Career Journey: From Flyering Gigs to Global Deals with Isabella Perilla Espinosa

There’s something to be said about curiosity at a young age. For Isabella Perilla Espinosa, this curiosity led her to make some bold moves, including moving to London from Ecuador to study Music Business and even starting her own record label. Currently, Isabella is an International Partnerships Manager at AEG, and her story is one defined by initiative and a willingness to step outside her comfort zone. Now working across international partnerships, Isabella offers valuable insight into the skills, experiences, and mindset needed to succeed in today’s music industry.

We spoke to Isabella about her journey from a passionate music enthusiast in Ecuador to building a global career in live entertainment.

GA: How did you get your start in the music industry - what or who helped you gain a foot in the door early on? 

IE: I always knew I wanted to work in the music industry. I grew up surrounded by instruments, playing in the school band, and getting involved wherever I could. While I loved performing and creating, I found myself just as fascinated by what was happening behind the scenes — the people shaping the careers of the artists I admired and building the worlds around my favorite songs. 

Growing up in Ecuador, where the live music industry was still developing, I realized early on that I would likely need to look beyond home to build the kind of career I envisioned. Moving to London to study Music Business at the University of Westminster was a huge step, both personally and professionally. 

While studying, I threw myself into understanding how the global industry operated — and at the same time, I co-founded ElGroove Records to support local talent in Ecuador. I got stuck into everything: distribution, marketing, day-to-day artist management, and financial planning. It was a real crash course in the realities of the industry and gave me a strong commercial foundation from the very beginning. 

That mindset of “go looking” shaped everything that followed. I kept saying yes to events, volunteering opportunities, roles at incredible organizations like Gen Admission, and anything that allowed me to gain hands-on experience. I sold merch on tour, flyered gigs, and jumped in wherever I could. Those small steps genuinely opened big doors. 

This eventually led to an internship at AEG Presents, supporting the European Festivals team across their summer shows, including American Express presents BST Hyde Park and All Points East. That was my first real immersion into large-scale live music, and I completely fell in love with the energy and ambition of the space. From that point on, I knew I had found my place — and ultimately my path — at AEG. 

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‍GA: How did volunteering with Gen Admission help you in your career? 

IE: Volunteering with Gen Admission had a meaningful impact on my development. 

It connected me with like-minded people who were equally passionate about music and building careers within the industry. The conversations and shared experiences made the industry feel less intimidating and far more collaborative. 

Through Gen Admission, I developed a deeper understanding of networking — not in a transactional sense, but in building genuine, lasting relationships. Many of those connections extended beyond the organization and evolved into friendships and professional touchpoints across different areas of the business.

Most importantly, it gave me confidence. Seeing peers navigating similar ambitions reinforced that there isn’t one defined route into music. It strengthened my belief that I could shape my own path by staying proactive, reaching out to people and continuing to put myself forward for opportunities. 

GA: Who have been your biggest mentors throughout your journey and how did you come to know them? 

IE: I’ve been incredibly fortunate to learn from the people around me at every stage of my journey. Along the way, I’ve met inspiring individuals who are not only passionate about what they do, but genuinely committed to shaping the future of the industry and supporting the next generation coming through it. That mindset has had a huge influence on me. 

At AEG especially, I’ve been surrounded by leaders who have encouraged me, challenged me and trusted me with responsibility early on. Their belief in my potential gave me the confidence to step up and grow into new roles. 

One of my favorite parts of my day is learning from the people around me — absorbing their knowledge, understanding how they approach challenges, and applying those lessons to my own work. Their guidance has helped me understand not just what we’re doing, but why — from commercial strategy and long-term partner value to ensuring that the fan experience at our venues, festivals, and shows is memorable every single night. 

“Seeing peers navigating similar ambitions reinforced that there isn’t one defined route into music.”

GA: Which skills or experiences from earlier in your career ended up being most valuable in your current role? 

IE: The combination of entrepreneurial and operational experience has been invaluable in shaping how I approach my role today. Co-founding a label taught me to think commercially from day one — understanding revenue, margins, sustainability and long-term growth. 

Working across distribution, marketing and artist management gave me empathy for every stakeholder in the ecosystem, and a real appreciation for how interconnected the industry is. 

On the live side, supporting festivals and working in artist liaison gave me strong operational awareness. Understanding the pressures of live delivery means that when I now develop partnership activations, I can ensure they’re both ambitious and realistic. I’m always mindful of the teams on the ground and the importance of seamless execution. 

Having exposure to so many different aspects of the industry early on gave me a broad skillset and perspective that I carry into my partnerships role every day. It’s been incredibly important for me to understand the industry holistically, so that I can apply that knowledge strategically and ultimately deliver the best possible outcomes for our partners at every stage.

GA: What are some of the biggest challenges you’ve faced in your career, and how did you overcome them?

IE: One of the biggest challenges has been navigating an international path. I grew up in Ecuador and Qatar before moving to the UK, so adapting to new cultures, education systems, and professional environments has been a constant part of my journey. Those transitions weren’t always easy — stepping into new spaces and having to rebuild networks from scratch can feel daunting — but they shaped my resilience and adaptability very early on.

Over time, I learned to see adaptability as a strength. It taught me how to communicate across different perspectives, understand varied cultural contexts, and remain open-minded in fast-moving environments. 

Now, working in an international role at AEG, that global outlook is one of my biggest assets. I’m able to approach partnerships with cultural awareness and flexibility, applying what I’ve learned from living and working across different environments to build meaningful, cross-market relationships. 

“Over time, I learned to see adaptability as a strength.”

GA: How would you describe your role as a Partnerships Manager at AEG to someone aspiring to get into the industry? 

IE: As International Partnerships Manager at AEG Global Partnerships, I work across international venues and music properties to develop and deliver brand partnerships that are both authentic and commercially impactful. At its core, the role is about connecting brands with music fans in meaningful ways across venues, festivals, and live events — ensuring activations enhance the experience rather than interrupt it. 

It’s a balance of strategy and execution. I manage relationships, oversee activations, analyze performance, and ensure we’re delivering long-term value for partners, while always protecting the integrity of the live music environment. 

For me, it’s the perfect blend of creativity, commercial thinking, and cross-cultural collaboration.

 GA: What advice would you give to young professionals who are just beginning to navigate their journey in the music industry? 

‍IE: I’m still early in my career, but the best advice I can give is to go looking. Don’t wait around — chase opportunities, try different things, and meet new people. I sold merch, flyered gigs, and jumped in wherever I could. Those small steps genuinely opened big doors. 

There isn’t one linear route into music, and that’s what makes it exciting. Stay curious, build genuine relationships, and don’t be afraid to start small. Every experience adds something to your toolkit — even if you don’t realize it at the time. 

GA: What’s been your favorite experience at AEG so far? 

IE: There’s nothing like seeing a show come to life. From the moment the lights drop and the first notes hit, the energy in the crowd is electric. Fans are singing along, dancing with friends, discovering new artists, or simply losing themselves in the music for a few hours. It’s those spontaneous, real moments — the smiles, the cheers, the shared excitement — that make live music so powerful.

Being in the room as all the planning, production, and preparation come together is incredibly rewarding. Watching fans fully immerse themselves in the experience, feeling the music and the connection with those around them, is a constant reminder of why I love a career in live music. 

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