Sofia Ilyas, the Chief Community Officer at Beatport, has been on a transformative journey, not just within the electronic music scene but across global communities as well. In an EDMNOMAD Exclusive Interview, she delved into her unique role, her connection to the energetic youth of the scene, and her drive to foster inclusive spaces within an industry that can sometimes feel fragmented.
Building Real Connections in a Virtual World
For Sofia Ilyas, connecting with communities worldwide is both a passion and a challenge she shares with Beatport. From Tokyo to Melbourne, she feels a strong pull to engage with the young, vibrant generation that fuels electronic music. “Every city I visit has that same response,” she says. “The younger generation wants to connect in real, physical spaces, and they’re hungry to learn and engage. I just wish I had a team of fifty to offer more to these places.” Each destination she visits leaves a lasting impression, and the energy of the youth—untamed and abundant—is something she loves to tap into.
Despite generational divides and labels, Ilyas doesn’t see age as a barrier. “I’d like to think I can talk to a 20-year-old just as deeply as I can with someone who’s 50,” she shares. “There’s an energy in youth that’s undeniable, and it’s amazing to work with.”
The Secret to Spotting True Talent
When it comes to identifying artists who can truly connect with their communities, Ilyas has a keen eye. “It’s really clear to me when an artist is genuinely engaging with their fans,” she explains. Her approach is grounded in authenticity: it’s about recognizing the enthusiasm and willingness of established artists to give back. “When I approach artists for a community event, I look for that excitement and energy. You can see it all over their socials, in how they present themselves. They want to share their knowledge and give back,” she says. Evident in their recently launched “Beatport Presents IMS Connect” in New York, Tokyo, and Melbourne; artists like Anna Lunoe, Coco & Breezy, A-Trak, and DJ Nobu embody this spirit, offering inspiration without ego. The next event series is coming to Johannesburg on December 5, 2024.
This mix of seasoned professionals with wide-eyed emerging artists creates a unique synergy. Ilyas sees these interactions as a “combination of energies”—the wisdom of experience meeting the fervor of youth. “It’s an energy exchange that’s hard to put into words,” she reflects, “but when everyone’s in the room together, that’s when you feel something truly powerful.”
Navigating the Industry as an Outsider
Interestingly, Ilyas didn’t grow up around music, nor did she attend her first concert until the age of 28—a drum and bass night at Fabric in London where Andy C took the decks. Her late start has given her a unique perspective. “Sometimes I do feel like an outsider,” she admits. “I don’t necessarily gel with the core industry.” This detachment allows her to approach her work with a fresh lens, unbound by industry norms or trends. Instead, she focuses on creating connections within local communities, seeing their struggles as reflections of challenges in music.
“I find inspiration in talking to local business owners, in understanding their challenges,” she explains. “Often, their issues mirror those in the music industry, and it keeps my approach grounded and authentic.”
Vulnerability as a Strength
For Ilyas, vulnerability isn’t a weakness—it’s an empowering force that shapes how she connects with others. “It’s scary, especially as a woman, to admit feeling lonely or out of place in an industry setting,” she confides. Yet, opening up about these feelings has been transformative for her. “If someone asks, ‘How are you?’ and you’re honest about having a rough day, you’ll often hear, ‘Me too.’ It’s through this vulnerability that genuine connections are formed.”
This openness has become a defining part of her leadership style, empowering her to approach others with empathy and understanding. “My vulnerability empowers me,” she says. “It’s a double-edged sword, but it allows me to connect with people on a level that’s real and grounding.”
On Diversity and Real Change
As the music industry grapples with inclusivity, Ilyas remains cautious of efforts that may focus on one solution. “There isn’t a one-size-fits-all solution for diversity,” she observes. “Sometimes, the pendulum has to swing to an extreme to create a balance.” She recognizes that while efforts like aiming for a 50/50 lineup can feel forced, the intentions behind them are usually positive.
Sofia Ilyas, Beatport believes that real inclusivity isn’t about achieving perfect numbers—it’s about starting the conversation. “We’re in a room, and we’re talking about it. That’s what matters. Mistakes will happen, but as long as we’re moving forward, that’s progress,” she reflects.
Mental Health in the Workplace
Currently studying psychology, Ilyas has a personal and professional interest in mental health. “Work is a massive part of our lives, but it’s rarely discussed in therapy. Most people go to talk about personal relationships,” she points out. Studying psychology has opened her eyes to the importance of managing conflict positively and fostering healthy dynamics in professional settings. She hopes to eventually use her experience to mentor young women navigating their careers.
Through her studies and her own experiences, Ilyas has learned the power of clear communication. “I’ve become better at articulating what I’m feeling, and it’s a skill I want to pass on to others.”
Mentorship: Creating a Space for Connection
In a world that’s increasingly digital, Ilyas sees mentorship as an opportunity for connection. Her advice for industry leaders is simple: start small. “Just strike up a conversation with a young person next to you at an event,” she says. “It’s as easy as saying, ‘Hey, what brought you here?’” By fostering this kind of organic mentorship, Ilyas believes industry veterans can pass on invaluable knowledge and guidance to the next generation.
At Beatport, she’s implemented “Decoding the Music Industry” events, where aspiring artists can meet Beatport’s team, demystifying the music industry and creating a welcoming space. “It’s about breaking down the barriers,” she says. “You can even use social media—invite people to ask questions or open your doors for a session at the office. Just be open.”
Championing Local Sounds on a Global Scale
Through her work with Beatport and IMS, Ilyas has had the privilege of visiting diverse communities worldwide. “Electronic music is a connecting force, and it’s amazing to watch it grow in different regions,” she says. Her goal is to inspire local artists to embrace their unique sounds rather than imitate global trends. “I want to give them the confidence that they don’t need to be anyone else—they can celebrate their own local instruments and sounds.”
As electronic music grows in regions like the MENA, Ilyas is excited to witness its evolution and support young artists in navigating their journeys. “Seeing the enthusiasm in these younger generations, helping them find their path—it’s incredibly fulfilling,” she says.
In Sofia Ilyas, Beatport has a leader who values human connection above all. Her commitment to creating inclusive spaces within the electronic music community is reshaping the industry, one city at a time. Her journey is a testament to the power of vulnerability, resilience, and a belief that real change happens when people come together, not just online but in physical spaces, to connect, learn, and grow.
