'I definitely think there’s an advantage to being a woman-owned company in this space, just because we really need to inspire and encourage other women to get out there and join us.' | Celia Rose of whatuppitches as told to music editor pmontoro
Celia Rose is one of the three founders of What Up Pitches, a music agency that combines a production house and a sync-licensing operation. Her colleagues, Mariela Arredondo and Pei Pei Chung, are both based in Los Angeles, but Rose lives here in Lincoln Square. They launched What Up Pitches a little over two years ago, right around the time of the initial U.S. COVID shutdown, and segued immediately into online events to build a community.at the Davis Theater, 4614 N. Lincoln.
If you were to take a step back, like we’ve trained ourselves to do, to really train our ears and listen to the songs, then we know what to look for. We’re like, “Wow, well, the reason that’s making me feel that way is because that song is building—the strings are coming in.” There’s all these techniques that we’ve learned just from studying and researching and really listening to the songs that are being placed currently and what works.
The three of us are all singer-songwriters—we all create music. Just today we created a song together! But Pei Pei Chung is our in-house producer—she’s a TV and film composer with 20-plus years of experience. She’s also a professional mixer. She does our in-house stuff, but when we have bigger projects where she doesn’t have the time or capacity to create the songs, we’ll then reach out to our network. And we always try to work with female producers whenever that’s possible.
It’s super important for indie artists to be aware of the value of getting a song out there. The other day, we got a brief for a country song or a bluegrass song. We don’t get those all that often, but I reached out to a friend of mine who had never looked into sync licensing before. I know her music and I was like, “Oh, your song would be great,” and so I talked her through the process and we signed one of her songs and I was able to pitch it.
We come to this as artists. The three of us were just indie artists that were trying to figure out how to get our music placed. We were studying it and researching it, and then once we discovered how to do it, we sort of combined forces and created What Up Pitches. Because we come from that vantage point, the last thing we want to do is take advantage of indie artists, who we already know are struggling.
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