Rebecca Niebla: Founder of Vision Music Agency
Introduce yourself to us! What do you do in the industry? Where are you from?
My name is Rebecca Niebla. I was born and raised in San Diego, California. Currently, I am the Founder of Vision Music Agency a public relations and artist management company.
How did you get your start in the industry, and how long have you been in the industry?
I started my own company in 2015. One day I was invited to work production at the Latin Billboard Conference in Miami, and I ended up loving it. I made a lot of connections on that trip, and that’s when I knew that PR was the route for me. I have overseen public relations, marketing, and concert promotion for international and national artists for 7 + years.
What does it mean to you to be able to uplift musicians in the Latinx community?
I enjoy seeing artists grow and become successful. I believe Latinx artists have more opportunities now than ever before. Being a part of their journey and helping them reach their goals, it’s very gratifying. I am passionate about my work, I put everything into what I do, and I’m happy doing what I do.
What process do you engage in when selecting musicians that you represent as a publicist?
All the pieces of the puzzle should be in place. I really look for authenticity, creativity, and honesty.
You’ve shifted through different mediums in the journalism world. How did you land on wanting to work in magazine writing?
I had spent years interning with different media outlets, exploring, and learning different areas of the industry. I found my passion for writing in college, where I earned a degree in Journalism. I have worked as a writer for local newspapers and continued to develop my skills on my own magazine. Over the years, I have interviewed dozens of musical artists, including Nick Mason (Drummer Pink Floyd) The Mars Volta, LP, latin duo Wisin & Yandel, Sin Bandera, Juanes, Aleks Syntek, Fobia, Lucybell, Aterciopelados, Beto Cuevas, Camila, Armando Manzanero, Gloria Trevi, Pedro Capó, Santiago Cruz, Gian Marco, La Santa Cecilia, Silvestre Dangond, Luis Enrique, Paloma Mami, Ximena Sariñana, Gaby Moreno, Kany Garcia, Carla Morrison, HA*Ash, Los Amigos Invisibles, Joss Favela, Natalia Jimenez, among others.
What are your favorite qualities about your writing style?
For me it’s about credible writing, consistency, and accuracy.
How does the approach you use when interviewing artists inform the way you tell their stories?
I ask very precise questions, and focus only on their music journey, their struggles, or the path to success that the person has taken. It’s exciting and never gets boring.
What do you love most about telling Latinx stories and shaping the brands of Latinx artists?
I love the diversity of Latinx creators. My goal is to help them pave the way by giving them a platform to share their music, support them and celebrate their cultural experiences and uplift their communities in a very meaningful way and respect.
When did you know being in the business is what you wanted to do? Where did your inspiration or passion come from?
Music was around me when I was growing up. When I went to high school, I loved the idea of media, and that’s when I started my music venture. I started reading more about the industry, got as knowledgeable as possible and got involved in any way I could in the business.
Is there anything you struggled with, or maybe still struggle with, being in the industry?
Being a woman as a manager, I must prove myself ten times more, I feel like we’re often disregarded, although now it’s changing. It’s changing.
What does a typical day at work look like for you?
Handlining virtual meetings, writing press releases, creating press packets, work on an on-call schedule as needed and listening to music.
What is the best part of your job? Why?
The best part is being able to work closely with people that you look up to and who have created some type of change in your life. I often get to travel and discover new music. Working remotely and having a flexible schedule is also very satisfying.
Do you have any favorite projects that you have worked on?
I RECENTLY WORKED ON THE PINK FLOYD EXHIBITION (THEIR MORTAL REMAINS) AT THE VOGUE MULTICULTURAL MUSEUM IN LOS ANGELES AND AS A PROMOTER FOR GRAMMY AWARD WINNER FITO PAEZ CONCERT AT THE DOLBY THEATER.
What is the most difficult part of your job? Why?
Keeping up with all the trends with social media and digital platforms, really staying close to everything and being knowledgeable to make the right decisions with the right artist. Managing all of that and trying to balance the work-life thing can be also a challenge.
Have you reached the goals you set when you started your work with Vision Music Magazine and Vision Music Agency? Do you have specific goals you are aiming for?
Some of them yes, we still have a long way to go. When I founded Vision Music Agency with a few clients under our roster it’s crazy to think how fast it has grown in just a couple years.
Is there someone who you consider a mentor in the industry? Tell us about them!
There are a few key people who have mentored me in the past, and it impacted me at various points in my career. I’m grateful to have met so many incredible, inspiring, and powerful women that shared their wisdom with me.
What advice do you have for women who want to get their start in the music industry? Surround yourself with other women and don’t see them as a treat or competition, but rather as a network of strength and mutual support. Always remember this industry is about building relationships.
If you could give Rebecca Niebla, as she’s beginning her career, advice from Rebecca Niebla today, what would that advice be?
That being bad at something is the entire point. Be strong, everything you’re going through now will prepare you for what’s next, so keep at it.
Have you seen improvements in the industry since you’ve started? Is there a change (or changes) you would like to see occur in the music industry so that it could become a better place for all?
Social media influencers are now a big part of our culture, they have revolutionized the industry for music marketing. Nowadays it is important to partner up with the right influencer for a more successful music promotion. Since the pandemic TikTok has become a go-to platform for discovering new music. It's the ideal platform for emerging artists to find and build a stronger audience.
What are some of your other hobbies? What do you do in your free time (which we know can be very hard to find)?
Besides enjoying spending most of my time with my son. I also love to make time to nurture my connection with nature. Self- care is essential, being in silence, helps me reconnect and prepare for the next move.
Who is your dream artist or band to work with?
I would love to work with The Black Keys, Kings of Leon, Lenny Kravitz or Carlos Santana.
What is something you can't live without?
Daily meditations, music, books and yes, my phone!
What is the last thing you really got excited about? Industry-related or not.
Adeles’ new album “30” release.
Who is your all-time favorite artist? This is very hard, but here are my top 5 The Beatles, U2, Depeche Mode, Lenny Kravitz and Audioslave.
Tea or Coffee?
First concert you went to?
One of the first major Latin bands Maná. (Rock band from Guadalajara, México)
What are you most proud of?
Never in my wildest dreams did I imagine that one day I would see the name of my company in the world's famous advertising space. In September of 2020 one of the artist in our agency got featured on a billboard in New York’s Times Square, it was so surreal.
Lastly, what saying do you live by?
Your past doesn’t need to dictate your future.