Rock Monsters Romania

Cristina Choleva is a project manager and artist manager at BandBook, as well as an art director at Saatchi & Saatchi Romania, an advertising agency.

Bandbook is a comprehensive service platform designed to connect artists with various stakeholders in their industry, including fans, event organizers, and media figures. The agency aims to empower artists, regardless of their level of fame, by providing tailored services to maximize their potential and facilitate their journey towards success. You can read about BandBook’s 2023 launch here.

Cristina has over 9 years of experience in advertising and the arts. In 2022, she joined Bogdan Munteanu in an industry dominated by stereotypes and trends, where ideas and creativity are paramount. (according to bandbook.ro)

Thanks to Cristina, my life is better and filled with more cheers. Why? Because of her, I discovered Delta pe Obraz, a band she manages, which is currently touring the country and Chișinău.

I don’t know what talent this woman has for discovering cool bands, but based on my experience with Delta pe Obraz, she’s got it 100%. I have faith in her ability to discover future bands that will evoke both tears and laughter simultaneously.

You often see Cristina with her phone in hand, capturing a picture or a story, and you somehow realize after seeing online posts which ones were taken by her because she has her own unique style. I wish I had that talent. To be able to quickly discern whether a band is going to make it or not, or if they will resonate well in our music market.

Because we wanted to get to know her better and learn more about her, we decided to challenge her to answer more questions for us.

What are the things people should know about you before reading this interview?

The people should know that I’m a simple woman who wants to share all the love for music and art. My entire life was concentrated in the artistic area: theatre, art, design, art direction and now artist manager. The circle is complete now.

Which woman inspired you from the beginning? What have you learned from her as a model?

I didn’t have a model or someone to inspire me. I tried to remain almost all the time very clear and straight in what I wanted to do. I believe that every person has its own direction. In the end, you decide which direction you want to follow.

Why have you chosen the music industry? Where does your passion come from?

Being close to the music scene and to the live concerts gave me the courage to approach the bands and artists. That’s how I started working with many bands who ended in BandBook roaster. I like searching around to discover new bands, new sounds. That’s how I discovered Delta Pe Obraz, who is a revelation for me and with whom I started to work 1 year ago. Our worlds have come together in an authentic and complete way, and now I have become their official artist manager.

Was there a moment when another woman warned you about the challenges you might face in the music industry because you’re a woman? What was your reaction?

It was not a woman who advised me, but a man. Regardless of where the message comes from, it’s important to filter it and reach your own conclusions. In life you always face difficulties, compromises, disappointments, but you must have the courage to overcome everything and always look for good, positive things that help you move forward. I don’t see any difference in this industry between men and women, but that might just be me. Art in general is universal, it does not differentiate. What does it matter if you are a woman or a man? It matters what you have in your head and with what energy you set off.

Have you faced any challenges that could only happen to women in this industry? Can you give us some examples and explain how you overcame them?

It is obvious that this music industry belonged to men until recently. Over time, many female voices began to stand out, and along with them, female managers. It is impressive that there are more and more women interested in this industry. That’s good, right?

Have you ever felt pressured to present yourself in a certain way because of your gender?

Never. I am who I am. I don’t try to be someone. Every human being is so beautiful in the way they exist and breathe. One thing I will never accept: to lie or to be lied. The truth is painful most of the time, I know, but it can help you find solutions.

What changes would you like to see in the industry to make it more inclusive and welcoming for women?

I think that the music industry in Romania is very outdated. I think it needs a refresh. This can only happen if other generations (gen Z/millennials, for example) who come with other visions or with other energy also enter this game.
The base that has been created so far was good up to a certain point. After the pandemic, things have changed a lot. I like to think that the pandemic was a kind of refresh in all industries.

With the pandemic, many people had understood that if they only do business, they will not get far. But if you make art from your own business then you still have a chance.

How optimistic are you about the future of the music industry in terms of gender equality?

I am optimistic most of the time. I like to think positively and to stay with high energy. I also have my moments of peace and meditation where I wonder if my presence in the Romanian music industry makes any difference. Maybe it does, I let others to tell that.

Can you share a memorable experience or achievement in your career that you’re particularly proud of?

Every concert I make it’s an achievement. After hundreds of concerts, you easily start to believe that what you are doing is good, but it’s not like this. Every time it’s different, the venue changes, the artist changes, you face unexpected situations. But this is the most interesting part of this job, of this industry: the surprise.

Are there any projects or collaborations you’re currently working on that you’re excited about and would like to share with our audience?

I don’t have anything specific because at the moment I am working on concepts and on much bigger and future things. You will find out soon.

Looking back on your career journey so far, what are some valuable lessons or insights you’ve gained that you wish you knew when you were starting out?

Looking at how I started this crazy road, the impression is that I had the courage to get into an industry which was completely unknown to me. Yes, I come from the area of art and advertising, and all the cultural and artistic background helped me to understand and to adapt to this industry. The beautiful and the ugly also exist in the music industry, the grotesque, the absurd and many other bottomless forms. It is easy to enter from the side and not face the storm that is coming towards you from the front. That’s how my beginnings were here, like a storm that has now turned into a calm sea. Now I can build my boats.

What advice would you give to young women aspiring to pursue a career in music? But to the ones that are reading this interview?

If you want to make a career from this, go girl! We need you!

Join us with Cristina, as well as with Delta pe Obraz, on March 7th at Expirat, where tickets can be found here. Perhaps you’ll also understand why it’s crucial to pay attention to details and strive to do your best.

See you tomorrow with another influential woman shaping our music industry.

Text by Ionela Pleșan

Interview by Ionela Pleșan and Radu Mihai