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 driving an artist’s success, and the risks that arise when management prioritizes profit over artistry, often exploiting the very artists they represent. I was only 12 years old, and already learning the ins and outs of the music industry.

There was no turning back: 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, handling production for internationally touring artists. I've also toured with a band as a photographer and videographer, directed music videos, and taken on artist liaison roles 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, breaking into the music industry isn't easy. You have to be bold, reach out to festivals and individuals, work unpaid to gain experience, and stay versatile just to get your foot in the door. Once you're in, you have to prove yourself every day— not only because you’re often the youngest, but also because you're sometimes the only woman on the team.

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

I’m proud of my journey and excited for what lies ahead, as well as 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