Today we’d like to introduce you to Diana Schweinbeck.
Hi Diana, we’d love for you to start by introducing yourself.
After graduating HS, I moved to the city of Atlanta, GA from Alpharetta, GA to pursue a business management degree at GA State University. Soon after moving to the city of Atlanta, I found myself constantly meeting professionals in the music industry whether they were a DJ, producer, artist, entrepreneur, etc. After building friendships with these professionals, I had a friend tell me, “Why don’t you put 2 and 2 together? You’re in school for business and you have all these amazing relationships”. So I did just that and started reaching out to local event planners, promoters, and independent labels offering my hand to help. I was then learning every aspect of the industry from promotion to throwing events to putting out music and created my company Schweinbeck LLC in 2012. My first artist was Rich The Kid while in college. We learned a lot from each other and parted ways after his signing to QC.
During that time, I had started throwing showcases which I called the Schweinbeck Industry Mixer. This mixer became a staple in the city of Atlanta which the likes of Rich The Kid, K Camp, OG Maco, EarthGang, J.I.D., Sy Ari Da Kid and more touching the stage. I am still throwing my industry mixers nine years later in the city of Atlanta and started them in Los Angeles right before Covid started. Going back to management, after RTK – I started managing Sy Ari Da Kid in 2013 which I still manage to this day. Continuing to build a brand in the city of Atlanta, a Los-Angeles based distribution company by the name of Cinq Music reached out to me to apply for a marketing position in May 2019. I took the interview and was flown out to Los Angeles the following day and got the job. In September of 2019, I moved to Los Angeles to start my new corporate job as Head Of Marketing at Cinq Music. While working at Cinq Music with notable clients, T.I., Sy Ari Da Kid, Faith Evans, Quincy. Kurupt, Jimi Cravity, Fre$h, Ye Ali & more – I am still building the Schweinbeck brand with Schweinbeck LLC and my showcases!
Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
I don’t think anything in this industry can be considered a smooth road. We all have our ups and downs and I think my biggest struggle was the entrepreneurship, one week I may be up and the next week I may be down – but I couldn’t ever give up and I’m glad to say I didn’t.
As you know, we’re big fans of you and your work. For our readers who might not be as familiar what can you tell them about what you do?
Currently, I am Head of Marketing (General Market) for all genres at Cinq Music except the Latin space, which we actually specialize in. I was brought into Cinq to help build the general market side alongside our Head of A&R (General Market) Fotemah Mba. I handle all marketing for my clients as well as keeping an ear to the street to help bring on acts. I am known for doing great business and having very strong relationships which to this day, I cherish. I am most proud of taking that leap of faith and quitting my corporate job back in 2017 where I was a 9-5 accounts payable employee.
Contact Info:
- Email: [email protected]
- Website: www.schweinbeck.com
- Instagram: www.instagram.com/schweinbeck
- Facebook: www.facebook.com/schweinbeck
- Twitter: www.twitter.com/schweinbeck
