SXSW 2012

Dir Operations & The Orchard Studio
The Orchard
John "Phenom" Ashline is Director of Operations for The Orchard. John oversees all Full Track, Mobile, Music Video and Film deliveries. He also oversees the YouTube Business as well as The Orchard Studio. He started in late 2006, helping establish the Mobile Business from the ground up. In 2008, when The Orchard purchased TVT Records, he and founder Richard Gottherer launched The Orchard Studio - adding a key creative service to The Orchard's dist. offerings. During that time he wore many hats from co-product managing projects like Pitbull's "Krazy" and Yo Gotti's "CM2". He's served on the Content Acquistion side as well, bringing in artists such as RJD2, Nipsey Hu$$le, Wu Music Group, Guru, DJ Green Lantern + more. In 2009, John took over the Operations Dept. rebuilding it from the bottom up. During this time he combined the Mobile, Full Track and then later, the Music Video and Film Depts. under the same umbrella. In 2011, John helped lead the integration, structuring and organization to the now 6 person YouTube Dept. Prior to The Orchard, between 2005-2006, John tour managed for various members of the Wu-Tang Clan. He began his career in the industry as an intern and then employee at Atlantic Records. Currently John is also a partner in the Label/Mgmt company, Electric Feel, where multi-platinum producers Chris "Brody" Brown (Bruno Mars "Grenade"), Brian Lee (Lady Gaga "Americano"), JulKeyz (Soulja Boy "Rich Girl") and J-Hype (Justin Bieber "Latin Girl") call home. His personal production credits include Young Money, French Montana, Raekwon and more.