LOS ANGELES, CA — Former music executive veteran Shanti Das spoke on her days at LaFace Records, helping to develop Outkast, Organized Noize, Goodie Mob, TLC, and Usher to name a few along with her new podcast dealing mental health.
Das helped pave a way for women at the label that began in the early 1990’s, as a graduate of Syracuse University she learned under the advisement of LaFace Records owner Antonio “L.A.” Reid. While working at the prestigious label, she was responsible for the promotion and marketing strategies of groups such as Outkast, Goodie Mob, Organized Noize, and TLC.
“It was an absolute honor to be apart of the LaFace [Records] movement back in the day,” Das said. “It was difficult at times being a female, but I was a disruptor (and) I was intentional… I was all about building culture and breaking these artists. To be comfortable in my own skin as a woman working in in hip-hop, so it’s been a great run for me and an honor to work with Outkast, Usher, Goodie Mob, TLC, and all those folks.”
Das was intrigued to work with Organized Noize, Outkast and Goodie Mob because of the aroma of the music that they were contributing to the art form. She rolle dup her sleeves and understood the assignment to ensure these groups would be household names not just in the city of Atlanta, but you know worldwide.
“It was the music. When I first heard ‘Players Ball’, I knew it was something special about them because it was East Coast rap music, it was West Coast rap music, but the South didn’t really have their own vibe yet. It was also their work ethic and they really wanted to win so hard. They [Outkast] always showed everybody else love, but we finally got our third coast…the South coast. That night in 1995 I was there with Big Boi and Dre when Dre uttered the famous words (at the stage)”.
Das also saw the elevation of Usher and she knew based upon his work ethic and determination, knew he would be a megastar out of the stratosphere in his career.
“Shanti Das congratulations on 25 years of service to music to people, to people’s personal dreams. We would not be here if it wasn’t for the support and everybody needs it. And service is important probably the most import of it all.
“Shanti Das you have shown and proved for so long, supporting everyone so right now we are supporting you by saying thank you! Beyond music at this point I see you out there supporting people’s personal health issue that is so important,” Andre3000 said.
She recently began a podcast that deals with the ebbs and flows of mental and physical health where she will be speaking with various hip hop artist about the subject. With an emphasis on communities of color and many from the Black community, Das wants to highlight conversations that will ultimately help bring solutions and attention to issues that permeate throughout our communities.
“I’m going to be talk to hip hop artist and dedicating to Hip-Hop 50, so I’m truly excited about that. And truly heal this culture so we can be around another 50 years.”
Beyond being a music executive and blazing a trail beyond herself and other women and others in hip hop and business, the humanitarian work she has done and continues to be an example on how be selfless and lead with your heart while executing with greatness on all levels.
