Making the guest list with Azim Majid
This article was originally published in June 2024 in Curated edition 2.
Have you ever seen a Getty image of your favourite celeb at a red-carpet premiere or a big beauty launch (or literally any high-profile event) and wondered how they got there? Who does an event manager, PR executive or resident Andy Sachs call when they want to spread the word about their next hot ticket? The answer: Azim Majid.
A self-described “proper Londoner” (Hackney born and raised), Majid has as much star power and presence as any member of his enviable entourage. On his Instagram (@azmajid) you’ll find a slew of ‘fits and FOMO to rival the world’s most-followed A-listers. Vanity Fair BAFTA party? Check. Glastonbury? Check. His own massive Halloween bash (Hallowzeem)? You bet.
Offline, he’s working at lightning speed to connect the right people with the right opportunities as co-director of Loop VIP. But “celebrity booker” isn’t a title that most people come across on an average day. If like me you’re feeling curious about what he does, how he got here and how he decides who gets to slay the red carpet (and who stays home)—you’re in luck.
Majid strolls into art’otel London Battersea Power Station one Tuesday afternoon in a plaid Vivienne Westwood suit, enormous suitcase in tow (you bet he’s styled himself for our meet up). He was given no brief other than “to be himself” so of course I’m dying to see what looks he’s about to pull. After setting up our headquarters for the day in Creative Room 4, we start pouring through the accessories. Everyone in the room agrees “more is more” and after a quick zhuzh we head to TOZI for food, drinks and mischief.
art’otel: Azim it’s nice to finally meet you! I’m so excited to learn more about you and your career so far. Let’s start at the beginning. What was your first job?
AM: My first job was a three-month unpaid internship at a production company that ran the music show Pop World. I did a bit of everything: writing questions for artists, interviewing, boom operating, running contests, speaking to labels, scheduling…it was loads. I was basically doing a production’s worth of work—so much that they essentially had to give me a job as a runner after that initial internship. And that’s how it started!
art’otel: Do you have a favourite project you got to work on from that first gig?
AM: I ended up doing Popworld for three years and it was pretty amazing overall. Looking back now it was the golden era of music TV. There was music everywhere—and we were like the naughty youngest child of music TV shows. The stuff we were getting up to was real mischief. So much mischief! We were being flown around the world to interview artists you’ve never heard of, but because they were flying you to LA and putting you up in a five-star hotel you’d say “yup, let’s do it.”
art’otel: Did you meet anyone who is massive now before they made it big?
AM: A lot of people we talked to were considered “nobody” at the time and then blew up later. Adele. Amy Winehouse. Kasabian. Scissor Sisters. We met tons of artists at their early stages or on their first single. Even Busted and Mis-Teeq were at their first single when we collaborated with them. One of my first interviews was Kanye West – he hadn’t even done many interviews at the time and he barely spoke! It was at Damon Dash’s house and Damon answered all the questions.
art’otel: OK that is insanely cool. Is there anyone you haven’t worked with that’s high up on your list?
AM: I’ve met or worked with most people I’ve wanted to work with in some capacity: Beyonce. Jay-Z. JLO. Britney. I get excited by niche people now!
art’otel: This sounds like a bit of a dream, but I imagine it has its challenges, too.
AM: When you start in TV the pay is terrible. It’s a bit of a disaster working for free and living in London. It took me years to pay off my debt! But I didn’t know anybody or know any better which is why I was doing it for free. Because, at the time, everybody working in the industry knew someone who brought them in and sent them down the right path. I felt like there were amazing people out there who weren’t given opportunities. Eventually I started putting people I know into the company and giving people a shot who wouldn’t otherwise have had one. Those people are now line producers or running companies and killing it. I’m so proud to have been a small part of that.
art’otel: Ah, so you’ve always been someone who connected people! Is that how you ended up transitioning from TV producer to booker?
AM: Yeah, it happened naturally. Wherever I went I worked hard and ended up being brought into different areas of production to solve problems or get something done—even when I wasn’t working! I was on holiday in Thailand when one of the producers from my first show rang me up to pitch a position on his upcoming project. It was A Bear’s Tail with Leigh Francis as Keith Lemon (Bo’ Selecta!). And everything moved forward from there.
After that one I started working with a rising TV personality and expanding into other formats—Vodafone Summer Series at Somerset House, music awards, and loads of different programmes until I ended up at MTV. Because so many of those shows were televised live, I started working with a lot more PR companies. As they got to know me, they’d start asking me for things like “can you get so-and-so to design a Coca-Cola bottle for us?” and I thought…this is something I should monetise.
art’otel: Absolutely! So, what does that look like day-to-day now that you’re doing it full time?
AM: I still work on TV shows, events and awards shows, but also campaigns, branding deals – even random corporate gigs when they need talent. It’s all about attaching the right VIPs to the right projects. I look at target demographics, titles, and other factors to make recommendations to companies. But it’s not all glam. I’m doing a 12-page contract today. There’s also a lot of ego to deal with which has its difficulties.
art’otel: Any hot tips for dealing with big personalities?
AM: Have a bigger one. [He laughs] Or long pauses before you answer if it’s something serious that needs doing.
art’otel: What about general advice for newcomers to the industry?
AM: Do your research! If you want to go into TV, look at productions. What are your favourite TV shows? Who is the producer? Contact them! Slide into their DMs. Just keep going if it’s your passion – just do it. And one thing I would say looking back now is: don’t take shit. Know your rights!
art’otel: How about for people on the other side of the camera looking for stardom. Is there anything the most successful rising stars you’ve worked with had in common that people should consider?
AM: They’ve all been nice! That helps. If you’re starting out and aren’t nice, people won’t work with you again. This “holier than thou” persona people think celebrities have just doesn’t work. Remember people’s names, too. The makeup artists, the gaffers—they all talk and they’re talking about you, so try and make a good impression.
art’otel: Speaking of impressions, you present yourself with a very strong sense of personal style. Where does that come from?
AM: I’ve always been creative. Even with my school uniform, I’d put a crazy t-shirt underneath or wear a denim shirt instead of a plain one to make it more fun. I pick what I like without any particular influence or reference era. I throw it together and it always seems to work!
art’otel: Do you have a favourite look you’ve put together?
AM: I used to be a big fan of my Coachella looks back in the day. My Hallowzim or Ibiza looks, too. I always have to have something fun going on.
art’otel: What’s fun for you?
AM: Glastonbury. Wimbledon. The Brit Awards. The BAFTA Vanity Fair party is always a good one—we did one of them here at art’otel London Battersea Power Station and it was so fun.
art’otel: Our magazine is called “Curated” so I have to ask—if you were curating a list of London favourites, what would be on it?
AM: The Box is hands down my favourite club in London. Lío for entertainment (dinner and a show). And of course I’m looking forward to art’otel London Hoxton. I can’t wait to see what kind of events you guys will put on in that space.
When we part ways, I ask him what lavish appointment he’s off to next.
“A first date!” he replies. I hope I get the story the next time we meet.
