Sonja Denda (1994) has been an active advocate of the music scene in the region since 2017. Her experience spans from Serbia, through England, to America, where she completed her master’s studies in Music Business Leadership as a scholarship recipient and assistant at Northeastern University in Boston.
From editing and promoting the concert program of the SOUL Society music club in Belgrade, to working on concert series for foreign artists in Musicology production; PR and promotion for projects of Serbian independent artists based in the USA and Europe; working with emerging artists such as A.N.D.R., Nataleé, Retrospektiva in the fields of development, promotion, and performance; curating regional contemporary creativity through the Yugo Bleja playlist – Sonja now channels her energy and skills towards artist development processes and organizing teams around artists.
As an entrepreneur in the music industry, Sonja currently dedicates her 24-hour workday as a dual agent: as an Artist Assistant to American musician, multi-instrumentalist, producer, entrepreneur, and multiple Grammy Award winner Michael League (founder of the brilliant Snarky Puppy band and GroundUP Music label), and as a business member of the Artist Team of Luke Rajić, a talented rising singer-songwriter recognized by the Universal Music Group from Serbia.
Her mission, work, and development in the region were recognized and supported in 2022 and 2023 by two European initiatives for the development of music professionals – MOST and Hub For the Exchange of Music Innovation (HEMI). Desiring to share everything she has learned through international, regional, and local work and research as broadly and as quickly as possible, Sonja provides consultations in project development in the music (and related) industries and mentoring sessions for students interested in working in the music industry.
