Actions speak louder than words and while telling someone who you are is never easy, I believe it’s in how we show ourselves through our work that we’re truly understood. So I will do my best to share why I started this website and what I'm here to do.
For the past decade, my life has been consumed by music, and the culture that surrounds it - a deep dedication and obsession. I’ve delved into the inner workings of the industry, learning the highs and lows, the good and the bad.
I’m immensely grateful to have found a place in this world. But if you had asked me back in school what I wanted to do professionally, I wouldn’t have had a clear answer. Back then, I knew I loved working out on the beaches of Malibu, swimming in the ocean, meditating, practicing yoga daily, hiking, cooking vegan meals, and exploring self-improvement. Yet, I couldn’t pinpoint a specific career that felt right. Deep down, I had a sense that the job I wanted didn’t exist yet, and that I would create my own path. And that’s exactly what happened.
For several weeks I kept noticing the logo of a well known Los Angeles-based record label everywhere: on t-shirts in the streets, billboards, online - I took it as a sign. So I emailed them a list of 30+ artists that I was passionate about, asking for an internship, despite having no formal background in music.
I tracked down their email from a 3-year-old Twitter post. Nine days later, I received a response from the General Manager, who invited me to lunch. Out of the 30 artists I mentioned, one was his all-time favorite—a rare connection. He also mentioned that they rarely check that email, but they did that day. That artist was Mihalis Safras, and the year was 2015.
That email led to an internship with their marketing and social media team. Over the next year, I worked on release campaigns for 30 artists, handled digital marketing tasks like playlisting and content ideation, and was part of strategy sessions. Each day I played music from the office on the sound system, and one day when the owner of the label walked in he asked what I was playing. It was probably something from Paper Diamond, but I don't exactly remember.
The scene I was involved in was a little bit of Hollywood clubs because I could see major acts, but then I was introduced to the underground scene. This is where Los Angeles music thrives with bringing house and techno DJs from around the world. If you want to read more about the LA underground scene, check out my article 'Los Angeles: Where to Party and Indulge'.
Through these environments of living and breathing dance music since 2015, I was privileged to work with artists, festivals, record labels, booking agents, artist managers, press relations, and press outlets. I was able to witness closely their successes and failures so that I could then begin my own creative endeavors, which is where I am today.
In 2015, social media was not super cool as it is today. It was actually looked down upon - as a laborious role with at times a lot of disrespect. Fast forward to the pandemic and it became the most important role over night. And there I was positioned with already 5 years experience working with only music clients. Suddenly, I was leading the conversation, using my expertise to guide artists through this new reality.
Feeling that I had reached a glass ceiling in LA, I made a bold move to Croatia. Europe, with its vast electronic music market, offered new opportunities. Shortly after becoming a Croatian citizen through descent, I began working with some of the top players in the industry. The opportunities felt surreal, and I often had to pinch myself.
My role with these top players was to create social media strategy, and execute it. It differs with each artist and brand - some were very hands on and some were hands off. On the day to day I would schedule in the content strategies, organize the production of the content, post it, engage with the fans, and run advertising. My priorities were to promote their tours and their music releases in tandem with promoters, labels, and the press.
In 2023 I decided to take a step back from this increasingly demanding role that became very toxic. I saw artists speak harmfully toward one another with aggressive commentary In regards to their social media. Rather than focusing on themselves, they were consumed by gossip and low frequency behaviors. I had to step away from this to shift my focus toward something more positively aligned with my values.
It was time for me to step into my own brand and develop into my own creative vision. I had witnessed how the top operates, how people climbed and got there, and it feels less risky to do it now on my own. Before I went to Business school, I was a painter and involved in Fine Arts. My family did not support me in pursuing an artist's education or career, so I worked with them instead.
Media - videos, photos, and content creation are the mediums I am pursuing now. Today, my passion lies in connecting with people through platforms that promote positivity. My mission is to share music, build a community of music enthusiasts, and showcase a balanced lifestyle through wellness, travel, and creative expression. I want to be a positive force in the music industry, using my experience to take music in a direction that fosters connection and growth, rather than ego-driven competition.
My husband, Zach and I have spent the last few years restlessly traveling around the world filming festivals and DJs - it's our passion and we have grown to be creative together.
Earlier this year, I found myself in an intimate setting with some of the house music Greats - DJs I admire most. I was asked to play music at the afterparty on a Bluetooth speaker, since the DJs had already played and wanted to chill. Carefully curating each track, I played for eight hours straight, pulling music from my SoundCloud, Apple Music, YouTube, and Bandcamp collections. At the end of the night, one of the artists—someone I admire deeply—thanked me for sharing such beautiful music.
It was a moment that brought my journey full circle, from the time at my internship where I was playing music for the office everyday and the Grammy award winning label owner came in and asked me what I was playing - to sharing it with the very people who inspire me.
This blog is my way of continuing that journey. I won’t name the artists or brands I’ve worked with because discretion is important to me. The focus here is on the story, the journey, and the ethos behind what I do—not on name-dropping or tokenism. I’m here to be a positive example and a creative force, to help others discover new music, maintain balance, and find joy in the world of electronic music.
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