Biography
Al Hassas is the Founder and CEO of Sweet Lemons®, a Los Angeles-based production, artist representation, and brand consulting company. He leads the company's multi-platform development strategy, producing premium content and securing strategic partnerships across television, film, music, live events, digital media, and emerging technologies. Al has served as Executive Producer on a range of award-winning television projects, including the Emmy Award-winning World of Dance for NBC starring Jennifer Lopez, the Creative Arts Lumiere Award-winning Guitar Center Sessions for DirecTV, Hey Yahoo!, a collaboration with Big Potato Games and Yahoo! for Game Show Network, I Ain't Scared of You: A Tribute to Bernie Mac for Comedy Central, and Street Customs for Discovery/TLC. With deep expertise in cross-platform dealmaking and monetizing intellectual property, Al consistently blends creative vision with commercial execution, leveraging strategic opportunities for Sweet Lemons® and a diverse group of clients. Throughout his career, Al has represented and advised globally recognized icons, artists, and brands. His clients have included Muhammad Ali, Magic Johnson, Prince, Peter Gabriel, Eminem, Justin Timberlake, Linkin Park, Enrique Iglesias, Gloria Estefan, Slash, Perry Farrell, Jane's Addiction, Daymond John, Gotham Chopra, and Lisa Ling. On the brand side, he has consulted for companies, including Nike, Jordan Brand, Interpublic Group, Showtime Networks, AMC Theatres, MGM Resorts International, Caesars Entertainment, Kenneth Cole, Bausch and Lomb, Proximo Spirits, Monster Energy, Under Armour, Feld Entertainment, and Production Resource Group. Al began his career at United Talent Agency, where he co-founded and scaled the Music and New Ventures departments into independent divisions. This experience established a blueprint for cross-industry dealmaking that continues to inform his approach today. With more than 25 years of experience, Al brings a unique blend of creative leadership, business acumen, and strategic foresight to every engagement he undertakes.
