Meet Jude Ashvin. Once upon a bass drop, Jude was front and center, mic in hand, riding the roar of Malaysia’s live music scene with his band, Rhythm Nation.

But Jude was never just there to perform. He was decoding the business beneath the beat: branding, partnerships, production and audience engagement. While the crowd watched the stage, Jude was quietly blueprinting it, birthing Keep It Local Asia, his first entrepreneurial opus and a love letter to local talent.