Suzy Lorena is a Portuguese music industry professional. In her professional life she applies three principles: believe, trust and love. Over the years Suzy worn many hats, from journalist to promoter to label manager and now runs her own digital distribution business. Alongside her professional ventures, she has also shared her expertise as a music production teacher at ETIC, where she guided students through the complexities of marketing and authors’ rights. Today, Suzy continues to thrive in digital marketing and music distribution, constantly exploring new strategies and innovations the world of music. Enjoy this interview!
What is your job and what’s a typical day at work like for you?
As a digital manager, I listen to the music that bands send me and choose the best way to distribute it on platforms. I’m always searching for new ideas and staying updated on marketing trends and social media innovations.
What did you study at university and what led you to choose this career path?
I studied Journalism because I wanted to write about music, concerts and records. It was all I ever wanted to do. After working as a journalist for two years, Ramiro Martins, the CEO of a record label and studio, offered me my first job in promotion. I was 23 years old.
What’s your favorite thing about your job?
I love discovering new music, experiencing it, and attending concerts. At my company, I enjoy experimenting with new digital marketing techniques.
What was your first experience in the music industry, and what were your first impressions?
I was very young. My first experience was managing a concert for my boyfriend’s band, Incognita. I was 16 years old, and I had to handle everything: posters, flyers, sponsors, roadies, bar, venue, tickets, etc. We released our EP CD in 1994—30 years ago! It was amazing, and I knew I wanted to keep doing this.
Could you talk about one of your favorite projects that you’ve worked on?
One of my favorite projects is Angola - As 100 Grandes dos Anos 60 e 70 (Angola - The Greatest 100 Songs of the 60s and 70s). I was the label manager at the time, and my director and I created this project, which became a bestseller. It was a journey through Angola’s most creative years.
Have you ever noticed inequality as a woman in the industry?
When I started in the music business, I was one of the few women. It was tough, but now more women are joining the industry, and the world is beginning to understand that men and women are equals.
Who are your favorite artists?
Moonspell! At the first concert with Incognita, where I was the band’s manager, Moonspell headlined in Amora, Portugal, in 1995. Many years later, in 2000, I became their label manager in Portugal. So, I worked and loved it!
How would you describe the music industry in Portugal? What is it like working there?
In Portugal, you have to seize opportunities at the right moment. It’s essential to connect not just with the country but with Europe and the world to stay ahead of trends and anticipate future changes.
What are your future projects?
I want to keep learning and studying what others are doing. I may even write a book. Below is a post from Moonspell after my accident at a concert in November 2021. I’m recovering, with doctors, therapists, and physiotherapists helping me. I believe everyone can be a Phoenix—a symbol of rebirth and new beginnings.
Suzy Lorena is one of the most special people in Moonspell’s life. As a friend, fan, and collaborator, we’ve shared so much love, care, and camaraderie over the years. Unfortunately, Suzy suffered an accident and now needs our help to recover, as her love for life and music truly deserves. This kind of post is rare on our social media but the deep friendship we have with Suzy is reason enough. If you want or can help (therapy fund details below), we are deeply grateful and can’t wait to see Suzy back at one of our concerts soon.
Do you have any suggestions for those who want to work in this industry?
When you work with people who inspire you, learn everything they teach and hold it close to your heart.
Do you have a song in your native language to suggest?
Moonspell - Alma Mater. It’s an anthem in both Portuguese and English, not only for Portugal but for every country Moonspell performs in.
You can follow Suzy here and listen to Alma Mater it here: