Corina Vîlcu: strategy, clarity, and sustainable development in the music industry

With over 17 years of experience in radio, record labels, and music marketing, Corina Vîlcu talks about decision-making, leadership, sustainable pace, and building solid artistic careers.

Corina Vîlcu is a specialist in music strategy and marketing, with over 17 years of experience in the industry.
She began her career in radio, in editorial teams that shaped her instinct for hits and deepened her understanding of how audiences consume music. She then continued in the record label sector, where she coordinated major campaigns and releases, building a reputation as a rigorous, results-oriented professional with exceptional attention to detail.

Currently, Corina leads Magheru 9 Media, a boutique agency dedicated to artists, created to approach projects holistically, from positioning and strategy to promotion and execution. She works with both established artists and emerging talent, providing strategic direction, integrated communication, and campaigns tailored to each stage of an artist’s development. In addition to her agency work, Corina develops practical resources for independent artists, with the goal of offering clear, actionable tools for navigating an industry that is constantly evolving.

C&B: If we were to look at the narrative thread of your career, what were the key moments that defined you?
Corina Vîlcu: If I were to describe it simply, my career was built on a few moments that completely shifted my perspective. The first major moment was my time in radio, which shaped my instinct for the audience and showed me, without filters, how a real connection with people is born. Then came the label stage, where I learned strategy, discipline, and what it means to be responsible not only for ideas but also for results. And the moment that solidified my professional identity was the decision to build Magheru 9 Media, a framework where I can work integratively—from positioning and strategy to execution. Looking back, the key moments were less about titles and more about choices: where I put my energy, what kind of projects I accept, and what standards I don’t negotiate.

C&B: What has been the most difficult moment in your journey so far, and how did you overcome it?
Corina Vîlcu: The most difficult moments weren’t necessarily isolated events, but long periods of pressure, with an intense pace and many simultaneous expectations. In the music industry especially, you often live in a permanent state of urgency, and you feel that if you don’t react immediately, you miss the train. The hardest part was learning not to confuse speed with efficiency and not to live professionally in “always fast forward.” I got through those periods through structure, boundaries, and clarity—by organizing my work, prioritizing without guilt, and accepting that not everything needs to be solved in an hour to be done well.

C&B: Is there a dream or ambition that has always guided you, regardless of obstacles?
Corina Vîlcu: Yes. To build things that have substance and durability, not just campaigns that look good in a screenshot. I’ve always been guided by the idea of bringing clarity to an industry that can be very chaotic and creating contexts in which artists can grow in a healthy way. My ambition was not just to “promote music,” but to contribute to artistic journeys—to help an artist understand their positioning, find their voice, and have a plan that doesn’t collapse after the first wave of excitement.

C&B: What were you like at the beginning of your journey, and how do you feel you have transformed over time?
Corina Vîlcu: At the beginning, I was very intuitive, very fast, and willing to do everything. I had that “I can handle anything” energy, and honestly, the industry trains you to be like that. Over time, I transformed into someone much more selective. Today, direction matters enormously to me, not just workload. I’ve moved from “execute perfectly” to “choose what is worth building.” And I learned something essential: it’s not enough to be good—you also have to be honest with yourself, with your limits, and with the pace at which you want to live.

C&B: If we were to speak to your collaborators, what do you think they would say about you?
Corina Vîlcu: I think they would say that I am organized, serious, and detail-oriented. That I like structure and don’t leave things to chance. They would probably add that I can be a bit impulsive at times—especially when I care deeply about a project and feel that we can achieve something even better. At the same time, I’d like to believe they would also say that I’m easygoing and that I like to maintain a good atmosphere in the team. I like having fun while we work, but I have one simple rule: when it’s time to work, we work. The good part is that afterward, you truly have something worth celebrating.

C&B: What is the most important decision you’ve made that changed your trajectory?
Corina Vîlcu: The decision to leave a secure environment and build something on my own. It was a choice that came with a lot of responsibility, but also with a strong sense of alignment. When you build something that is yours, you can no longer hide behind context: every result is yours, every mistake is yours, every success requires you to grow. And, paradoxically, that very responsibility gave me the greatest freedom.

C&B: How did you build your leadership style or decision-making approach? Was it a natural process or something learned?
Corina Vîlcu: It was largely learned. And it still is. I don’t feel I’ve reached the point where I can say firmly, “this is my final style,” because leadership changes depending on people, projects, and life stages. What I know for sure is that I rely on clarity, trust, and seriousness. I don’t believe in micromanagement and control, but in autonomy with responsibility. I like to create the right framework, explain the context and the direction, and then let people perform without unnecessary pressure. To me, a good leader is not the one who controls everything—but the one who makes things work even when they’re not in the room.

C&B: What does a typical day look like for you now, and what moments bring you the most satisfaction?
Corina Vîlcu: My days are quite intense and varied, but they follow a common thread: strategy, communication, execution. I enjoy the structural part but also the applied creativity—the phase where ideas turn into concrete steps. The greatest satisfaction comes when I see a project gaining clear direction. When an artist understands who they are, what they’re saying, and why they deserve to be heard. And especially when results come as a consequence of solid construction, not as a lucky accident.

C&B: What values or principles guide you in your work, and how do you apply them daily?
Corina Vîlcu: Seriousness and tenacity are fundamental for me. I like knowing that people can rely on me, and I think that shows in any collaboration. I am very direct, but not out of harshness—rather out of respect for time and for clarity. A principle I never compromise on is not promising what I cannot deliver. I prefer setting realistic expectations and exceeding them rather than creating false enthusiasm and later disappointment. I apply these values every day through the way I communicate, through the boundaries I set, and through the responsibility I take for my work.

C&B: If you were to send a message to people who look up to your example, what would it be?
Corina Vîlcu: Don’t rush to “check off” success, and don’t confuse external validation with professional value. Build real competence and a work ethic that sustains you in the long run. Learn to say no without guilt. And don’t negotiate your standards just to be “someone easy to work with.” In the end, a career isn’t a sprint or a collection of viral moments—it’s a marathon, a construction. And good constructions are made with patience, clarity, and consistency.

Corina Vîlcu’s journey is a clear demonstration that success in the music industry is not built on haste or universal formulas, but on clarity, consistency, and responsibility. From the instinct she developed in radio to the mature strategy behind Magheru 9 Media, each stage has contributed to a coherent vision of what it means to build for the long term. Through the way she works with artists and the resources she creates for the independent scene, Corina continues to bring structure to an often unpredictable field, proving that real performance comes from deliberate choices and non-negotiable standards.