Ash Fernandes
Music Manager · Creative Strategist · Content Director
About
Ash Fernandes is a Boston-based music manager, creative strategist, and content director dedicated to helping artists and creative brands grow with clarity, intention, and impact. With a background that bridges artistry and strategy, she brings a systems-driven approach to creative work, ensuring that vision, execution, and sustainability move in alignment.
Ash holds a degree in Music Business/Management and Music Performance from Berklee College of Music and a Certificate in Digital Marketing Strategy from Harvard Business School. Her work spans artist management, brand consulting, content strategy, and digital media direction, with a focus on building structures that support long-term growth.
Upper Room Entertainment
Ash plays a central role in the development and operations of Upper Room Entertainment, a Boston-based live music collective known for curated live music experiences across corporate events, residencies, and private engagements.
Experience & Work
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Ash has managed artist development, branding, and digital strategy for artists including Loren Benn and Will Nelson Jr. Her work includes overseeing bookings, contracts, residency planning, digital campaigns, and live event execution while ensuring that each artist’s brand remains cohesive across platforms.
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At Upper Room Entertainment, Ash leads branding, digital strategy, artist coordination, and event logistics for the Boston-based live music collective. Her work helps shape the organization’s creative direction while implementing operational systems that support residencies, corporate performances, and large-scale productions.
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Ash has coordinated and supported a wide range of corporate and cultural events including:
Medtech Impact Symposium & Gala
Charles River Jazz Festival
Corporate hospitality events
Private performances and artist residencies
Her work spans everything from booking and contract management to production coordination and event execution.
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Ash’s creative work also extends to digital storytelling, artist photoshoots, and short-form video content. She has contributed to major digital campaigns, including global promotional initiatives for artists such as Marshmello and 6lack during her time at NOX Media.
Her approach combines visual direction with digital strategy to create content that strengthens both artist identity and audience engagement.
Approach
Ash regularly collaborates with photographers, videographers, and artists to develop visual content that aligns with broader brand and marketing strategies.
She is known for her collaborative, detail-oriented approach and her ability to translate creative vision into structured systems. Her work focuses on strengthening digital presence, streamlining operations, and building environments where artists and creative teams can focus on what matters most: the work itself.