Alice began her music industry career in 2018 as an intern at Global Records, the largest independent label in Eastern Europe, working her way up through roles such as project manager, head of project management, artist manager, and eventually team leader, managing the Pop/Dance label. She currently works in the film industry, at Vidra Productions.
With a versatile background, holding a bachelor’s degree in acting and a master’s in international marketing from King’s College London, Alice also likes to engage in various other activities in the entertainment industry. She has been the showrunner and voice of Beach, Please! Festival since its first edition and has appeared on screen in productions like “Teambuilding” and the “Clanul” series.
Q: How does the music industry look like to you in 2024?
A: Fluid, genre-bending and prone to localization. I feel that listening patterns are getting more personalized, while music is getting more and more fluid, especially with the appearance of AI tools in the picture. The increase in production and consumption of localized, non-English music is expanding the reach of music and ensuring its continued competitiveness and relevance in this progressively interconnected environment.
Q: What are the main challenges that a young person faces when starting out in the current music industry (in Romania)?
A: The music industry in Romania is incredibly fast-paced and might not “have time” to nurture a young professional starting out in the working environment. However, if you have the passion and drive to keep up and learn from everyone you interact with, you are already one step in!
Q: What is the professional achievement of which you are most proud?
A: Definitely show running Beach, Please! Festival 2024 – the hardest, most beautiful and satisfying experience of my life up until now.
Q: How does the future of the music industry (in Romania) look like to you?
A: There is definitely still space for growth, but the industry is keeping up successfully. I believe the music industry in Romania will boast a rapid expansion locally and continue to further break borders. The number of paid streaming users will increase and bring a directly proportional increase in how we monetise music, while independent artists will become more and more accessible to the public. Right now, I’m pretty curious to see how the musical trend will shift further from what it is today.
Q: How did you break into the music industry?
A: My entry in the music industry happened very randomly. I had just finished university in London and came back to Romania for the summer. I was looking for a summer internship to keep me busy, so I applied to Global Records, not making much of what was going to happen. After my interview with Diana Munteanu and Anamaria Hâncu, two women that would later on become an inspiration and a source of knowledge in my life, I got accepted and started my internship very excitedly. After that, things happened quite naturally. I started to get my own projects, learned everything on the job and have been having the best time ever since. I will always be grateful for my career path and the people that believed in me. Thank you!
Q: What piece of advice would you give to a young person dreaming of working in the music industry?
A: Be flexible, build a network as early on as you can and keep working on it, stay sharp, stay updated.
