It didn’t take long for me to realize that music isn’t just about songs. I began to notice the marketing strategies behind it—the power of merchandising to shape an artist’s identity, the power fans hold in in driving an artist’s success, and the risks that arise when management prioritizes profit over artistry, often exploiting the very artists they represent. I created my first Facebook and Twitter accounts to keep up with the band's latest news (thank you, fan accounts!) Then came the band’s first concert in Switzerland, and my very first concert ever. Because of the high demand, tickets had to be snapped up the instant sales opened, or you were out of luck. I was only 12 years old, and already learning the ins and outs of the music industry.

There was no turning back: my music had become everything to me, and I built my life around it. Fifteen years later, with a Music Business degree in hand, I’ve worked for two independent music labels where I did production work for internationally touring artists, toured with a band as a photographer and videographer, directed music videos, and worked as artist liaison at festivals. I founded my own artist and event management agency - in the name of MEL - Mises en Lumière - managing an artist from day one and building every stage of her career alongside her. I create my own opportunities because, in Switzerland, there’s no easy access to working in the music industry. You have to be bold, reach out to festivals and individuals, work unpaid to gain experience, and be versatile to finally get your foot in the door. Once inside, you must prove yourself every day—because not only you’re often the youngest one here, but you're aslo the only woman in the team.

What drives me is working alongside passionate people and bringing projects to life that truly resonate. What moves me most about music is experiencing it live, where its impact feels most palpable—the human connection, the collective energy, and the atmosphere transform each performance into something tangible and unforgettable. Touring excites me like nothing else. Some might see this lifestyle as escaping reality, but for me, it’s the opposite: traveling, discovering new cultures, learning from others, and connecting through music— nothing's more authentic.

I’m proud of my journey and excited for what lies ahead, and for the people I’ll meet along the way. One thing I know for sure is that no matter what happens, I will continue to work with heart, passion, and conviction.

Discover some of my work