Her Story
About Julia
Julia Vanderput works in creative strategy within music and branding in Los Angeles, California. With 15 years in the field, she specializes in culture marketing by integrating brands into music experiences, allowing them to connect emotionally with consumers at their passion points such as live events and festivals. She holds a journalism and installation art major from the University of North Carolina in Chapel Hill, which she completed in 2010, and this background has informed her approach to experiential branding. Vanderput won a Golden Effie award for the most effective brand in North America through her work with Mizuno. She is employed by Live Nation and spends her free time attending both large and independent music festivals. Born and raised in Brazil, she moved to the United States without family or industry connections and built her career independently, bringing an outside perspective to culture and brands. Vanderput attributes her success to being both a fan and a professional in music, allowing her to understand what fans seek from live experiences. She values respecting the emotional impact of live music, where attendees seek stories and connections that last a lifetime. Her advice to young women entering the industry is to be the strongest advocates for their own work.
Her Interview
Ten minutes with Julia
01What do you attribute your success to?
I'm both a fan and someone who works with music. I mean, I just get what fans really want out of that experience.
02What’s the best career advice you’ve ever received?
I don't believe in taking people's advice, because they can only give you advice based on their own experience. I've done things like moving cities and getting promotions that a recruiter said couldn't be done simultaneously, so don't take advice.
03What advice would you give to young women entering your industry?
Be the biggest believers in their own work, because if you don't believe in your own work, no one will, and you always have to advocate for that belief.
04What are the biggest challenges or opportunities in your field right now?
Being born and raised in Brazil and coming to the US with no family or industry connections was a challenge but also an opportunity, allowing me to build on my own and bring an outside perspective to culture and brands.
05What values are most important to you in your work and personal life?
Respecting the emotional experience that people seek from live music events, remembering that they want stories to tell for a lifetime and to be moved by artists.
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