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 to Karma Bertelsen - Marketing Strategy Director, EMEA at FUGA and founder of Hype Drop Club, a digital resource and community we often point people towards. Her work spans high-level strategy and day-to-day practicality: leading a multi-country team at FUGA that supports independent labels and artists across Europe, while also running Hype Drop Club in her own time - a space built for sharing tools, trends and hard-won knowledge with others in the industry.
Karma’s career has moved across live music, labels, agencies and distribution, often in roles she had to carve out herself. When the industry told her that experience wasn’t transferable, she proved otherwise by freelancing, learning on the job, and showing up with consistency. Now, as part of the Keychange Talent Leadership Programme, she’s continuing to sharpen her skills with the same intention that’s defined her whole path: use what you learn, then pass it on.
👇 Read on for Karma’s honest take on leadership, building a sustainable career, and why staying grounded makes for better strategy at every level.
What’s your current role in the music industry?
I am the Marketing Strategy Director, EMEA at FUGA, a global full-service B2B music distribution and marketing services provider and part of Downtown Music.
I also run Hype Drop Club, a digital space made up of a newsletter and WhatsApp community where artists, marketers and music industry execs can get resources, platform updates, marketing trends, insights and more.
What does your general day-to-day look like?
No two days are ever exactly alike, but the common thread is supporting our marketing services clients - a wide range, from independent labels to artist teams - and also my own team.
I lead a team of seven marketing strategy managers based across key EMEA markets, and most of my time is spent providing release strategy, supporting client campaigns, working on digital service provider support and partnerships, and making sure we’re delivering strong, thoughtful marketing support and campaigns across the board.
My day usually includes a mix of marketing, strategy, team check-ins and client calls, alongside meetings with our global offices and key DSP partners. I’m often reviewing campaign plans, giving feedback, tracking performance, or helping problem-solve when a project needs extra attention.
I also spend time contributing to internal improvements, whether it’s refining our workflows, shaping team structure, or collaborating with product teams on how we deliver our services.
When my work day ends at FUGA and on the weekends, I run Hype Drop Club. It’s become a valuable place for knowledge sharing and has helped me stay connected to the day-to-day realities that artists and teams experience. That perspective helps me lead with empathy and keep FUGA strategies grounded in real needs.
What steps did you take early in your career to gain experience and build skills to get you where you are now?
I knew I wanted to work in the music industry, but at the time, I couldn’t find a music business degree in Denmark or Sweden, where I was living and studying during high school.
I then came across the Academy Of Contemporary Music, or ACM, in the UK, which offered a BA Hons in Music Business. I applied, got in, and moved to the UK. While studying, I couldn’t afford to take unpaid internships, so a lecturer suggested getting a job at HMV. That job helped me get a foot in the door and eventually led to my first break in music.
Since then, I’ve worked across different areas of the industry, including labels, marketing agencies, live, licensing and now distribution. I started as a coordinator, taught myself a lot along the way, and found opportunities to grow into more senior roles.
One of the hardest transitions was going from live music marketing to label marketing. I kept getting told my experience wasn’t transferable, which I didn’t agree with and still don’t.
I eventually overcame that by freelancing for artists and labels when I was unemployed during COVID. That freelance work helped me land a head of marketing role at a label.
When I started managing people, I didn’t get formal leadership training, just some basic management skills, so I taught myself that.
And now, thanks to Keychange and PRS Foundation, I have access to formal leadership training through their Keychange Talent Leadership Programme - I am in their current 2025 cohort. I wouldn't otherwise be able to afford or have access to that kind of training. It’s lots of hard work every week, on top of my other work, but so worth it and I am getting so much out of it.
What opportunities did you explore early on that were particularly valuable?
Doing a degree in music business helped set the foundation, and although I don’t stay in touch with many classmates, I still cross paths with a handful of people from that time.
Once I got into the industry, I kept building outside of my day job by writing for magazines, creating content with artists - such as being second camera on this video with Bears Den - going to gigs and industry events, and saying yes to every opportunity I could.
I’ve always been a bit of an introvert disguised as an extrovert, so networking wasn’t always easy, but I made a conscious effort to put myself out there and build a profile in the industry.
Has the opportunity landscape changed since then?
It’s hard to say definitively because I’m in a different place now, but from what I see, it feels even more competitive than when I was starting out.
Cost of living, especially in cities like London, plays a big role in who can afford to take certain opportunities or how much you can afford to go out and network. Working hybrid has improved work-life balance for many, but it has also reduced face time with senior people in the office, which used to help with learning and visibility.
On the flip side, I’ve found that when I do go to events now, I show up with more intention and have better conversations. When I am in the office I say hello to everyone and always try to make time or mentor younger members in the team and I know a lot of other execs in the industry who try to do the same, so look out for them and engage if you get a chance!
Are there any specific internships, projects, or initiatives that you would recommend to newcomers looking to pursue a similar role?
There are loads of great initiatives out there. In the UK, I really rate Small Green Shoots. If you’re studying at a music university, make sure you connect with the careers or industry liaison team early on.
Hype Drop Club has a resource that is a list of places that advertise music jobs and internships globally, a few of my favourites from the list are Young Music Boss, Doors Open and The Digilogue.
I’d also recommend checking out GENIE, which is an online database of projects supporting gender equality in music across Europe. There’s a huge range of initiatives listed there.
For me, finding a community has been the most important thing. I've been a member of SheSaid.So for years. As a South Asian in UK music/marketing, I can recommend lila and brwn ink as communities to get involved in too.
Go to networking events and meet people. I know that can feel awkward at first, especially if you’re more introverted like me, but showing up is often the hardest part. Everyone’s there for the same reason and you never know what conversation might lead to something. You don’t need to be loud or pushy, just be curious and genuine.
Keep your online profiles updated, especially LinkedIn. Use it as a way to document what you’ve worked on, connect with people you meet, and follow companies or professionals you admire. Building a network takes time, but it’s one of the most valuable things you can do early in your career.
What advice do you have for building and leveraging a professional network in the music industry?
Start by showing up. Go to gigs, talks, even online ones, and industry events, even if it’s just to listen and observe at first. I’m naturally introverted, so I know how uncomfortable networking can feel, but you don’t need to work the room. Focus on making one or two meaningful connections at a time. The people you meet early on might become collaborators or even future colleagues, and that adds up over time.
Be generous with what you know. Share useful information, shout out others, support people’s work, and don’t approach networking as transactional. Most of my network was built by being visible, helpful and consistent. Running Hype Drop Club has also shown me how powerful it can be to build community, not just contacts.
Stay in touch with people you meet, even if it’s just via LinkedIn or a quick message now and then. And don’t underestimate the power of just being good at your job. Delivering solid work, being kind, and showing up with integrity often speaks louder than anything else.
And take a break when you need it. It’s easy to burn yourself out in this industry, so protect your energy and make space to live life outside of music. You’ll be better for it in the long run.
How has the evolving digital landscape impacted your role, and where do you focus to stay ahead?
The digital landscape has completely reshaped how we work and how we market music. On the marketing side, everything is changing constantly. The rise of short-form content like TikTok, Reels and Shorts means there is more content than ever, and it’s harder than ever to stand out. That noise makes attention very important, and it has forced marketers to get sharper, faster and more strategic.
The industry is still heavily focused on editorial playlists, but the best results come from focusing elsewhere. Concentrate on what you can control and where you can build audience growth, attention and retention. Playlists follow momentum but rarely create it.
If you want long-term success, you need to focus on things like storytelling, consistent content, community building, live strategy, digital ads, making every platform you use work for you, and real audience engagement. It's about a combination and balance of digital and real-life.
From a work perspective, the shift to digital has brought flexibility but also a lot of pressure. The expectation to always be online, jump on a call instantly, or respond quickly can be exhausting.
A Harvard study found that people in leadership roles spend almost 23 hours a week in meetings, and many work extra hours just to catch up on actual tasks. I feel that deeply. I try to protect space for deep thinking and creativity, and I encourage my team to do the same.
Not everything needs to be a meeting and I’m very protective of my time. I also prioritise switching off properly, because burnout is real. We work in music, which is a passion for many of us, but that passion can easily turn into overwork and become something people take advantage of.
Taking breaks, having a life outside of work - and music - and saying no to digital overload helps me stay focused and lead with clarity.
What trends or changes do you see on the horizon for the music industry, and how can early career professionals prepare for them?
We’re seeing more artists build careers independently, and that shift is pushing teams to get smarter about strategy, data and community. Direct-to-fan will only grow in importance, and those who can balance creative thinking with practical marketing skills will be in demand.
AI will also start playing a bigger role, whether in creative tools, campaign planning or workflow. It will reshape how we work, but not replace us fully.
For early career professionals, the best thing you can do is stay curious and adaptable. Learn how the platforms actually work. Understand what drives fan behaviour - be a fan, hang out where fans hang out. Build digital and creative skills that go beyond theory.
This is still a relationship-driven business, so go and meet people. The tech will evolve, but the need for people who can connect dots, build trust, and turn attention into real results will always be there - I hope!
Also, if no one has given you a reason to be rude, always be kind and behave with respect. People remember how you make them feel.
I’ve read a lot of posts and DMs on LinkedIn from early career professionals using AI to craft all their posts and messages. I tend to focus on messages from those that seem less obviously AI-written and more genuine, maybe that’s just me though.
What’s one piece of advice you wish someone had given you at the start of your career?
It’s very hard to pick just one thing, so I am picking a few important lessons I learned. I wish someone had told me that it’s okay to make mistakes, as long as you own them and learn from them.
I also learned the hard way that there are toxic people in power, and when that happens, you need to protect yourself. Keep a record of what’s said and done, understand your rights, and don’t second-guess your experience.
And finally, your company is not your family. It’s a business. Be clear on the difference, and don’t build your whole identity around a job.
