As part of our Horizon Future Leaders series of interviews, we are connecting with the music industry’s next generation of leaders to gather candid advice and insights into their career journeys.
This week we spoke with Helena Coma, Membership & Communications Coordinator at the Featured Artists Coalition, and independent band manager and promoter.
Balancing advocacy with creativity, Helena supports artists on multiple fronts, from championing their rights at the FAC, where she manages communications and membership for the UK’s leading artist trade body, to working hands-on with emerging indie talent as a manager and promoter across London’s live scene.
Her journey into music began with a camera in hand at local gigs, but it was curiosity, persistence and a willingness to start conversations that opened the doors to management and industry advocacy. Today, that same drive fuels her mission: amplifying artists’ voices and building communities where new talent can thrive.
For Helena, passion and proactivity are the real game-changers. Her advice for early-career professionals? Say yes to opportunities, however small, and don’t underestimate the value of genuine curiosity and connection.
👇 Keep reading for Helena’s reflections on building networks, championing grassroots artists and why passion will always outshine experience.
What’s your current role in the music industry?
I currently work full-time as the Membership & Communications Coordinator at the Featured Artists Coalition, the UK trade body representing the rights and interests of music artists.
The FAC is an inclusive community that advocates, educates, collaborates and researches on behalf of artists, providing a strong, collective voice within the music industry and to governments in the UK and internationally.
Alongside this, I also work independently as a band manager and promoter, organising gigs across London with a focus on supporting emerging indie artists.
What does your general day to day look like?
As much as no two days are ever the same, my main responsibilities include running the organisation’s social platforms, managing our membership system, and handling general communications.
At the FAC, our work spans everything from serious political and policy-focused issues to more lighthearted, artist-driven projects. This means my day can involve anything from sharing campaign work across our digital channels to collaborating with our Artist Council on creative assets designed to support and empower artists.
The FAC also hosts a wide range of events, which I help to promote and support. For example, our next event takes place on 16 Oct, a collaboration between us and our partners WeAre8, at Old Sessions House in Farringdon, where three incredible artists will be performing (FAC & WeAre8: Live Sessions).
Outside of my role at the FAC, music continues to be at the centre of my day-to-day. I manage indie band Rila’s Edge, and much of my free time is spent finding opportunities for them, running their social media and campaigns, and shaping their creative direction.
Our team is small - it’s essentially the band, myself and a few close friends - but that makes it even more rewarding. I love working with them and never tire of supporting them.
What steps did you take early in your career to gain experience and build skills to get you where you are now?
I still feel very early in my career and am always seeking opportunities to gain experience and learn more about the industry.
My journey began while I was studying media at college. My older brother, who was studying at Trinity Laban, needed photos for his band and I volunteered. Those first photos gave me both confidence and the beginnings of a portfolio, which encouraged me to start reaching out to bands to shoot their gigs.
At the time, I wasn’t sure I wanted to be a photographer, but I knew it was a way to connect with people in the music world. In fact, the very first gig I shot led me to meeting the promoter I now work with, as well as the band I currently manage.
At gigs, I would make a point of speaking to people - whether it was chatting to the crowd, the band or just looking for someone who seemed important. I also made a habit of arriving early, offering to take press photos before the show as a way to introduce myself to build relationships.
That approach is what eventually led me into management. When I met the band I now work with, I was immediately struck by how kind, funny and humble they were, and I felt strongly that I wanted to help them succeed.
I’ve learned that you can grow in the music industry if you show genuine curiosity, a willingness to learn, and a real interest in the people around you. I feel very lucky to have already met so many amazing people who have supported me and shaped my journey so far.
What opportunities did you explore early on that were particularly valuable?
I haven’t done any formal internships or structured industry programmes, but I did study Music Business & Management at university. While the course itself was quite broad, it gave me the time and flexibility to start exploring different areas in the industry and making early connections around my studies.
The most valuable opportunities for me have come from proactivity - reaching out to people directly, whether in person or over email, and asking to meet and learn about their work.
For a long time I was in my “coffee and conversations era” - and honestly, I think I need to get back to that! Those informal chats often opened doors, leading me to put on my first gigs, build a network and eventually gain the foundations to manage my band.
There are also fantastic communities that support this kind of networking. For example, the Music Managers Forum has an amazing community of artist managers, and once you’re a member, you can join WhatsApp groups that connect you with hundreds of other managers in your local area.
Similar to us here at FAC, we encourage our members to come to our mixer events to meet others in the scene to build their networks.
Ultimately, I’d say the most valuable thing I’ve done is say yes to opportunities, even small or unexpected ones, and approach them with curiosity and a willingness to learn. That mindset has helped me grow the most.
Has the opportunity landscape changed since then?
I think opportunities such as internships and formal programmes are very competitive, but I also believe you can create your own opportunities if you’re proactive. There are always ways to get started if you know where to look.
That said, I did grow up in a major city, which made it easier to access a local music scene and start getting involved. I’m very aware that for people in more rural areas, or even just outside the big cities, opportunities can feel much more limited.
The positive side is that technology has opened a lot of doors. Platforms like Zoom have made it easier than ever to connect with people, set up conversations, and start building a network, no matter where you’re based.
Are there any specific internships, projects, or initiatives that you would recommend to newcomers looking to pursue a similar role?
One great initiative I’ve come across recently is the Amplify apprenticeship scheme, powered by AIM, All Things People & Talent, Amazon Music and Women in CTRL.
Amplify is designed to increase visibility and representation for women, non-binary, and underrepresented groups within the independent music industry, while also helping to develop the next generation of industry talent.
Another valuable resource is Eventmasters, an online learning platform that offers training and courses specifically tailored to the live music industry. It’s a really useful way to build knowledge and practical skills if you’re looking to get into events and live music.
What advice do you have for building and leveraging a professional network in the music industry?
I think being informed about who you’re reaching out to is a great place to start. If you want to learn about someone’s role or get advice, think about why they’re the right person to help you.
For example, I often look at the teams behind artists I really admire and reach out to them directly. If they’re working with an artist I love, I naturally have a lot of questions about how they got there and what advice they might have - because they’re already operating in the space I want to grow into.
As someone who can be quite introverted, I’ve found that feeling clear and confident in why I want to connect with someone makes the conversation much easier. People are usually open to helping if they can see curiosity and enthusiasm.
How has the evolving digital landscape impacted your role, and where do you focus to stay ahead?
My role at FAC is closely tied to the ways the digital landscape is reshaping the music industry. Issues around streaming, AI and social media are having a huge impact on artists - and naturally, this affects our members as well.
A significant number of the enquiries we receive are about streaming in particular, which reflects just how central these digital challenges are to artists’ livelihoods.
We’re also exploring more positive sides of digital innovation. For example, the FAC has partnered with WeAre8, an ethical social media platform, and part of my role involves engaging with the app and introducing it to artists as a new way of connecting with audiences.
What trends or changes do you see on the horizon for the music industry, and how can early career professionals prepare for them?
I believe the grassroots music scene will continue to grow stronger. With initiatives like the LIVE Trust and a growing recognition of the importance of grassroots artists, there’s real potential for this part of the industry to become known as the vital part of the music ecosystem that it is.
For early career professionals and artists, the key is to embrace this environment. There’s increasing recognition for smaller artists, so it’s worthwhile to focus on building your craft, sharing your work and putting your projects out into the world.
Believe in what you’re creating, present it confidently, and don’t be intimidated by the current state of the industry - positive change is hopefully on the horizon, and we all hope that the grassroots scene is becoming a more supportive and dynamic space.
What’s one piece of advice you wish someone had given you at the start of your career?
I wish someone had told me to be confident in my passion for music. You might not always be the most experienced person in the room, but if you bring passion, interest and a willingness to learn, people will notice.