Naiara Lasa is a mother with a Bachelor’s degree in Political Science from Universitat Autònoma de Barcelona (UAB). Thirteen years ago, she realised she was working for “the dark side” — a bank — and decided it was time for a life-changing move. To make that change, she pursued a Master’s degree in Music Business at Universitat Pompeu Fabra, which completely transformed her professional path. Since then, she has spent over 13 years at Sala Apolo, one of Europe’s most iconic music venues, where she has developed and implemented artistic, digital, and audiovisual projects that add value to the brand and push it toward new ways of thinking about live music. She currently holds the position of General Manager. In addition to her role at Sala Apolo, Naiara is a board member of ASACC (the Catalan Music Venue Association), a guest lecturer at various business schools, and a frequent speaker at industry events.