Alright – so today we’ve got the honor of introducing you to Maria Herrera. We think you’ll enjoy our conversation, we’ve shared it below.
Hi Maria, thanks for joining us today. To kick things off, we’d love to hear about things you or your brand do that diverge from the industry standard
I spent the first decade of my career working with A-list artists and their managements. Unsurprisingly, I experienced the real racism, sexism – all of the -isms – that exist in every facet of the music industry. To add to the pain, I saw how the only agencies and support teams (booking agents, publicists, labels, you name it) that are accessible to independent artists were charging monthly minimums that cost more than double my rent. Not to mention the results these companies provide to their clients are subpar at best, with little-to-no personalization in their services. I created Evergreen Entertainment with a mission to combat these predatory, toxic companies and create a safe space for artists of ALL backgrounds, stories, and perspectives to be successfully independent.
Our rates are significantly more affordable than the industry standards, but our work is extremely personal to each client’s needs and goals. We provide each artist with a blend of artist development (PR, branding, and partnerships) and digital marketing to create well-round, comprehensive rollout plans for releases and give them the longterm support needed to build a sustainable music career. We quickly become friends with all of our clients, and we rely on an open line of communication with them to stay on the nose of the most modern and effect ways to grow their fanbase.
Maria, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?
Evergreen Entertainment is a Nashville based, Latina/AAPI owned, women and queer operated music management and marketing company that specializes in uplifting the underserved. Most of our roster includes women, artists of color, and LGBTQ+ artists. We intentionally work with artists who may get “pushed under the rug” at other companies.
We work with artists on a retainer basis, providing them with constant personal guidance, and hands-on work to support their releases and longterm career goals.
We often hear about learning lessons – but just as important is unlearning lessons. Have you ever had to unlearn a lesson?
Early on in the business, we made a point to donate our time and resources to some artists who may not be able to afford our full services. This is still an ongoing initiative to this day, but we’ve had to slightly adjust our approach. We certainly have our stories of getting taken advantage of, screwed over, and used by artists and their teams in these situations.
It’s important to remember that while everyone might not have the best intentions when receiving your kindness, that doesn’t mean you should stop giving. It simply means you need to find way to better reach likeminded people who will connect with your beliefs.
How about pivoting – can you share the story of a time you’ve had to pivot?
When I first moved to Nashville, I accepted a job at a reputable music PR firm on Music Row. I had stars in my eyes as I walked through the doors. Those stars quickly burnt out when I witnessed the absolutely disgusting. inexcusable behavior from the company’s leaders. I experienced verbal abuse and manipulation in my first months in this job, so I soon realized I needed to leave.
I had never had to firmly “quit” a job like this before. And I certainly never had to quit with the reasoning of “you are a terrible human being” directed at my boss before this situation. I was terrified! After leaving this position, I felt an incredible sense of relief and inspiration. I felt empowered to continue standing up against the bullies of the music industry. A few days later, Evergreen Entertainment was born.
Contact Info:
- Website: https://evergreenent.com/
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