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.
Tell us about what the *&^# you do!
I oversee the Advertising department at The Orchard, where we create and execute bespoke advertising campaigns on behalf of our artists and labels. Using a data-driven approach, we help to identify and grow audiences, enhance release strategies, and drive consumption. Besides leading the innovation and strategic vision of the department globally, I also work with internal teams like Product to develop and launch advertising tools, and the Marketing and Video Services teams to develop best practices and case studies.
How does your role/department fit into The Orchard?
The global Advertising team is an integral part of The Orchard’s value proposition. We work with internal teams, labels, and artists to help identify and target audiences, and use those audiences to execute comprehensive advertising strategies and campaigns. The advertising, sales, and marketing teams work very closely together to help drive the success of projects around the world.
What’s your favorite part of your job?
Besides being able to work with some amazing artists around the world, I think the best and most rewarding part of the job is to be able to play a small part in the artist’s trajectory and evolution by helping them reach new audiences, amplify their reach, and achieve their goals.
What’s a campaign/project you are proud to have worked on?
It’s hard to pick one, we work with so many amazing artists, big and small, but as I mentioned earlier, I love seeing the evolution and how an artist can grow. One that comes to mind is Blu DeTiger, a prominent bass player and artist signed to our Artist Services team who started getting traction on her single “Figure it Out” back in 2019 and recently had a very successful launch for her EP How Did We Get Here?
How did you first get started in the music industry?
I come from a music family where everyone sings or does something artistic. My parents even had a cover band with some of my uncles; so music has always been a part of my life. In high school, I was a correspondent for 40 Principales, a prominent radio network across Ibero-America. That was my first exposure to the promotion/business side of the music industry. From there, I started working in PR and with nonprofits, organizing fundraising concerts. After a few years of independent and freelance work in the industry, while also working at an advertising agency, I decided I wanted to move to New York and work in the industry from a global perspective. So I quit my job, left everything and got a Master’s in Music Business at NYU. I had to start over, interning at different companies and creating a new network and career until I finally got to where I am today.
What advice do you have for independent artists / those who want to break into the industry?
Be ready to work hard, be patient, and make sure you have a strategy in place. Your authenticity is your greatest asset. Use the tools available to you as your vehicle, don’t force it out of necessity or obligation.
What artist have you been listening to on repeat lately?
My Latino roots call me, so I’m always listening to some reggaeton as we get closer to the weekend (J Balvin, Karol G, and Bad Bunny to mention some on the top of my faves). I mix the Latino side with some Sinego, Tems, Charlotte Cardin, Ichon, Kali Uchis, Aya Nakamura, RAYE, Charlotte Day Wilson, and many others. I enjoy listening to new things all the time.
What’s your favorite thing about working at The Orchard?
The people. The Orchard is full of brilliant professionals but also amazing humans. For such a big company there is still a sense of family and support. We get to work on a daily basis with people from all over the world and collaborate on projects as if we were in the same office. It’s amazing!
Favorite tradition at The Orchard?
Global Summit. Even during a virtual year, it remains the best tradition, an opportunity to learn from each other and to learn about each other. It’s what keeps us so close, but it’s also so fun.
How do you discover new music?
I discover a lot of music through work. We work with genres, languages, levels and cultures of artists and labels. It’s amazing some of the artists that get to us via work requests. We even have an ongoing playlist with our favorite team picks.
I also like exploring music charts and playlists for different countries to listen to what is getting traction there. But just like many others, I find music on TikTok, friends recommendations, movies and shows. It’s hard not to discover, there is so much great music out there!
What’s something you’ve learned outside of work that helps you to be your best self at work?
Don’t over or underestimate anyone around you, know your value, but also the value of those around you, regardless of their position.