Rock Monsters Romania

Some people seem to be everywhere and do everything in the music industry. This is certainly true of today’s guest, Corina Dumitrescu.

Corina embarked on her journey in the music industry in 2017, initially as a volunteer at the Electric Castle festival. Since then, she has been actively involved in all editions, overseeing staff accommodations, catering, and merchandising, while fostering a deep appreciation for teamwork and the castle’s ambiance.

Towards the end of 2019, she co-founded Unveiled.ro, a versatile platform supporting artists across genres, alongside four other individuals from Brașov. This venture led her to collaborate with Alexu and The Voices Inside, assuming the role of manager. Her duties included overseeing the release of the band’s latest two albums, coordinating the production of two music videos, organizing branding photoshoots, managing online promotion, and booking concerts.

In 2021, Corina participated as a mentee in the inaugural edition of the Women in Music Romania mentorship program. Subsequently, starting in 2023, she joined the team, gradually assuming responsibilities in event organization for the mentorship program, serving as coordinator for the special group project for the 2023-2024 edition, as well as overseeing related events like HerStory.

From the autumn of 2023 onward, Corina also joined the Mastering the Music Business team, serving as hospitality manager, logistics coordinator, and speaker management.

In addition to her remarkable achievements, Corina is also working in IT. She began her career as a Java Developer in 2005 and has been a Service Manager at Atos since November 2015.

I met Corina at Mastering the Music Business last year and was impressed by how many things she is doing and what a great role model she is. She accepted to answer our questions, and here is what she said:

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

So, first off, we’re all here because of music, right? It’s been a big part of my life since forever. I grew up surrounded by music posters and rock/jazz albums – it was like our house had its own soundtrack. And get this – I was a rebel math nerd so my dad would use music challenges as rewards when I was studying for math competitions. Life took its twists and turns, and I ended up in the IT industry for nearly two decades. But music never let go of me. About seven years ago, things changed big time. I took a leap and dove headfirst into the music scene, especially falling for the electric vibe of Bontida castle. Some might even call me one of the festival’s biggest cheerleaders, all about spreading the love for the music and the awesome people behind it. Since then, I’ve been all over the place – managing Alexu and The Voices Inside band, diving into music projects, organizing events, you name it. And for the past year, I’ve been part of the Women in Music team, which is pretty damn cool. Oh, and did I mention I’m a sucker for colors? Painting’s my jam. But above all, I’m all about lifting each other up. Teamwork? That’s where the real magic happens, trust me.

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

I have been very lucky meeting the right women at the right time, having the opportunity to learn and be inspired to keep going. So I must start with Bianca Rus from Electric Castle, officially called “Hospitality Manager” but for me she is the central point of contact – name one thing and she is there to support. Besides the impressive excel schedules, work on site, endless working nights, topics of all kinds worked in parallel, tight deadlines, pressure all over the place for me Bianca shows how working for something with your full heart pays off at the end of the day. 

And then it’s Carina Sava, my mentor from the mentorship programme and now my team-colleague, a blend of music business expertise, experience and big supporter of women’s growth and continuous education.

What do these 2 wonderful women share în common? They always look for solutions and constructive perspectives.

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

Music is how I express my feelings, so I had to include it more in my daily life. And it was there as a dream from the beginning, a dream that I thought could never be real, being surrounded by so many ‘nerds.’ But here I am, living it! And it’s all because of my dad – you know that TikTok/Reel: ‘Behind every girl who listens to good music, there’s a dad who bought her CDs and cassettes.’ That’s me!

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?

Oh yes! There were many warning moments, and I have lived challenges also without warning(the classic discussion with a venue owner for booking a concert:”Can you put a guy from the band on the phone?”). I can recall one of my first mentor-mentee talks I had with Carina Sava about how women tend to work double so they can prove they are worth it, and by doing this, they go into burnouts and still do not stop. Of course, I thought that could not be my case, but hey – after two burnout sessions, I pay more attention to my personal life, time, family, and setting up boundaries.

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?

For me, one of the challenges was learning the technical language and doing the ‘hard work,’ such as carrying heavy items. But being stubborn, I sought opportunities to learn. Instead of feeling like a victim, I asked questions and requested help. Additionally, seeing many women behind the scenes (lucky me, at EC, there are many great women doing ‘men’ tasks) gave me the confidence that it’s just a matter of how much you want to be in this industry. And yes, most of the time, it requires more effort to sit at the table, but in the end, it’s the results that count.

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

Yes, but the funny thing is that it happened even in crowds with a male majority, but also with a female majority. For example, mentalities that suggest you should dress more ‘femininely’ and be pretty, or on the contrary, pay attention to not show too much skin because you might be misunderstood. I always do my best to present myself as I am, with not much focus on gender, but rather to be authentic.

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

To make the industry more inclusive and welcoming for women, let’s start by introducing flexible work options, like remote work or flexible hours, to better accommodate everyone’s needs. It’s also important to have mentorship programs, specifically tailored to help women excel in their careers. By providing educational opportunities and training programs, we can empower women with the skills they need to succeed in various roles within the industry. Let’s work on creating a culture that values respect, inclusivity, and zero tolerance for discrimination or harassment. And of course, seeing more women in leadership roles can inspire others and show that everyone has a place at the table. Plus – let’s not forget women supporting other women is the way to change mentalities.

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

I tend to keep myself optimistic about the future of the music industry when it comes to gender equality! There’s a growing awareness and momentum for change, with more initiatives and conversations happening around diversity and inclusion. As we continue to push for equal opportunities and representation, I believe we’ll see positive shifts that will make the industry more inclusive and welcoming for everyone, regardless of gender.

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

As a mentee in the 1st Women in Music mentorship program, together with one of my colleagues, Cristina Oltean, we had an idea that could make learning easier: ‘by doing’ a real project, like organizing a concert. In the third edition of the mentorship program this year, I had the chance to bring this idea to life. So, the mentees this year had a special project: to organize from scratch a concert for a Romanian artist, Francis on My Mind. This happened on March 20th, at Club Control, and it’s one of my ‘proud coordinator’ moments. Never underestimate the power of 10 women; they will rock the stage!”

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 am very excited that after one year of working in the Women in Music team, I get the chance to work on our first conference, called ECHO, which took place on May 21st at Cinema Elvire Popesco. It’s the first time I get to be involved in this kind of project from day 0, and also seeing my team take up this new challenge gives me a lot of confidence that I am în the right place.

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?

I recall feeling quite anxious and lacking confidence, especially because I had no prior experience or connections, and there were preconceptions like “you must live in Bucharest to make it.” After seven years, I firmly believe that authenticity, hard work, perseverance, and staying true to your principles and beliefs are key. We often rush to judge people or situations based on surface impressions, but once you’re actively involved, perspectives change completely. Indeed, I’ve gained a deep understanding and appreciation for those working here; it requires a great deal of passion to stay committed.

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

For young women, I would advise never giving up—there’s a crew for everyone, an audience, and always a team of supporters. When things don’t seem to be going well, it means you must search further. And for those reading this interview up to this point—well, I guess I’ll see you at the castle, front of house, with music flowing through our veins. It’s never too late to pursue your dreams—and when it’s the right one, you know because you don’t tire from working on it. Electric kisses to all of you! Thank you!

If you see Corina next week at Electric Castle, don’t forget to say hi! Even if you miss her, you can follow her on Instagram to see what projects she’s working on.

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 Radu Mihai

Interview by Ionela Pleșan and Radu Mihai