There wasn’t much room for anything else.” The trip was mainly a matter of set-up, sound-check, play, sleep, drive on and start again.

“I recently went on a Canadian tour with the Juno-nominated band, Striker. However, Asher points out that life on the road is not always as glamorous (or dissolute) as portrayed on the screen. It’s also a job that has taken him around the world to meet his childhood heroes and where he has crossed paths with members of bands like Annihilator, Testament, Fear Factory, Pantera, Black Sabbath, DIO, Wu-Tang Clan and OutKast. If I can make a living and help others, I'm happy, because this is a job I truly love.” “I'm in the business to promote talented artists that deserve attention. 'I'm no longer couch surfing and homeless, but not really into making a fortune,” he said. His clients have expanded to metal festivals across Canada, where he coordinates their media coverage and marketing. The volume of Asher’s life is now set at 11. “I had early success getting publicity for all styles of popular music, from hip hop and soul to folk and rockabilly to heavy metal, which has become my niche market.” “At first I approached unknown artists that I thought had a future,” said Asher. Starting up, Asher set himself a gruelling schedule of up to 100 daily phone calls to establish his presence. “I also wanted to learn more about public relations, marketing and media, so I went back to school and enrolled in the Certificate in Public Relations and Communication Management at the McGill School of Continuing Studies.”Īt the same time, he provided his services for free or at low-cost and worked as a pharmacy clerk on weekends to pay his living costs. So, I keep playing music as something I do for myself and make a living out of helping other people get the attention they deserve.' I love music, but it's really hard to earn a buck as an artist. 'Originally, I wanted to be a rock star and like everyone else thought it would happen overnight,' he said. Sadder but savvier, he returned home and decided to set up Asher Media Relations in his mother's basement. I learned how to book shows, set up the website, deal with promoters and network with musicians.' 'I get bored easily and was the guy who did everything. 'I realized that I had a ready-made network of fellow musicians back in Montreal who knew and trusted me.'Īsher also realized he had gained many skills from his days with the band. In the depths of gloom, Asher, as he’s called, experienced an 'ah ha moment,” which opened the way to a successful career as a publicist in the tough music industry. I didn't want to be another unemployment statistic.' 'I had no other industry contacts and applied to job after job just to be told I wasn't qualified enough,' said Asher. His band has split up and a promised position with a music TV channel has fallen through. Let's rewind to 2007 when Jonathan Asher, a twenty-something musician, finds himself “broke and couch surfing” in Toronto.

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