Maria Gironas

shesaid.so LA Radio: Maria Gironas

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Elyn Kazarian is back in the dublab studio for another episode of the shesaid.so LA Radio. Elyn’s guest for this episode is Maria Gironas, who is the founder of Cool Shit, Cool People, and the GM of Keychange U.S.

Maria Gironas, Forbes 30 Under 30 Honoree, is an entertainment and technology executive who elevates marginalized communities and empowers creatives.

They are currently the GM of Keychange U.S. – a nonprofit supporting underrepresented gender creatives with training, mentoring, and networking.

They’re also Founder of Cool Shit, Cool People – a cutting-edge artist development, talent relations, and integrated marketing consultancy.

Listen to the Archive

Summary

  • Maria’s music industry origins and advocacy for artists. 0:00

  • Artist development and brand building in the music industry. 3:56

  • Artist empowerment through education and understanding. 11:00

  • The value of human connection in the music industry. 14:17

  • Gender equity in the music industry. 19:27

  • Music industry leadership and diversity initiatives. 23:38

  • Managing work, life, and mental health. 28:38

30:00 - End

  • Passion, love, and positive change in the music industry.

  • Gender equity in the music industry with a nonprofit organization.

  • Career journey and diversity initiatives in the music industry.

  • Managing multiple initiatives and mental health.

  • Mental health, social media, and artist collaboration.

  • Managing client expectations and communication in the music industry.

  • Music industry and technology evolution.

shesaid.so Radio LA with Elyn Kazarian

3rd Saturdays
12PM - 2PM

Formed by members of the Los Angeles chapter, shesaidso Radio LA aims to motivate, connect, and showcase the work of inspiring women worldwide. The monthly show features interviews and themed discussions exploring industry news, trends and women’s ever evolving forms of influence within the music ecosystem.

Hispanic Heritage Month

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shesaid.so honors Hispanic Heritage Month, featuring stories of industry leaders. Curated by Maria Gironas

Alongside our friends in the US, we’re excited to be celebrating Hispanic Heritage Month! We partnered up with shesaid.so community member Maria Gironas to spotlight stories of premiere music industry pros from the Latinx community, digging deeper into the various cultures that exist and influences that make them who they are today. They’ll be sharing their favorite artists, family traditions, and more of what it means for each of them to be Hispanic/Latino/Latinx. 

Check out all of the video features on our socials (from Thursday, Oct 6 - Friday, Oct 14) and see below for quick snapshot interviews to get to know them even more!

Maria Gironas

Maria has followed two north stars throughout her career: elevating marginalized communities and empowering creatives to embrace technology. Over the past 10+ years, these pillars have guided her career through companies that span the entertainment and tech industries such as Reybee, Fender, YouTube, Q&A, Human Re-Sources, and now Reddit. Through her own company – Cool Shit, Cool People – she continues these missions by working on artist development, talent relations, and integrated marketing with clients like Wide Eyed Entertainment, Casper, Downtown Records, VLVT Tree and more.


Questions

What’s a song that best represents you?

Woof hard one but the first one that came to mind was "So Hot You're Hurting My Feelings" by Caroline Polachek. It's a sad banger and I think that best describes me.

What’s one of your favorite family traditions?

Instead of Christmas Day, my family celebrates Christmas Eve. We stay up all night until midnight and countdown until Christmas Day and we all hug and kiss each other then immediately open presents. We also do Minute To Win It challenges and a talent show so we all stay up, haha.

What’s one secret or piece of advice you have for anyone who’s Latinx wanting to enter the industry?

When I started saying I wanted to work in music, I kept getting "you should work in Latin music." It's important for Latinos to be representatives in the Latin music market, but I also think it's lame to pigeon hole someone. I want to work on everything, metal, rock, pop, latin, jazz and more. My advice is don't let anywhere tell you where you fit in.

Favorite dish?

I'll go with a Bolivian one: Silpancho. It's like a steak milanese with rice, fried potatoes, tomatoes, onion, and an egg on top. My Mom makes it better than anyone and will fight anyone who says otherwise.

What’s your dream?

Enjoying the ride to live up to my potential. What is that you ask? Still figuring it out, and that's okay. Trying to remain present and savor this great life.

Who’s your favorite Latinx artist right now?

Angel22, no question. They are the future and the now of Latin music.

What is something unique about your nationality you want people to know?

Although not the most talked about of Latino’s, Bolivians are an extremely rich culture of people (maybe I’m biased). But the facts are the country recognizes over 30+ languages spoken, we have cholita wrestling (look it up it’s sick), and over 60% of the country is indigenous.

Socials

Instagram: @mariagironas

Twitter: @MariaGironas

LinkedIn: https://www.linkedin.com/in/mariagironas

Dani Sala

Dani Sala has been behind the scenes creating cultural moments with artists, producers, and songwriters for 5+ years. Based in Los Angeles, she’s an Artist, Writer/Producer Manager for Wide Eyed Entertainment which is best known for working with creatives like Julia Michaels, Becky G, Di Genius, Elena Rose, and ANGEL22, amongst others. Prior to those roles, she was a day-to-day artist manager, studio manager, along with completing internships across marketing, streaming, and sustainability at places such as Universal Music Group, Coca-Cola FEMSA, and more. Dani is also currently an A&R consultant for Atlanitc Records.

Questions

What’s a song that best represents you?

Follow Your Arrow - Kacey Musgraves

What’s one of your favorite family traditions?

Every single Sunday, my whole family gets together at my grandparents’ house in the countryside in Colombia. It’s one of my favorite things about being home.

What’s one secret or piece of advice you have for anyone who’s Latinx wanting to enter the industry?

Don’t put a ceiling on yourself. I genuinely think you can do anything you set your mind to by working hard, caring about what you do, and being a good person. Don’t limit yourself because of your background - I’ve never thought less of myself because I’m a woman or because I'm Colombian. And if anyone has done it for me, I have blinders on; I’m living my life and working for what I want. Help people win and surround yourself by people who want to see you win.

Favorite dish?

Sushi (don’t tell me I’ll get sick of it, I lived in Japan for eight years 😜)
What’s your dream?

The life I’m living. I work in music for a living, I’m surrounded by the best people who want to see me win, and I get to help artists grow and make fans’ dreams come true… it’s all I’ve ever wanted.

Who’s your favorite Latinx artist right now?

I would’ve been more original, but I just went to his show, so I need to say Bad Bunny.. Such an inspiring story of a Latino breaking every single barrier and becoming the biggest artist in the world. It gives me chills. I hope everyone gets to see him live - truly a life-changing experience.

What is something unique about your nationality you want people to know?

 We’re very sarcastic and always try to add humor to everything :)

Stephanie Leyva

Focused on empowering connections between content creators and music artists as the Director of Partnerships at Thematic, Stephanie Leyva leads the charge in innovative music discovery through social. She works extensively with creatives on the site to ensure success digitally, on the platform, and support their initiatives.

Stephanie has led numerous trending music-driven influencer marketing campaigns for “Sunroof” by Nicky Youre, “Glitter” and “Supalonely (feat. Gus Dapperton” by BENEE, “Checklist (feat. Chromeo)” by MAX and so many more. She’s worked alongside various labels such as Universal, Republic Records and Sony Music.

Questions

What song best represents you?

The song that I feel best represents me, especially during this Hispanic Heritage Month would be "El Sinaloense." This song represents my family's roots in Sinaloa, Mexico and makes me feel proud to be Mexican. 

What's one of your family traditions?

One of my favorite family traditions is drinking cafecito with my family on Saturday mornings! This is something we've been doing ever since I can remember and something I look forward to on Saturday mornings when I'm in town. Our family that lives in the area, tia's and tio's come over early morning and we drink coffee together in our pajamas while sharing in a conversation. 

What's one secret or piece of advice you have for anyone who's latinx wanting to enter the industry?

One piece of advice for anyone looking to get into the music and creator tech industry would be to use your differences as LatinX as a differentiator to stand out! Share your differences with your employer or potential employer and share how those differences will help you achieve success in the position or field. Use your understanding of those cultural nuances to identify opportunities for the company to help them communicate better with their users. 

Favorite Dish? 

Pozole for sure! I can't get enough of this Mexican dish. I can have this anytime of year and would never get tired of it. 

Who's your favorite LatinX artist right now? 

Karol G! She's so luchona and inspiring and just breaking records left and right. She's someone who is so talented and empowering to our community. 

 What is something unique about your nationality that you want people to know?

Something unique about where I'm from in Mexico (Sinaloa) I would say is our love for Seafood and specifically a dish called Aguachiles. It's a spicy seafood dish that is most enjoyed on a hot day!

Erika Montes

Erika Montes is a music executive who has worked with today's biggest artists at companies like SoundCloud, Fuse, and Island Def Jam.

Questions

What’s a song that best represents you?

At this very moment in my life Marc Anthony’s “Voy A Vivir” fits me perfectly. It’s about enjoying your life moment to moment. One foot in front of the other. What good is this life if you’re not living it? 

What’s one of your favorite family traditions?

My mom and i do a trip every year, even during COVID, we managed to somehow make them happen. The most special one was when we traveled to Mendoza, Argentina where my father’s family is from so I can have a deeper connection to that side of my family tree. 

What’s one secret or piece of advice you have for anyone who’s Latinx wanting to enter the industry? 

The first thing I always say is be kind to everyone you meet and no position is too small (a foot in the door is a step to get into the rooms you want). I got into this industry because a friend of a friend was looking for an A&R Assistant. A&R wasn’t what I was looking to do, but it allowed me to get in, get some experience, and meet some of the players.

Favorite dish?

Hands down… I love peruvian food and Lomo Saltado is my favorite!

5. What’s your dream?

I want to break barriers.. I want to be the first Latina to head a label or head up a business in the music world. 

Who’s your favorite Latinx artist right now? 

Bad Bunny!

What is something unique about your nationality you want people to know?

I grew up in Ecuador until I was 7 and I picked up an early love of music (along with poetry) because my grandmother and my mom would play Julio Jaramillo, who is the most famous singer-songwriter from Ecuador for a genre called Pasillo. The lyrics are poetry set to music and you sing them from deep down in your soul.

Alessandra Alegre

Originally from Lima, Peru, Alessandra moved to Nashville, Tennessee in 2012 to attend Belmont University and graduated Summa Cum Laude in May 2016 with a B.B.A in Music Business. During her last semester, she landed a job as Royalty Coordinator at Tri Star Sports & Entertainment Group, an entertainment business management firm based in Nashville and Los Angeles. During her six years with the company, Alessandra was quickly promoted, eventually leading the Royalty Department as Senior Manager.

Currently, Alessandra is the Director of North America Tracking and Analytics at Universal Music Publishing Group. The North America Tracking and Analytics department ensures revenue collection and maximization within both the United States and Canada for deals signed worldwide. In this role, Alessandra is responsible for managing a team that analyzes income from US and Canadian sources, assists in income forecasting projects, works with the Global Tracking and Analytics department to ensure collections are in line with expectations, and reports trends from top music and video streaming platforms.

In addition to her responsibilities at UMPG, Alessandra has been heavily involved in the Nashville community and was until recently, the President for Conexion Next, a young professionals organization that provides members with personal development opportunities and volunteer initiatives that are focused on inclusivity, diversity, advocacy, and the work of Conexion Americas (a non-profit based in Nashville, Tennessee dedicated to supporting the immigrant community in Tennessee). She is also an alumni of Society of Leaders in Development (SOLID), a MusiCares Ambassador, and previously served on the Junior Board of the YWCA of Nashville & Middle Tennessee. In addition, throughout the year, she participates in various student mentorship programs and speaking opportunities through Belmont University, MusicBiz, SOLID, and Grammy U.   

Most recently, Alessandra was honored as one of the 2020 Nashville Emerging Leader Awards finalists by the Nashville Chamber of Commerce as well as a 2021 Woman of Influence by the Nashville Business Journal. 


Questions

What’s a song that best represents you?

It changes of course but right now I am in my “Invisible String” by Taylor Swift season. Just really grateful for all the magical connections that have gotten me exactly to where I am right now. 

What’s one of your favorite family traditions?

Every summer, my family spends the weekends at a beach an hour south of Lima. Most of my favorite memories happened at that beach.

What’s one secret or piece of advice you have for anyone who’s Latinx wanting to enter the industry?

Don’t try to blend in and be like everybody else. I made that mistake earlier in my career - I thought it would be easier to not draw attention to myself as a Latina woman, especially being in Nashville where at the time I started there weren’t many Latinx in the industry, let alone female Latinas. However, I missed out on the competitive advantage of being culturally different and unique. As I’ve gotten older, I have tried to shine more light on that side of myself.

Favorite dish?

Peruvian sushi. There is nothing like it.

What’s your dream?

I would love to rise through the ranks at a music company and be COO. At the same time, I would love to be part of restructuring the music industry in Peru so artists and songwriters can make a living.

Who’s your favorite Latinx artist right now?

Would it be too cliché to say Bad Bunny and Rosalía?

What is something unique about your nationality you want people to know?

How welcoming we are. We love hosting people and sharing our culture with you.

Sofia Kubicek

Sofia Kubicek is a data-driven entertainment professional passionate about artist development and international marketing. Originally from the suburbs of Chicago, Sofia’s passion for music and data eventually led her to Belmont University in Nashville, TN, where she studied entertainment and interned at over a dozen companies. She created her own intern abroad program in Madrid, where she worked for Sony Music Spain and finished her undergrad in Los Angeles with Black Box and Roc Nation in 2019. 

After graduating, Sofia began freelancing for Black Box LA and decided to make the move to New York City where she landed a job at Sony Music’s Legacy Recordings as a marketing coordinator. She led Sony’s catalog playlist streaming strategy before being promoted to focus on artist marketing.  She has led global catalog campaigns for Shakira, Avril Lavigne, Cyndi Lauper, and Train among other artists. Sofia made the move to distribution in June of 2022 and now works as an International Label Manager at ADA, overseeing a roster that includes labels Partisan Records, 88Rising, Transparent Arts, and artists such as Central Cee and Mia Gladstone.

Questions

What’s a song that best represents you? (music video link included)

I’m going to stick with the classics and go with Marc Anthony’s “Vivir Mi Vida.”

What’s one of your favorite family traditions?

I spend every New Year with my family in Mexico and, when the count down to midnight begins, it’s a tradition to eat 12 grapes for 12 months of good luck. It always turns into a big competition on who can eat them the fastest before wishing one another happy new year.

What’s one secret or piece of advice you have for anyone who’s Latinx wanting to enter the industry?

Maybe not so secret but I think it’s worth a reminder: just because you’re Latinx doesn’t mean you have to become the “Latin music/Spanish-language music” person. You’re allowed to work across different genres, and if Latin music is one genre you want to work in, great. But if it’s not you’re calling, that’s great too. We need more representation across other genres in the industry.

Favorite dish?

It would have to be sopes. They’re kind of like a tostada but they’re soft on the bottom and absolutely delicious. Next time you get Mexican food, I highly recommend you get it.

What’s your dream?

Professionally, my dream is to make a positive impact on this industry and leave it a better place than I found it. I think there’s a lot of work to be done but hopeful in the direction we’re headed.

Who’s your favorite Latinx artist right now?

Like everyone else in the world, I’ve had Bad Bunny’s “Un Verano Sin Ti” bumping all summer long. But in terms of developing artists I’d say I’m excited about Young Miko.

What is something unique about your nationality you want people to know?

I’d want people to know that Mexican-American means different things to different people and that there’s no right or wrong way to represent your ethnicity.