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What The #&@$ Do You Do, Claudia?!?

What The #&@$ Do You Do, Claudia?!?

With offices and employees spread across the globe, sometimes it takes time to get to know everyone. In our series ‘What The #&@$ Do You Do?!’ (WTFDYD), The Orchard highlights Orchardites from all over the world to learn more about their role at The Orchard and experience working in the music industry. 


Claudia, tell us about what the #&@$ you do!

Hi! I’m Claudia, I’m the Director for the Mexico City Office at The Orchard. I run a nine person team in different departments, including label management, content acquisition, video services, and digital advertising. Across these teams, I help provide direction in terms of what we should be focusing on and what direction we want to go. I started working at The Orchard 5 years ago, in September 2015. I knew that I wanted to work in the digital music world, but I had no clue where to start. At the time, I was working with independent music labels. I loved being part of different projects and working with various people. When I started at The Orchard, it was literally a one girl show doing a little bit of everything, but this allowed me to learn about all the different areas and have a wide perspective of the entire business. 

[ES] Hola, soy Claudia y soy la Directora de la oficina de The Orchard en México, inicie hace justo 5 años, yo tenía muy claro que quería estar en el mundo digital pero no sabía cómo entrar, ya trabajaba con disqueras de manera independiente y siempre me encanto estar en muchos proyectos y trabajar con mucha gente. Al inicio era la única persona en la oficina haciendo un poco de todo pero esto me permitió aprender de todas las áreas y me dio una amplia perspectiva de todo el negocio. Hoy en día dirijo a un equipo de 9 personas dentro de las áreas de label management, contratos, youtube, publicidad digital así como aportando una dirección de hacía donde debemos dirigirnos. 

How does your role / department fit into The Orchard?

At the Mexico City office, I’m directing one of the fastest growing offices inside The Orchard. It’s something that fills me with pride and comes with responsibilities like leading a team to its full potential. 

[ES] Dirigir una de las oficinas con mayor crecimiento dentro de The Orchard es sin lugar a dudas un orgullo y al mismo tiempo viene con responsabilidades como poder llevar a mi equipo a su máximo potencial. 

What’s your favorite part of your job?

Definitely being able to support labels and artists and bring them into the digital world. Many of the labels already have tons of knowledge and experience in the music industry, some of them have even been active for decades, but they see the digital world as something very complicated. By working together and guiding them, while they also bring their own knowledge, we create a strong team that leads to amazing projects that create impact not only in Mexico, but the entire region. 

[ES] Sin lugar a dudas me encanta poder trabajar con disqueras y artistas para llevarlos al mundo digital, muchas de las disqueras tienen un conocimiento y experiencia inigualable en la industria de la música, incluso disqueras que han estado activas por décadas pero ven al mundo digital como algo muy complicado, trabajando juntos, guiandolos y ellos brindando su conocimiento podemos crear un equipo muy fuerte que te lleva a trabajar en proyectos increíbles que tienen un impacto no solo en México pero en toda la región. 

 What’s a campaign/project you are proud to have worked on? 

There are several, but one of them is bringing Remex, one of the biggest Regional Mexican labels, to its full digital potential. It took time and teamwork, but now they are one of the key labels for The Orchard and the industry. 

[ES] Hay varios pero uno fue poder llevar a Remex una de las disqueras más grandes de música Regional Mexicana a todo su potencial digital, tomó tiempo y trabajo en equipo pero hoy son una de las disqueras clave para The Orchard y para la industria. 

How did you first get started in the music industry?

It was very organic. I have loved music since I was a child, I used to record songs that I loved from the radio and then played them on my Walkman. I used to have tons of friends with bands — I tried guitar myself, but I shifted my focus to photography. In university while studying both Marketing and Photography, I took photos of my friends’ bands and shows. Later on, I would collaborate in both local (Rolling Stone, Me Hace Ruido) and international media (Spin Earth). My friends and I created a blog called Me Hace Ruido, which opened me up to many opportunities, like managing bands, organizing shows, and eventually working with independent labels. 

[ES] Fue muy orgánico, desde niña amaba la música, solía grabar en cassettes mis canciones favoritas de la radio y escucharlas en mi Walkman, el tiempo pasó y tuve muchos amigos con grupos, yo misma incluso incursione en tocar la guitarra pero decidí moverme y enfocarme en la Fotografía. En la universidad mientras estudiaba Marketing y Fotografía tomaba fotos de las bandas de mis amigos y de sus shows, esto me llevó a colaborar en medios locales (Rolling Stone, Me Hace Ruido)  e internacionales (Spin Earth). Mis amigos y yo creamos el blog llamado Me Hace Ruido y esto me abrió muchas oportunidades como ser manager de grupos, organizar shows y posteriormente trabajar con disqueras independientes. 

What advice do you have for independent artists / those who want to break into the industry?

Follow your dreams and don’t give up, there is no magic formula. 

[ES] Sigue tus sueños y no te rindas, no hay una fórmula mágica. 

What artist have you been listening to on repeat lately?

Mint Field, Sei Still, The Americojones Experience – all Mexican psychedelic artists. 

[ES] Mint Field, Sei Still, The Americojones Experience todos artistas de psycodelia mexicana.  

What’s your favorite thing about working at The Orchard?

The Orchard is a company that listens and cares about you. They let you be yourself while at the same time helping you develop into your full potential. 

[ES] Es una compañía que te escucha y se preocupa por ti, permitiendo ser tú mismo y al mismo tiempo apoyando a desarrollarte en tu máximo potencial. 

Favorite tradition at The Orchard?

It’s not a tradition yet, though I would love it to be one, the Pet Parade, a digital conference where every Orchardite presents their pets. 

[ES] Aún no es una tradición pero me encantaría que fuera, es el Pet Parade, es una conferencia digital en la que todos los Orchardites del mundo presentan a sus mascotas. 

How do you discover new music? 

I discover music from many places; playlists, friends, client recommendations, and blogs. 

[ES] Por muchos lugares; playlists, recomendaciones de amigos y clientes, blogs. 

What’s something you’ve learned outside of work that helps you to be your best self at work?

Put yourself in the place of the others – this will help you better understand situations. 

[ES] Ponte en el lugar de los demás, esto te ayudará a entender mejor las cosas. 

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