Career Spotlight: International PR & Promotion Manager, Carmen van der Werf
Todays Career Spotlight features insights from the International PR & Promotion Manager of Armada Music, Carmen van der Werf. Armada Music represents: Armin van Buuren, Dash Berlin, Paul Oakenfold, Booka Shade, W&W, Tube & Berger, Emma Hewitt, Cosmic Gate, and many more…
If you are looking to work in music, there is an employment opportunity available at Armada Music.
When did you realize that you wanted a career in the music industry?
To be honest, I kind of rolled into it. I used to work (as a trainee) at KLM Royal Dutch Airlines HQ, at the Marketing Communications department. During that period they ran a promotional campaign with Armin van Buuren. I got in touch with his management (that runs through Armada) and at that moment I was looking for a job since I graduated college. By coincidence Armada was looking for a PR assistant and that seemed the perfect job to me because I have always loved (dance) music. I applied and after a nice interview I became the lucky one and they employed me!
How did you work your way up to the position you currently have with Armada Music?
I started as the assistant of the PR manager of Armin, she was also responsible for all press/blog promo of all other Armada releases. That was a lot of work because Armada’s and Armin’s success became bigger and bigger. After a few months she got pregnant and during her maternity leave I had to manage all her activities which worked out well. Luckily, I got an assistant to help me during that time, as roles reversed a bit. It seemed like the perfect opportunity for me to showcase my capabilities. After the maternity leave of my colleague they evaluated my work and that turned out very positive. They made her head of our Marketing & Promotion department and I got her position as International PR and Promotion manager.
What does your position at Armada Music entail?
My work consists of coordinating interviews worldwide, taking care of all kinds of requests for Armin, approving (visual) content, managing Armin’s agenda (planning press and PR), getting into contact with stylists and the arranging of, for example, photo shoots, video shoots and awards shows, among other things. I am the contact person for sponsors like Heineken and Philips and work closely with Alda events, the producer of the Armin Only and A State of Trance shows. I also work closely with publicists and promote new releases from Armin and from other Armada artists on blogs, magazines and radio stations.
What is your favorite aspect of your job?
Difficult to choose my favorite.. I love being creative and think of new ways to promote music and artists. It is extremely motivating to see artists grow because of the work you and your team delivered. I also love to be innovative, I don’t see problems, only challenges.
Least favorite aspect?
Dealing with complicated mail out programs!
Is there anything you do for work on a daily basis others might be surprised about?
I also reply to Armada/Armin fan mail now and again. We receive many emails and requests but unfortunately there are too many requests to answer every single one of them. We really try to though, because without fans we would be nothing so it’s very important for us to show our appreciation!
How do you feel working in the music industry differs from other industries?
It’s a lot more informal than other industries and an industry without a nine to five mentality. Working in the music industry is a way of life I guess, there are no real boundaries between work and home.
Is working in the music industry as cut-throat and challenging as many people make it out to be?
That’s what I thought before working in the industry and yes, sometimes it is, but I’m very lucky working for Armada since we don’t really have that mentality within our team and also not with the people and companies we work with. We don’t work with people who are dishonest or don’t follow up on agreements.
Do you have any advice for those trying to find a career path in the music realm?
Stay up to date with all developments in the industry and listen to new music all the time and keep applying! And last but not least, keep networking, that’s extremely important.
Is there anything else you would like to add? Tips, thoughts, feelings, songs, etc.
My favorite Spotify playlist! You must check it out 😉 The Bearded Man (Armada)
A Big thank you to Carmen van der Werf for taking the time to share her EDMJob with us in this Career Spotlight. If you’re interested in a Designer (Video / Artwork) position at Armada Music, be sure to check out the open position at EDMJobs.