Sonja Denda (1994) is a versatile music manager and creative professional, (pro)active since 2013.
Originally from Serbia, with a hint of Slovenian heritage (and passport, thank you mom) – Sonja has also lived, worked, and studied in Bristol (UK) and Boston (USA).
Today, based in her hometown Belgrade, Sonja works as an artist development consultant, artist manager, music project producer, curator (Yugo Bleja), and music industry researcher operating independently, in her own right, through her consultancy business. She currently collaborates with the singer-songwriter Luka Rajić, acting both as his artist manager and as a key member of the creative team. Previously, Sonja played a pivotal role in the rise of producer A.N.D.R., who went on to win the Best New Artist award from RUNDA in 2023 and remains to be one of the most wanted music collaborators in Serbia. In Sonja’s portfolio, you will find projects with Nataleé, Retrospektiva, and Berklee College of Music alumni, Serbian musicians in the US (arya, MAPO Keys), among others.
On the global stage, Sonja is the executive assistant to Grammy-winning musician Michael League (Snarky Puppy, Bokanté), a multi-instrumentalist, producer, and music entrepreneur (GroundUP Music Label, GroundUP Music Festival).
Sonja’s work and creative mission have been endorsed by prominent European music organizations, including the European Music Managers Alliance (EMMA), Hub for the Exchange of Music Innovation (HEMI), and Balkan Music Export MOST, where she was admitted to join their fellowship programs to advance her music industry expertise, network, and skill set.
Since 2013, Sonja has cultivated a dynamic portfolio career in the creative industry, with a solid background and extensive experience in PR and promotions, concert and venue operations, live event production, festival organization, and teaching. After earning her Master’s in Music Industry Leadership from Northeastern University under a full scholarship, Sonja became fully immersed in her artist management and music consultancy calling.
All in all – Sonja Denda is a music human strongly interested in utilizing her internationally stretched mindset and being resourceful in projects that connect communities and foster development.
Connect with Sonja on Linkedin, Instagram or the dance floor!