August Sims adopted his independent spirit from boxer Sugar Ray Robinson and singer Jackie Wilson during his early days on the road with the two of them. These two legends opened doors by introducing Sims to people who otherwise may have remained inaccessible.

In his hometown of Cleveland, Ohio, August was doing his own thing. As a professional dancer he danced the Lindy Hop in local clubs before moving to New York. After serving in the Army, he returned to New York where he began frequenting Uptown clubs. It was then he first met Sugar Ray Robinson. Soon he became his masseur and for the next 11 years he traveled the world with Sugar Ray, staying with him until his last fight.

Ironically it was in the same Harlem setting that August met Jackie Wilson. Wilson took an instant liking to Sims and asked him to join his management team. August became Jackie's manager and right hand man. He stayed with Jackie until his fateful stroke. Fortunately while touring with Jackie, Sims met many industry professionals who later played a major part in future business ventures. He started his own record company, Asoma Records and Tapes. This venture lasted only a short while. Problems ensued with his label which forced Sims to go into the field of independent promotion. Soon he realized that keeping track of store sales was as important as getting airplay. In 1987, Asoma Records became Asoma Marketing. It was there that Sims perfected his marketing skills. He has marketed the product of Lalah Hathaway, Luther Vandross, Gladys Knight, Janet Jackson and Keith Sweat.

While he doesn't work much these days, he still makes the rounds to the record stores. Otherwise, you'll find him in his box seats at Yankee Stadium. August Sims resides in the Bronx, with his wife, Moddelle, whom he lovingly refers to as "the boss."