Just a student at University, Qasim Reza has set up a promotional company new to 2017. His intentions are to host gigs in aid of DIY bands based in the UK and has named his new project Embedded Promotions. Originally Reza was just a mere fan boy, not knowing what to do with his life until people saw he was passionate judging by his whirling-durvish-like movements and kept mentioning he should turn the movements into something bigger.
“I actually started it up by saying “Fuck it, I need to do something that is musically related, I’m not in a band, I don’t have time for playing in a band right now, so fuck it, I’m going to put on a show.” Since being active in the music scene since 2012, Qazim Reza has been involved with many people across the alternative crowd in the UK. Reza attended gigs in Oxford and that’s where his passion for music came from, by attending small local deathcore shows. This then inspired him to start up a band the following year who played under Plague Promotions based in London which hosted the famous gig named ‘A Night of Brutality.’ The bands involved consisted of Acrania, Black Tongue, Malevolence and Desolated – pretty much most of the famous groups that started new genres of music that a young audience could punch each other and get away with it. With this, Qasim decided to go to gigs across London and that was where he found Anivian Promotions. Anivian hosts many filthy jaw dropping bands that’ll make any preppy kid run a mile. With famous bands across the UK under the promotional company, this gave the younger Reza a chance to build his contacts across the UK ranging from Manchester to Brighton. However, due to Qasim’s state of depression living in London, he decided to embark on his passion and started up Embedded Promotions. He then mentioned how music is simply a business in today’s neo-liberalist society ‘so one might as well invest in something that is a niche and underground subculture’. Then added that ‘London needs people to put on these bands and host regular gigs to keep the scene going’ because ‘throwing down to your boys who play brutal music is something’ for him ‘which makes life actually worth living’ and thus Embedded Promotions was born.
The Power of Networking: The whole ‘promoting game’ is all about contacts. Reza explained that in order to get to where he’s gotten so far, he had to go to various gigs and ask for contacts for a good few years. He stressed that he wanted copious amounts before starting up the company and had to take into consideration venue owner’s and band costs. Qasim always helps people out at shows and throwing all sorts of shapes into the pits, even if no one isn’t. He’s always making connections with each gig he attends and supports bands to his fullest, hence why I reckon he would be so successful in being a promoter – with the knowledge that he knows other musicians and PR’s such as Angelo Pandolfi from Anivian Promotions, Barry O’Connor: Plague Promotions, Phil Walker: Lost Island Bookings and many more across the country. Which has brought us onto his first gig of 2017, starting with the filthiest bands in the UK such as Diabolus, Gomorahh, Bound in Fear and Depravity on March the 26th. Pretty impressive for a first gig considering Diabolus is even big in the US. Qazim also has intentions to build on his extensive range of contacts so he can put on bands from all genres, however due to him being so ‘ingrained in the metal scene, metal packages,’ are the only thing he will be looking at for the moment’ and ‘still have yet to tap into London’s rock scene’. However, he stated that he’s currently planning on doing an acoustic jam session based in Camden this summer.
One of the points that Qasim stated was that all he is doing currently as a promoter is ‘standing on the supply end as opposed to the demand end’ and kept reinforcing the fact that ‘a monopolization of the music scene is bad, however competition is good’ which also results in bringing out the best in people but also the worst which can create negative characters in the industry which is (unfortunately) the key to ‘get things moving in the scene’. Being a new promoter, the young company owner explains that he doesn’t know what will happen in the following few years, although he sticks by the idea of PR’s specializing in the art and representation of music being an open and growing community. Speaking of the future, Qasim mentioned that as a promoter ‘you have to be prepared to lose money and to fuck up every now and then’ and it’s an ongoing process he will be better with in the future. He also expects his friends to support him in what he’s doing, turning up to gigs, helping bands out by buying their merch or spreading their music online via social media. However, regardless of the business side of things, he wishes for ‘everyone to just get mad and have a good time’. Eventually, Qasim will look into hosting his own charity for helping refugees and war victims in The Middle East, because ‘fuck Western policy’. He added after this bold statement that he hated how the West have corrupted their own kind and then proceeded to explain how politicians have screwed up the whole world itself for about a good 20 minutes. In terms of speaking around the next few years, Reza has current plans on putting on a two day festival in London, putting on all well-known bands within the deathcore/tech metal/metalcore scene such as Heart of A Coward and Desolated. The owner of the new founded company hopes to rise in the music industry as he said ‘If you were to look at the Daily Dischord Agency, literally just last year the agency got absorbed by Artery Global Records. So this shows that there is this hierarchy within the music scene with opportunity to work your way up. In the simplistic sense, I hope it’s successful eno9ugh enabling me to get picked up by an agency to say the least. Qasim will continue to host gigs and make a slow rise within the music and gigging scene and wants to say to the alternative music listeners ‘we are now at the end of January 2017 and I can proudly say I have some ‘absolute stonkers’ to announce in the upcoming future’.