Alexandru Ionuț discovered his passion for entertainment and social media back in his hometown of Târgoviște, dreaming of creating fun content with the most beloved artists in Romania. Little did he know his ideas would actually be embraced by artists such as Ruby, Mira, Andreea Bălan and Elena Gheorghe, making waves on social media channels and beyond. From there onwards, things started to take shape and, a couple of years later, after becoming a social media guru, he started developing creative strategies and took on the role of Celebrity Endorsement Manager for one of the biggest and most successful artists from Cat Music’s roster, as well as for the influencers marketing agency TRU (The Real You).
Q: How does the music industry look like to you in 2024?
A: It is true that the music industry has undergone significant changes in the past couple of years. Currently, the diversity and accessibility of music contributed to a genre-mixing phenomenon and a higher connectivity between artists and their audience. This created an environment in which the vibe and message delivered are key elements in defining the success of a song or artist. Additionally, this change reflects the continuous need for authentic expression and cultural diversity within the music industry.
Q: What are the main challenges that a young person faces when starting out in the current music industry (in Romania)?
A: A major challenge for a young person starting out in the music industry, one that I have experienced myself, is the need to prove your worth. You have to show that your ideas are valuable, because there is often a doubtful attitude and fear of novelty in the industry.
Q: What is the professional achievement of which you are most proud?
A: Beside the achievements gained through the endorsement campaigns I have run, the biggest satisfaction for me is the fact that I can contribute to the increasing impact of music and the joy that people feel when listening to it. This means positively influencing the lives of others through music.
Q: How does the future of the music industry (in Romania) look like to you?
A: Music means emotion and, at the same time, a connection and bond with people, between people. It has broken down many barriers throughout time. I believe that in the future, in Romania, there will be a bigger emphasis on emotion and no more prejudices from the past. Moreover, I think the music industry will continue to rapidly evolve due to technology, while data analysis will play a significant role in forecasting trends.
Q: How did you break into the music industry?
A: Growing up, I would watch TV and be fascinated by artists and entertainment. I have always loved music and have been curious about the backstage side of things. I did my research, kept up with everything that was happening in the music world in Romania and, later on, when I got to university, I sent it a CV. Six years later, I am still at Cat Music, working with people I had previously only dreamt about meeting.
Q: What piece of advice would you give to a young person dreaming of working in the music industry?
A: One of the most important pieces of advice I would offer to a young person wishing to pursue a career in the music industry would be to be perseverent, to want and enjoy both music and human interaction, to do in-depth research and, of course, to be creative.
