© Donna Ford Photography
“You can be anxious, sensitive, kind and wear your heart on your sleeve. You can be a mother, or not, you can be an ex-Mormon, or not, you can be a nerd, a crier, a hugger – you can be all of these things, and not only can you be here – you can lead, just like me.”
A girl can dream.
Born in Haskovo, southern Bulgaria, I grew up just a few hours from the Black Sea. My beginnings were humble, but I always dreamed big - and those early experiences have shaped my journey. I’m so grateful to my supermum, the most selfless person I know (and thanks, dad, for the small rebellious streak!). I’m grounded in who I am at heart: part of the 20% of people who are highly-sensitive and the 4% who are empaths; it guides how I lead as well.
My career began…
…shortly after I completed my studies in Germany and the Netherlands. I spent the first eight years working in consultancy, managing projects for European clients - first based in Belgium, then in the UK. Over time, I became fascinated with London’s music scene and decided to change career direction.
In 2023, I landed my first role in the creative industries at Creative UK with Creative PEC (funded by AHRC). Today, I consult for music artists and organisations, work with international public, private and not-for-profit clients, curate playlists, run events and write a blog.
I’m on a mission!
…to bring a more human approach to the music business. With a passion for A&R innovation, artist career development, international and DEI; my superpower is doing things differently - not the way they’ve always been done. I’m committed to doing so, with gusto, with glory, and YES, with jazz hands.
As well as music,
…I’m never not chasing summer.