Meet Alana Aquino: Championing Asian American Artists Behind the Scenes

When Alana Aquino first shared her dream of pursuing music with her parents, the response wasn't exactly celebratory. It was more like a gentle heads-up. They reminded her that the industry wasn't exactly overflowing with people who looked like her. "I think at the moment, I never truly understood the full extent of what they said,” Alana recalls. Yet, that initial hesitation didn't slow her down; if anything, it lit a fire under her. "I really wanted to prove that wrong," she says, emphasizing just how deep her passion for music truly runs.

That drive took her all the way to the USC Thornton School of Music. It also led her to the Asian American Collective, a community that became a total foundation for her. Being around fellow musicians really solidified her mission: she wanted to connect, stick with, and elevate other Asian creatives.

Fast forward to today: Alana is the Digital Manager at PULSE Records / PULSE Music Group. She's not just running campaigns; she's actively opening doors for the next wave of talent that reminds her of her own story.

Finding Her Voice Through Community

Growing up Filipino American in a mostly white environment wasn't always easy. So, when she arrived in California for college, joining the Filipino Club was a bit of a culture shock. It also brought up a new feeling: she admits she sometimes didn’t feel "Filipino enough." Working through that tension between belonging and identity shaped how she sees the music world.

What does representation mean to Alana? It’s simple: seeing people who look like her at every level, from the interns all the way up to the executives. She wants to be in a space where culture is genuinely celebrated, to be in “spaces that connect with the community,” she declared. 

From Oboe Scores to Digital Strategy

Alana’s career path was anything but straight! Believe it or not, it all started back in elementary school with her playing the classical oboe. Since they sometimes played movie and TV scores, that love of TV music actually pushed her to do some research. That's when she discovered the job of a music supervisor, and it sparked this huge curiosity about how the whole music industry connected.

Funny enough, getting into USC with that music supervision goal in mind made her realize that it wasn't what she actually wanted to do. But instead of giving up, that roadblock just sent her down different paths, exploring the industry through various internships. She shares, "I entered a bunch of sectors in the industry just to see how everything connected and how they talked to each other.” This adventure took her through major spots like Live Nation, Crowd Surf, and Sony Music, before she finally realized that her natural skills perfectly suited marketing.

How did she land at PULSE? It came down to one key connection she made at a UMG Employee Resource Group during an AAPI Heritage Month event. She's still amazed at how much that single meeting changed everything. "He was an Asian executive who remembered me and I think wanted to lift me up, too. I felt really grateful,” she explains. Alana adds that PULSE is where she’s seen the most professional growth, allowing her to forge important, strong connections with the artists she collaborates with.

The Power of Teamwork in a Digital World

Being a Digital Manager is a serious juggling act that demands heart and hustle. Alana's week includes meeting with artists multiple times, planning content calendars, keeping online profiles active, teasing new releases, and working closely with her team. With a small group managing 15 artists, it’s not short of intense.

What does a job like that actually demand? Alana says it boils down to three main things: organization, creativity, and seriously strong communication. You have to make sure “everybody needs to feel seen.” And, she quickly adds with a smile, you definitely need “having a good attitude.” 

She's not doing this alone, though. Alana emphasizes that her journey has been boosted by a powerful community. She credits fantastic mentors like Raymond Mai of UMG, who she calls a huge force in the AAPI community, for showing her firsthand that connecting with others truly multiplies your career opportunities. She also highlights her friend and mentor, Tenzin Tsepel, someone she's grown up with in the industry, sharing open talks and goals. But if she had to pick one person she aims to emulate in her career, it would be Marisa Pizarro. "She’s really for the community and she has a lot of mentees," Alana shares. "I’m really grateful to be one of them.”

Alana also knows that platforms like TikTok have completely changed the game. It’s "explosive and important," allowing anyone to go viral. She sees these applications where communities find each other and bask in their commonalities as something important. "That’s a huge touch point that we can further go and deepen down," she highlights, seeing it as a key area for growth. Looking ahead, she wants to stay in digital marketing, see PULSE become huge, and keep working with the Asian artists she believes in.

Alana's Best Advice

If Alana could tell young creatives one thing, it would be this: know your WHY. When things inevitably get tough, understanding why you want to share your art will be your anchor.

Her second piece of advice? Network! She emphasizes that many of her best experiences and opportunities came directly from building those relationships and having clear goals for herself.

Alana Aquino’s story is a powerful mix of passion, community, and sheer grit. She didn’t just overcome the initial doubts about her place in the industry; she turned them into a mission to ensure the next generation won't face the same barriers. 

More than a Digital Manager; she proves that behind the scenes there’s an essential force dedicated to making sure the Asian American voice in music isn't just heard, but is amplified and celebrated for years to come.

‍

For more exciting articles, keep in touch and stay connected by following us on our socials Facebook, Instagram, LinkedIn, and Tiktok and we’ll make sure you’re updated!