The music blaring. The lights illuminating. The energy overwhelming. To this day, no one can resist the infectious earworm of Scary Spice and Ginger Spice trading off lines in the first verse of ‘Wannabe.’
It’s that feeling of total abandonment and self-empowerment that inspired so many girls around the world to enter the music industry during the late 90s and early 2000s.
One of those inspired women was Targa Sahyoun, VP of Music Video Content and Production with Capitol Music Group. Like so many others at the time, Targa attended a performing arts school with the intention of being a pop star.
But for her, that’s where the story changes. Sahyoun realized that global-fame as a pop star would be a path that wasn’t worth the obstacles, so she shifted her eye to other parts of the industry.
While in high school, Sahyoun began interning for BMG Music and working on showcases for artists that were just beginning their careers (including some who became global superstars in the years to come, like P!nk and Alicia Keys).
“I was privileged enough to hear these talented musicians play for the first time in tiny rooms filled with international executives from around the world. It was incredibly inspiring to be there.” Sahyoun said. “This world was so much more than I expected and further fueled my determination to break into this business.”
The industry was heavily dominated by men at the time; however, Sahyoun remembers being surprised by how respectful and considerate the men in power treated her.
“Even though I was just a teenager they treated me with such respect and took the time to get to know me and support my career ambitions,” Sahyoun said.
From there, Sahyoun picked up and began traveling in New York City, realizing she was destined to move there and carefully crafting every decision thereafter to bring her closer to the city. While studying at a film school in Toronto, she learned about the role of music video commissioner.
“Bingo! I found my path! The perfect fusion of my love for film and music,” Sahyoun said. “In short, the next few Summers were spent interning for Sony Music in New York between studies which in turn secured me a job in the New York office as soon as I graduated.”
From there, Sahyoun worked and built her career to the VP position that she now holds with Capitol Music Group in Los Angeles.
Her day-to-day is hectic but thrilling. Depending on the project she’s working on, her responsibilities include executive meetings at Capitol to discuss upcoming releases, marketing, strategy, and budgets. To meeting with artists and directors to review every aspect of making a music video from casting, art, choreography, styling, and locations. She is responsible for overseeing every aspect of pre-production through to post and delivery.
Beyond these duties, Sahyoun prides herself on the relationships she’s been able to forge with her artists over the years.
“I pride myself as a creative collaborator and artist confidante. So much trust and patience go into developing these relationships and a great deal of emotional intelligence is necessary in order to really connect with an artist to learn to understand their vision and help bring this to life,” Sahyoun said. “I don’t take my relationships for granted, and I am proud to be able to work with every one of my artists whether it’s a superstar like Katy Perry or a brand new signing that is putting out their first record.”
In terms of women entering the industry, Sahyoun believes this is the perfect moment and encourages them to feel confident.
“Women are being celebrated and our voice is louder than ever. There are incredible opportunities for females especially and being young is no longer seen as inexperienced but rather an asset in this business,” Sahyoun said. “We need fresh ideas and insight from the next generation that can help continue to steer our industry in the right direction, so we remain relevant in an ever-changing digital landscape.”
Speaking specifically about Capitol Music Group, Sahyoun credits the company with creating an environment that encourages all women and removing glass ceilings that other industries still have in place.
“I am fortunate enough to work for a company that celebrates and values their female executives and artists,” Sahyoun said. “We have an incredibly diverse company and I feel so blessed to be surrounded by strong female executives and artists every day.”
Behind the Beats - Women in Music 