We’re excited to introduce you to the always interesting and insightful Romina Groot. We hope you’ll enjoy our conversation with Romina below.

Romina, thanks for taking the time to share your stories with us today Risk taking is something we’re really interested in and we’d love to hear the story of a risk you’ve taken.

When I was 22 (2015) I moved to the U.S. from The Netherlands to follow my dream of moving to the U.S., going to school here, and working in the entertainment industry. I went to school at Santa Monica College, then wrapped up my Bachelors in Entertainment Management at the Los Angeles Film School. During my years in school and after graduating I toured with big name artists such as Need To Breathe and Caroline Polacheck as their merchandise manager. However, whilst touring, I also had the goal of becoming the owner of a PR agency.

February 2022, I invested a large amount of money into my own business, Groot PR. Which is growing fast!

I now own a beautiful business by the name of Groot PR! I am working everyday on gaining new clients, and currently work with an incredible country singer from Nashville. My goal is to have a roster of athletes, musicians, and creatives. I take pride in being a small boutique PR agency, that takes a very personable approach to clients, and truly takes the time to work on their goals. Whilst running my PR agency I still tour with artists as well. I just wrapped up a tour with Jewel, and about to head out on another tour with Ziggy Marley.

Maintaining the balance of running a business and touring can be tricky and exhausting, but I wouldn’t change it for the world.

Romina, 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?

I started in the music industry when I was 14. I would hand out flyers after concerts, in public spaces, and blast social media with all upcoming events in our region. I wanted to show people I was extremely pro-active and willing to work hard. I worked for free for years, traveled to meet new people, and see new places.

When I was 18 I moved to the UK to go to school there, and graduated in music business and performance at The Manchester College. My goal was always to be a performer when I was younger, then came to the realization I want to be able to support myself, and I am better at business side of things than performing.

I’ve interned for many big companies such as Red Light Management, Infamous PR, and many more. But the more intern and work experience I got, the more I realized I wanted to work for myself, run my own business, and tour when possible.

So Groot PR is a boutique PR agency that is focused on the music, entertainment, and sports industry. Groot PR, our boutique agency thrives on being a small business whilst working with both small and large-scale artists, festivals, creatives, and brands. We represent a wide roster of creative clients worldwide, including country artists, EDM DJs, to professional athletes, and niche creative brands.

With our international expertise and network, Groot PR successfully works hand-in-hand with large-scale media outlets, influencers, and podcasts, in order to optimize authentic growth for our clients. We specialize in identifying our clients’s needs and are able to cater and pair our clients with the right publications to optimize their brand vision and overall goals. We grow their audience with all available tools and push beyond the “norm” to strive for bigger & better everyday!

I am extremely proud of myself for trying, and starting my own business. It is never easy to do something from scratch and actually follow through.

What’s worked well for you in terms of a source for new clients?

I spend a majority of my days scrolling through TikTok, yes TikTok!, to find new talent. Social media outlets, especially TikTok are heavily utilized by brand-new talent that wants to get their music or talent out there. I have a spreadsheet with names of artists and athletes I would love to represent. So as I am building my brand daily, I am building that spreadsheet and I basically just e-mail them, or reach out on social media to see if they are interested in an exploration call, to tell them what Groot PR can offer, and if they’re interested!

Let’s talk about resilience next – do you have a story you can share with us?

Coming from The Netherlands, and having a father that works in the entertainment industry I could have had my life handed to me. However, I always told my family I am not interested in their help with connections and wanted to create my own path.

I have been through so many bumps to get to the U.S. from visa interviews, to financial struggles, to break-ups, moving to a new city and finding a new life. Yet after 7 years I am still here, thriving.

Without the help from my parents financially when I struggled, I would not be where I am today, so that, I am extremely thankful for, and I have no shame in admitting that whatsoever. Growing up with such supportive parents is something not everybody has, so I will never take that for granted. But that does NOT mean that life doesn’t come with struggles.

Struggles and bumps in the road will always present themselves at the worst time.
Currently I have a family member that is not doing well, and I am in the U.S. touring, and growing my business. It is important to have a strong back-bone and work through these bumps to get to where you want to be, and it is normal for someone to break down & let it all out as well when needed!

Contact Info:

• Website: https://grootpr.com
• Instagram: http://instagram.com/grootpublicrelations/
• Facebook: https://www.facebook.com/grootpr
• Linkedin: https://www.linkedin.com/company/76537583/
• Other: personal instagram: http://instagram.com/romina.angelina

Image Credits
Ben Zucker Instagram: @benzuckerphotos