How Carla Jara Built a Career in Music With Heart and Hustle | Fangirl Forward #1
Carla Jara didn’t plan on working in music, but her path from radio to the Recording Academy shows how persistence and passion can build a meaningful career.
Welcome to Fangirl Forward, a biweekly look at the people and ideas reshaping fandom, media and entertainment. Each edition bridges the worlds of fans and industry, exploring how community and creativity can shape what’s next.
In today’s edition, we’re hearing from Carla Jara, Social Media Content Producer at the Recording Academy, as she shares what she’s learned across a decade in radio and live events.
How Carla Jara Built a Career in Music With Heart and Hustle
Coining herself as the “Music Industry Big Sis,” Carla Jara is a music industry professional with almost 11 years of digital, radio, and live events experience. Currently, she is the Social Media Content Producer for the Recording Academy, the non-profit behind the GRAMMYS. Carla loves the backstage chaos of huge concerts, while capturing those special moments on stage with the artists. Throughout her industry journey, she’s been able to work with notable musicians such as the Jonas Brothers, Billie Eilish, BTS, and Selena Gomez.
Carla has also experienced “full circle” fangirl moments, an ode to her younger self who dreamed of being in the same room as some of her favorite artists. As someone who has touched different ends of the music industry, some of Carla’s career highlights don’t always involve high-level talent or the glitz and glamor of tentpole events. From advocating for music creators, to producing documentary-style content that resonates with marginalized groups, the moments that truly ignite Carla are the ones that activate the community.
Below, she talks about the lessons she learned coming up in this world, the soft skills people overlook, her proudest campaign and the realities fans don’t see behind the scenes.
I’ve met a lot of people in social media who come from marketing or communications backgrounds, but I noticed you also have roots in photography and video editing as well. You can see that background in your content because it’s very creative and complex compared to typical brand posts. Can you talk about coming into the industry from that angle, and what skills you think are important to build for someone taking a similar path?
I think something that I don’t think a lot of people talk about is working on your soft skills. Yes, your hard skills are important. Working for the Academy, and even when I was still working in radio, I was doing a lot of videography, photography and video editing. A lot of those hard skills can be honed and built through physical practice, learning on YouTube or taking a couple of online classes here and there.
But what a lot of people neglect are their soft skills — being able to communicate efficiently, and being able to work among so many different types of people. Working in this music industry, you are bound to meet so many different types of people. Some people are really easy to work with. Some people have a workflow that might be a little bit difficult to work around, but it’s all about being able to work with so many different personalities, being organized, and having that attention to detail.
You’ve worked across radio, live events, and now digital media at the Recording Academy. Each of those spaces has such a different culture and energy. How has moving through those different “rooms” shaped your perspective on the industry and the way you tell stories now?
There’s a lot of similarities, because it is still corporate, but also there’s a lot of differences as well. For example, the Recording Academy is a nonprofit, and we do a lot of mission-driven work. It’s all about the music community, helping music creators, and it all goes back to music people, rather than us. In radio, yes, it is for the listeners and for the community, but also, there’s so many parts about radio that can sway on the corporate side, like meeting those quotas and landing sales deals.
Moving across different corners of the music industry, from live events and radio and production and all of that stuff, it’s really different. But I think at the end of the day, you have to be able to adapt really well and be able to work hard. It really doesn’t matter what part of the industry you’re working in, your work ethic does have to be top notch, and you have to be able to be flexible and be able to adapt in different situations, especially because the music industry does move really quick and things can change at the drop of a hat.
What’s a campaign or project you’ve worked on that you’re especially proud of?
Earlier this year for the Academy, I was the lead for our AAPI Month campaign for the marketing team, and this was a project that I put my whole heart and soul into to lead. I created the marketing plan, came up with the key messaging, and worked alongside other departments to do talent outreach. I worked on the production for an in-person shoot and also just production on the side, for any talent who couldn’t make it to our shoot but still wanted to participate and submit self tapes.
I basically touched every part of this campaign, and I am so proud of it, because as a Filipino American, growing up, I didn’t see a lot of representation or people that looked like me. To be able to create a campaign that spoke from my heart — for the community, by the community — is something that I am so incredibly proud of.
You’ve spoken about being a Filipino American woman in a male-dominated industry. How has that shaped how you approach your career and creative choices?
It really started when I was in school and I was studying film and TV, there really wasn’t a lot of Filipino Americans in my classes. On top of that, there weren’t a lot of Filipino American women in my classes. There was a small handful of us in the program. Then, when I started working in radio and working in music, there just really wasn’t a lot of us. And there had been a few microaggressions here and there, whether it wasn’t the intent, but the impact was negative, so I’ve always felt like I needed to work 100 times harder than any of my male or white counterparts just to be seen in the same spaces. I felt belittled by women that I thought I could trust but couldn’t, and it sometimes is really hard to navigate the space, especially when I started ten years ago.
I feel like there weren’t too many of us on social media who were sharing their stories. It was really sparse, and I think that’s also why I love doing interviews like this or sharing my story online, because I want other women of color out there to look at me and say, hey, if Carla can do it, then I absolutely can do it. There is a space and a need for me to be in the music industry and to make big, bold moves and to find success in a career that I love so much.
So being Filipino American and trying to navigate this whole world is new, especially because I don’t have any family that works in entertainment, so I had to do everything on my own, and kind of wing it, figure it out, and find mentors on the way throughout my journey. It’s been definitely hard, but it’s also been rewarding, especially because I know I’ve put in so much work, time, and energy into my career.
What do you think is one big misconception fans might have about working in the entertainment industry, especially from the outside looking in?
I think a misconception about working in this industry is that there’s going to be instant gratification and you don’t realize how hard it is to find success in entertainment until you’re actually knee-deep in it, working and going through the trenches alongside the people that you’re working with. All that people are seeing is our social media highlights. If someone is going through my TikTok or my Instagram, and they’re seeing all the cool things that I’m doing, they’re seeing a culmination of 10 years of hard work, but they’re not seeing that hard work.
They’re just seeing me on the red carpet, or having a photo with Selena Gomez, or getting free concert tickets. But they don’t see all of the hard work, all the early mornings, the late nights, the free weekend work I’ve done. They don’t see all of the super intense dedication I’ve put in over the last ten years.
I think it’s important for any young professional who wants to work in entertainment — whether that’s music, TV, film, whatever it may be — to know that you are going to have to work extremely hard, and there are sacrifices that are going to be made.
What are you a fan of right now?
So first of all, I am a huge 5 Seconds of Summer fan. I’ve been a fan of theirs for well over a decade, since they first opened up for One Direction during their Take Me Home tour, and they are releasing an album very soon. My best friend and I already purchased tickets for their tour next summer, and I am loving their new sound, and everything that is happening in this current promo for their next album.
I’m also obsessed with Olivia Dean right now. She is so incredibly talented. She is beautiful. I love her voice. I read a lot of books, especially romance books, so sometimes I’ll listen to her music while I’m reading these books, and it just puts me in a really good mood. Also, K-Pop Demon Hunters. I’m obsessed with the movie. I’m obsessed with the soundtrack. We bought their vinyl, and I just think it’s just amazing songwriting, and it’s great.
✨ Wanna read more? Check out the full conversation with Carla here.
The dialogue between fans and the industry keeps entertainment alive. Here’s a look at what fans are saying, what the industry is doing and why both matter.
Fan Talk
What fans are saying, questioning, and celebrating across pop culture – and what the industry should be paying attention to.
Be prepared for pink and green to dominate your timelines even more this week, as Wicked: For Good finally premieres in theaters Nov. 21. Fans have already been buying up merch from the many brand collaborations, creating plenty of memes and tracking moments from the movie’s global premieres. Now, the fan conversation is starting to center around the film itself, like decoding what’s different between the musical and the movie.
Global girl group Katseye has officially launched their BEAUTIFUL CHAOS tour, debuting new choreography and teasing unreleased music. The sold-out tour has resale prices higher than I’ve ever seen for a tour this size, and it’s clear the demand is only rising.
Gunna’s Wunna Run Club continues to gain traction. After a successful run in Brooklyn and rising fan demand, he added more city runs to his tour, inviting fans to practice wellness with him in a fun way before the show.
The first teaser for Disney’s Moana live-action remake has fans divided. While some are excited to see the story reimagined, others feel it’s too soon for to see the movie revived when it’s only been nine years since the original came out. The response is sparking bigger conversations about Hollywood’s reliance on remakes vs. new storytelling.
Live Nation just released its new Living for Live report based on 40,000 fans across 15 countries, and the findings highlight just how powerful fan culture has become globally. The study shows fans now choose live music as their #1 form of entertainment, plan their calendars around shows and travel farther than ever for shared experiences.
Industry Moves
From awards to new releases and announcements, these are the entertainment world’s biggest updates fans should know about.
AI-generated music artists have started to hit the charts. But in a new article, Billboard breaks down why the metrics aren’t a sign of expansive popularity yet. This is, obviously, something to watch as more of these artists continue to pop up and industry spaces set boundaries around their place within it.
TikTok and iHeartMedia have teamed up to create the first ever multiplatform partnership, including a brand-new TikTok Podcast Network featuring up to 25 creator-hosted shows. With fandom communities already living on TikTok, this could reshape how fan-driven stories reach larger audiences.
NPR shared new behind-the-scenes insights into how its Tiny Desk concerts come together, offering a rare look at how one of the internet’s most beloved performance formats is made.
Amazon Music just launched Fan Groups, a new way for fans to connect over shared music interests. Fans and artists can create their own groups to interact through chats. While currently only available in Canada, Amazon says the feature will hit other markets, including the U.S., in 2026.
In case you missed it, Rolling Stone has turned its iconic interview series into a video podcast. The first guests include Florence Welch and FKA Twigs.
Fandom Spark
Featuring the standout fan projects and industry tactics igniting connection right now.
Olivia Dean performed on Saturday Night Live over the weekend, and her official fan club, Olivia Dean Worldwide, gave fans a special way to celebrate the big moment by hosting a “NYC fan hang.” Fans gathered for music, crafts, and treats at Silence Please, an apartment-styled coffee shop and record store in the city.
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Shania, who attended the event, told me, “We were given freebies like chocolate covered strawberries, pizza, flowers, a free drink of our choice, and even an Olivia Dean album cover poster! My friend and I had such an amazing time spending our Sunday afternoon there and taking tons of pictures. I really hope more NYC pop ups and fan events feel this thoughtful and welcoming in the future!”
It’s such a cool example of how artists can engage fans through shared community, and I hope we get to see more events like this soon.
Forward Motion
Keep your pop culture career momentum moving forward with these entry-level jobs, opportunities and events.
📺 NBCUniversal has opened applications for its Spring 2026 internship program. From opportunities in communications and production to tech and ad sales, there’s something for every type of fan.
🎶 Applications for Live Nation’s 2026 College Associate Program are officially live! There’s summer opportunities in every area imaginable to help get your starting point in the music industry, including in touring, marketing, and even fan research.
📱Vocal Media is hiring 10+ part time social managers, and they’re even looking for people with experience running fan accounts!
🎥 The Television Academy Foundation has opened applications for its Summer 2026 internship class. From casting and cinematography to public relations and visual effects, there’s something here for the creator who makes TikTok edits and the future producer learning how stories come together.
🎭 Leading NYC nonprofit Off-Broadway theater, Playwrights Horizons, is hiring a Marketing Coordinator to assist with audience engagement, campaign support, project management and other administrative tasks. Ideal for fans who love community-driven storytelling and want to help connect shows with the people who’ll love them most!
Each listing is selected for its relevance to emerging creatives, fan-adjacent skill sets, or pathways into audience-facing roles. Not every role will fit every reader, but hopefully one sparks an idea or a direction!
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Thanks for reading Fangirl Forward, your inside look at the cultural currents connecting fans and the entertainment industry. New editions publish every other Wednesday.
Our ecosystem goes beyond just this newsletter. We also publish essays, interviews and explainers that dig deeper into how audiences shape pop culture and how fans can become industry leaders across three core verticals:
From the Crowd – first-person fan perspectives
Forward Focus – cultural analysis and expert interviews
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