A Holistic Approach to Artistic Expression
Our comprehensive, artist-first approach empowers creators at every stage of their journey.
Interconnected platforms are strategically designed to benefit artists by elevating awareness, expanding fan bases and creating new IP in all forms of media. This positions artists to reach for their full potential and increase the value of their art, paving the way for long and meaningful careers.
Music Catalog Acquisition
HDA x Kerosene – Artist Management
Notes from the Underground Records – Record Label
Artist Services – From Concept to Release
Drive All Night Productions – Storytelling Across Media
Sad Girl Hours — The Non-Conference Conference
New York Live — Show Circuit
Indie Music Network — Podcasts & YouTube Channel
Empowering Artists to Create Without Limits
At Not Dead Yet Media, we superserve artists and the art they create. Talent knows no boundaries and needs a team with a commitment to strategically guide, advocate, and unlock those opportunities wherever they lead.
Independent
by Nature, Strategic by Design
We come from a DIY mentality, fueled by innovation and guided by an independent attitude. We see challenges as opportunities yet to be discovered. Our team blends new perspectives with extensive industry expertise, always putting artists first.
Building a Collective for Artists and Fans
We want to be more than a media company—we want to build a community of artists, creators, fans, and industry allies, united by a belief in artistic freedom and innovation.
We believe in the importance of strategy, planning, and thoughtful execution, adjusting when needed to serve our artists’ best interests. Our mission is guided by core values that keep us grounded and forward-thinking:
-A passion for music
-A commitment to artist integrity
-Transparency in everything we do
-An unshakable determination to achieve our goals
Super fans Are at the Heart of It All
We’re the super fans of the super fans. They are the most loyal, passionate supporters—the backbone of an artist’s career.They attend every show, buy every piece of merchandise, stream songs relentlessly, buy vinyl, and tell their friends, and promote their favorite artists without being asked.
We’re committed to building, nurturing, and taking care of these vital fan communities, ensuring they feel valued, engaged, and part of the journey. This powerful audience is the key to cutting through the noise and building long-term, sustainable careers.
These connections aren’t just important; they’re essential to creating lasting success.
Redefining the Future of Media
At Not Dead Yet Media, we exist so independent artists thrive, lead, and reshape the cultural landscape as true agents of change.
Meet Heather de Armas, the entrepreneur who traded sunshine for skyscrapers. Originally from Orlando, Florida, she now thrives in the vibrant chaos of New York City. In 2022, she founded HDA MGMT after her stint as a freelance artist manager. In 2024, Heather merged her management company with Not Dead Yet Media and is now a partner in the new management company, HDA x Kerosene Management, independent record label, Notes from the Underground Records, and the Artist Services division. She is also responsible for bringing manager and A&R Scout Dylan Tovey to the company.
In addition, Heather has merged Sad Girls Hours with Not Dead Yet Media, with the goal of scaling her original party and educational concept into a larger, even more impactful “non-conference conference” centered on bringing voices to offer perspective and practical advice to independent artists, creators, and those who want a path into the music industry and share the same determination and desire Heather has brought into the music industry. Most recently, Heather co-produced an LA Fire Benefit show, raising thousands for those affected.
When Heather is not working the business side of music, she's at home playing piano, guitar, and banjo. She loves to give production advice, and enjoys being in the studio with her clients.
Heather de Armas
Russ Rieger is the CEO of Not Dead Yet Media and Senior Marketing Advisor at GoldState Music. His career has spanned the media, entertainment, branding, marketing, and finance industries, with decades of experience in the music industry, first as a manager and then as a Grammy-winning label executive.
Russ brings expansive operational and strategic knowledge from a wide span of business. He previously headed the media and entertainment division at a family office in New York. As General Manager at Madonna’s Maverick Records, he built the label into a freestanding record company within the Warner Music Group and worked with artists including Prodigy, Alanis Morrisette, Muse and the Deftones. He then became EVP heading Creative Services and A&R, Prior to Maverick, he was VP and General Manager at London Records, launching the music label in the U.S. As co-founder of Pipeline, an entertainment branding and marketing company, his clients included numerous Fortune 500 companies. His consulting firm has advised startups and early-stage companies.
Russ Rieger
Rebecca is a senior marketing executive, a brand defender championing genre-busting artists and innovative creators at Universal and Island Records, indie labels and Simon & Schuster. Her specialty is in developing customized marketing plans, and then executing them effectively. After building local and national peer-based college marketing programs for music and film, she founded two marketing and strategy firms. She was social and content marketing director for tech clients including WhitePages, Hiya, Spire Maritime, and state primary campaigns before joining the Not Dead Yet Media team as Chief Marketing Officer.
Rebecca Carroll
Dylan TOvey
Born in LA and raised in FL, Dylan is officially continuing the family name in the music industry. His master's degree in music business from NYU Steinhardt and experience as a producer and engineer provides a holistic perspective and unique qualifications for both A&R and management. He prioritizes developing deep connections with emerging artists and labels globally and applies his technical skills to empower an artist's ability to maintain control of their career.
Mauro is a creative tech executive who effectively communicates with business, creative, and tech people alike, turning ideas into reality. He’s worked in a variety of business environments and has advised clients, including start-ups, government agencies and corporations. He’s an entrepreneur in his own right and never turns down a challenge.
In his role at Not Dead Yet Media he liases with partners, suppliers and investors in everything tech-related to ensure smooth integrations and synergy between platforms.