Roxana Alexandru: Passion and Excellence in Artistic Management

Discover the journey of Roxana Alexandru, co-founder of the Romanian Artists Agency, and how her passion and professionalism are transforming artistic management in Romania.

Roxana Alexandru is a talent agent and co-founder of the Romanian Artists Agency (RAA), the artistic management agency founded in 2014.

C&B: How would you describe yourself in a single sentence, to spark the curiosity of those who don’t know you yet?

Roxana Alexandru: Strong and ambitious, with a surprising shyness for those around me, and with a curiosity that has always driven me forward.

C&B: If we were to look at the narrative thread of your career or business, what were the key moments that defined you?

Roxana Alexandru: The most important moment was meeting my business partner, Ana Maria. I didn’t know then how much it would matter — I just felt it — but looking back, I found my professional balance.
We complement each other very naturally, and even though we often switch roles, we manage to maintain a constant balance in our decisions.

Another defining moment was the decision to enter the talent management field. Until then, I worked mainly in print and advertising, with customized projects tailored to clients’ needs. That change was a bold yet natural step; at the time, we were pioneers, being the first talent management agency. But it was the change that took us exactly where we needed to be.

C&B: What has been the most difficult moment so far in your journey, and how did you overcome it?

Roxana Alexandru: There have been many moments I considered difficult when they came, but once they passed, I realized they are part of an entrepreneur’s path. I can’t name just one moment as the hardest, because I see them more as opportunities for growth, either personal or business-related.
Now I would say that limiting or challenging situations often push you to make better long-term decisions and to evolve. In my case, at the beginning, I took more risks and, together with Ana, tried things more out of curiosity, without elaborate plans or calculations. Later came planning, strategy, all the essential elements of a mature business.

C&B: Is there a dream or ambition that has always guided you, regardless of obstacles?

Roxana Alexandru: Yes, personally, I’ve always had the desire to surpass myself, to build something meaningful, and to succeed in everything I set out to do.
In terms of our business, professionally, Ana and I share a dream that guides everything we do — but I choose to talk about that when the right time comes.

C&B: How did you look at the beginning of your journey, and how do you feel you’ve transformed until now?

Roxana Alexandru: At first, I was rather naïve about what being an entrepreneur meant. But I had — and still have — the same sincere desire to succeed and the same passion for everything I do. What changed is clarity: now I take the time to analyze, plan, and shape ideas until they become tangible. And I’m much more pragmatic, grounded in reality, and focused on concrete results.

C&B: If we were to meet your team or collaborators, what do you think they would say about you?

Roxana Alexandru: I believe our team and partners would first say that I’m a good person and that I put a lot of heart into everything I do. For us, business relationships are not just about contracts and deliverables — they’re about people. And the people we work with have become part of a small family built on respect, trust, and mutual appreciation.

Both Ana and I are extremely dedicated and results-oriented. We keep our promises, we’re competitive, and we always look for winning solutions, especially when it comes to the artists we represent.
As for the team, I’ve always wanted people to work in an environment where they feel supported, valued, and excited about what they do.

In business relationships, I strongly believe in balance and reciprocity — I studied law in university, perhaps that’s why — when you give good, you receive good.

At the end of the day, whether we talk about colleagues or partners, we remain people — with common desires, fears, and joys. I always start from this belief. And I think that’s something others can easily see.

Of course, there’s also a flip side. I’m sure there are colleagues and partners who would say I can become too demanding — when things aren’t done correctly, on time, or don’t meet the expected quality. But even then, my goal remains the same: to find solutions that work for all parties involved, in the long term.

C&B: What is the most important decision you’ve made that changed your trajectory?

Roxana Alexandru: The most important decision was to develop the talent management agency as the main pillar of our business. Around it, the other divisions naturally took shape. Equally decisive was the choice to propose to Ana that we build this project together — a choice that changed everything.

C&B: How did you shape your leadership style or the way you make decisions? Was it a natural process or a learned one?

Roxana Alexandru: For me, it was a natural process. I’ve always had certain abilities — intuition, determination, the capacity to read people, to recognize their talents, to identify their unique qualities and the environment where they can truly shine.
But I think the moment I became aware of them was essential. That’s when I began to use them intentionally, in the right direction, and realized how I could make decisions that were not only effective but also aligned with my ideas and aspirations.

C&B: What do you think sets your business or professional approach apart from the rest of the industry?

Roxana Alexandru: What definitely sets us apart is our personality — mine and Ana’s — and the way we build relationships. We choose to work only with people we truly believe in, people we connect with and who share at least part of our personal values. We don’t follow recipes or trends just for the sake of them; we base everything on real connections, mutual respect, and trust.
I believe authenticity attracts authenticity — and that’s reflected in everything we do.

C&B: What does a typical day look like for you now, and which moments bring you the greatest satisfaction?

Roxana Alexandru: A typical office day means lots of phone calls, working together with my colleagues on ongoing projects, or team meetings where we analyze, debate, and adjust strategies for each artist individually.

My greatest satisfaction comes when I watch a show or a project — whether digital, radio, TV, in any medium — and I see our artists shining. When I know they are there because they’re excellent at what they do, performing exactly as we envisioned when we designed that direction or project.

C&B: What values or principles guide you in what you do, and how do you apply them daily?

Roxana Alexandru: I believe in authenticity, empathy, respect, and responsibility — they guide me in everything I do, professionally or personally.
I believe in the power of kindness — not as a form of weakness, but as a way to build healthy relationships and create space for collaboration, ideas, and growth.

Empathy helps me understand people beyond words and to respond with openness and balance, even in tense situations.

Respect for people, their work, and their time is a constant in the way I communicate and build relationships.

Responsibility means being present, owning my choices, and always pursuing the quality and impact of what I do.

And authenticity is essential to me — it’s my compass: I strive to remain true to my principles, to stay myself without losing or turning into someone I’m not, even when it might be easier to choose otherwise.

C&B: How did the idea of starting this business and naming it come about?

Roxana Alexandru: The idea came naturally, because I was already doing this long before the agency existed. Coming from TV production, I was always in contact with artists and celebrities who asked for my support — either in contract negotiations or in representation in relation to different commercial partners.

Then came my meeting with Ana, my partner, and together we laid the foundation of a media products company. We designed customized commercial projects for brands, constantly integrating the presence of celebrities. All these steps naturally led us to the Romanian Artists Agency — an agency that represents talents and artists in their relationships with brands, TV stations, shows, or radio. We built this business step by step, from experience and from a deep understanding of the needs of both artists and the industry.

C&B: If you could send a message to people who want to follow your example, what would it be?

Roxana Alexandru: I would tell them to have the courage to discover themselves and to use their skills in a constructive way that brings them good. To believe in their ideas, follow them with perseverance, and always look for contexts where they can build — not only for others but also for themselves.
To collaborate, to connect genuinely with the people they want to work with, and not to be afraid to interact — the most beautiful things happen when we open up to one another. At least, that’s how it happened to me — that’s my personal experience.

Roxana Alexandru continues to inspire with her courage, professionalism, and vision. Through the Romanian Artists Agency, she transforms artists’ careers and builds relationships based on authenticity, respect, and collaboration.