Carina Sava – Founder and Artist Manager, Watermelon Agency
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.