Sonja Denda
Sonja Denda is a Serbia-based music manager, consultant, and creative producer active internationally since 2015. Her work spans Serbia, the UK, and the United States, where she earned a master’s degree in Music Industry Leadership as a scholarship recipient and graduate assistant at Northeastern University in Boston. She specializes in artist development and is equally passionate about organizing festivals and creative initiatives. Sonja works across two parallel roles: she serves as Artist Assistant to multi-Grammy Award–winning musician and producer Michael League (Snarky Puppy), and as an artist development manager supporting emerging talent from the Balkan region.
“I feel honored to join a cohort committed to repairing imbalance and creating spaces where every person — regardless of background, gender, language, or access to resources — feels seen, safe, and empowered to create. In music, this means dismantling inherited hierarchies that dictate who gets heard or valued. In the Balkans, this disruption feels urgent, and I hope Keychange will equip me to develop initiatives and practices that help turn this vision into reality.”