Laura Coroianu – The Pioneer of Romania’s Live Industry and Emagic’s Vision of Authentic Entertainment

Laura Coroianu, General Director of Emagic, shares her journey in Romania’s live industry, the major milestones she achieved, and the vision behind the Emagic brand.

Laura Coroianu – General Director of Emagic; probably a pioneer of the live industry in Romania, with 33 years of experience in organizing concerts and festivals. A passionate music entrepreneur who managed to turn a hobby into a profession—and still loves it after more than three decades.

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

Laura Coroianu: The Romanian premieres: Cerbul de Aur 1992-1996 (the first international post-revolution festival), Depeche Mode 2006 (the first stadium concert, sold out on tickets), B’Estfest 2007-2013 (the first multi-stage festival, with the first sponsor activations and token-based sales), Madonna 2009 (the first concert with 70,000 spectators), Metallica 2019 (the first concert sold out within 24 hours), Coldplay 2024 (the first back-to-back sold-out stadium concerts within hours) – just a few milestones. Over the last 20 years, we’ve organized concerts and festivals with more than 1,000 international and local artists—I’ve lost count along the way.

C&B: How did you become a partner at Emagic, and what attracted you to the events and entertainment industry?

Laura Coroianu: In 2000, together with my partner (and husband) Guido Janssens, we founded Emagic in the Netherlands, a company through which we promoted concerts and offered event consultancy. In 2005, we decided to open an office in Bucharest, which over time became our core business.

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

Laura Coroianu: The dream was to turn my hobby (music) into a profession. The ambition was to become an entrepreneur with principles, one who cares equally about artists and audiences.

C&B: What were you like at the beginning of your journey, and how do you feel you’ve evolved over time?

Laura Coroianu: Over the past 20 years, I’ve learned to delegate—something that was almost impossible for me in the beginning.

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

Laura Coroianu: I think you should ask them—I’m not afraid of their answers.

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

Laura Coroianu: Opening the Bucharest office in 2005.

C&B: How does collaboration work between Emagic’s partners and team to deliver memorable experiences to attendees?

Laura Coroianu: In general, we have long-term working relationships with our partners and suppliers, based on trust, respect, and shared values. There are partners we’ve been working with for 20 years who have never let us down—and I believe we haven’t let them down either.

C&B: What sets Emagic apart from other event and entertainment companies in Romania?

Laura Coroianu: Our slogan is SERIOUS ABOUT ENTERTAINMENT. That says it all.

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

Laura Coroianu: In the music and live industries, you never get bored—there’s no routine. Every concert has a different setup, a different rider, a different stage design. I think I’m happiest when I confirm an artist I’ve been following for a long time, and then when a concert ends and I see thousands of happy spectators leaving the venue.

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

Laura Coroianu: Seriousness, respect, patience, and calm. And joy—every single day!

C&B: What was the first major event you worked on through Emagic, and what experience marked you the most?

Laura Coroianu: We organized a ‘Zucchero & Friends’ concert at the Royal Albert Hall (London) in 2004, probably the most beautiful venue I’ve ever worked in. It was a show full of duets with great voices of his generation—from Eros Ramazzotti to the late Dolores O’Riordan. What marked me most was the first Depeche Mode concert at the old ‘Lia Manoliu’ Stadium in 2006, and the fact that we fulfilled the dream of my generation—to see them live in Romania (a dream we’ve since repeated three more times, at the new stadium and at Cluj Arena).

C&B: How do you see Emagic evolving in the coming years, and what future projects excite you the most?

Laura Coroianu: The last 15 years have brought many challenges (the financial crisis of 2009–2011, the pandemic of 2020–2022) and have made us focus on large and medium-scale events. We now aim to return to promoting smaller club-type concerts, to help grow artists who, in a few years, might fill large halls—or even stadiums.

Through passion, perseverance, and professionalism, Laura Coroianu has turned Emagic into a benchmark in Romania’s event industry.