About Ash Fernandes

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, Ash 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, as well as 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 rather than short-term visibility.

She plays a central role in the development and operations of Upper Room Entertainment, a Boston-based live music collective, where she leads branding, digital strategy, artist coordination, and event logistics. Through this work, Ash helps shape the collective’s creative direction while overseeing systems that support residencies, corporate performances, and large-scale events.

Ash has also managed high-profile residencies and performances for artists including Loren Benn & Will Nelson Jr. , overseeing everything from brand development and digital campaigns to booking, contracts, and live event execution. Her experience includes coordinating corporate and cultural events such as the Medtech Impact Symposium & Gala, the Charles River Jazz Festival, and a wide range of private and corporate engagements.

Beyond live performance and artist management, Ash’s creative direction extends across video production, artist photoshoots, and short-form digital content. She has contributed to large-scale marketing initiatives, including global digital campaigns for artists such as Marshmello and 6lack during her time with NOX Media, bringing a refined visual and strategic lens to every project.

Ash is known for her collaborative, detail-oriented approach and her ability to translate creative vision into actionable systems. Her work centers on streamlining processes, strengthening digital presence, and creating environments where artists and creative teams can operate with confidence and focus on the work that matters most.