Sometimes, the best opportunities in life happen by chance. For Justin Ashar, his opportunity couldn’t have come at a better time. During a point when he was unable to work because he was waiting to obtain his green card to remain in the States, he picked up an instrument known as a harmonium to pass time. Little did he know, this instrument would wind up launching him into a hugely successful venture in the music industry all thanks to a video he made that went viral.
Although Ashar wasn’t initially sure if he’d be able to keep the momentum up after going viral, he did know that he’d be able to leverage his creative thinking and experimental nature to help others looking to make a name for themselves in the industry. To make it official, he started a music label called Pug Life Records and began seeking artists to manage and guide their careers.
It didn’t take long for him to validate the venture as his very first client saw massive results under his tutelage. He teamed up with Shobhit Banwait, an artist from Toronto, to create a YouTube video, and it quickly racked up several thousands in views. Shobhit’s YouTube channel took off to a six figure subscriber count shortly after. Ashar helped Shobhit execute his strategy to perfection, and he realized that he had a very proven formula to producing viral content.
By 2020, Ashar began helping clients become successful on other social media platforms. During COVID-19, Ashar experimented with TikTok and launched a drawing challenge which ultimately racked up over a billion views from around the world and was shared across multiple media outlets. With his newfound knowledge, he teamed up with his latest artist, Shuba(also known by her fans as TikTokBrownChick), and he helped her kickstart her TikTok page to over a million followers within 4 months with consistent viral videos. This ultimately led to Pug Life receiving interest from major labels including EMPIRE, Atlantic Records, and more.
Ashar’s initial success is tremendous, but he still has his foot on the gas pedal. He’s since expanded his brand into the comedy, athletics and food spaces. He plans to use his blueprint of viral content to bring attention to the new facets of his brand and begin making Pug Life a household name.
Ashar values failure just as much as hard work and success, and he is always transparent in his shortcomings. On the surface, it would seem as though he became a success practically overnight after going viral with his harmonium video. A person from afarwouldn’t be able to see all of the hard work, struggle and adversity he dealt with. Ashar even says that he was not sure if he had a real future in music after going viral, but he has always been able to put action to his words and overcome his doubts to become successful.