Laetitia Van Oost
Artist Promo & Management / Music Industry
“KEEP EXPERIMENTING, KEEP SHARING AND ALWAYS STAY CURIOUS”
Hi Laetitia, how are you feeling today?
I’m feeling really happy and excited! It’s a super exciting moment for me because three months ago I decided to start working independently. So it’s a brand new adventure with lots of challenges, and I’m really enjoying jumping into it.
You’re a promo manager. How did you first step into the music industry?
Promo Manager is a term often used in the music industry, but you can say PR as well.
I actually started when I was 16, as a job student. It was a crazy mix: from ticketing, to VIP areas to parking and even the toilets! It gave me such a wide perspective and really sparked my curiosity. Later, I did a few internships (PIAS, Warner Music) that taught me how the industry really works, and then I joined Sony Music. That’s where I learned the ropes in press, promotions, campaigns, and supporting artists.
What’s something about your job that people wouldn’t expect?
People often think it’s just sending press releases or pitching stories, but it’s really about relationships and understanding each artist’s vision, and connecting them with the right media. Also, there’s a lot of glam that people see, but behind the scenes, there’s a ton of logistics, production follow-ups, and organising promo days.
What’s one project or campaign you’ve worked on that you’re especially proud of?
Helena. That’s a project we built from scratch. She won a TV talent show, and we created the whole campaign around her. I was deeply involved in every step, and seeing where the project is now it’s just amazing. That’s definitely the campaign I’m the most proud of.
How would you describe the Belgian music scene right now in just three words?
Dynamic, creative, vibrant.
What is something you think is still missing in the music industry today?
I think the industry could do more to support emerging and alternative artists over the long term. There’s a lot of potential in creating more platforms and structures that give space to different genres and voices, and to help new perspectives flourish beyond the usual decision-makers.
I can imagine that you're very busy, what’s your favorite way to wind down?
After intense days, I’m still buzzing and it’s hard to slow down. One of my favorite ways to relax is to park my car, turn off the engine, and simply watch and observe the streets and people around me. Sometimes I even stay like that for 30 minutes, haha. It really helps me decompress and gives me a little bubble of calm.
What’s a small daily habit that makes you happy?
I love putting a vinyl on really loud and dancing with my little daughter, she’s three. It’s such a simple thing, but it makes me so happy.
That’s so cute! What’s the last song or album you had on repeat?
I have two right now:
The Art of Loving by Olivia Dean. Really inspiring and comforting.
And No Rain No Flowers from The Black Keys, one of my favorite bands.
Both amazing recommendations! Apple Music or Spotify?
Spotify
What’s a place in Brussels or Belgium that feels like your hidden gem?
There’s a small park near my neighborhood in Brussels that’s perfect for walking and reflecting. It’s calm but full of life, sometimes it even feels like London. A lot of ads and films have been shot there, and at certain times of the year there are even sheep, it’s so cheerful.
What advice would you give to someone dreaming of a career in the music industry?
Be curious, patient, and build relationships. Listen to everyone, don’t be afraid to start small, and stay determined. There really are no small victories.
Tell us something to inspire the culture
Music is universal. The more we support and amplify diverse voices, the richer the culture becomes. Keep experimenting, keep sharing, and always stay curious.