We’re excited to introduce you to the always interesting and insightful Amar (AKA THE WÆV). We hope you’ll enjoy our conversation with Amar below.

Amar, appreciate you joining us today. Let’s kick things off with your mission – what is it and what’s the story behind why it’s your mission?

The mission behind Parasoul is to create an agency that provides emerging artists with all of the essential services that they need, all under one umbrella, so to speak.

We were formerly called 1994 Collective and were nominated by Young Music Boss for best music agency in the UK. A phenomenal achievement for a company which had been established for just over a year at that point.

At that time our focus was getting artist’s songs on the radio and hosting events. I then became the new CEO in February 2023 and wanted to expand what we had created into an agency that provides everything necessary for emerging artists.

It’s not easy for them to know who to trust with their vision and their sound especially when there are so many elements to it. From mixing & mastering, artwork, branding, having a solid marketing strategy, PR, radio play, playlisting, music videos etc. the list goes on. So rather than artists having to look all over for people to do each thing, they work with us and we take care of it all for them.

In the music industry, it’s really hard for artists to put trust into corporations because of the amount of exploitation that goes on. At Parasoul though, we’re really invested in becoming a part of the artist’s team and supporting them fully. It honestly feels more like a family because even if we’re not actively working an artist, we’re always looking out for them and providing them with potential opportunities. It’s a special ecosystem that we have here that’s based on genuine love and care for artists and their music.

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.

Professionally speaking, I have a teaching background. I worked in a high school for 9 years teaching math and while I was there I began learning how to DJ in my spare time. It always seemed like the natural thing for me to have pursued due to my love for music since an early age where I grew up surrounded by 90’s R&B, hip-hop, and garage music. I then developed a love for discovering new songs and emerging artists and creating my own CD mixtape series in the early 2000’s.

During covid I decided to pursue my passion for music further while still teaching. I created my own music platform where I would host interviews, release DJ mixes as THE WÆV, write articles, and offer services such as designing cover art for songs and making clean edits for radio. I started networking online with people in the music industry and met Chloe Mykel from Flex FM radio who had just launched her company 1994 Collective—a music PR agency. I was then offered to work alongside Chloe to help build the company. Soon after I became Managing Director and the reputation of 1994 Collective just grew exponentially to the point of being nominated as best music agency by Young Music Boss in 2021.

I then left the teaching profession in 2022 in hopes of taking 1994 Collective to new heights. In 2023, we decided 1994 Collective would have a re-brand and become Parasoul Entertainment. It was a huge accomplishment for me to step in as the new CEO and owner of the company.

My aim for Parasoul was to create an all encompassing PR/artist development agency that provides emerging artists with the essential services they require. We now proudly offer music supervision sessions, brand consultancy, PR, radio plugging, events management, mixing and mastering, digital ads management, cover art, social media marketing training and more!

We also launched our new credit system structure in place which allows artists to have access to different services each month making manageable monthly payments for it depending on their budget. This structure has benefited so many artists already and we’re really proud to offer our services in a way that’s flexible for artists.

What do you think helped you build your reputation within your market?

Honestly, I believe that our values on how we treat people is what has really helped to build our reputation. Genuine respect and love for people is an integral part of the way we operate. Not only with clients but for fellow music industry peers and professionals, we love to support the positive work that everyone is doing in the music community.

With our clients too, they see just how we invested we are in their music, careers, and general well-being. We go above and beyond the expectations to support them.

Can you talk to us about how your side-hustle turned into something more.

Absolutely! Growing up we could only listen to clean versions of songs at home, so that’s when I started learning how to edit songs using music software. Years later I realised this is actually a valuable service to offer music artists that are looking for radio play and other commercial opportunities. I also learned how to make cover art for singles and albums. Soon after, these became services I could offer on a freelance basis.

Alongside this I learned how to DJ and I realised that anything I wanted to do in the music field, was obtainable. I studied how to be good at the craft, gained experience by providing my services for free to gain experience, and then launched it on a larger scale.

This was all happening while I was working full time and I knew something had to give. That’s when I decided that no matter what I would leave the teaching profession in July 2022 and pursue the dream of working in music full time. I took the risk and thankfully it paid off. It definitely has been a rollercoaster journey though, and there have been moments where the company almost ceased to exist due to reasons that were out of my control, but now we’re in a place where we are thriving and expanding globally. I’’m so proud of where we are at this point in time, and there’s still so much room for us to grow which is really exciting.

Contact Info:

• Instagram: https://instagram.com/parasoul_ent?igshid=MzRlODBiNWFlZA==
• Linkedin: https://www.linkedin.com/in/amar-singh-517664237
• Twitter: https://twitter.com/parasoul_ent?s=21&t=a1L3QumBul0HLU1mJkqWAQ
• Other: THE WÆV on Instagram: https://instagram.com/the.waev?igshid=MzRlODBiNWFlZA==