Sonja Denda Email & Phone Number

Global

Assistant to Michael League - Grammy-winning multi-instrumentalist and composer / founder of GroundUp Music label / artistic director of GroundUP Music festival/ founder, bassist, composer of Snarky Puppy band / founder and producer at Estudi Vint 🎶www.groundupmusic.net🎪www.groundupmusicfestival.com 🐾www.snarkypuppy.com ✨www.bokante.com

International

Founder of a consultancy agency: Agent BendaCurrent client: Pop singer-songwriter Luka Rajić (Universal Music Serbia's artist)Project-based clients: Leitmotiv Arts NYC; Musicology Sessions, GLITCH Records; Independent musicians from Belgrade (MAPO Keys, Retrospektiva, A.N.D.R., Nataleé ); Berklee College of Music Alumni Network in Serbia and related immigrant musicians (Tamara Jokic, Pera Krstajic, Ana Krstajic, Ognjen Gotovcevic, Ilija Mihailovic, Aleksandra Denda, Filip Bulatović MAPO, arya), local creative entrepreneurs, prominent grad students etc. Services: Business and Marketing Plans, PR, Research, Audience Development Tactics, Concert/Event Organization, Public Relations, Content Marketing, Collaborations Liaison, Project Management, Grad School & Scholarship Advising

On a quest to change how photographers and visual creators operate in their post-production chaos.Power to the creatives🐝Impacts noticed within:- Brand Foundation- Acquisition Marketing- Sales Development- Content - Social Media Marketing, Email Marketing, Website copywriting, Blog editing

Boston, Massachusetts

Main liaison between 200+ undergrad students and the professor, course work and study materials• Researching the topics to expand the syllabus according to student feedback• Assisting in developing class presentations and student activities aimed at keeping students engaged, intrigued and proactive about the course content• Learning through students, lecture research and students' projects evaluation about the role of music in culture, film industry, technology, economy, society, psyche, behavior (and the impact of these on music).• Courses (Music/Music Industry Undergrad Program): Film Music, Music in Everyday Life

• Focus: Intersection of Arts and Ethics• Skillset: Research, Design, Event Conceptualization, Event Organization, Stakeholder CommunicationMy mission was to support the Center For The Arts Research Fellows' research projects and faculty conventions/workshops organization. In February 2020, Fellows organized a convening workshop with brilliant minds and faculty members of Northeastern University who are invested in practice that merge creativity and ethics. Event “Interrupting the Cannon” was structured as an afternoon and evening of conversation around the ways that established modes of practice and hierarchies of academic “value” often shape inequity, undermine capacity, and foreclose collaboration. The guiding question for the was: What does (or what could) the intersection of art, inquiry, ethics, and action look like in your field or practice?My work was reflected in:- EVENT ORGANIZATION & BRANDING -Event Conceptualization | Event Logistics | Faculty Members Communication Liaison | Promotional material design | Presentation Deck Design

Boston, Massachusetts, United States

• Focus: Music and Environmental Justice; Music and Social Justice; Advocacy Development.• Skillset: Research, Opportunities Mapping, Presentation Deck DesignSupporting research work of Prof. Rebekah E.Moore - an American ethnomusicologist, Graduate Coordinator for Arts Administration and Cultural Engagement and Assistant Professor in Northeastern University's Music Department. Prof Moore is committed to understanding how music and all forms of expressive culture can integrate community values and facilitate empathy, tolerance, and equality. Her academic and research scope of work includes tackling topics dealing with advocating FOR the Arts and THROUGH the Arts (global popular music history, social, gender and environmental advocacy through the arts, music industry in Indonesia, project management and marketing in the music industry etc.)My work was reflected in: - RESEARCH -Bibliography Creation Assistance | Researching and Documenting Findings - PRESENTATION DEVELOPMENT -Researched Speaker Opportunities | Presentation Deck DesignResearch Projects:- “The Rise of Rock Gods and Eco-Warriors in the Last Paradise” (Prof Moore’s monograph)- Environmental Justice Activism among Indonesian Musicians - “Boston Commons: Making Space for Arts Research, Practice, Ethics, and Action” - Developing capacities to share in artistic experiences inspired by creative practice, research, ethics and action -

Belgrade / Boston

Be Here and There is envisioned as music and educational initiative of Serbian emerging musicians and music industry professionals based in US with the aim to showcase exquisite talent developed overseas, with the collaboration of acknowledged local musicians and connect them through education. The aim is to represent the highest musicianship originally from Serbia and to spark growth and innovation within the local scene by nourishing international connections meant to inspire growing talent in the underdeveloped music scene.The first edition of this initiative was held in 2018. in the form of a 3-day festival. It was followed by high media coverage, remarkable attendance of over 1000 people and participation of many acclaimed artists devoted to jazz, world music, soul and fusion. The first BHAT Festival was supported by Berklee College of Music's Global Initiative Office.In 2019, the initiative founded Be Here and There Sessions with the aim to introduce a live music programming in the city's most vibrant space at the time - Belgrade Market. This conceptual art space, later on, supported the live music scene by inviting local musicians for many events.The agile status of the organization resulted in inconsistent work but nevertheless - its mission will continue to gather these individuals and will create a definite form for pursuing its goals.The vision is to become a platform to drive the development of the quality music scene and industry in Serbia on two fronts: festival programming and education. Its development and conceptualization are currently in motion. My responsibilities and duties include:• Project conceptualization • Strategic positioning and implementation; Team Management; Fund Raising Proposal Writing• Communication & Promotion - Social Media Campaign, Design, Marketing• PR Management - Covered all national televisions, newspapers, portals & radio stations;

Bristol, United Kingdom

Upon completion of Event Sales Training for the Conference and Hospitality sector, as an Event Executive I worked independently to deliver excellent event experience to all Marriott's corporate, government and social clients.That included extensive responsibility and operations for all aspects of the event planning process -including sales, managing clients, creating event experiences based upon customers' objectives, contracting, managing other departments and logistics, coordinating the delivery of the event and communication with all parties involved.Organized over 80 small and medium events (meetings, training, workshops) and around 10 big events (conferences, symposiums). This included managing over 10 projects at once, establishing multiple project timelines and scope of work and ensuring communication across all departments and the client. Clients included - PRSA, Lloyds Bank, Prince's Foundation and Motown The Musical.

SOUL Society belongs to a unique group of eminent music venues in Serbia, dedicated to supporting and presenting soul/jazz/funk/world music/blues musicianship from the ground up (from booking to promoting and organizing concerts). One of a kind venue in the capital of Serbia dedicated to being a home for quality music lovers.My contribution during the season of 2017 - 2018:• Being responsible for the artistic vision, identity and programming of the venue for the whole season, successfully grew the venues online presence, gathered a loyal audience, made it a number 1 spot for international musicians to play in. • Significantly contributed to the activity and awareness of capital's music scene, contributed to promoting many emerging artists and put cultural events on media’s weekly agenda.• Managed the bar/waiting/hosting/tech staff, built strong and sincere relationship with musicians, media and guests.• Made a long-term goal communication strategy and implementation plan (design, PR, social media marketing) – Presenting stories of successful artists and driving collective support among musicians.

Musicology Sessions is a special concept of concert and festival experience, where visitors have the opportunity to enjoy the intimate club performances of great world jazz, blues, funk, r’n’b stars among which are Grammy-winning artists (Robert Glasper, Gregory Porter, Snarky Puppy etc). Fans of quality sound are offered something that they could not experience in the region so far. The extremely successful record of concert series was marked by sold out concerts, a special, intimate atmosphere, as well as educational activities with eminent musicians, made a big echo in both Serbia and the whole region. Such reactions contributed to the expansion of Musicology Sessions to Slovenia and Croatia. My contributions during the season 2017 - 2018 are:• Building and nourishing connections with the US music industry• Booking (Robert Glasper Trio, Knower)• Assisted in creating and implementing a promotional strategy for Media and Digital Channels• Assisted in organizing educational music workshops for local and young musicians • As an advocate for support to the local music scene, I assisted in organizing Opening Acts• Hosted artists - Robert Glasper, Jazzanova.

As an PR Assistant in Direct Media, I was a part of Fusion Communications agency's team for integrated communication, offering services in three key communication domains – PR, BTL and Social Media Marketing. After my internship turned into employment, I joined the team for Pitch creation and Campaign implementation, working as an consultant to Client Service Director and Account Director. My professional focus, as well as job description, included Intergated communication plans, Brand Development and Brand Localization, CSR campaigns, PR and Crisis communication, Marketing Communication Strategies, Influencer Marketing and Launch Events Organization. All of these concepts combine communication analysis and strategic consultancy aimed at: enhancing/creating brand image; increasing brand awareness; creatively promote brand experience not just their product, and providing support through media, digital marketing, CSR activities and partnerships as well as relationship marketing. Projects I have been engaged in equipped me with valuable knowledge of conceptualizing and coordinating complex marketing projects:▪ PR and Media communications ( 360 PR strategies - Creating press releases and articles; managing native advertising collaborations; Creative writing; PR events organization; Media relations; Press monitoring, clipping and reports) – Telenor, Telenor Foundation.▪ Digital Marketing Strategies and Social Media Marketing ( Content Marketing; Data driven strategies; Influencers' collaborations; Copywriting, Brand Communication) – UNICEF▪ Integrated 360 campaigns (PR, Digital and Social Media Marketing) and Event organization (B2B, BTL) – United Nations Development Programme (Awareness campaign for Danube and East Serbia tourism), Hemofarm (Anti-smoking campaign) , ENVAP3 (Serbia’s EU Accession process- Environment Accession Project), Serbia-based Tech Companies.▪ Brand Localization - Buzz (Nike's Partner in Serbia), Samsung, Coca-Cola.

New York, Usa

LeitmotivArts was created in 2013 by an experienced talent management professional and avid music and poetry enthusiast Danijela Milić, with a mission to represent, manage and promote the highest quality artistic talent as well as to provide professional services to international artists. Through artist management and development, LeitmotivArts nurtures emerging musicians from the ground up - guiding them through recording and album releases, internet and radio promotion, marketing campaigns and touring. Leitmotiv Art team manages internationally recognized artists from the Balkan region, living and creating in the US.Since 2016, I am the PR representative and publicist for Aleksandra Denda Music (neo soul singer songwriter, Berklee graduate, performances include: Carnegie Hall, Blue Note Jazz Club) in Serbia.▪ Creating press kits and press releases▪ Media relations and arranging articles, interviews and TV shows ▪ Editing and supervising media releases▪ E-mail handling and communication with media representativesResult: Aleksandra Denda reached national acknowledgment and high media attention during the PR campaign for her Belgrade and Carnegie Hall concert in 2017.

Belgrade, Serbia

The International Student Week in Belgrade (ISWiB) is an international educational and cultural festival that takes place in Belgrade since 2006. Our organization is an active member of an international network of student-organised conferences SORCE (Students Organizing Conferences Everywhere). Every year, around 250 students from all over the world come to Belgrade to participate in educational workshops.Through ideas and beliefs shared with students in an environment free of prejudices, violence, xenophobia and hate speech- the ultimate goal is to get participants in touch with outstanding professionals/lecturers in diverse fields and use gained experience in improving their own local society and start individual projects with our support. My team was responsible for the conceptualization and implementation of the Educational Program and cooperation with eminent experts from Portugal, Greece, USA, Italy, Croatia and Slovenia, all in order to put an emphasize on major issues as Immigration Crisis, Xenophobia, Cultural Diversity appreciation in today’s global state of conflict. Our work is supported by Serbia’s Ministry of Youth and Sports and Ministry of Science and Technological Development, Ernst and Young, VIP etcMy responsibilities included:▪ Research and engage in the international dialogue about current social issues with representatives from other country members of SOURCE▪ Turn research into specific topics, choose teaching techniques and find international lecturers and moderators▪ Writing the project presentation for FR purposes▪ Cooperation with PR & Marketing team in order to shape the external communication and attract participants▪ Hosting moderators▪ Workshop logistics▪ Closing ceremony organization and productionImpact:▪ Founded Humanitarian Art Night that is being organized every year by new ISWiB team members▪ Founded World Music Workshop concept, that was transferred to the festival program of our partner from Romania (ISWinT)

Belgrade, Serbia

▪ Winning the business case study competition led to this internship program▪ Mentored by the Employer Branding specialist, therefore experienced the practice of Corporate PR.▪ Conceptualizing, proposing and implementing Organizational Culture Strategies in every sector of the company (Administration, Production and Commercial) in order to empower new employees and develop the effective recognition method to reveal their professional potential

Belgrade, Serbia

▪ Conceptualizing PR and Marketing lectures and panel programs▪ Communication and relationship building with panellists and program’s partners▪ Coordinating conference’s various activities ▪ PR representative for TV and other mediaAIESEC is a global platform for young people to explore and develop their leadership potential through personal and professional development experiences, international conferences and skills training.Future Leaders Forum is a students' conference that aims to highlight the importance of modern business through lectures, panels and workshops related to PR, HR, IT and Start-Up.

Master Of Science - Ms, Music Industry Leadership

Bachelor'S Degree At Faculty Of Political Science, Journalism And Communication

English Language And Literature

Piano And Voice