He co-founded Overground Music agency in 2013 and has since worked with some of the biggest names in the Romanian alternative rock scene – byron, Robin and the Backstabbers, The Mono Jacks, Dimitri’s Bats, Grimus among many others. The agency works with a roster of local artists for an array of different services: management, booking, PR, financial, merch & label services. He is particularly interested in image strategies and the narratives behind artists’ images, as well as the ways of communicating an image both online and offline. He has also seen enough press kits to tell a good one from a mediocre one in less than 5 seconds. Lately he’s been dealing a lot with digital distribution, merchandising and pressing vinyl.
Since 2017 Overground Music is also a co-organizer of Mastering the Music Business, the leading music conference and showcase festival in Romania, where he is in charge of coordinating the festival program and artist applications.