Music manager and digital strategist Steff Agathis has launched Vitalize Records, a new label that opened in May 2026 and extends the reach of her existing firm, Vitalize Projects.
Starting Young
Agathis began working in artist management at age 11, giving her 12 years of industry experience. She described the launch of her own business as both challenging and fulfilling.
Launching Vitalize Projects has been an incredibly rewarding experience. Starting a business comes with its share of challenges, but it’s also been one of the most fulfilling things I’ve done professionally. Every day brings new opportunities to learn, grow, and collaborate with talented people.
What excites me most is being able to build something that reflects my vision and values while helping artists and creative projects reach their full potential. It’s been a fast-paced journey, but seeing the positive impact we’re making makes all the hard work worthwhile. I’m genuinely excited about what’s ahead and the opportunities to continue growing the company.
Bridging Experience and Innovation
Agathis pointed to her early start as a differentiator, noting that she combines hands-on experience with an intuitive grasp of how digital platforms shape artist careers.
I started working in artist management and signing talent when I was 11 years old, so I’ve been immersed in this industry for the past 12 years. Because of that, I feel I bring a level of experience and perspective that’s comparable to many of my peers. What I believe sets me apart is that I combine that hands-on experience with a fresh perspective. I’ve grown up alongside the rapid evolution of the music industry, social media, and digital marketing, so I naturally understand how today’s artists build communities and careers.
She emphasized that respecting traditional artist development principles while embracing new tools defines her approach.
At the same time, I value the fundamentals of artist development, long-term strategy, and authentic relationships. I think that balance, respecting traditional industry principles while embracing innovation, is what allows me to bring something unique to the table.
From SoundCloud to Vanderpump Rules
Agathis secured her first client at age 11 after discovering an artist on SoundCloud and reaching out directly. That early relationship grew into hands-on work across marketing, releases, A&R (artists and repertoire), and career direction.
Looking back, my approach hasn’t changed much. Whether it was those early relationships or the artists I work with today, it always starts with understanding the artist’s vision and whether there’s genuine alignment in where we want to take the project. I’m less focused on trends or numbers and more focused on long-term creative direction, trust, and building something sustainable together.
Her most recent management signing is Natalie Maguire, whom Agathis discovered through clips of her singing on Vanderpump Rules and additional performances on social media.
I was immediately drawn to her voice, reached out, and we connected online before starting to work together.
Beyond Virality
Agathis addressed the shifting dynamics of artist discovery, arguing that social media remains a powerful tool but that attention alone does not build a career.
Social media is still one of the most powerful discovery tools we have, but discovery alone doesn’t build a career. Going viral can get people to notice you, but it doesn’t automatically create a loyal fanbase. The goal today is converting attention into genuine connection. That means giving fans a reason to stay long after they discover a song.
She advocates for creating ecosystems around artists that include live shows, direct fan engagement, email and text communities, and exclusive experiences.
Instead of chasing every trend or trying to force a viral moment, I encourage artists to focus on building a brand and community that’s sustainable. Virality is great when it happens, but long-term success comes from creating fans who will show up for every release, buy tickets, support merchandise, and stay invested for years, not just for one trending moment.
Agathis noted that audiences are increasingly drawn to authenticity over manufactured personas, and that fans can distinguish between the two.
