My name is Andrew-Edward Nedelcu and I am an artist, producer, sound engineer, and CEO of Azteca Ocult Media SRL, through which I manage all aspects of my successful independent artist career.
Q: How does the music industry look like to you in 2024?
A: Specifically in my field – the urban music scene encompassing Hip-Hop, Rap, and Trap – the industry is on an upward trajectory. It is beginning to resemble what other European countries like Italy and Germany experienced about a decade ago, evolving into a legitimate and thriving business. This growth is evident in the increasing financial gains, the influx of foreign visitors to our music festivals, the rise in new artists each year, and the emergence of various subgenres.
Q: What are the main challenges that a young person faces when starting out in the current music industry (in Romania)?
A: For a young person trying to break into Romania’s music industry, the main challenge is the insular nature of the business. Being relatively nascent, everyone in the industry knows each other, making it difficult for outsiders to gain acceptance. When I first entered the scene, I received little to no help or guidance. I had to learn through trial and error, gradually proving myself and earning my place.
Q: What is the professional achievement of which you are most proud?
A: I am extremely proud of creating the artist and brand “Azteca,” achieving over half a billion views and streams, and collaborating with some of the world’s biggest brands, including Heineken, Heinz, Calvin Klein, and Burn Energy Drink. I’ve performed at Romania’s largest festivals, some of which rank among the biggest in Europe, and collaborated with internationally renowned artists such as bbno$, Smokepurrp, and R3hab. Additionally, I’ve sold physical albums and merchandise, and played a key role in shaping Romania’s Hip-Hop industry into what it is today.
Q: How does the future of the music industry (in Romania) look like to you?
A: The future of the industry looks very promising. We are witnessing significant growth, with more new artists and record labels emerging, an increasing demand for festivals and concerts, and Romania gaining international recognition for the art produced by its urban music scene.
Q: How did you break into the music industry?
A: I entered Romania’s music industry by creating music and studying audio engineering and production online, as well as through courses and classes. My breakthrough came when several of my songs became hits and anthems of the Romanian Trap Scene. This led to opportunities to perform. I had to learn every step of the process, from writing lyrics, freestyling, recording, and mixing to mastering, understanding the industry, uploading music to streaming platforms, pitching songs, and hiring booking agents and lawyers. My dream has always been to establish one of Romania’s biggest urban record labels, where I would be a leading artist. Although I received many offers from Romania’s largest labels, I chose to remain independent and self-sustaining, not because I think there is something wrong with it, but because this is my dream.
Q: What piece of advice would you give to a young person dreaming of working in the music industry?
A: My biggest advice to young people entering this industry is to be cautious of those who might try to take advantage of them. The most important thing is to understand every aspect of the industry yourself. Once you have mastered this, you can start delegating tasks, allowing you to focus on the most critical aspects of your work—whatever you believe those may be.
