In an industry increasingly driven by algorithms and fleeting trends, Paula Park has built a career championing authenticity and longevity. As a seasoned music executive and artist manager, Paula has worked with some of the biggest names in the business, all while advocating for a more equitable and sustainable approach to artist development.
In this candid conversation, she delves into her approach to identifying talent, adapting to challenges, and using music as a catalyst for social change. With a focus on authenticity and purpose, Paula offers a glimpse into what it takes to thrive in today’s competitive music scene while making a meaningful impact.
How do you identify up-and-coming artists with the potential for long-term success, both creatively and commercially?
It’s not a science in my opinion; it’s all feeling. To me, it starts with an artist’s ability to strike a genuine emotional chord. If they can make me feel something real, that’s huge. Authenticity is also key—not in the sense of being different just for the sake of it, but in their fluency in their sense of self, owning who they are unapologetically.
Beyond that, there are other non-negotiable qualities for me. They must be mission-driven, with a purpose that goes beyond their personal milestones. They need to have a strong work ethic, genuine character, and, ultimately, a good heart. The stronger the foundation, the more confident I feel that they have the stamina to persist through a long-term journey.
What role does storytelling play in building an artist’s brand, and how do you craft narratives that resonate with fans and the wider public?
Vision and storytelling are essential in building an artist’s brand, as they elevate the artist beyond their music and shape how they’re perceived by their audience. In my experience, this is what fosters a deeper connection between creatives and their fans, transforming listeners into lifelong supporters.
Coming from my work in social impact initiatives at SB Projects, I’ve seen firsthand the power of an artist’s values and legacy vision as the core DNA of their brand and storytelling. When these values are authentically woven into their narrative and strategy, it creates a lasting thread that runs throughout their career. I believe this kind of storytelling allows fans to feel closer to the artist, and personally invested in their journey/purpose. It’s about ensuring that fans feel part of a shared vision beyond just the music.
How do you navigate the evolving landscape of the music industry, particularly with the rise of streaming and social media platforms?
Navigating the evolving music industry requires a balance of adapting to new platforms and staying true to an artist’s core identity. Amidst so much data and algorithmic driven platforms, there’s a lot of pressure to follow prescribed strategies for success, but at the end of the day, I find it more valuable to protect what feels real and true to an artist’s unique identity and story. It is about balancing wanting to leverage these platforms as tools to amplify an artist’s story and reach, without compromising their authenticity.
What strategies do you use to help artists stand out in a crowded market while staying true to their artistic vision?
Helping artists stand out in a crowded market is, to me, directly linked to their commitment to constant evolution and an unapologetic loyalty to their truth. It’s about encouraging them to continuously embrace the vulnerable process of shedding old skin and fully embrace where they’re headed creatively.
I also should say, I believe in the art of artist development, which seems to be rejected by the current market trends and incentives. But I will happily sacrifice any short-term profit, if it comes at the cost of long-term excellence. At the end of the day, I aim to support artists in their process of synthesizing each phase of their journey, aligning every release, performance, and message with where they are authentically. Ultimately, the goal is to amplify an artist’s vision in a way that feels genuine, so their uniqueness shines through naturally rather than feeling manufactured.
Can you describe a time when you had to pivot an artist’s career strategy due to unexpected challenges? How did you manage that transition?
I’ve had to pivot an artist’s career strategy countless times, in management and philanthropy, and it’s a constant part of the job. Whether it’s due to shifting timelines, budget constraints, changes in priorities, or even a non-focus track unexpectedly trending on TikTok, adaptability is a constant. In fact, I believe knowing how to pivot under pressure is one of the most underrated traits of a manager.
In these situations, I keep focused on the overall vision rather than being too attached to any single project, strategy, or content idea. I also remind myself that everything happens for a reason, which helps keep me flexible and open to unexpected opportunities. For example, we encountered hurdles in the U.S. live market for Audrey to perform before her album “Trench” release. We shifted focus to international markets, which led us to an incredible performance at the SLSL Festival in Korea. This global perspective is one of the advantages of today’s streaming and social media-driven landscape.
Every pivot is unique, but the principle is the same: approach each situation with a “fail fast, fail forward” mindset, identify the adjustments needed to keep momentum, and rally the necessary partners and stakeholders to align with the new direction.
What do you see as the biggest opportunities for the music industry to contribute to social change, and how are you helping to lead that charge?
I believe music has always been at the forefront of social and political change; artists have always played an unquestionable role in driving shifts in society. With declining trust in traditional institutions, cultural leaders—especially artists—have the unique ability to build authentic relationships with audiences, fostering trust and influencing perspectives, behavior, and even social norms.
Throughout my career at SB Projects, I’ve led social impact and philanthropy initiatives by working closely with artists to support causes they were passionate about. Whether it’s through benefit concerts, social media movements, establishing foundations, or direct support, my goal was to harness an artist’s platform in a way that inspired action, and enabled measurable impact.
Ultimately, I believe that, as an industry, we have both a responsibility and a unique opportunity to leverage our influence in ways that go beyond entertainment, helping to build a more just and equitable world.
How do you measure success in your work—both in terms of an artist’s career growth and the impact of your social initiatives?
For an artist’s career growth, metrics like streaming numbers, radio airplay, ticket sales, and social media engagement and growth are essential indicators. But more importantly, I also look at less quantifiable aspects, i.e. sentiment, like how much we feel like the work executed and translated the artist’s vision, and if fans genuinely seem connected to the artist and their journey.
For impact initiatives, success means measurable impact and awareness raised, achieving both immediate goals and fostering sustainable change that reflects the artist’s values. I look at metrics like funds raised, campaigns engagement metrics, partnership outcomes, but I’m equally focused on the long-term influence on the cause. If our work leads to more visibility for the issues that point to potential benefits for communities, then I consider it a success as well.
To learn more about Paula Park you can check her out on Instagram.
