José Woldring, Founder and CEO of PR agency The Media Nanny and creative agency The Brand Father, grew up in Loppersum in the Far North. The place where earthquakes occur all the time and where sobriety is self-evident. José took care of the music business even for an earthquake. A true autodidact who rose to the top, works non-stop and is ready for her artists (ed: Martin Garrix, David Guetta and Sunnery James & Ryan Marciano, among others): “I have never been without a phone one day in the past 10 years.” .” Who supports her in times of hustle and bustle? Text: Mical Joseph
Image: The Media Nanny

What was your very first job?

“During my high school years I was a waitress in a pizzeria in Delfzijl. I used to want to be a veterinarian, but I quickly gave up after doing an internship at a veterinarian. I hated it. After HAVO, I studied Communications in Groningen and moved into a room. My then boyfriend lived in Zwolle and I traveled back and forth. He was a DJ and producer himself. Within the first year I decided to quit my studies and took a gap year. This gap year has been crucial, because I met people in the music scene, did modeling for Models at Work and Amsterdam was getting closer. After this year I decided to study again: Media & Entertainment Management.”

How did you end up in your current job?

“My boyfriend used to have to perform as a DJ every week and I would go with him, so I got to know a certain network, especially in the hip hop scene. I also breakdanced, which meant I could often be found at music events, and I got to know the entertainment industry through my modeling work. I came into contact with DJs through dancing in clubs where dance parties were organized. It always amazed me that they played all over the world, but that this was not known to the general public. Because of this surprise I decided to help a number of DJs with their PR. At the age of 22 I wrote press releases and newsletters for a number of artists. If they had to perform somewhere in America, I made sure the local press knew about their presence. I deepened my knowledge by reading a lot, analyzing interviews and press releases and networking.”

Who was your wheelbarrow in that?

“Mainly myself. But there is someone who has always stood by me throughout my career and that is Merel Rijntjes. I worked for a media agency for a while and that's where I met her. I am someone who is very personally involved in my work. Which often makes things difficult for me to let go. For example, I call Merel for hours when I am on my way from Groningen to Amsterdam and we discuss all kinds of things. She is really a mental support for me and I can vent to her. I trust Merel blindly. If I can't see the forest for the trees: Blackbird. At one point she also worked at Spinnin' Records, partly thanks to Merel's help I got this record label as a client, which was an important moment in my career. So she is a wheelbarrow from a business point of view, but also mentally.”

What is your greatest passion in your profession?

“Arranging business is my passion. Of course, I am part of someone else's career and that is paramount. I get a lot of energy from working with the artists. In addition, I have twenty people working under me, where there is a very informal, pleasant atmosphere. I am very proud of my team!”

What's on your bucket list?

“I really want to take a nice trip with my son and really be offline for a while. A basic trip where luxury is not necessary. During my career I have seen the most beautiful and expensive hotels, yachts and places. I am an outdoor person by nature and I love camping very much, but in recent years the luxurious life has prevailed. I am also very much looking forward to the TedTalk for which I have been asked. It will take place in Montenegro in October.”

What has been the biggest learning moment in your career?

“I'm learning every day, but what I've learned over the years is that I shouldn't take anything business-related personally. Through reading I have overcome a lot in the field of personal development. It's a matter of adopting a different attitude. I used to be able to lie on the couch at night crying because of a business situation, but that is no longer the case. 'High peaks, deep valleys' describes me perfectly and I have more and more control over those deep valleys.”

What advice would you give to your 18 year old self?

“José, continue the way you are doing it. As an 18-year-old girl, I took every opportunity that came my way. That got me where I am now.”

Have you been a wheelbarrow for someone?

“There are many people at The Media Nanny who work as interns or as... school dropout came in and which I supervised internally. For us, if you take all the opportunities that arise, you can go very far and experience great things. I hope to be a wheelbarrow for my staff, even though I am still young myself.”