Laura Deaconescu is the Communication Manager for the Romanian artists Andia, Alexia, Spike, and The Urs. With 6 years of extensive experience in the Romanian music industry, Laura has developed a keen eye for strategic communication and project management. At ATOM, she oversees the coordination of various departments, ensuring smooth collaboration and efficient workflow. Laura also takes on the role of project manager for Andia and Spike, ensuring their projects are executed seamlessly and successfully.
Q: How does the music industry look like to you in 2024?
A: In 2024, I find the music industry quite bustling :)) It seems to me that, in the frenzy to remain relevant, artists forget to be authentic and lose their personal style, chasing every trend that comes along. I don’t think this is beneficial. Sure, it’s good to reinvent yourself from time to time, but we shouldn’t forget our core essence. As for the business side of the music industry, I see it characterized by a dynamic blend of technological innovation and evolving consumer habits. AI-driven tools are transforming music production, enabling artists to create and distribute music with unprecedented ease and creativity. Social media platforms, particularly TikTok, continue to play a crucial role in music discovery and viral trends. Streaming platforms dominate the market, allowing Romanian artists to reach global audiences more easily than ever before. It’s a good time to be alive if you have the right team by your side.
Q: What are the main challenges that a young person faces when starting out in the current music industry (in Romania)?
A: To begin with, financial barriers are prominent, as the costs associated with producing high-quality music and music videos, securing studio time, and investing in marketing can be prohibitive. The industry is highly competitive and saturated, making it difficult for new artists to stand out and gain recognition. Additionally, building a supportive network and gaining access to industry insiders can be challenging, limiting opportunities for mentorship and collaboration. Despite these obstacles, social media and digital platforms offer new avenues for exposure, though leveraging these effectively requires strategic know-how and consistent effort.
Q: What is the professional achievement of which you are most proud?
A: One of my most cherished professional achievements revolves around the role I played in guiding Andia through the phases of her career. A particularly memorable milestone was the successful production of her first ever ticket-selling concert coinciding with the release of her EP “Egotic” – a challenging endeavor that proved immensely fulfilling.
Q: How does the future of the music industry (in Romania) look like to you?
A: The future of Romania’s music industry holds both promise and challenges. Digital platforms provide unprecedented access to international audiences, but local artists must navigate a competitive and often saturated market. Additionally, collaborations between Romanian artists and international musicians are on the rise, blending global influences with local sounds and enhancing the global visibility of Romania’s music scene. As these trends continue to evolve, Romania’s music industry is bound to have significant growth and increased international recognition. The industry’s trajectory will depend on how well these opportunities and challenges are managed.
Q: How did you break into the music industry?
A: I started my music industry career immediately after graduating from university by participating in Global Records’ summer internship program. Initially intended as a three-month experience, it turned into a permanent role after just two months. This marked the beginning of my journey, where I gained comprehensive hands-on experience and spent two enriching years before transitioning to the ATOM team.
Q: What piece of advice would you give to a young person dreaming of working in the music industry?
A: To a young person aspiring to work in the music industry, my advice is to embrace versatility – it is a creative industry, so you will be faced with different situations that you will have to resolve. Another piece of advice would be to educate yourself about the industry because knowledge is power, and understanding every aspect of this business will help you navigate your career more effectively.
