Hi, I’m Mirella Schnaidman.

I’ve built my career on a simple belief: the most interesting work happens when something people already love changes to reflect the world around it. That question started in one of my earliest communication classes, studying radio’s resurgence after television was supposed to make it obsolete. Instead, radio adapted into something more personal and portable, and that’s where my fascination with the crossroads of culture and change actually started.

That fascination followed me from a marketing assistant role at L’Oréal, my own kind of marketing school, into almost 7 years at Spotify across artist relations and music marketing, building campaigns with Bad Bunny, Karol G, Tyla, Feid, Fuerza Regida, and more. I created Tapped In and led Casa Spotify for five consecutive years during Latin Grammy week.

Today that same drive shows up in brand identity, creative strategy, and live experience design for festivals like BélicoFest and brands like Tigre Sounds.

As I look toward the future, the radio question becomes even more relevant in the age of AI. It’s not a question of whether it changes music, culture, and entertainment, but what it changes them into. And if we can adapt and listen to the signs, we can keep bringing people experiences they love.