Rock Monsters Romania

Hard work always pays off, and today we have a great example of that.

Andreea Dascălu is the project manager of Women in Music Romania, a New York Ambassador at Grammy U, and a member of the International Promotion team at Global Records. She also works as a freelancer in PR and Marketing. Her background is rooted in popular musicology, having earned a BA in Arts, Culture, and Media (Music, Film, and Cultural Entrepreneurship) from the University of Groningen.

I first met Andreea at Mastering the Music Business, where I was impressed by her work, especially during interviews. With a mic in hand, she was asking insightful questions to everyone around her. After that, I kept seeing her at events, watching her grow and take on more and more roles. From conducting interviews to moderating panels at conferences, managing social media, and helping organize events like the Women in Music Romania Party – she’s done it all.

To me, she’s a great example of someone who embraces every opportunity and excels, and I see her as an inspiration in the music industry.

But now, let’s hear from Andreea herself, what she believes in and what plans she has for the future!

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

Hey! I am Andreea Dascălu, I have just turned 26 years old (scary!) and I love all things music. I am currently working in International Promotion at Global Records, while also doing music PR and Marketing on a freelance basis. You may have seen me at a Women in Music event, as I am a project manager there, or at an info session about Grammy U, for which I represent the New York Chapter as an ambassador.

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

My mother has always been a role-model to me through her resilience, work ethic, motivation and unconditional love and support she is still showing to me every day. She is the strongest person I know and I can only hope to be 20% of the woman she is. Moreover, I must mention Carina Sava, the first woman in the Romanian music industry that believed in me and offered me a chance to prove myself. The knowledge, professionalism, kindness and self-awareness with which she carries herself is a true source of inspiration and I can only be grateful for being able to learn and grow next to her.

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

Growing up, I used to take singing classes and perform at various local events in Braila, my hometown. I vividly remember putting on karaoke shows in my childhood living-room whilst imagining myself performing on a Broadway stage. I was always too shy to do it in front of people so I would excuse myself early from the dinner table and sneakily turn on the computer and rehearse my choreography to Journey’s “Don’t Stop Believin’.” Later on, I studied musicology in university and now I work in the music business. Subsequently, I think it is safe to say that music has always been a part of my life, both as a creative outlet, as well as a haven.

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?

Even when I was singing as a 8-year old I would still get comments veiled as “warnings” about how, in order to truly make it big in the industry as a girl, you needed to sacrifice your morals. I was a kid pursuing music as a fun extracurricular activity, and yet this concern was still being raised. Now, as a young professional working in the very same industry, I often see women questioning each other’s worth based on the same principles. This is one of the reasons organizations such as Women in Music are so important: they educate, support and enable women to pursue their careers in a sympathetic and community-oriented manner, breaking down these barriers with which many of us grew up.

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?

I personally believe that the greatest challenge I have faced as a woman was being taken seriously. I tend to look younger than my age, I speak English with a slight accent and I am a shamelessly enthusiastic person. Therefore, at first sight, people sometimes tend to question my expertise and abilities. However, I quickly realized that, when I actually start talking, their perspective changes 180 degrees. With time, as I became more confident, I stopped worrying about first impressions or preconceived ideas and simply acted as authentically as I could. Needless to say, this took time and practice and I sometimes reverted back to my old self-conscious ways, but eventually, I managed to be at peace with both myself and other people’s perspective of me. Also, I am a huge supporter of faking it ‘til you make it. It worked for me.

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

I can’t say I felt this in a major way, but sometimes I do think twice about how I dress before going to a meeting or how I present myself at industry events. I love dressing up and experimenting with fashion, but there tends to be a blurred line between feeling good about how you look and coming off as “there for the wrong reasons.” Especially as women (but not exclusively), we are highly judged by our appearances, this adding extra pressure to look just “right,” without giving people any extra reason to undermine our capacities and work ethic.

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

One initiative I have come in contact with recently that I feel can make the industry more inclusive and welcoming not only for women, but also as a whole, is the jump.global No Ego event series. Here, everyone is encouraged to drop their job title and introduce themselves only on a name basis, creating a friendlier, more human networking event, focused on real connections rather than status and company-name power. This leads to a more equal and open space where a junior can feel comfortable approaching an executive, mostly because, well, they would not even know they are an executive to begin with. I think in such a competitive and success-driven industry, which tends to get individualistic at times, genuine human connections are a breath of fresh air that is very much needed for everyone but even more so for women, often caught up in the race to prove they deserve a spot at the industry table.

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

I tend to be an optimist in general, but I do believe the future of the music industry is bound to become more equal, if not by an active choice, definitely by circumstance. Through my work, I get to meet incredible young women that are extremely passionate, driven, intelligent and business-oriented, who want to make it in the industry and leave their marks on it. In this ecosystem, I would argue it is impossible for the industry not to take notice of them, be influenced by them, and eventually, get shaped by them. I look at my girlfriends from all around the world that work in the music business and I can’t help but be both in awe with their creativity and dedication, as well as highly motivated by their vision and plans. Either the industry likes it or not, its future is dominated by women that will take it by storm.

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

Attending the Grammys as a guest this year is definitely a career milestone I do not take lightly. How could I? I have been imagining this moment ever since I was a kid doing karaoke in my parents’ apartment like I have previously mentioned, but getting to experience it in real life exceeded my imagination tenfold. Moreover, being an ambassador for Grammy U and getting to connect with fellow members and Recording Academy executives and having the chance to discuss ways of bringing resources to young music professionals in Romania represented another impactful moment for me, as I set out to elevate and support my community and enable kids to live out their greatest dreams, just like I did.

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

As I mentioned before, I am dedicated to giving back to the Romanian community of young music professionals and be a small piece of the change in society’s approach to creative jobs and careers. I plan to use my position as an ambassador to further raise awareness of the insatiable talent and uncessant work ethic that the Romanian music industry has, and bring home resources and opportunities previously only available in the US/Western markets. I would love you all to join me on this journey and share your insights and ideas. They might actually make a real difference.

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?

Creating and developing a personal brand is key. Everything you do or are a part of can and should be used as a building block of your professional persona. Your career is a living organism and is never set in stone. It changes, it can fluctuate, it has ups and downs, merges and pivots. And that is good news, as scary as it may seem. Starting out I was terrified because I didn’t have a clear path and I was interested in too many aspects of the industry. With time, I realized that meant I could never stop learning and being curious, aspects I truly value in my life. While I still don’t have an exact plan, I learned to enjoy the process and perceive each experience as another page in my career journey. At the end of the day, I get to focus on self-actualization and not have to worry about survival. This sounds like a great life to me.

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

I would advise them to be fearless in the pursuit of their passions and dreams. You should be your biggest critic and your most supportive fan, all at the same time. It is an exciting business that can, however, get lonely, so you’d better create a nice space within yourself to stay afloat and above all the smoke and mirrors that you will undoubtedly face. Remember, your reputation precedes you so be kind and help out every time you can. Lastly, do not allow anyone to take away that creative and enthusiastic sparkle from you. Trust me, it is your biggest asset. Enjoy the ride and always stay grateful.

If you want to know her secrets, you can follow her on Instagram. But remember, only hard work pays off!

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