After years of doing public relations in the FMCG field, Alexa Rosca, decided to change her script and take a sudden mid-career shift. During the pandemic, when the lights were turned off on all stages, she set up together with the artist Mischa Blanos the company Longcut with two business goals: record label and artist management. All her previous professional experiences, from studying journalism and digital marketing to working in PR have brought an extremely valuable input into this new endeavor. The label Longcut Records covers many different musical genres, which Alexa herself entitles as an “unusual mosaic”, yet mirroring the founders’ eclectic tastes. From techno, ambient, IDM, experimental to modern composition and classical, the label strives to explore the power of music to tell stories and engage in social activism, right there at the intersection where words might fail or require a different medium.
During 2021 she was a mentee in the first Romanian Mewem program and 2022 brought her one of the eight Golden Tickets offered by Mewem to women from the music industry. She summarizes the experience “It was the sponge effect in real action for me, because there was so much information to absorb from the professionals in the industry. But the most important take was: I needed trust and validation from people besides my family and friends and MEWEM gave me just that”.