Meet Asia Sutherland

We recently connected with Asia Sutherland and have shared our conversation below.

Asia, so good to have you with us today. We’ve got so much planned, so let’s jump right into it. We live in such a diverse world, and in many ways the world is getting better and more understanding but it’s far from perfect. There are so many times where folks find themselves in rooms or situations where they are the only ones that look like them – that might mean being the only woman of color in the room or the only person who grew up in a certain environment etc. Can you talk to us about how you’ve managed to thrive even in situations where you were the only one in the room?
As a Black Woman, I’ve been the “only one in the room” many times. I have been blessed with the gift of relating to people – I can talk to anyone in any room, find a commonality and hold a conversation. No matter how different I am from someone, finding a common thing to talk about and showing them I am genuine and comfortable in my own skin – allows me to begin building a level of trust and great rapport. When you have a great reputation, you will always be successful In a professional relationship, people understand that I can be counted on. I will always stand out – and my unique interaction with people dispels the most common stereotypes that people tend to carry.

Thanks for sharing that. So, before we get any further into our conversation, can you tell our readers a bit about yourself and what you’re working on?
I am a senior event producer in the live/experiential field with over 10+ years of experience. I specialize in day-of event execution, ROS development, vendor management and VIP/ talent logistics. I am also a small business owner and currently, the main focus of my firm, An ANS Production is to provide event production services to large agencies and brands, such as day-of event execution, ROS development, vendor management and VIP/ talent logistics.

Our recent projects include supporting clients to execute a 9-city HBCU tour, a 3-day sponsor activation at AfroTech, and a 2-day summit for entrepreneurs.

I’ve worked in events for over 15 years, and I committed to growth in this industry in 2018, as a 34-year old intern at a local music festival here in Atlanta. My career journey has always been non-traditional. After graduating Howard University, I moved to New York and talked to everyone I knew in the TV Production and events industry, in order to land volunteer opportunities, internships, shadow opportunities etc. I have always believed in volunteering my time to be of service to others, and to learn a new skill. Those efforts have allowed me to win all of my business bis word of mouth – and now we are ready to go even harder by increasing visibility and grassroots marketing efforts this year.

There is so much advice out there about all the different skills and qualities folks need to develop in order to succeed in today’s highly competitive environment and often it can feel overwhelming. So, if we had to break it down to just the three that matter most, which three skills or qualities would you focus on?
1. Willingness to (to learn, to be unconventional, get out of comfort zone) 2. Adaptability
3. Dependability
4. Hard Worker/Dedication when its tough

Be a sponge and learn all you can about the industry. Volunteer, offer help, show people – come in early, stay late. Be honest and be kind.

Looking back over the past 12 months or so, what do you think has been your biggest area of improvement or growth?
Determination is my word for 2024.

I graduated from the Goldman Sachs Black in Business program in December 2023, and after that experience, I have been focused & determined to see huge growth and success in my business this year. I’ve disciplined myself to limit distractions and beliefs that held me back in the past, and taking consistent action every single day toward my goals.

Contact Info:

Image Credits
First Two Photos – Janelle Gonzalez

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