My name is Ștefan-Andrei Unguru (Andu) and I have been a booking agent specializing in urban music at Forward Music Agency for about 3 years. My debut in the music industry was as an artist back in 2014, when I was a bassist involved in various local projects. Currently, as a booking agent, I act as a bridge between musicians and venues, ensuring that their performances are not just scheduled, but well placed to maximize their impact. And I’m a fun guy.
Q: How does the music industry look like to you in 2024?
A: In my opinion, the music industry in 2024 is highly dynamic and increasingly driven by digital platforms and technological advancements. Streaming services continue to dominate, with artists relying heavily on social media platforms such as TikTok and Instagram. These play crucial roles in music promotion and discovery. Independent artists have more opportunities to reach the audiences without major label backing, thanks to affordable production tools and direct-to-fan marketing strategies.
Q: What are the main challenges that a young person faces when starting out in the current music industry (in Romania)?
A: If you are referring to the perspective of a person starting a career in the music industry, I believe the most challenging thing is establishing connections within the industry, which are crucial for opportunities and collaborations. This can be difficult for some newcomers. As an artist, the barrier to entry is low, leading to a saturated market with many aspiring artists that gain visibility and build a fanbase in a sea of content, which can be daunting.
Q: What is the professional achievement of which you are most proud?
A: I began my career at Romania’s leading artist booking agency, where I had the chance to learn from the industry’s most experienced professionals from the start and quickly gained their trust. From there, I came to represent a vast catalog of urban music artists, ranging from newcomers to the biggest names in the niche.
Q: How does the future of the music industry (in Romania) look like to you?
A: The future of the music industry in Romania appears promising, with several trends likely to shape its trajectory, such as: local talent recognition (growing recognition of local artists on international platforms, facilitated by social media and streaming services); the growth of music festivals and events that contribute to the expansion of the live music sector; collaborations (rising collaborations between Romanian artists and international musicians, expanding their reach and influence) and innovative music genres, where experimentation with and acceptance of diverse music genres, reflecting global trends and local influences can enhance growth and unity.
Q: How did you break into the music industry?
A: I have always been passionate about music, and somehow it was easy for me to integrate. Over time, I studied the music industry, initially being a musician myself. The opportunity came quite naturally, facing difficulties at the beginning, as in any industry, but with persistence and adaptability, I managed to develop my skills and make my contribution to the industry we work in.
Q: What piece of advice would you give to a young person dreaming of working in the music industry?
A: I believe that the most important thing to be successful is networking. In an industry where competition is quite high in all niches, I think a significant differentiating factor is the human aspect and the strong relationships you manage to build over time. And yes, first impressions matter a lot.
