Sasha Bling Enters Year 11 in the Game: “Each Visual Marks a Season of My Growth”

The multi-talented creative celebrates her birthday in an exclusive interview with Kaboom Mag, reflecting on growth, global reach, and pushing standards: “It’s bigger than views. Visuals set the tone.”

Sasha Bling celebrates another year around the sun

Sasha-Gay Roache, known professionally as Sasha Bling, wears many hats. The multi-talented creative is an artiste manager, publicist, writer, producer, mother, and video director.

Now entering her 11th year in the business, Roache, who is the mastermind behind BlingBlang Works, has built an impressive résumé, producing visuals for the likes of Vybz Kartel (“Any Weather”), Spice, I Octane, Alkaline, and many others.

As she celebrates her birthday today, Roache spoke exclusively with Kaboom Magazine, reflecting on her journey, growth, and purpose.

“I’m grateful always. There was a time I was just dreaming about getting a real shot, and now here we are,” she shared. “But it’s bigger than views for me. It’s about impact, about people seeing themselves, their stories, their culture through my lens. The numbers are nice, but the connection is everything,” Roach expressed.

Reflecting on her expansive body of work, Roache noted that choosing a single standout moment isn’t easy. “I’ve written and directed over a hundred music videos at this point, so they’re all iconic in their own way,” she said. “Each one marks a season of my growth. I don’t really have a favorite, because I’m always focused on what’s next—how to go harder, sharper, smarter moving forward,” she elaborated.

Speaking on the importance of visuals in today’s music landscape, Roache emphasized their lasting power. “Visuals set the tone. They decide how the music is seen, felt, and remembered,” she explained. “My career started in an evolving time, so adapting has always been part of my journey. But I never chase trends - trends fade. I focus on creating visuals that feel timeless, that still make sense years from now,” she added.

Assessing the current state of dancehall, Roache believes the genre is visually strong but still evolving. “Visually, dancehall is in a strong space. Our videos look good, our artists are on global stages like never before - and that matters,” she said. “But there’s still room to elevate. If we want dancehall to be taken as seriously as other genres, we have to keep pushing the standard, not just meeting it.”

She closed with a personal note on how she’s spending her birthday this year. “I’ve been locked away writing my movie. No new pictures this birthday, but I’m just grateful to see another year. Thank you for the love,” Roach concluded.