Given that Beatport Chief Community Officer Sofia Ilyas has dedicated the last 15 years or so of her life supporting burgeoning artists, subgenres and underrepresented groups, it's somewhat surprising that she grew up in a household without music.
As a teen, a Sony Walkman with a radio and mixtapes featuring the likes of Radiohead were a lifeline to a world Ilyas' family didn't want her to participate in. She was even kept home during school field trips to the National Gallery museum in London, where she's since hosted her Piano Day music and art event, and will soon be curating a room for their 200th anniversary celebration.
Ilyas has had to sacrifice a lot — namely, a relationship with her strict Muslim family — to carve out a career in music, and hers is a story of patience and resilience. After leaving her home in Cardiff, Wales for London to pursue higher education (against her family's wishes), she found solace and connection in live music. She'd hang out around the sound booth and introduce herself and ask questions about how things worked. Slowly but surely, she befriended people that worked at labels and venues, and even artists — Four Tet grew to know her by name after she kept coming back to his shows.
After years of being a part of the London scene as a dedicated fan, at age 30, Ilyas became co-manager of indie record label Erased Tapes, where she helped popularize neoclassical music and one of its purveyors, experimental German pianist Nils Frahm. Alongside Frahm, Ilyas launched Piano Day, where a diverse range of artists help them celebrate the past, present and future of the instrument alongside contemporary dancers and painters.
Now, as the first Chief Community Officer at major dance music platform Beatport, Ilyas is building community within and across disparate global electronic communities. She aims to bring more women and people of color into the mix.
"We're living in a time where people are feeling incredibly lonely and disconnected from community," Ilyas tells GRAMMY.com. "I [want to] facilitate people to come in to hear from each other, especially women, in a room that feels safe to hold discussion."
GRAMMY.com recently caught up with Ilyas for an insightful, engaging conversation on her work to support women and people of color in electronic music, making piano cool, her hopes for a more equitable music industry, and much more.
This interview has been edited for clarity.
You recently hosted your Piano Day annual events in Melbourne and London — tell me your vision for Piano Day.
When we launched Piano Day in London with Nils [Frahm], it gave me an excuse to try my own events. I had the artists performing in different corners of the room and a painter in the middle, watching and being inspired. I've always looked at different arts and wondered why they can't also be present in the music world and why we can't support each other across various industries. I've had a contemporary dancer at almost every event I've done in London. Piano Day was my way of having my own event that I could own and really show off my curation. Even with the first event, people were saying the space was beautiful and the curation was so good. I felt really validated.
[For Piano Day,] I always ask artists what they can do that's a little bit different, beyond performing their album or recent EP. I had one artist who had never played piano before, and he made a few mistakes and everyone was applauding him like it's okay. It's really important to me that Piano Day offers something that maybe the audience will never see again and they feel they've experienced something very special. An even bigger extension of that is the lineup that I curate for the National Gallery; coupling a piano player with a dancer who had never met before, and multiple artists only ever played piano maybe three times. I love that the artists have felt safe to trust me and that it's the type of event where they can take a risk.
I'm always looking for acts that are open to trying something a bit different and to be challenged by the fact that it's solo piano predominantly. And to also be inspired by the space, the National Gallery is such a prestigious, iconic venue. It's quite an unusual event because you've got people who've come to see the artists and regular visitors who have just come to see the paintings and they happen to stumble across what's happening. What's even more special for me is the audience is full of children. [I've been wondering] how we can do more music events that kids can come to, because I saw how inspired they were.
You'll be returning to the National Gallery in May to help curate their 200th anniversary event. How are you thinking about everything it stands for while bringing it into the future with music and women and people of color?
I've always had an attachment to the Gallery because there were school trips to it and my parents would never let me go. So for them to email me, "Hey, we've been to a couple of your events, would you like to bring Piano Day to the National Gallery?" I was just overwhelmed and hugely complimented.
I went to each room, sat down and thought about the feelings [it brought up]. I ended up landing on the blue room, it's got a lot of English paintings in it. I liked the idea of English artists against old English paintings, sort of breaking that mold of stiffness and classical looks to be like, this is now the future of London coming into the gallery. We placed the piano right in front of this really famous huge horse painting to really make that statement.
I am very mindful of having a diverse and interesting lineup. I always have one artist that starts the event that is a nod to the traditional kind of way of playing [piano]. It usually evolves to some artists playing the neoclassical sounds and then it moves into more the dance element and vocalist and then it ends on "this is the future" type of thing. I always like having that momentum.
Let's talk about your new record label RISE. What's your vision is with it and who are the artists you're currently working with?
I started Rise last year for artists that want help to get to the next level and get the attention of the label they want. I wanted to do a label that was within my bandwidth because I have a full-time job. If there're artists that I can help get from point A to B, then they go on to C, that's a great thing. I have Frank Hopkins on the label, who's an electronic artist, and Kareem Kumar, who's a Black artist who is known for playing in the streets of London. [Kumar] has built an incredibly huge audience on socials that has been a real inspiration to so many youngsters during COVID. They played together for the first time at the National Gallery, where Frank added some really nice ambient sounds and Kareem played the piano.
Too often, labels are quite a stiff experience, they want to assign that artist forever. If there are any artists that want help on press releases, overall branding and PR, that's exactly what RISE is there for. We can help them release some records, sort their online profile and offer guidance to basically uplift the artist so they can get the attention of booking agents, a label etc.
I see the future of labels where they are this sort of incubator-type of model, where they help an artist and the artists can grow into their own team or go off into another label. I envisage more labels existing like mine, where they're helping the artists onto that next level.
What do you think needs to shift for the music industry to be more supportive — financially and otherwise — of artists, particularly young people of color?
One thing that could be great is the labels that are doing well commercially — I'm sure they do this to a certain extent — choose two artists every year for an incubator program and make it more visible. Right now, most labels' A&R is a very closed thing. I think [it would help] if the labels made a very clear way of sending them demos. I know it is difficult because these days, even [people at] labels are so overworked and they don't have time to think about things like this. Maybe a music organization or a body out there could pick this idea up and take it to some of the major labels.
On the live side, [we need] more community spaces where an artist can come by and play regularly to fans and bring their friends and family around. Most venues are so hard to get on the bill, [so there's a need for] smaller 100-capacity-or-so spaces that open the doors more to local artists. We rely on the same names over and over again, whether it's festivals or local clubs, etc.
With your work as Beatport's Chief Community Officer, what are you actively doing to bring in and celebrate more women and people of color in dance music?
I've always been aware of diversity and my color and who I am in the music industry. Especially when I was around all those white male composers who knew everything about production and I knew nothing, that was very daunting. Even things like drinking — I don't drink and the amount of times it feels uncomfortable to be in the music industry. Many people in South Asian communities, especially Pakistani, grew up in a non-drinking culture, and we should have awareness to make those people feel comfortable otherwise they're never going to join the music industry.
What's been incredible is that Robb [McDaniels, Beatport's CEO] and the team have been, "You own it, you do what you believe." In the first few months, I hired a DEI consultant named Vick Bain, who was an amazing mentor for me. I'm a real big believer in experts. I was able to really upskill myself very fast through having her around.
Putting aside diversity, we're living in a time where people are feeling incredibly lonely and disconnected from community. That's why I'm doing panel events with DJ sets with Beatport. I [want to] facilitate people to come in to hear from each other, especially women, in a room that feels safe to hold discussion.
First meeting of the year was at the National Gallery. Can’t wait to curate my piano event there this year 🥳 pic.twitter.com/RVNFNZWdTV
— Sofia Ilyas (@sofiailyas) January 5, 2024
How have you taken it upon yourself to bring more women and artists of color with you along the way, and do you make space and advocate for people?
It's always something that's on the top of my mind because being a South Asian woman in music is already quite difficult at moments. You look around wondering Is there any support for me? And with my journey of having walked away from my family, part of me is already exhausted from that experience and existing in the music industry in an environment that often feels very alien to me.
Just being a woman in a C-Suite position isn't not easy. I've never been in a role where the focus is to champion women and that's why I'm so grateful for Beatport.
Throughout my career, I've always given out a lot of free PR and guidance, and quite often that's been for women. I've always wanted to be available and I'm always happy to give my time. If anyone reads this, and they want to email me and ask me any questions, I'm always really happy to help.
What's some advice you have for young women of color that want to work in the music industry but don't know where to start?
What I love about the music industry is there are so many gaps, and so many observations you can make and sort of insert yourself in and create something quite special itself. Once you start getting to know your local community, [you can get] so much support from others. I made a lot of my friends by going to vinyl markets and going up to my favorite labels and saying hi. When I was trying to work in the music industry and sending a ton of emails, I got nothing in return. But as soon as I started being a bit more active in the live [music] side, I met so many people.
Don't think you need to do it alone. For so many years, I kept what I was experiencing to myself and I would always present this polished person on Instagram. Lately, I've started really opening up more about how I feel. When I turned 43 recently, I posted on Instagram about how I sometimes overwork to avoid [loneliness]. I was surprised by how many people, especially men, messaged me and said I feel that way too. I'm learning to be more vulnerable.
Don't be afraid to ask questions. You just have to get over ego and fear. I can't sugarcoat it; unfortunately, there are [some] people who are going to make you feel really stupid for asking. Lean on your friends and know you're on the right path. Know that we need more women and more diversity in the industry. Look at people that inspire you. When I used to look at Four Tet, I'd be like, Oh my God, an Indian man on stage, that's so cool. So, look for your inspiration points and be vulnerable with your friends, because it is going to be difficult sometimes. And you can definitely email me anytime. [Chuckles.]
What does a more equitable music industry look like to you?
Well, that's a big question. I think [it would involve] everyone being more conscious. Whether it's a booking agent or a label looking to sign someone, if everyone is thinking around diversity and consciously looking and making their spaces more open to women. I always think about open doors. How can everyone open their doors more while considering the space people are entering into. It's one thing opening your door but it's another thing if that person enters a space and doesn't feel safe.
For me, a place where everyone's consciously thinking about this, and it isn't just on the organization or a few artists or someone like me in my role to try and figure it out. I think if everyone was conscious of it, things would just happen more seamlessly.