diy doesn’t mean do it alone
We empower artists and creative voices to realize their full potential.
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.
Our Impact
We believe artists shouldn't have to choose between creative authenticity and commercial success. We measure success not just in streams and sales, but in careers sustained, cultures influenced, and artists empowered to create on their own terms while reaching the audiences they deserve.
Building a collective
We're building more than a media company—we're cultivating an ecosystem where artists, creators, fans, and industry partners come together to create a collective power that no single artist can achieve alone.
It’s an oversaturated market where individual artists can get lost in the noise. But when indie artists band together—sharing resources, cross-promoting, and supporting each other's growth—they create the leverage to compete.
We define ourselves with four principles:
• Creative Excellence
• Artist Empowerment
• Radical Transparency
• Relentless Execution
Our Ecosystem
Notes From the Underground Records:
Independent record label
HDA x Kerosene Management:
Artist management
Artist & Label Services:
Growth engine for artists and indie labels
The Indie Music Network:
Podcasts, events, and programming
Catalog Acquisition & IP Management:
Targeting the independent music sector
Drive All Night Productions:
Content for theater, TV, film, and streaming
One artist has a voice.
ONE hundred artists have an army. Together, we break through.
heather de armas
Meet Heather de Armas, the entrepreneur who traded sunshine for skyscrapers. Originally from Florida, she now thrives in the 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.
In addition, Heather has merged The Non-Conference Conference (formerly Sad Girl Hours) with Not Dead Yet Media, with the goal of scaling her original party and educational concept into a larger, even more impactful event centered on bringing voices to offer perspective and practical advice to independent artists, creators, and those who want a path into the music industry. Heather also 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.
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
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.