In Trinidadian folklore, the soucouyant (pron. su-ku-ya) is a reclusive, blood-sucking hag who sheds her skin in search of victims. Practising ancient forms of black magic, she moves with fearless determination through cracks, crevices and keyholes in search of contest and prey.
su:ku:ya was born around 2012-13 out of a dogged desire to help real career artists forge new paths, whether through the dustiest cracks, crevices or keyholes, to help build sustainable, long-term foundations for their craft.
Founded by Adrian McGruther following some misplaced confidence instilled in him by Gordi, su:ku:ya is an artist management and development business built on over 15 years experience across all areas of the music industry. While in an A&R role for a major label Adrian once yelled across the room - after the case of beer he ordered for a washed-up artist on a video shoot at a nearby carpark wasn't cold enough - "I f%*king hate managers, kill me if I ever become one". Now, having washed away the jadedness of his twenties and subsequently identified a group of artists who deserve quality, long term, international love and tenderness, he's retracted his words.
Based in Sydney's Newtown in Australia, su:ku:ya is proud to work with a small group of forward-thinking artists, bringing them expertise in artist development, marketing and promotion, creative direction, touring and live strategy, financial planning, legal and contract negotiation and generally acting as a full-time BS radar. su:ku:ya also works with selected partners around the globe to assist with any elements of a project that may call for it.
Before setting up su:ku:ya, Adrian has held roles in A&R and marketing at a major label, creative/strategic roles at international ad agencies in Australia and Trinidad & Tobago, and worked with a leading global music and tech company. Hosting God-awful radio shows at God-awful hours in between playing gigs in God-awful bands and writing God-awful articles for semi-God-awful publications, have all contributed to Adrian becoming the hardened, yet sleep-deprived, music lover he is.
Alongside su:ku:ya Adrian is a qualified music lawyer, having worked for a number of years with Mushroom Group’s legal and business affairs team in Melbourne and an international law firm in their IP/entertainment group before that. Adrian currently provides his freelance legal services to music industry clients, working under the umbrella of Sydney's Brett Oaten Solicitors. Adrian is able to bring his finely tuned BS-radar to his artist management work. On the odd occasion, he’ll also provide consulting services to industry organisations, assist with government lobbying and provide opinions on funding campaigns. Ask the blood-sucking hag for more.