Rock Monsters Romania

It is March, the month in which we try to dedicate ourselves entirely to the women and girls in our lives. On this occasion, we have decided to speak with women who are active in the Romanian music industry and beyond.

The first woman featured in this year’s series is Andra Rotariu, a dedicated artist manager known for nurturing and empowering underground alternative bands. She began her journey in the entertainment industry as a volunteer and, by 2018, started managing local bands such as Adam’s Nest, Fine, It’s Pink, and Sea Section. Currently, Andra is a key member of the booking team at Control Club in Bucharest, actively involved in the Europavox project, and the founder of CORE Agency.

I know Andra from Control, or as the person behind several cool projects. She’s always struck me as the type of person who fully invests herself in her projects, often to the point of exhaustion. Through her initiative with Concrete Series, I’ve had the chance to see many amazing bands that, without her, might never have had the opportunity to play in iconic venues in Bucharest like Control. It’s impressive how she consistently creates spaces for artists who might not have imagined performing in such professional settings.

In 2024, Andra also managed to get the Cluj-based band Musspell to play at Glastonbury, making them the first Romanian band to perform at the legendary festival. Musspell was the first Romanian band, and Mihail was the first Romanian artist to perform there. It’s commendable that Andra supports projects that don’t necessarily fit the mainstream trends in our local music scene.

Andra seems to be the kind of person who always says yes to challenges. From Baba Dochia to Alternative Quartet, I’ve been to many of her events, and I’ve loved them all. The projects she gets involved in seem to have a different substance compared to what’s happening locally or nationally. This is one of the things I truly admire about her — she constantly seeks and dives into non-mainstream, yet internationally appealing ventures.

As a woman navigating an industry that has often been dominated by men, Andra’s journey is one of resilience and determination. In an environment where the challenges are amplified for women, Andra has continuously proven that her passion, professionalism, and ability to adapt are her greatest strengths. From managing demanding artists to breaking through the barriers of a traditionally male-dominated scene, she has faced unique obstacles—whether it be fighting for respect or proving her place at the table. But instead of backing down, she’s used these experiences to fuel her growth, turning adversity into an opportunity to reshape the landscape of Romania’s music scene. In the following conversation, we’ll dive into the personal and professional challenges Andra has encountered, and how she’s managed to thrive and pave the way for other women in the industry.

We attempted to learn more about her, the challenges she faced and what motivates her every day in a special interview.

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

I’m an artist manager with a deep passion for supporting underground alternative bands and helping them break into larger markets. I started my career in music when one of my best friends started his band back in 2018, and since then, I’ve built a path focused on artist development, live bookings and international opportunities. I founded CORE Agency in 2022, a boutique management and booking agency dedicated to empowering local talent. I’m also part of the booking team at Control Club in Bucharest, where I curate live events and support emerging acts.

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

My mother has always been my biggest inspiration. She is a strong, determined woman who has never let her gender or lack of opportunities cloud her ambition. Watching her navigate challenges with resilience and confidence taught me the importance of persistence and self-belief. From her, I learned that no obstacle is too big if you’re willing to work hard and stand by your principles. Her drive continues to shape the way I approach my career and the challenges within the music industry.

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

Honestly, I always felt like something was missing from my architecture career—like I was lacking the joy and fulfillment I wanted from my work. Music, on the other hand, has always been a huge passion of mine. Ever since I was a teenager I loved discovering new artists and when I started volunteering at film festivals I naturally gravitated toward event organization.

My transition into music management felt organic. When I took on my first two bands, Adam’s Nest and Fine, It’s Pink, I found a real purpose in helping artists navigate their careers. I’ve always believed that we have incredible talent in the local music industry, but too often artists struggle. My main focus has always been to build a stronger infrastructure — one where artists can sustain themselves solely from their music. There’s still a long way to go, but I can see the progress and that keeps me motivated every day.

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?

I wasn’t warned early on about the challenges women face in the music industry, so I had to navigate them on my own. Looking back, I wish I had a support system like the Women in Music community back then — it’s great that conversations around these issues are now more open. At the time, I faced everything head-on, learning through experience rather than guidance.

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?

Yes, definitely. Early in my career, when I was still working independently, I quickly realized that I wasn’t always taken seriously as a solo agent. The unfortunate reality was that people only started to respect my work when I had an agency name as a front, even though I was still the sole agent behind it.

Touring also came with its own set of challenges. It was often assumed that I didn’t understand the technical side of things, even though I’m a highly logical and technical person. The local crew would regularly talk over me and direct their questions to the nearest male colleague instead. Luckily, I had the full support of my team, who always made sure I had the space to do my job. Over time, I gained trust, experience, confidence and I let my work speak for itself.

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

Absolutely. The way women dress in this industry, especially in live music and touring, unfortunately, carries far more weight than it should. I felt like I had to adopt a more androgynous, baggy style just to avoid unwanted attention and ensure that people focused solely on my work.

On top of that, I’ve had my expertise questioned in ways that men don’t experience. The most absurd advice I ever received from a male colleague was that I should learn how to build a P.A. system in order to be a booker — as if technical engineering has anything to do with curation and artist booking. That moment taught me a valuable lesson: not all advice is worth listening to. It’s important to build your own opinions, trust your instincts and do what’s right for you.

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

More women need to be in leadership roles — whether in booking, festival programming or management. Visibility matters and the more representation we have, the easier it becomes for younger women entering the industry. There’s also a need for safer, more professional environments at events and festivals. Accountability is key — venues, promoters and organizations should take a stronger stance against discrimination and harassment.

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

Progress is happening, but there’s still a long way to go. More women are stepping into leadership roles, and conversations about gender equality are more present than ever through our local community and international organizations like Key Change. I’m optimistic that we’re moving in the right direction, but real change will require continuous effort and accountability.

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

One of my proudest moments was securing Musspell’s slot at Glastonbury, making them one of the first Romanian bands to ever play there. It was a milestone not just for the band, but also for independent artists from Romania, proving that with the right strategy and persistence, even emerging bands from smaller markets can reach major international stages. Another moment I’m proud of is organizing Alternativ Quartet’s comeback tour back in 2023, in culturally significant venues across Romania. It felt like a fresh and meaningful way to present alternative music.

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

Actually, CORE Agency is turning 3 this year, on the 8th of March. We have some special announcements planned for this anniversary so you’ll have to wait for exciting news just a bit more.

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?

One of the biggest lessons I’ve learned is that not all advice is worth taking at face value. When you’re just starting out everyone has an opinion on what you should do, but it’s important to filter through it and trust your own instincts. Build your own perspective, and don’t let outdated industry norms dictate your path.

Surround yourself with people who genuinely support you. The music industry can be tough and having colleagues who respect and back you up makes all the difference.

And most importantly — persistence is everything. It takes time to build something meaningful and challenges are inevitable. But if you stay consistent, keep learning and push through, the right opportunities will come.

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

Don’t let anyone define your worth or capabilities for you. There will always be people who underestimate you, but that doesn’t mean you should doubt yourself. If you want something, go for it, and let your work speak louder than anyone’s assumptions.

Be strategic — find ways to position yourself so that your work gets the respect it deserves. Whether that means creating your own platform, starting an agency or working behind the scenes before stepping into the spotlight, there’s no one right path. Do what feels right for you.

Finally, build a strong network of people who share your values. There are more and more spaces where women are supporting each other in the industry and that’s powerful. Having a community that understands your challenges makes a huge difference.

If you see Andra at Control, go say hi! And if you’re curious about the bands and artists she manages, don’t hesitate to look them up now.

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