Rock Monsters Romania

Anca Lupeș is a well-known figure in the Romanian music industry and throughout Europe. Anca is a forerunner in the Romanian music industry, setting the standard for other women in the area. When you talk about Anca Lupeș, you are talking about tenacity and professionalism.

Anca Lupeș founded Mastering The Music Business and worked as a mentor for the first two editions of the Women in Music Romania mentorship program. She was a guest on Season 1 of #HerStory and will talk at ECHO on May 21.

Anca Lupeș is a highly seasoned specialist in the Romanian music industry. One of her primary benefits is her extensive experience in practically every aspect of the music industry, including media (press, radio, and television), concert planning, record companies, management, and booking agencies.

Photo by Cristina Oltean

Because of her significant experience, she started teaching Music Business in Romania in 2006. Anca Lupeș is one of the most experienced and active characters in the Romanian music business, committed to both professional development and advocacy in her area. She has been an approved trainer since 2006, with a diverse background that includes the media (press, radio, and television), concert organization, record labels, management, and booking agencies.

In 2009, she earned a Master’s degree in Music Business from Berklee College of Music in Boston, US. Anca founded Romania’s first music business conference, Mastering The Music Business, which has become a cornerstone of the country’s music business education program. She has also arranged and conducted courses in a variety of topics, such as online marketing for independent artists. Anca Lupeş actively supports and promotes Romanian musicians and the music industry.

We attempted to learn more about Anca, her role models, and what motivates her every day in a special interview.

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

I am a very passionate person, I really love what I do and I was lucky enough to be able to keep on doing it for so long. I believe in learning about my profession, so I was the first Romanian music business professional to do a Master in Music Business at Berklee College of Music, arguably the best music school in the world.

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

My mom was my first model, I learned form her that you cannot accomplish anything great if you don’t put a lot of work in it. Anyone can have ideas, but it’s the work that gets them realised.

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

I did not chose the music industry. Hell, I did not know there is a music industry when I started as a music jornalist back in 1991. I first found out in 1994 after reading All You Need To know About The Music Business by Donald Passman, a book that is still called „the Bible of music business” today, when it reached its 11th edition. But I was passionate about music and then, during my career as a journalist, I started learning about the behind the scenes world, and I got passioned about that even more. Then I went to work for the biggest concert promoter in Romania at that time (we did the second Michael Jackson concert in Bucharest and lots of other concerts and festivals), then for one of the main record companies in Romania at that time (it does not exist anymore) and since 2004 I am an entrepreneur and the biggest advocate of education in music business.

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?

Well, there were not so many women in the industry back then so no. ☺ Over the years I met a lot of women that were growing in this industry, and I gave them that warning. The industry is tough and you have to be too to succeed.

Photo by Anca Coleasa

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?

Definitely there were a lot of times when men I met professionally would not take me seriously. But I think a good strategy that I followed instinctively has helped me to go ahead and not minding them. That strategy was to focus on me getting better each day, just for the sake of being better at what I do. It was also fueled by my passion for music business that made me read and learn a lot about the business. But let me tell you, some women that I met professionally, were worse than men in some respects. ☺ That being said, I was never for vilifying men – let’s not forget they are all brought up by women – their mothers. ☺ So in my career there were men as well as women that teached me a lot, and I owe them all.

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

Yes, I do remember there were times at the beginning of my career when I was getting a lot of staring and improper „compliments” from men I met professionaly. But being very young I did not know how to react, so instead I started wearing baggy clothes and no make up, to avoid those kind of reactions from men. I am very happy that women are more vocal now and sanctioning every improper behavior from men, it has made them more careful and respectful.

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

Changes are already happening – I see more women in executive positions in the big companies in the industry and I would also like to take the opportunity to highlight the work Women In Music Romania (run by my partner Carina Sava) is doing with their mentoring program that aims exactly that – to help young women professionals grow faster and better and have a better acces to top jobs in the industry. Also, I see more women on stages as instrumentists and also more women music producers than, let’s say, 10 years ago. It’s growing.

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

Businesses of arts, like music business, have always been very welcoming with gender equality, even if – not so far ago – it was not very official. So I do trust that music business is, now more than ever, one of the most inclusive industries when it comes to gender equality – and I’m not talking about only women now.

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

For me it has only been more about the journey than about achievements. But I am particulary proud of my long term collaboration with Steve Vai (around 4 years) that has developed into a friendship that I cherish.

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

MMB, of course, then the music export office that I am currently running and developing. Last but not least I am very happy that a project that I have created and submitted for financing abroad was approved and it’s getting implemented. It’s called SESAME, and it’s about songwriting camps and music export. You will soon hear more about it.

Photo by Anca Coleasa

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?

First one would be – if you have an idea and believe in it, just go for it, no matter what the others say. When I started teaching music business, there were people asking „can’t you see you’re growing your own competition?” Well, I did and I’m proud of it. I’m not gonna name names, but there are some of my former students doing pretty well in this industry and I’m happy just to know that at least one brick on their yellow road was placed by me. Of course, you need to know what you’re doing and professional education is crucial in that respect.

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

Be aware that the music industry is less the glam you see in the press and a lot more work. Artists are charming and warm mostly on stage and in social media. ☺ Try to find what you are more passionate about but also what suits you best, to get great things done. Think big. Work with ethics – the industry is small and word goes around quick. Never think of your self as a woman in music business – you will just limit yourself, as current culture still sees women as the „weak gender”. Call yourself a music business professional, that will place you on an equal position with everyone. It’s a matter of mindset.

Rock Monsters Romania believes in professionalism and in the chance for women to stand out in an industry that seems dominated by men. Due to this belief, we have decided that once every two weeks on our website, you can find a woman who is making waves in the music industry and offers daily inspiration and support to those around them.

Text by Ionela Pleșan

Interview by Ionela Pleșan and Radu Mihai