services, I make sure to share my intentions clearly. I do not create an environment that supports unrealistic expectations, and I am honest about my capabilities. My reputation is important, so I do not create situations for others to tarnish it.
For the media, I am also transparent. I do not pitch or share untrue stories for “hype” and I do not ascribe to the overly used term “all publicity is good publicity” because that’s untrue, to say the least.
What was the driving force behind starting Creativa Media Public Relations?
I was doing PR and servicing clients before having a brand. One day, after assessing my goals and direction, it became very clear that it was important to create a space for myself and that it should be done professionally. I also wanted to be taken seriously, so I created the brand, got a logo, website and all the other assets that I needed.
Do you have any plans – that you can tell us about – for the artists and brands you represent?
One thing about me, I never speak on things before they happen publicly. I am out here in these PR and networking streets trying to advocate for my clients and myself so you never know what would happen next.
You have successfully ridden the tide as a female executive in this industry, with some high-end clientele in your portfolio. Can you tell us what motivates you to keep going, against all odds?
Simply put, Love and Passion.
Has there ever been a period in your life where you considered pulling the plug from your company – and what kept you from doing that?
Definitely, anything that is driven by passion becomes overwhelming at times, but when I feel overwhelmed, I focus on my “why”, and that usually knocks some sense back into me. (laughs)
How do you stay updated with the latest trends and technologies in a rapidly evolving entertainment industry?
Geez, it’s not easy – I read a lot and am in various professional communities for music and public relations. That also helps, and I pay attention to others in my field globally.
Can you name one piece of advice that significantly impacted your career?
Do not ever be afraid of hearing NO.
How do you create a balance between your work and your personal lives?
That’s a great question. I am still working on perfecting this, but I am extremely fortunate to have loved ones who are understanding and supportive.
You’ve recently attained Professional Membership status from the Recording Academy; can you share your role as a professional member and how you leverage that to help your clients?
I take what I do very seriously, and as someone who has been in the entertainment industry for some time in a professional capacity, I decided to try to become a member. One of my main thoughts was the representation of the Soca genre because there is strength in numbers. The other thought was the idea of advocacy for music creators, which includes creators in the Caribbean space. Being part of the community can assist with those challenges, which ultimately means being able to advocate for clients also.
How do you feel about being one of the 150 celebrated 2023 Caribbean Boss Ladies?
Humbled. I was surprised because it was not something I was notified about beforehand. It reinforced to me that I am doing meaningful work that is being seen and respected.
Do you have any plans to educate or mentor young people who would like follow a similar path in PR?
Would you believe me if I told you that a few months ago, I was part of a mentoring circle? It was refreshing and helpful. Even with my knowledge and experience, I have recognized the importance of remaining aware. Sharing knowledge is extremely important to me, so educating and mentoring are definitely in the works. I am presently mentoring a brilliant young woman who recently completed her studies, and it has been very enjoyable.
If you could tell a younger Adanna to do anything differently, what would that be and why?
I wish I had learned how to be authentically me at a younger age, so my advice would be never to be afraid of being yourself.
What are your plans for 2024, what’s left for you to explore as a PR executive, and what can we expect to see from you in the coming years?
There is always something to explore. At present, I am focused on more international networking opportunities and travel. I would also love to represent clients not from the Caribbean diaspora but interested in incorporating the region and diaspora into their plans. Generally speaking, look out for the growth and new moves because you will see them.
