Interview with Gergő Sticza, Co-Founder and AR Director of Astro Music
The music industry is no longer just about the songs – brand building, strategic partnerships and content development are all part of it. Influencers, brands, social campaigns, arena gigs – and behind the scenes, a professional management team is working to make sure everything falls into place. Gergő Sticza, co-founder of Astro Music, says that in this new media reality, the role of management is stronger than ever. Success today requires much more than a good song. And he doesn’t just believe that – he works like that every day.
Brands that are not just logos
“It’s important that the performer and management together create brand collaborations that are forward-thinking and truly serve the success of the production,” says Gergő. Astro Music believes in long-term, strategically structured campaigns that are not only spectacular but also create value.
Such collaborations don’t happen overnight, but when they work well, all parties – artist, brand and audience – benefit. “This is the kind of work that not only makes our performers proud, but also makes us proud.”
More than just for rent – the Astro 360-degree model
Astro Music is not a classical label or a traditional music agency. Gergő’s aim is to operate as a youthful, talent-focused and internationally oriented management – focusing on the whole career.
“We don’t just publish music or organise concerts. We offer 360-degree support, which includes branding, content production, video clips, release timing and strategic decisions.”
But the most important difference is the personal connection: “It’s a family environment. We have a close and honest working relationship with our musicians.”
Brand ambassadors – campaigns that last
Astro Music does not think in terms of occasional collaborations, but in terms of brand ambassador relationships of at least one year, often several years. In these campaigns, the focus is on the artist’s key moments, such as a major concert or an important music video.
“We always do the creative brainstorming with the brands, but the execution is our responsibility. This ensures that the end result works both artistically and commercially.”
What are brands looking for? What do young people expect?
Today, the most popular music content is music videos, big concerts and complementary meet & greet activities. These generate huge reach – if well-timed and well-constructed.
“Brands often don’t understand the language of the performers and performers have difficulty with boundaries. That’s where we come in: we bridge the gap. A good campaign doesn’t just need an idea – it needs a team that knows exactly how these worlds work together.”
Successful examples – ValMar, T. Danny, Bacardi
The collaboration between Astro Music and PFR Group has resulted in several campaigns that have been highly successful. The ValMar x Burger King x Coca Cola collaboration has been going on for years, but we can also mention the T. Danny x Got2b or the Bacardi Casa Musica campaigns.
They all show that when art and strategy come together, the end result is truly memorable.
“A good music project is not only heard, but also seen,” summarises Gergő. Astro Music follows this principle every day, behind the scenes.
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The full interview with PFR Group executives is available in the July 2025 print issue of Marketing&Media magazine or online here.
