A boutique music management agency with a carefully curated, genre-spanning roster and a tailored approach for every artist we work with.
Elevanting talent, slice by slice.
Management | Booking | PR & Communications | Special Projects | Brand Partnership
No two slices are the same. Watermelon Agency is a boutique 360 company built around a deliberately diverse roster and the way we work depends entirely on what each artist actually needs. Some we manage. Some we book. For others, we handle communications, brand partnerships or special projects. We don’t offer a standard package because we don’t believe in one. The services are modular; the commitment is not. What stays consistent is the curation.
We pick carefully, across genres and career stages, because a boutique structure only means something when it’s backed by genuine focus. Every artist on our roster is here for a reason.
For 30 years on the Romanian music scene, VUNK has been an innovative band in romanian rock. Singles such as „Pleacă”, „Vreau o țară ca afară”, „Așa și” or „Vino, du-te” have topped radio charts for multiple weeks over the years. In 2024, VUNK released the concept album „De luni până duminică” (From Monday to Sunday). Through spectacular shows and songs with profound messages, VUNK continues its vision of connecting people and bringing them joy, confidence and hope.
byron is one of the most consistent and inventive presences in Romanian music of the past two decades. Founded in 2006, the band plays rock with diverse influences and has grown organically, building around its music a loyal and engaged community. In nearly 20 years of activity, byron has released eight studio albums, created special filmed productions, and consistently explored different concert formats, from electric shows on large festival stages to acoustic concerts or collaborations with string quartets and symphony orchestras. In 2025, the albums “nouă” and “Eternal Return” were certified platinum, and the concert “Minunata lume nouă,” premiered at the Sala Palatului together with a 54-musician orchestra conducted by Simona Strungaru, became the band’s largest production to date. Beyond the stage, byron initiates and supports projects that encourage reading, attentive listening to music, and direct meetings with the audience. In this way, byron functions not only as a band, but as an active cultural project that constantly expands its dialogue with its community.
Since 2015, E-AN-NA has taken the Romanian metal scene by storm, swiftly becoming one of the most beloved young bands. They never backed down when faced with challenges and successfully represented Romania at Wacken Metal Battle in 2017, securing second place after only two years of live performances. In 2022, they clinched the most votes at the local Eurovision contest with their song ‘Malere,’ which quickly sparked controversy, reaching #1 on Spotify Romania’s viral chart for several weeks. With 5 records released in 8 years, hundreds of concerts performed, and a reputation for leaving a powerful impression during live shows, they consistently win the hearts and voices of their audience.
ILINCA first gained recognition through her unique vocal technique—yodelling. In 2015, she reached the semifinals of Vocea României, and in 2017 she represented Romania at the Eurovision Song Contest 2017, finishing 7th in the grand final in Kyiv. In 2025, ILINCA released the studio album Balkan Mama together with Gadjo Dilo, returning to her roots and exploring traditional influences reinterpreted in a contemporary way. In 2026, she is preparing the release of her debut solo album, marking a new artistic chapter that further develops her personal sound and vision.
Simona Delegeanu is a Romanian singer, emerging producer, and multi instrumentalist blending contemporary R&B and Soul with old Romanian folk music. Performing as a one-woman live-looping act, she builds layered compositions using vocals, guitar, synths, and the romanian traditional Caval, creating an intimate and emotionally resonant live experience. As a self-taught artist, over the past year Simona produced and released two tracks under her own artistic project, shaping the sound and production direction of her releases. She is currently preparing the release of her debut EP, a reinterpretation of her favorite old Romanian folk songs.
With a distinct Latin vocal tone, sensitive lyrics, and a strong attitude, ELIGARF is inspired by desire, passion, and vice, and her music conveys pure emotion. In 2024, she is releasing her first EP—a vibrant journey into her musical universe. Already viral on TikTok, ELIGARF continues to captivate audiences through authenticity and a compelling stage presence.
Born in Australia, and growing up in Romania, Anais now lives partly in Berlin where she makes her own music alongside being the lead singer in the rock band Kings & Pills. In her writing she combines both her personal feelings and experiences with ongoing issues that the world surrounds us by. The artist gained significant traction in Romania after going viral on social media and competing in the Romanian National Semi-Finals of Eurovision with her bilingual song “Cer Divin.” Anais is currently working on new music and looking to captivate her audience through her stage presence, powerful vocals and emotional music.
LARISA XO is an artist with a distinct presence, blending fragility with a clear inner strength. After spending three years in London, she has matured both as an artist and as a person, and her music reflects this evolution. With a sophisticated yet modern pop sound, Larisa exudes a mysterious aura while maintaining emotional depth. Beyond music, Larisa is also an actress, with the ability to fully embody every role, no matter the stage. Her music is a mix of international influences and personal experiences, delivering a fresh yet always authentic vibe.
Bazar de Muzică is a Bucharest-based record shop that has grown into one of the most distinctive music-focused destinations for young Romanian audiences. Built around physical music culture, vinyl and authentic artist connections, it has developed a strong community following and a clear cultural identity: retro-cool, modern nostalgia, with an aesthetic that feels genuinely earned rather than manufactured. Beyond its physical presence, Bazar de Muzică operates an e-commerce platform (bazardemuzica.ro) and has built an active social media presence on Instagram and TikTok, connecting with a music-savvy, culturally engaged audience well beyond Bucharest. It’s the kind of space where music is not background, it is the point. That specificity is also what makes it an interesting partner for brands with creative ambitions in the cultural and lifestyle space.
Balkanique Party is a themed party concept that combines Balkan pop culture, kitsch, and party music with an authentic local vibe. Balkanique started in Bucharest in 2024 and quickly became a phenomenon: we organize bimonthly editions in venues such as J’ai Bistrot, nJOY Club, and Heavy Yard, most of which are sold out. Our audience is young, eclectic, and super energetic, the kind that dances until morning and posts on TikTok the next day.
Our Team
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
Executive Partner & Artist Manager
Stefan Hadăr is a young entrepreneur, active in the music industry since the age of 19. Over the years, he has coordinated digital campaigns and worked as a booking & project manager at Agenția de Vise and Overground Music. He has collaborated with artists such as Tudor Chirilă / VAMA, VUNK, byron, PAULINA, and The Mono Jacks.
Ștefan is an associate at Watermelon Agency, where he manages his own roster of artists, including ILINCA, E-an-na, and Anais Vacariu.
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.
Alina Bălan
PR Manager
Alina Bălan is a communication and public relations specialist whose journey in the music industry began during her university years. Driven by a passion for storytelling, music, and writing, she started her career in editorial media as an editor at Zile și Nopți magazine, where she interviewed artists and covered the Romanian and international music scene.
She later joined the Women in Music Mentorship program, an initiative supporting the professional development of women in the music industry.
For three and a half years, Alina worked as a PR Manager at Global Records, overseeing communication and promotion for a diverse roster of artists such as: Irina Rimes, Minelli, Holy Molly, Erika Isac, Satoshi and Florian Rus.
Alina currently leads the communication department at Watermelon Agency, where she develops communication strategies for artists, as well as special projects and collaborations with brands. Alongside her work in PR, she remains connected to editorial work, continuing to write and document projects shaping today’s music landscape.
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.