The artist management and booking agency that helps you slice through the noise of the entertainment industry, ripen your brand, and secure top-tier talent for unforgettable experiences.
In the unpredictable world of entertainment, breaking through can be as challenging as trying to grab hold of a watermelon on a hot summer day – it’s a tough nut to crack. But worry not, because we’re here to lend a helping hand. We don’t just manage artists; we carefully nurture each individual’s talent, ensuring they thrive in their own unique way. And for some, we don’t stop at management; we also handle their booking needs, securing them the best opportunities.
Carina Sava
Founder
Carina Sava is a music business professional with over 16 years of experience in artist management, booking, brand partnerships, music marketing, and communications. She develops and grows the careers of established artists such as VUNK and byron, while actively nurturing and supporting emerging talent, including Larisa XO.
She holds a Master’s degree in Artist Management from Berklee College of Music and is the Co-founder and Vice President of RAW Music Association (Romania’s Music Export Office), contributing to the international development and visibility of Romanian music.
Carina currently serves as Head of Special Projects at Mastering the Music Business Conference & Showcase Festival, the leading music business event in Romania. After nine years as Conference Program Manager, she transitioned into this role driven by a constant desire to build, initiate, and develop new strategic directions and cross-sector collaborations within the industry. She is also the Founder and Chair of Women in Music Romania, an organization dedicated to supporting, connecting, and empowering women across all areas of the music industry.
After 10 years of managing pop rock band VAMA, in 2020, she founded Watermelon Agency, a boutique artist management and brand partnership company.
Carina has served as a mentor in numerous international music business programs, particularly in the field of artist management, a role she values deeply. Guided by her personal motto, Never stop learning, she is driven by curiosity, continuous education, reading, and traveling, always seeking new perspectives and ways to grow both professionally and personally.
Ștefan Hadăr
Partner & Booking Coordinator
Stefan Hadăr is a young entrepeneur, active in the music industry since the age of 19. Over the years, he has coordinated digital campaigns and was a booking & project manager at Agenția de Vise and Overground Music. He has worked with artists such as Tudor Chirilă/VAMA, VUNK, byron, PAULINA, and The Mono Jacks.
Ștefan is an associate at Watermelon Agency, where he manages and coordinates the booking strategy for part of our portfolio. He’s also as the Conference Program Coordinator at Mastering the Music Business, Romania’s leading music business conference.
Daria Popoiu
Project Manager
Daria Popoiu is at the beginning of her journey in the music industry as a Project Manager. Passionate about every aspect of music, from visual identity to artist management, she keeps up with Romania’s music scene and continuously strives to bring fresh concepts to the table.
With her ability to find beauty everywhere and spread good vibes, she is set to deliver outstanding results in the music industry.
Marina Popescu
Office Manager
Marina keeps the heart of Watermelon Agency running smoothly.
With a sharp eye for detail and a structured approach, she makes sure all administrative tasks are in perfect order, supporting the team and artists alike.
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