Alana Ashby (born May 9th 1985) is a British artist and band manager, tour manager and performance organiser from London, currently representing recording artists Of Allies, Luna Blue and Echoes in Red.

Alana launched New Legends Artist Management and Promotions in 2005 after having success in the music industry and a pure love and passion for all things music.

New Legends have been linked with many London venues and bands including Camden’s Fiddlers Elbow, 93 Feet East, Brixton Jamm, Cavendish Arms, Dublin Castle, Hope and Anchor, Proud Galleries, The Enterprise, Koko, Dirty South and The Borderline, working with artists like The Universal, Stonerun, Self Service, Freedom High, Emores, Baresi, The Thirst, The View, Larrikin Love, The Francis Jetty, The Tudors and many more.

In the past 11 years New Legends has secured over 15 signings to record labels and some prestigious bookings in venues, touring all over the UK.

Alana’s dedication to helping musician reach their dreams and aiding them to shape their craft in the industry has got some notoriety with the nomination for “Band manager of the year” on multiple occasions and all bands have been a word of mouth recommendation from other artists and venues.

Alana’s goal was to always help out musicians that are willing to work hard and play nice. New Legends understands that the rock and roll lifestyle can be very rambunctious and fun, too much for some, but Alana’s fair but strict influences alongside hard work ethic have transformed some artists into new existences.

New Legends was celebrated in the top 20 music management and promotions companies in London which was a huge feet for a 20 something year old music lover to achieve on her own.

Alana has hired a multitude of work experience and graduates to assist her in the managing, running events and promotions of up 44 bands at one time. This gives them the glorious opportunity to learn and develop skills that they can later use in the industry, also helping them to decide if this industry is for them, as it not for the faint of heart. Alana also built bands around solo artists to either keep permanently or to tour with, linking many great artists together.

New Legends are currently working with the infamous and exciting Kerrang featured band Of Allies. Hailing from Hull this band has played all over the UK, recently headlining Camden Rocks at The Crowndale, excitingly they are this year releasing their Debut Album. This Alternative Rock Quartet is being liked to Mallory Knox, Young Guns and Don Broco. The band has been sharing a bill with the likes of the incredible Tesseract on their UK tour this year. Their first 2 EP’s were a big success and we can’t wait for their new tracks to push them to the next level as a band. Alana is dealing with day to day management, new songs, recording, marketing, promotions and videography, loving every minute.

New Legends has just taken on the sensational Luna Blue from Sussex, this young and multitalented four piece are still at university studying music but are creating a huge storm and buzz with their insatiable funk and rock riffs alongside the stunning vocals echoing Jeff Buckley and Connor Mason. Just recorded their EP’s due to launch later this year. They recently composed and played a 2 hour gig with a full 30 piece orchestra to their original and covers for a gig, it was incredible, fully recorded.

“New Legends is a musical Shepherd, its bring bands and artists out of the notoriety of shadows, guiding into the light of day” by Guy Edwards.

“Alana and New Legends help me to reach my dreams, playing festivals and recording songs that I wrote myself. I could not have done this without her, she truly is a new kind of legend” by Michael Butler

“Working with Alana was great. She helped score us some awesome gigs in some amazing venues. She was always on hand to contact if we needed anything and treated us respectfully, ensuring our needs on gigs we’re met.” Josh Franklin – Stark / Gutterfly

“New legends got us kick started and playing all over London. Without Alana we wouldn’t have made half the contacts we did. It’s a great stepping stone for new bands that need a helping hand” Austin Edwards – Allegro

“Advice, time, patience, love and everything in between, that what you get with Alana, but do not stray from your purpose, she works hard for you so she expects it back. Loved working with New Legends and since being signed I have kept in regular contact and she still helps me daily! Can’t get much better than that!” by Luke Undisclosed