Management is where it all started for me. It is the most hands-on way to understand the heartbeat of this industry, a journey that began with a 13-year partnership at Agenția de Vise. Working with Vama and Tudor Chirilă was more than a job; it was an extensive, ground-level school of artistic management. For much of that time, we operated as a lean, small team.
Since Vama released everything through its own structure, I learned to run a complete independent ecosystem. This meant navigating everything from high-value budget negotiations and complex brand partnerships to producing shows at Sala Palatului and Sala Polivalentă. Beyond music, I was involved in theater, film and the fast-paced TV environment of Vocea României. In all these projects, my role was to protect the artist’s vision while building a solid business structure around it. It was a masterclass in earning and keeping trust, proving that even with a small team, you can execute massive projects if you have a clear roadmap and the discipline to translate creative dreams into sustainable reality.
The Transition to Entrepreneurship: Watermelon Agency
In 2020, after thirteen years of building my path in one place, I reached a point where I needed a different kind of autonomy. In 2020, I decided to step out on my own and establish Watermelon Agency, a boutique management hub designed to provide tailored strategic support for artists who want to build careers on their own terms.
The transition to entrepreneurship was validated through a strong partnership with the pop-rock band VUNK, the first artist to join the agency. Later, working with alternative rock act byron further shaped my experience, with each project adding a new layer to my understanding of what it takes to thrive both on stage and behind the scenes.
My vision for Watermelon Agency has always extended beyond my own personal management roster. I believe a sustainable business shouldn’t rely on a single person’s tastes or experience; that’s why I’ve focused on investing in a new generation of managers. A key example of this evolution is my colleague, Ștefan Hadăr. Having started as an intern during my time with Vama, Ștefan now manages his own roster of artists within the agency, including E-an-na and Ilinca. This model allows the agency to remain agile and diverse: Ștefan brings the fresh perspective and booking initiatives of his generation, while I provide the stability, connections and strategic vision accumulated over 16 years.
