Right On!’s Cynthia Horner interviewed Azim Rashid, the president of the Living Legends Foundation, about his background in the music industry and the organization’s mission to support Black executives in entertainment through service and scholarship programs. Azim shared his journey from being a DJ to holding executive positions at major record labels and discussed the evolving landscape of music marketing, emphasizing the importance of traditional and digital promotional strategies. The conversation concluded with plans for an upcoming Atlanta event where Publisher Cynthia will be honored as the Media Icon, and they discussed her plans to support the foundation’s educational initiatives through literacy programs.
Azim Rashid is an entertainment executive, strategist, and marketing leader who has worked with global brands including Motown, Universal, Atlantic, Capitol, Roc Nation, and Columbia Records. He has shaped campaigns for artists such as Mary J. Blige, Sam Smith, NE-YO, Katy Perry, MIGOS, Beyoncé and Jay-Z, Adele, John Legend, and many more. A former member of the rap group NEMESIS, his career spans radio, retail, and music marketing. He is CEO of Alum Apparel, Chief Strategist for The Alchemy Group, and Founder of Behind and Beyond the Mic.
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Horner, who will be honored as the Media Icon at the Living Legends Foundation event on October 3, 2025, in Atlanta, interviewed Azim Rashid, the current president of the foundation. Azim expressed his excitement about Cynthia’s honor and mentioned his background in the music industry, starting at the age of 17.
Azim discussed the mission of Living Legends, an organization focused on service, scholarship, and preserving the legacy of Black executives in the entertainment industry. He explained their assistance programs, including financial support for those in need and scholarships for students pursuing careers behind the scenes in music and entertainment. Cynthia expressed interest in partnering with the organization to support college students, sharing her passion for literacy and education. Azim emphasized the importance of mentorship and the organization’s goal of providing resources to students and professionals in the industry.
Azim shared his journey from being a DJ and MC in Dallas to signing with Profile Records as part of the group Nemesis, which released the first rap record from Texas. After achieving success with the group, he pursued education, eventually working at Motown and holding vice president positions at Atlantic Records, Capitol Music Group, and Columbia Records before becoming Chief of Strategy and Marketing at his current company.
Azim and Cynthia discussed the evolution of music marketing, emphasizing that while digital platforms like social media have become prominent, traditional marketing fundamentals remain crucial. Azim highlighted the importance of implementing ideas, pricing strategies, and promotional efforts, noting that many artists underestimate the significance of radio and brick-and-mortar PR. He also stressed the need for intentional strategies when transitioning from digital streaming to radio, as it requires careful selection of stations and curators.
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