Despite being the music partnership manager at arguably the world’s biggest social media platform, Instagram Fadia Kader keeps a surprisingly low profile. Instead, preferring to throw herself into her career which she says was “a long time in the making”—it’s safe to say Kader is a quiet achiever with her eye on the prize, always.
Her superpower is finding the next big thing in music (she was behind Drake’s first sold-out concert in Atlanta which got him signed in 2009), she redefined music on Instagram by positioning the medium as one of the most popular videos on Instagram’s IGTV platform, and she worked with Beyoncé’s team on content (her first video has netted over 12 million views). No wonder she made Billboard’s 40 under 40 list as the young executives shaking up the music business.
But music isn’t her only passion. Kader keeps herself busy with several projects and side hustles including her motivational platform, Protect Your Magic and the recent Share Black Stories campaign for Instagram. Read on to hear more about her non-linear career path, how she hustled her way to the top with grit and determination, and her advice for people who want her job.
CREATE & CULTIVATE: You were recently honored on Billboard's 40 under 40 list, congratulations! How does it feel to receive this honor? What do you credit your success to?
FADIA KADER: It’s humbling and empowering. I prefer to stay behind the scenes, so it’s humbling to be recognized for what I assume no one knows I am working on. I credit a ton of my success to keeping my eye on the prize—not getting distracted by the glitz, glam and clout of our industry and staying consistent with doing good work. Always being flexible and embracing change. The worst thing you can do in any industry is to be complacent in your skillset and not willing to learn.
You are the music partnership manager at Instagram. How did this opportunity come about? What does your role entail? And what advice do you have for people reading this who want your job?
It was a long time in the making. It started with me being an early adopter to social platforms and I heard about a new photo-sharing app called Instagram. I joined the platform in Dec 2009 and nothing was the same. In my past endeavors, I always made sure to include IG as part of the campaign or marketing plans. I knew the power of the platform before I became an employee. My entrepreneurial experience in fashion and music mixed with my time at Complex Media, Def Jam and Twitter all prepared me for my time at IG. I took a bit from each chapter of my career and landed in my dream role that allows me to apply my superpowers. My advice for anyone wanting my specific role is to build deep relationships in the industry. To work out your trend forecasting skills and have a deep passion for a product that can impact culture and the world.
The music space is incredibly competitive. What are some of the biggest hurdles or challenges you've faced in your career? Why? How did you turn them into opportunities?
I did things a bit backward honestly. I worked for myself with my own business for many years. So all the learning/curves I had, I experienced on my own terms. It cost me money and time but it gave me the opportunity to learn quickly and move on. I had no choice but to learn the lessons in real-time and apply solutions quickly. The other massive challenge I faced was being too ahead of the curve at that time. I needed to learn how to maintain my long term vision but communicate it in a way that would bring stakeholders along in the present. Being a great storyteller with intention turned those moments into opportunities.
“The worst thing you can do in any industry is become complacent in your skillset and not be willing to learn.”
You have worked with all the big names in music, what makes a musician stand out from the rest? How do you create a unique voice and character that can be seen and heard above the noise? What advice do you have for upcoming talent who want to be featured on Instagram or get your attention?
It's the perfect storm of talent, stage presence, personality, team, esthetic and overall attitude. You have to be open to real feedback and still manage to be 100% to your art—that happens when you have a team around you that is truly invested in not only in your success but the road to success—the bumps and valleys, and keeping it 100% real at all times, knowing it’s ultimately to benefit you. The advice I would give emerging artists is to know the difference between music, music industry and the music business. Learn the business side just as much as your craft.
When you hit a bump or hurdle in your career, how do you #FindNewRoads + switch gears to find success?
For me, it's all about passion and staying inspired. A couple of years ago I was losing interest in my current trajectory and pouring myself into cooking, food photography and food styling as a hobby. When I started feeling uninspired, I tapped into my new passion and decided to take it seriously. I enrolled in culinary school on the weekends while working a full-time role and learned major life lessons that I applied personally and professionally. It gave me a new lease on my career and allowed me to approach it in a different way. So now I can officially add Chef to my title as well—Chef Kader.
You are the founder of the lifestyle brand Protect Your Magic. How did this side project come about? Can you talk us through it? How do you manage a side hustle on top of your schedule?
It came from solo trips to Mexico City and India. I felt drained at the time—a toxic relationship, overworked, not enough self-love/care. So taking the solo trips was my way to remind myself that there is magic out there and not to get so wrapped up in the nine to five grind and staying in things that didn’t serve me. During this mini-sabbatical, I reminded myself that I was magic and I deserved to protect my magic. One thing led to another and next thing you know I started leaving that message everywhere I could in the city. Post Its, sidewalks, trains, walls. It made its way to IG and I found that there was a community who also embraced the saying and appreciated the reminder.
Three little words turned into pins, shirts, and jewelry—lovely everyday reminders. I was able to manage it because I knew what the effect those three words had on my life and I wanted to make sure that others felt the way I did. When you are passionate about something, you make the time and it doesn't feel like work.
You've achieved phenomenal success, but that didn't come without hard work and determination. What are some of the biggest lessons you’ve learned along the way and what have they taught you? What traits do you need to succeed today?
I constantly remind myself that I can have everything I want in this life but it may not happen all at the same time—and that is perfectly fine. It forced me off the hamster wheel and gave me the opportunity to actually enjoy my wins in real-time, in the present—not living in the future and consuming my day-to-day with anxiety about what is not happening.
The filtered world of social media often hides a lot of the hard work and hustle behind-the-scenes—What is the reality of being in the music industry today? How hard is it really? Be honest!
The hardest part of working in the industry is time—lack of time actually. I know we all have the same hours as Beyoncé but we also don’t have a village around us keeping it going. The art of juggling my marriage, social life, self-care, and career is wild.
The other major factor is being a woman in this industry. A woman wanting a family but starting one never feels like the ‘right time’. I am working on getting past that because it’s something that society has placed on us—forcing us to choose and I don’t want to pick one over the other. I deserve to build a family and still pursue a career I am passionate about.
As someone who works at the most popular social media channel, we have to ask, what are your top three tips for growing a following and building a brand on social media? In a pay-to-play world, how do you grow your business and show people your talent organically on social media?
Everyone has this obsession with perfection—the need for a perfectly curated feed. It's one thing to appreciate esthetic, it's another to be consumed by it. My main advice is to be your true and authentic self. There is someone out there for everyone and there is an audience that will gravitate to you. Do you as long as it feels good and that will show in the organic content you post. Being a great storyteller is another sweet spot.
You are always shifting music culture forward—you were recently a part of the Share Black Stories campaign for Instagram which launched at the Afropunk Festival. What are some of the projects you're most proud of? And what is coming up that you're excited about?
SBS was established by my amazing colleagues for 2019 Black History Month. With the success of SBS, the team wanted to continue our BHM efforts year-round. Black history is more than a month and stories told are year-round. I saw that as an opportunity to bring our ongoing relationship with Afropunk to the table and thankfully my colleagues saw the vision as well. Being that AP is the epitome of black stories being shared, it was the happiest of marriages.
I am really proud of this specific project because it was a 360 strategy that brought along a ton of internal teams who felt represented in the work and it was a project that impacted culture simultaneously. I am really proud of the recent shopping launch with Billie Eilish and there’s way more to come with other artists. There’s so much I have worked on it would take forever to share because I am truly passionate about everything I touch.
“When you are passionate about something, you make the time and it doesn’t feel like work.”
Who in your field most inspires/influences you? How has this person changed the way you view music and the industry? Why?
I respect Christian Clancy and Ethiopia from Motown a ton. The industry has a way of making you feel like you have to scream all your accolades and wins at all times—that you have to be on top of the mountain shouting all that you do. With these two industry vets, I admired their private approach. Its something I pride myself on and it was refreshing to see others in the field doing the quality work with good intention.
With success comes opportunity, but it also means you have your hands full. what keeps you inspired and motivated to keep going even on your most challenging days?
I think about where I came from and where I want to be, the family I want to build with my husband and the kind of life that won’t keep me up at night—that's what keeps me going.
What is the best advice you've ever received? Why? How have you used it in your life/career?
‘Sometimes what you are good at chooses you.’ I started in fashion and landed in music. It was my experience in fashion, that made my attention to detail in music valuable. I didn’t choose music, it literally chose me.
What is the #1 book you always recommend? Why?
The First 90 Days by Michael. D Watkins. I was given this book when I started a new role and it helps you level-set expectations in your first 90 days in a new company or a new role. I read it as a refresher with each new chapter/role in my career. I often gift it to friends and peers and love seeing them continue that tradition.
