IN CONVERSATION WITH IAN ASHER
interview by JANA LETONJA
Ian Asher represents a new generation of dance music artists, where Gen Z viral culture and elite-level production meet with intention and longevity. After igniting the internet with his record-breaking 2023 remix of Jain’s Makeba, which amassed over three billion plays across social platforms, he transformed a viral moment into a fully realized global career. His latest single, a bold rework of Years & Years’ Y2K-era anthem Desire, marks his most refined chapter yet: rhythm-forward, euphoric, and engineered for massive stages. With major festival appearances, chart-topping collaborations, and a rapidly growing international fanbase, Ian is proving that his rise is not a fleeting moment—but the foundation of a lasting presence in contemporary dance music.
Your career is often cited as a blueprint for how viral culture can translate into real-world longevity. How intentional was that transition for you?
Yes, that was completely intentional. The internet is just a loudspeaker that can put what you’re saying in front of a lot of people, but at the end of the day, the only thing that matters is the message which in my case is the music. A song that feels raw and real means way more than just “going viral.” I always think about records I found as a kid that became part of me. I still listen to them years later and they feel the same way. I don’t even remember how I found them, maybe YouTube or the radio, but I remember the songs and what they did to me. That’s what matters.
The Makeba remix became a cultural moment. At what point did you realize it was changing the trajectory of your career?
When people first started making their own videos with the Makeba sound, I immediately knew it was going to be a huge moment for me.
Many artists struggle to move beyond viral success. What did you focus on creatively to avoid being boxed into one moment?
I decided to fully trust my gut on everything. If something feels off, it’s off. If it feels right, it’s right, regardless of structure, samples, BPM, whatever. I just follow my instinct. Since leaning into that, people have connected with what I’m doing because it feels raw and real.
Your remix of Desire feels more refined and expansive. What drew you to that track, and what did you want to bring to it?
Gryffin’s remix of Desire was one of those records I listened to when I was like 13, imagining myself being part of this world, DJing, releasing music, living in this dance music scene. That personal history, combined with how incredible and uniquely dope Olly Alexander’s vocals are, made working on it really exciting. And honestly, I didn’t go into it with a fixed plan for what I wanted to bring, I just followed my gut and went with whatever felt right in the moment.
How do you approach remixing such iconic songs while still making them feel unmistakably yours?
Again, it really comes down to instinct. I follow what feels exciting in the moment. There’s no technical formula behind it. I just love what I love, and that tends to be loud, fast, stuttery, and full of a million small details I dive into while producing. That naturally shapes the result into something that feels like me.
You balance infectious rhythms with emotional hooks. How do you know when a track is ready for the world?
I never really know for sure. I’m a perfectionist at heart and so I feel like I can keep working on a song forever. To stop myself from doing that, I just have to lean into my gut feeling and go with what it tells me
Social media has played a huge role in your rise. How do you maintain authenticity while operating at that scale?
It’s all about the music. A lot of people have online personas, and that’s never really been my thing, so almost all of my content is just showcasing what I’m currently working on and am genuinely excited about.
What excites you most about playing your music on massive festival stages compared to hearing it explode online?
The adrenaline rush from playing on massive festival stages is so unreal, so it’s really hard to compare that with anything else. Both are their own unique and special feelings.
Dance music often lives at the intersection of culture, fashion, and nightlife. How do you see your role within that broader world?
I definitely want to be involved in film and television in some way. Maybe someday I’ll score a soundtrack. That’s something I’d love to do.
With close to 10 million followers, how do you stay creatively grounded amid constant digital noise?
I try to stay as connected as possible to new emerging sounds and artists. There’s so much incredible music being made all over the world, so my playlists are a chaotic mix of old and new records, each with its own flavor and feeling, and that keeps things exciting for me just as a fan of music. These days I see popular music less as a single perspective and more as a global conversation of new voices making dope things. I get to contribute to that conversation in my own way. To me, that's pretty sick.
What does longevity mean to you in an era where trends move faster than ever?
Longevity as a musician comes from making timeless music. While trends are constantly moving, great songs are always great songs, and so I spend all of my time focused on making music as great as I can make it.
You’re building toward what many are calling a massive 2026. What are you most excited to show listeners next?
I’m very excited to continue to create every day and to drop as much music as I can.
TEAM CREDITS:
photography LANCE SKUNDRICK
