In honor of AAPI Month, Billboard speaks to various artists and executives on how the music industry can better serve their community.
From left: Annie Chen, Joyce Wrice, Sailorr and Monica Kran.
Illustration by Lyanne Natividad
As hip-hop and R&B continue to evolve into a melting pot of diverse nationalities and backgrounds, for AAPI Month, Billboard explores the impact of Asian Americans and Pacific Islanders.
With high-ranking executives like Mass Appeal’s Annie Chen and Amazon Music’s Frankie Yaptinchay serving as cornerstones for their respective companies while representing their AAPI community, this brings immense joy to their lives.
“It gives me an immense level of gratitude seeing more and more members of the AAPI community rising into prominent positions and making an impact across the industry,” Yaptinchay says. “Having the opportunity to represent our community is a tremendous honor that I don’t take for granted. In 2025, I’m inspired to see the next generation of AAPI leaders breaking barriers to carve new lanes for the AAPI artist and creator communities. I’m excited about new avenues for collaboration and global growth across the industry. It’s inspiring, and we’re only getting started. We’re all trying to make our parents proud!”
AAPI artists are also carving out their lanes with their indelible talents and charisma. Earlier this month, Sailorr released her debut project, From Florida’s Finest, after the success of her breakout single “Pookie’s Requiem.” Beyond her raw lyrics and radiant charisma, the Vietnamese-American singer honors her roots through symbolic expression — like her black-dyed teeth.
“Way back when, a lot of Southeast Asian women would dye their teeth black using various things, it depends on where you come from. My grandma had black teeth,” she told Billboard in February. “The very formative years of my life, when my parents were working, I was being watched by my grandma. She was my first look at what femininity is. It was an homage to her, but also, growing up in Florida, everybody has grillz. It’s a perfect intersection of where I come from and then where I come from.”
See what other executives and artists said below.
-
Monica Krat
Talent Partnerships at Snapchat
What does it mean to be an executive in 2025 as a member of the AAPI community?
It means a lot: I think about the younger version of myself — who didn’t often see people who looked like me in positions of influence — and I feel proud to be part of a team where I can help people change that. In the first quarter of 2025, Snapchat reached 460 million people every day, and it’s important that our community sees themselves reflected not just in the content, but in the people supporting them behind the scenes. Being part of those high-level conversations with a perspective shaped by my identity and lived experience is something I take seriously. At the end of the day, I’m a storyteller — and I’m fortunate to get to champion and amplify the voices of other storytellers, especially those who haven’t always had a seat at the table.
How can the music industry better serve the AAPI community?
I’m a first-generation Khmer American, and like many AAPI artists, I carry the weight of my family’s journey. Our parents and grandparents made unimaginable sacrifices so we could have the freedom to create and dream bigger than they ever could. Simply existing — and creating — in these spaces is a testament to their resilience. When the music industry uplifts AAPI artists, it’s not just about the music. It’s about honoring the layered histories, cultures, and communities that shaped us. Our stories are rooted in migration, sacrifice, joy and survival. There’s so much depth and richness in those narratives, and they deserve to be seen, heard, and celebrated–not just during AAPI Heritage Month, but always.
-
Annie Chen
VP of Marketing at Mass Appeal
What does it mean to be an executive in 2025 as a member of the AAPI community?
For me, being an AAPI executive in 2025 means showing up with intention. It’s about using the seat I’ve earned to not only contribute strategically, but also to represent and create space for others in our community. It also means challenging outdated narratives. We’re not here to fit a mold, we bring perspective, innovation and global awareness that the industry needs now more than ever.
There’s a real opportunity for the industry to continue to grow and acknowledge the diversity within the AAPI culture. Also it’s not about the visibility during one month, it’s about long term commitment and investment, that means building ongoing collaborations with AAPI talent, creatives, behind the scenes teams and executives.
How can the music industry better serve the AAPI community?
It’s about expanding the AAPI stories as there are so many different layers to the culture.
-
Frankie Yaptinchay
Music Industry & Culture / Amazon Music
What does it mean to be an executive in 2025 as a member of the AAPI community?
It gives me joy. It gives me an immense level of gratitude seeing more and more members of the AAPI community rising into prominent positions and making an impact across the industry. Having the opportunity to represent for our community is a tremendous honor that I don’t take for granted. In 2025 I’m inspired to see the next generation of AAPI leaders breaking barriers to carve new lanes for the AAPI artist and creator communities. I’m excited about new avenues for collaboration and global growth across the industry. It’s inspiring and we’re only getting started.
How can the Music Industry better serve the AAPI community?
The industry is changing and becoming more and more global than ever before. In my opinion the industry has been more inclusive and supportive in embracing collaboration, change, and new ideas. I’d love the industry to continue to look beyond traditional norms and invest in underserved genres, creators and communities earlier. I look to the industry to think bigger. Let’s continue to build bridges across borders, languages and cultures to bring visibility to AAPI artists across the globe. There is a world of immense talent that needs this platform this industry can provide. This will forge growth for development, representation and economic opportunities for AAPI professionals, artists, and creators across industries around the world.
-
Zeena Koda
Vice President, Co-Founder Asian American Collective (AAC) + Marketing @ Universal Music Enterprises
What does it mean to be an executive in 2025 as a member of the AAPI community?
It means being true to my word. I take the responsibility of this so seriously — if you ask my husband, probably too seriously! It’s being able to represent and reflect a perspective needed in rooms we haven’t traditionally been in. It’s putting on the next generation of creatives + taking the time to mentor and sponsor them. It’s dedicating the time to be the best I can be at my career but also to move the community forward, in both small and monumental ways.
How can the music industry better serve the AAPI community?
By inclusion. Bring us into your conversations. Value our opinions. Don’t blindly misappropriate our culture, bring us in to do it right. Recognize our talents as multifaceted and allow us to make an impact and have a voice in spaces other than just K-pop. We’re already out there in every genre, you don’t have to look far.
-
Austin Thach
CEO/Founder The Forefront Group
What does it mean to be an executive in 2025 as a member of the AAPI community?
It means leading with pride, purpose and the responsibility to create space for others. As an AAPI executive, I’m not just representing my culture; I’m pushing for visibility, equity, and ownership in rooms where we’ve historically been overlooked.
How can the music industry better serve the AAPI community?
By investing in AAPI talent at every level; not just artists, but also executives, creatives and decision-makers. We create meaningful representation. It’s about building lasting infrastructure that uplifts our voices year-round, not just during cultural moments.
-
Sunkis
Artist
What does it mean to be creative in 2025 as a member of the AAPI community?
To be an American-born Chinese artist in 2025 means expressing my identity through creativity — using art to tell my story and reflect a community often at risk of erasure. It’s also about giving voice to the stories that have been silenced throughout history. My creative outlet is how I navigate and communicate the complexities of my third-culture identity and the ongoing search for balance within it.
How can the music industry better serve the AAPI community?
Elevate AAPI voices in A&R, production, marketing and label leadership to ensure decisions reflect our communities from within. Support diverse genres and narratives — not just what’s trend-driven or easily marketable. The Asian American diaspora is incredibly diverse, and many stories, especially from underrepresented groups within our communities, remain untold. Media and mainstream platforms have the power to bring those voices forward.
-
Yung Kai
Artist
What does it mean to be creative in 2025 as a member of the AAPI community?
It means the world to be an influence to my fellow artist. I remember when I was younger, looking up to artists such as Keshi, Rich Brian and The Higher Brothers, now I get messages and comments from people saying they look up to me. It feels surreal, but I am very thankful.
How can the music industry better serve the AAPI community?
The amount of Asian representation in the music is growing very fast and it truly makes me very happy. I believe that continuously supporting Asian artists while also normalizing their artistry in the mainstream market is how the music industry can better serve the community.
-
Daju
Artist
What does it mean to be a creative in 2025 as a member of the AAPI community?
It means everything to be a creative in the AAPI community. It’s something to be proud of especially within the past couple years, spaces with a platform have been allowing us to voice and amplify our stories. As a Black/Filipino artist growing up in Hawaii, I feel more represented and seen.
How can the music industry better serve the AAPI community?
Continue to support and create programs for up and coming artists in AAPI spaces while growing existing ones. Exploring more outreach in underdeveloped areas with AAPI presence.
-
P-Lo
Artist
What does it mean to be creative in 2025 as a member of the AAPI community?
Being a creative in the AAPi community means everything, being able to represent and pave the way for the next generation is what keeps me inspired.
How can the music industry better serve the AAPI community?
Just continue to pave the way and usher in the next generation. Also helping the next generation navigate the music industry.
-
Sailorr
Artist
What does it mean to be creative in 2025 as a member of the AAPI community?
Being a creative in 2025 as a member of the AAPI community is pretty cool because growing up I feel like I didn’t get to see a lot of representation in a lot of TV, media or music. Now that I get to basically set the precedent for how I express myself, it’s pretty cool to see. So I’m glad that people have given me a space and a platform to be able to express myself authentically.
How can the music industry better serve the AAPI community?
I feel like the music industry serves the AAPI community in a really cool way by giving us that lane to just show up.
-
Joyce Wrice
Artist
What does it mean to be creative in 2025 as a member of the AAPI community?
Being a creative in 2025 as part of the AAPI community means owning your story and your voice more than ever and challenging the narratives that have boxed us in.
How can the music industry better serve the AAPI community?
The music industry can better serve the AAPI community by creating more of a culture of genuine inclusion. I’d love to see the industry move beyond tokenism and provide more platforms all year around. I believe it’s also crucial for more AAPI voices to be hired behind the scenes. Representation isn’t only about who’s on stage but also who’s in the room when decisions are being made.
Get weekly rundowns straight to your inbox
Sign Up
