We had the good fortune of connecting with Adeja Allen and we’ve shared our conversation below.

Hi Adeja, what role has risk played in your life or career?
I think risk tolerance is extremely important, especially being an entrepreneur. You can’t experience any real success without taking calculated risks. Most people are cemented in their comfort zones and find themselves crippled by fear. But fear and faith are the same thing – the belief that what you don’t see will happen. Don’t get me wrong, I’m no daredevil, (lol) but I am definitely excited by the uncertainty that is – life. That’s why I love traveling abroad, experiencing different cultures, learning new skills and expanding my world view. When you stretch out spiritually, you come to understand that you are bigger than any boxes or walls that you think exist. You cannot “lose” you only learn and broaden awareness. Failing is something you have to be comfortable with and these days I think that’s a harder concept because people want to be perceived as perfect. That’s boring. If I have an idea I feel strongly about, I try it!
The worst that can happen is I don’t get the outcome I was anticipating, but so what? What’s next? I become a better version of myself through my experiences, and that’s what matters most to me. You can shape your life to be whatever you imagine – all things in the physical first start in the mind.

Let’s talk shop? Tell us more about your career, what can you share with our community?
I have had a very enjoyable career in music and entertainment to this point. When people ask me what I do, I typically say “whatever is needed!” Lol. That’s primarily because I’ve played so many different roles over the years and I think that’s one of the things that sets me apart: a culmination of assorted experience. It hasn’t always been easy to be a black woman in a male dominated industry, but I’ve been extremely fortunate to have some really amazing allies, friends and mentors to assist me with any hurdles. I’m forever grateful, and I will say that one of the best lessons I have learned is the importance of having great relationships. Money, success and status are all variable but connection to a solid network is valuable currency. To sum up my background my journey began in radio and from there I transitioned into nightlife and events. Because I had made so many relationships with talent and managers, that led me to an opportunity to become talent agent. I started a full-service agency that provided talent booking, marketing and brand strategy. A couple of years ago, I joined Max Gousse as a partner for Artistry where I currently oversee touring and live appearances for music artists as well as head partnerships and strategy.
On the music side, I’m involved in almost every aspect of our artist’s careers from management/A&R, negotiation of of brand deals, to show execution. What’s exciting about music in this age is not only how quickly projects can move and grow but also, the ability to implement ideas and obtain feedback in real time. In traditional media data and analytics can be time consuming to calculate, but thanks to social media you can understand what works and what doesn’t pretty much instantly. Same goes for Influencer marketing and branding, the landscape has shifted tremendously. Most brands have shifted their budgets heavily to market digitally.
As far as the optics for our company, my hope is that we are viewed as a business that really gets it. We have a lot of extremely powerful and talented players on our team and our CEO is an industry legend. So, for me it’s important to build on that legacy and continue to contribute to the culture in a significant way.

If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
There are so many wonderful things to do in LA! First of all, we have some incredible food here, so a foodie tour is a must. What’s cool is that you can have any dining experience you desire from upscale to casual. I’m so exited that “outside” is back open so that we can get back to living! I actually cook a lot at home myself so there would definitely be plenty of homecooked meals for this visit. But aside from that here’s a few of my favorite restaurants:

Foooooood!
-Have to start with Roscoe’s upon touchdown!
-Sal’s on Melrose (everything is good here!)
-Four Season’s (Brunch like a boss)
-Katana (the fish I order isn’t on the menu)
-Sunset Trocadero
-Ocean Prime
-Earl’s (a damn good hot dog)
-Harold And Belle’s
-Messob for Ethiopian
-Ackee Bamboo for Jamaican
-Pinches for tacos
-Kitchen49 (@kitchen49catering on the gram!)

As far as hanging out, there are a few spots my friends and I like to meet up to hang out:
-Leimert Park on a Sunday
-Marina Del Rey for a boat day is always amazing!
-Santa Monica
-Paradise Cove and Moonshadows (Malibu)
-All of the Southbay beaches!

Shopping:
-I have to keep it very real here and let everyone know that I shop n Rodeo AND at the Slauson Swap Meet, thank you very much. If you know, you know. The Grove and The Americana in Glendale are also favorite outdoor spots for shopping.

Nightlife:

I’m sad to say I am not a partier anymore lol. I’m only inside a night club if I book talent there. These days I prefer lounges or rooftops like EP&LP and Harriet’s. There’s also a very nice roof at The Pendry Hotel.

I’m sure I’m missing a few, I’ve forgotten a lot during this pandemic, but I’d definitely recommend these spots!

The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
So many people deserve a shout out! I couldn’t possibly name every person who has positively impacted my life, we would be here all day. First of all, (Grammy intro) shout out to GOD! No, but seriously, I am forever humbled by being a creation and extension of The Most High. Definitely my family, my parents, my sister, my Granny all of my amazing aunts, uncles, cousins and God family – shout out to ya’ll for always holding me down. I have no idea where I would be without you! My FRIENDS who have become FAMILY who support all of my foolishness, crazy ideas and unorthodox ways – I love you BIG big. My entire team at Artistry Group is simply the best, shout out to my squad! Lastly, shout out to perfect strangers who’s energy I am a part of. I’ve experienced the most incredible love and support from people I don’t even know on a personal level, so shout out to all of ya’ll, too!

Instagram: @ILoveAdeja

Nominate Someone: ShoutoutLA is built on recommendations and shoutouts from the community; it’s how we uncover hidden gems, so if you or someone you know deserves recognition please let us know here.