The Woman Who Brought Elevated Marketing to 'Urban' Artists

For nearly two decades, Anastasia Wright has been rewriting the rules of music marketing—not by climbing corporate ladders, but by building her own. As the founder and principal owner of Imperial Marketing Group, a cultural programming, creative, and marketing company centered around supporting underrepresented creative voices globally, she's created the kind of agency she wished existed when she started out: Black woman-owned, inclusive by design, and unapologetically excellent.

Starting Imperial Marketing Group while still a senior in college, Anastasia hustled her way from free projects at labels like Def Jam to working with A-list talent & companies from Janet Jackson, to Sony Music and Soho House & Co.. But her client roster isn't what makes her story remarkable—it's her refusal to compromise on her vision. She's built a company that brings the same elevated marketing approach to emerging artists of color that major labels reserve for mainstream acts, proving that representation isn't just good ethics; it's good business.

Known for her "unyielding tenacity" and being "highly allergic to BS," Anastasia walks the walk in an industry full of talkers. Her approach is refreshingly straightforward: do the work, know your stuff, let results speak for themselves. She's expanded beyond music into hospitality and lifestyle marketing, but her mission remains the same—creating authentic, fruitful, long-term relationships between artists, fans, industry, and brand partners.

In this conversation, Anastasia shares how she built credibility from scratch, why being a superstar doesn't mean you're not marginalized, her artist-first approach to marketing as relationship-building, and her advice for women entrepreneurs about respecting yourself first before commanding respect from others—because you can't command what you aren't to yourself.

Question 1: Building a Cultural Programming Powerhouse

You founded Imperial Marketing Group as a "Cultural Programming, Creative & Marketing company centered around supporting underrepresented creative voices globally." What inspired you to create a company specifically focused on elevating marginalized artists? 

When I started out, the workplace was pretty diverse. A lot of black, brown and women executives. However, women owners were nonexistent. I saw a greater need for better marketing around black & brown artists and women artists. It wasn’t intentional as much as it was wanting to show artists that looked like me and came from where I came from, that they can have the same professional rollout & marketing as Imagine Dragons or Ellie Goulding. I wanted to bring an elevated level of marketing to ‘urban’ artists and music. 

How did your early experiences with internships at major record labels and marketing firms shape your vision for a different kind of agency?

I started Imperial while a senior in college. I worked and shaped the vision for the company simultaneously. I had a business partner at the time and we were offering to hop on any project for free at labels we’d interned, like Def Jam, to build our reputation and portfolio. Two agencies really shaped my vision for Imperial; Cornerstone Agency & Team Epiphany. Cornerstone was my first job out of college; I was a field marketing rep. for the legendary F.A.R.M Team. My internship at Alloy Media & Marketing was my first taste of major brand campaigns & lifestyle marketing. I was a sponge. Soaked up everything from how contracts were constructed, pricing to how to talk to clients. I took everything in and then added my point of view. 

I envisioned running a Black woman-owned agency, hiring primarily talent of color, women and working across all genres and types of accounts. Now, that did not exist & largely, still does not.

Question 2: Working with A-List Talent and Emerging Artists

Your client roster includes incredible names like Janet Jackson, Mya, Busta Rhymes & Big Freedia, alongside emerging artists. How do you balance working with established superstars while staying true to your mission of supporting underrepresented voices? 

Being a superstar doesn’t mean you’re not marginalized. Major artists of color & women go through the same challenges on the inside of not being heard, properly marketed, receiving proper marketing budgets, being properly positioned for brand deals, etc. My job doesn’t change based on the level of the artist. Whether an emerging artist or A-list, I approach with the same level of wanting to understand who they are and how they want to be marketed. 

What's your approach to helping both established and emerging artists build authentic brand partnerships and meaningful cultural impact?

I always take an “artist first approach”no matter what level an artist is in their career. Authenticity starts with the artist. Who are they, what parts of their life do they feel comfortable sharing with the world, what are their passions, what’s behind the music, etc. Marketing is a fancy word for relationships. I’m here to help artists create authentic, fruitful, long-term relationships with fans, the industry and brand partners alike. And the foundations of any great relationship are clarity, communication, creativity and consistency.

Question 3: The "I.M.G. Way" of Business Leadership

You've been described as having an "unyielding tenacity" and being "highly allergic to BS" - walking the walk while others talk the talk. As a female founder in the male-dominated music and marketing industry, how do you maintain your authentic leadership style while scaling your business? 

Have I now? [Laughs] I stand firmly in being excellent and doing the work. I like to win. Period. I do feel you have that dog in you, or you don’t. Some of it is innate and a lot of it is practice. No one can question you, if you have done the work and you know what you’re talking about. Confidence comes from knowing, a surety. You know when you study, apply and get results. Beyond being a woman, I’m great at what I do and that’s been proven for nearly 20 years. I’m not beyond correction or criticism, but I certainly let my work speak for itself. You can’t BS the work. You either know your stuff or you don’t. You either make the money or you don’t! [Laughs]

What advice would you give to other women entrepreneurs about building credibility and commanding respect in competitive industries?

I don’t believe in us “having to be men.” I put that down long ago. There’s a beauty in being women and bringing femininity & civility into the workplace. We should pursue and prioritize our health, love, joy, and family goals too, as you see fit for your life. We should never lose sight of those things or feel we need to hide those aspects of who we are. However, I advise knowing the cost of what you want to achieve too and be realistic about your capacity to achieve it. Credibility comes from a reputation of continued integrity and results. Own that. Respect is internal. Do you respect yourself? We cannot command what we aren’t to ourselves. That will always backfire. We have to be brave, respect ourselves, honor our voices and have the audacity to be the woman you want to be.

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