The Balanced Musician: Expanding Your Reach While Staying Grounded
Join us for Part II of “The Balanced Musician” – Expanding Your Reach While Staying Grounded
hosted at the Library for Arts & Culture.
Building on the insights from Part I, this second session of our two-part series for independent artists explores how to grow your music career without losing your balance.
In this session, we’ll dive into:
Digital distribution and how to maximize streaming platforms
Direct-to-fan sales and monetization strategies
When to go DIY—and when to bring in support (from managers to AI tools)
Booking live shows, planning tours, and using livestreams to expand your audience
Continuing our focus on mental health, resilience, and artist support networks
Hear from a new lineup of panelists including digital marketing pros, live performance experts, and music promoters—all ready to share practical tools to help you reach more fans and build a sustainable career.
Whether or not you attended Part I, this session offers a valuable next step for artists ready to grow their audience, optimize income streams, and stay grounded in their creative journey.
Have a question you’d love our panel to address? Use this form to submit it in advance of the event. We can’t guarantee every question will be answered during the live session, but we’ll do our best to incorporate recurring themes or especially relevant topics.
Submit your question here: https://forms.gle/bKxDE2Udg5zyRkzm7
Featuring Moderator: Marissa DeVito
A veteran of the music industry, Marissa brings deep experience from major labels and the music tech world. She’s led streaming strategy and commercial marketing for Republic Records, Island Records, Def Jam, and Motown, and spent nearly seven years at SoundCloud, eventually leading the Music Marketing and Curation team. In 2024, she launched her own music industry consulting business, offering strategy, marketing, and operations support to both for-profit and nonprofit organizations.
Social media: https://www.linkedin.com/in/marissadevito/
Panelists:
Carolyn Ortiz is the Co-Founder and Chief Operating Officer of Big.Ass.Kids, with over 15 years of experience in the music industry. She began her career as a publicist in New York City, specializing in emerging artists, sponsorships, and events. Her path in business development took shape at Chanel and Viacom, and in 2015, she joined Universal Music Group to help launch the first centralized brand partnerships team at a major label.
In 2021, Carolyn co-founded Big.Ass.Kids with industry veteran Le’Roy Benros. What began as a record label has since evolved into a full-scale music ecosystem, offering distribution, artist services, and a community resource hub.
Carolyn’s legacy, however, is rooted in her commitment to nurturing emerging talent and fostering mentorship. She has developed multiple internship programs, facilitated countless mentor-mentee relationships, and personally guided dozens of young professionals and aspiring entrepreneurs.
In recognition of her contributions, Carolyn received the Mentorship Award from Live Nation’s Femme It Forward program in November 2024. In September 2025, she will join NYU’s Clive Davis Institute as a mentor through its adjunct professor program.
IG handle: @_carolynortiz_ @big.ass.kids @bakplay.ground @bak.musicman
Albert Cooke is a seasoned entertainment executive with over a decade of leadership experience, recognized for guiding both established and emerging talent to success. He began his career at Island Def Jam Music Group, where he helped shape marketing strategies that propelled top-charting artists. He later advanced to Manager of Artist Development at Def Jam, playing a key role in national tours and high-profile promotional campaigns.
Albert went on to serve as Senior Manager of Artist Relations at SoundCloud, where he built impactful industry partnerships and led innovative digital activations that helped reshape the platform’s creator ecosystem. As General Manager of Hillman Grad Records, he oversaw day-to-day operations and talent development, delivering music for prominent television and film projects.
Now working as a consultant, Albert draws on his deep expertise in creative operations and strategic planning to support artists and organizations in achieving long-term growth and success.
IG handle: @remarkalble
Eliza Spear is an ASCAP award-winning songwriter, artist, and event creator. Her sophomore album, Protagonist, is full of gleaming synthesizers, body-moving drum machines, and the intimacy of the folk canon. Fond of presenting her music in unconventional spaces, Spear is an avid street performer, and often partners with music venues to bring The Protagonist Project to life, which invites curious passersby to experience the lost art of live music discovery through private, three-minute concerts.
IG handle: @elizaspear
Jennifer Sellers is an established independent promoter, events producer and project leader, with 15+ years of experience producing live content. Jen has worked with promoters and venues, trade organizations, non-profit initiatives and community development groups. She champions the voices and talent within the community and values the art of conversation and connection.
Jen has worked with or partnered with the National Independent Venue Association [NIVA], CoMuse, Queens Rising, Central Astoria Local Business Coalition, CEG Presents, Mondo.NYC, School of Rock, Marauder, Sonicbids and sits on the board of the Astoria Park Alliance where she brings art and music events to the Queens community. She has also been a guest speaker at New York University and Roc Nation School of Music, Sports and Entertainment.
IG handle: @jennifer.e.sellers
Caiaffa is a dynamic and results-driven executive from Brooklyn with extensive experience within the music and entertainment industry. Recognized for consistently driving impactful commercial marketing initiatives, fostering global partnerships, and spearheading transformative brand overhauls.
Instrumental in executing innovative marketing campaigns, navigating the dynamic landscape of streaming technology, and orchestrating successful product launches. Demonstrated success in expanding market reach, maximizing artist development, andcultivating enduring relationships with key industry players. Known for visionary leadership and strategic approach to navigating the ever-evolving digital music landscape.
IG handle: @tharealcaiaffa
Sponsored by the Business and Career Center.
