Meet the Woman Running Music Artist Management and Consulting Firm, Alex&Ria

The Introduction

My name is Alexandria Higgs and I am a young Atlanta native who recently decided to go rogue and start my own artist management company, Alex&Ria. I always knew I would work in the music industry since I was a tot. I started working in the industry during my adolescence years as A&R in high school.

I graduated from Georgia State University with a Bachelors in journalism and entertainment media management. During my college years I stopped A&R work and was blessed with a home music venue where I worked for years.

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Learning the Music Biz

I learned the ends and outs of the business, obtained life long relationships with artists, agents, and managers, all the while gaining much needed knowledge for my next adventure. A lot of the artists that I have worked with over the years have encouraged me to go off on my own. Some of which really wanted to work with me personally as their manager or consultant.

Covid Lit a Fire

Unfortunately, like most Americans I was laid off due to the pandemic as live shows have been canceled until further notice. I enjoyed working for my venue, like any job there are challenges and hardships but I believe they provided me the strength and confidence to start my own company.

The pandemic has shown me that everything you once had and worked so hard for can disappear in an instant. I always had plans to own a company and work for myself since I was a teenager and the pandemic lit a fire under my ass to get the ball rolling.

How Alex&Ria was Born

With some much needed downtime ALEX&RIA was born! ALEX&RIA is a Black owned and woman run artist management and consulting firm. I work with established, emerging, and indie artists. My services include artist management, brand management and PR, live show bookings, tour management, and consultation for artists who wish to remain independent.

I currently manage one artist and consult with a few others. What sets my company apart is my management style, I allow my artist to have 100% creative control while marketing them across different markets, making it a true concerted effort. My goal is to keep more money in my artist pockets and by keeping my team small I am able to achieve my goal.

Starting A Company

The road to starting a company has been smooth overall. I was blessed enough to have discovered my artist and my PR & Brand Management Executive while in the planning stages. We were able to build my artist while simultaneously building my company and brand. Some challenges I am currently facing are visibility and income. I am new on the scene competing with some big fish while also rebranding myself as my company. I am currently looking for investors.

My ideal artist to work with is someone who has a strong social media following, has a few singles out on the majority of music platforms, a small catalogue of music, live show experience (not needed but recommended), determined, focused, driven, and has a great work ethic. I bring years of music industry experience and my company is only looking to work with artists who really want to put in the work. The music business is not for the faint of heart.

Fighting to End Male Domination

The music business is a very male dominated industry and we need more women, specifically Black women, in this space. It is time to level the playing field and break down barriers by dismantling the patriarchy and misogyny that surrounds this industry.

I am a young Black woman paving the way for other young women to follow. I want to create a space where women feel comfortable, safe, and most importantly an environment in which they can thrive.

From artists, managers, agents, sound engineers and producers we need women! I have had my fair share of creeps and incomparable situations and I am saying ENOUGH IS ENOUGH. It stops with me. No more working in fear and uncomfortability. It is beyond time for women to stand up and shine in this business. No more silence. We will be seen and we will be heard!

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