industry plant

ABOUT ME

Hi there! I'm Alethea Freidberg, a music industry professional, USC Music Industry alum, and founder of Industry Plant. Originally hailing from Long Island, New York, I have spent the past few years in Los Angeles, with a brief stint in Nashville as part of a Maymester program.

Growing up, my whole world revolved around music, ranging from the countless hours spent doing musical theater and learning various musical instruments, to blasting One Direction, Taylor Swift, and other late 00’s-early 2010’s pop music on my iPod Touch. But when I was 13 years old, I had come to the realization that working in the music industry was what I was meant to do rather than just having music as a hobby. So from that moment on, I knew that I had to do everything it takes to make it in the music industry. 

The creative side of the music industry has always been my calling: with a passion for artistry and music coupled with an extensive skill set in marketing, digital marketing, and publicity, my career trajectory lies at the intersection of artist development, marketing, and branding. Throughout my education at USC and my various internships, I have been exposed to a variety of sectors in the music industry, including A&R, digital marketing, publicity, distribution, publishing, and social media management. Previous companies I’ve worked at include BMG, Big Picture Media, Venice, Vintage-T Music, and iVoted, alongside extracurricular involvement for She Is The Music, 840 West, and USC Women In Music.

I decided to start Industry Plant as I felt as there was this niche in music industry media waiting to be tapped into, and I needed to be the one to create that opportunity. As I asked myself “What’s next?” after I graduated from USC, I took matters into my own hands and believed in myself and my music industry career rather than just sitting around waiting for a strike of luck in today’s ultra competitive job market. I’ve always loved writing, and with my communication and storytelling skills garnering praise from multiple people in my professional and personal life, I finally decided to let the power of my pen shine.

I’m so glad you've come to find Industry Plant. This is more than just a passion project of mine or a resume builder: this is laying the groundwork for the music industry of the future. I am so elated that this little space I’ve created is now yours to enjoy. 

With love & light,

Alethea