This week, Emirates Man speaks to Ethara’s Artist Director, Jason Johnson.
Welcome to the Emirates Man weekly series ‘How I got my job as…’ where we speak to some incredible entrepreneurs and businessmen both based in the UAE and globally to find out about their career paths that led them to where they are now; what their daily routines look like; the advice they’d give to those starting out; and the hurdles they’ve had to overcome.
As the Artist and Content Director in Abu Dhabi, Jason orchestrates unforgettable live entertainment experiences by curating diverse lineups of international and local artists. With over 15 years of experience in the industry, Jason brings a wealth of expertise to his role, ensuring the seamless execution of each event through meticulously navigating contract negotiations and promoting teamwork across departments.
Jason has built a diverse portfolio during his seven years at Ethara, spotlighting acts from Dua Lipa to Eminem, The Weeknd, Foo Fighters, and Guns N’ Roses, alongside stars like Pink, Post Malone, Andrea Bocelli, and comedians Dave Chappelle and Russell Peters. Jason also plays a crucial role in the Yasalam F1 After-Race concerts, blending top international artists with up-and-coming talents to create a vibrant atmosphere at the events.
An influential player in the industry, Jason extends his influence beyond concerts to foster the local music scene, evidenced by the Regional Artist Spotlight programme. This initiative has elevated the profiles of over 25 local and regional acts through strategic partnerships.
Emirates Man spoke to Jason to see how it all began. Here, Jason shares his career journey and insider insights that comes with the job of putting together a show like no other.
What was your favourite subject at school?
I enjoyed a few of them but Entrepreneurial Studies stands out the most to me. There was a programme back home in Canada for entrepreneurial studies in high school and I opted for it, not thinking much, and it left a much bigger impact on my life because of the lessons I’ve learned from it. It taught me a lot of skills that I find myself using to this day in my role that constantly has me negotiating with artist management, resolving issues, and strategically allocating our resources at Ethara.
What was your first job?
I worked as a cashier at a fast-food chain in Toronto. I believe it gave me a good understanding of working with a large number of people. One of the main aspects of my job was conversing with people, and working in the service industry definitely helped me build a strong foundation for dealing with different personalities. Since then, I’ve worked in the live entertainment industry for over 15 years, from owning an entertainment agency to now being the Artist Director at Ethara – it’s been a long journey to get where I am.
What eventually brought you to Abu Dhabi?
I initially came here to visit a friend who had just relocated to the country. So when I came, checked it out, and thought, “I’m gonna live here.” And that was it. It was an immediate decision, but it took me six years to make it happen. During those six years, I would come back every year. The growth was exponential in the city and you could feel the energy throughout. And it felt like no idea was too big.
What inspired you to enter the entertainment space?
I believe I was always in the entertainment space. I think it comes from my Jamaican culture. Our culture is all about bringing families together on the weekends and organising parties and events. So it felt like a natural extension of things that I did with my family to my friends and then expanded it to everyone else.
What are the key elements of your role as Artist Director at Ethara?
The exciting part about my job at Ethara is that I wear many hats. It’s always interesting and challenging. Sometimes I act as a lawyer finalising contracts and then strategising with the marketing team; no two days are ever the same and that’s what I love.
In a nutshell, my main focus areas are artist procurement, IP development, and event programming. I can go from negotiating commercial points and also working with a team to delivering the events. Research and development is a big part of what we do. Trends have shifted, especially around F1 and subsequently with the Yasalam After-Race Concerts. The audience has gotten younger and more diverse We look at diversifying the lineup over the week. We try to adapt by looking at the trends, making sure that we are ahead of it. Our team works year-round to ensure we deliver the best event we can to support one of the biggest sporting events in the Middle East.
Abu Dhabi Grand Prix 2023
Talk us through your daily routine.
I usually wake up around 7:00 AM every day and start my day with a matcha. I play some piano right after since I’m currently learning it. It helps me clear my mind and sets me up to start on the right note.
I’ll start by checking my emails and liaising with artist agencies to plan any potential performances in the UAE. I’ll move on to researching artist touring data if we’re currently actively in a cycle of procuring artists and announcing artists. Then it’s my responsibility to coordinate with all of our other departments to ensure that whatever is contractually agreed upon is acceptable for everyone involved. After that, I facilitate the approvals for the announcement and serve as a point of contact to verify everything adheres to our contractual terms.
In the background, a lot is happening, and we simultaneously plan for the coming years and look at what commercial shows might make sense for this year and years to come. Thankfully, we have such a great team that is well-oiled that has done this year after year. And I don’t think any of us individually could say it’s because of us. It really is a hive mind and a collective movement, especially when we are in sync leading up to an event.
What advice do you have for anyone looking to follow in the same footsteps?
What I always tell people is that the fastest and easiest way to achieve success is to be consistent. It’s the only way to do or become anything you want. If you get up tomorrow, and you’re like, “I’m going to take 1 step towards this thing”, you might miss a day. But what is important, is that the next day, you come back. You need to be determined to take another step that eventually compounds over time. These small steps move you yards. You may not see your progress right now, but the only thing that actually genuinely works is to be consistent. And the sooner you become more consistent, the easier it is for everything else to happen and fall into place.
What is the best piece of advice you ever received?
One of the best pieces of advice I’ve actually ever gotten was, “If you think the price of winning is too high, wait until you get the bill for regret.” And it speaks volumes to me because if you take a shot at what you want, you will always be content that you tried even if it didn’t work out. But to think, “What could have happened if I tried?” is a mindset you should try to stray away from. And I apply this advice daily in my professional and personal life.
Tell us what guests can expect at the upcoming Yasalam After-Race Concerts?
This year we have an incredible lineup of artists delivering an unparalleled 4 nights of entertainment at Etihad Park, headlining the Yasalam After-Race Concerts. Featuring world-class artists, the Abu Dhabi Grand Prix’s 16th edition will feature multi-platinum artist Teddy Swims and electronic music royalty Peggy Gou on the first night of the event. Friday and Saturday will feature Grammy award-winning artists and American icons Maroon 5 and Eminem, respectively. Wrapping up a four-day thriller is British rock legends Muse, closing the region’s biggest sporting and entertainment event on a high. You don’t want to miss these performances.
Teddy Swims and Peggy Gou
What has been the biggest challenge in your role at Ethara?
When it comes to the Yasalam After-Race Concerts, we have to constantly think outside the box. We had to look at what made the most sense for the lineup. In recent years, we have definitely wanted to have an even balance of star power across the four days of the Abu Dhabi Grand Prix, which is something that we have been mindful of this year.
But that decision alone involves 10,000 things that you have to consider. There are things like budgets, artist availability, artist calibre, touring dates, and all these elements that we look at solely for artist selection. It requires a lot of effort, and it took a lot to finalise the lineup this year. We are incredibly excited for our audience to finally see Muse, Maroon 5, Eminem, and our latest additions—Teddy Swims and Peggy Gou perform at Etihad Park.
What are your goals for the future?
My hope for Ethara is that we continue being what we currently are: the premier, one-stop destination for entertainment. Whether it’s small or large-scale productions of any kind, I want us to become a key player in the regional market, able to rival international businesses. I hope the team keeps refining and creating experiences that turn into core memories for people—moments they carry with them for life.
– For more on how to look smart and live smarter, follow Emirates Man on Facebook and Instagram
Images: Supplied
