The first few minutes the audio might get choppy but it's fixed for the majority of the episode afterwards! Apologies for that.

The moment Tori Norman Castillo quit her Wall Street job from an LAX terminal after attending the Grammys, she knew her path forward would be different. As co-founder of Kelzana Artist Management, she's now revolutionizing how musicians build sustainable careers through strategic storytelling.

"Branding goes so deep," Tori explains, drawing from her film background to reimagine artist development. "I think about storytelling for musicians as a movie—what's the plot of their brand? Are they the tragic hero? The rebellious protagonist?" This cinematic approach transforms how artists connect with audiences in an overcrowded marketplace.

Tori's playlist is titled "Top of the Mountain" and it's a journey through life's seasons from the youthful energy of Baby Keem's "16" through reflective winter tracks like Jorja Smith's "I Am." Each selection reveals how music marks transformative moments and shapes our understanding of ourselves. Having grown up in the Blue Ridge Mountains before traveling the world, Tori now returns to Georgia with a renewed appreciation for her roots and the musical influences that defined her.

Kelzana's business model reflects this thoughtful approach, offering everything from foundational brand development to full management services. By meeting artists where they are and building authentic narratives, Tori helps musicians create sustainable careers beyond algorithmic trends.

Whether you're an emerging artist seeking direction or simply fascinated by the intersection of music, storytelling, and personal growth, this conversation offers fresh perspective on finding your authentic voice in a noisy world. Connect with Tori and explore Kelzana's artist-centered approach at https://www.kelzanamgmt.com/.

https://open.spotify.com/playlist/40L2daCIrUTYMvhQAzKTB2?si=3vbR3XejS2OoHnlE-qTwbw

1. 16 - Baby Keem

2. Songbird - Eva Cassidy

3. Blue Ridge Mountains - Fleet Foxes

4. Speyside - Bon Iver

5. River - Leon Bridges

6. El Condor Pasa (If I Could) - Simon & Garfunkel

7. Gild the Lily - Billy Strings

8. These Days - The Jesse Williams Band

9. Rather Be Alone - Leon Thomas featuring Halle

10. Harvest Moon (Spotify Studios Version) - Lord Huron

11. 17 - Youth Lagoon

12. I Am - Jorja Smith

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