Who
We Are
HDA Management, founded in 2022 by Heather de Armas, offers artist and producer management, a separate label and artist services division, and an administrative support hub for artists, songwriters, and indie labels. In 2024, HDA and Kerosene Management, a division of Not Dead Yet Media, partnered to create a larger, more impactful company, leveraging access and industry relationships. Our team brings a unique combination of experience, youth, innovation, an indie and DIY mindset, rooted in artist advocacy and fan communities. All united by a passion for creativity to thrive and succeed, we help artists and creators build successful careers.
HDA x Kerosene Management simplifies the path to success for artists by providing the resources to meet their individual needs.
Meet Heather de Armas, the entrepreneur who traded sunshine for skyscrapers. Originally from Orlando, FL, she now thrives in the vibrant chaos of New York City. Armed with a major in Entrepreneurship from Florida State University, Heather decided to turn her passion for music and a knack for managing artists into a business venture–and adventure. In 2022 she founded HDA, which took off after her stint as a freelance artist manager.
In addition to her entrepreneurial ventures, Heather assumes the role of Showcase Director for Mondo.NYC, where she spotlights emerging talents. Heather is also the creative mind behind "Sad Girl Hours", now "Bent”, an original party and education concept she co-founded with Matthew Evertsen.
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
Russell 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.
Russell 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.
Russell Rieger
Rebecca is a senior marketing executive, championing genre-busting artists and innovative creators at Universal and Island Records, indie labels and Simon & Schuster. She built local and national peer-based college marketing programs for music and film. She founded two marketing and strategy firms, and was social and content marketing director for tech clients including WhitePages, Hiya, Spire Maritime, and state primary campaigns.
Rebecca Carroll
Raised in a family of musicians, Kate-Pride developed an early love for music that eventually blossomed into a full-fledged career ambition. Her journey into the world of music management began during her time as a freelance artist manager, where she honed her skills in strategic planning, negotiation, and artist development, laying the foundation for her future endeavors.
Kate-Pride Muse
Dylan TOvey
Born in LA and raised in FL, Dylan is officially continuing the family name in the music industry. Beginning as a record producer and audio engineer in Chicago & Boston, Dylan has made the move to management with a masters in music business from NYU Steinhardt. With a holistic view of the indie music space across multiple genres and continents, Dylan is ready to guide your career’s growth with the tools, knowledge, and experience usually reserved for the majors.