Interview with: PR and Talent Booking Agency Owner Lorenza De Paola

Time to read: 8 minutes

Today we introduce you to Socialiser, Supporter and Coordinator, Lorenza De Paola. Lorenza has more than 15 years of experience in the Event Production and PR industry. She worked for world-leading entertainment companies like Live Nation and Stage Entertainment. After living and working in Naples, Milan, Madrid, Ibiza and New York, six years ago she moved to London and founded her own PR and talent booking agency Friends Entertainment.

Lorenza DePaola
Lorenza in her hometown in Capri, an island in Italy’s Bay of Naples

Hi Lorenza! Thanks for talking with me today. How would you describe yourself? And what would you say makes you stand out in what you do?

I would define myself as a cosmopolitan, friendly woman with a lot of enthusiasm and positive, contagious energy. I always try to understand people, never give up on my goals and live life with a smile on my face and an upfront nature. I’m a natural at what I do: “You name it, I get it done!”

What inspired you to go into the PR and Events industry?

From a young age, I’ve always been in contact with the music and events industry. From my father, I got my passion for music. He founded the “Orchestra Sinfonica dei Quartieri Spagnoli” in Naples. A nonprofit association that teaches disadvantaged children how to play music through the “Abreu method”

From my mother who has an events agency in Capri I got the passion for events and PR. When I grew up my mom was always organising (and still is) the best parties at our house with lots of entertainment and singers. I loved to visit her parties.

I kind of grew up in this world and I always loved to organise things and take care of every detail myself. It just comes naturally to me. By working for big companies and big events like Live Nation, Stage Entertainment and Rock in Rio Madrid I got the experience I needed to make a living out of my biggest passion. A quote by Confucius said: ”Choose a job you love and you will never have to work a day in your life”. I feel that is particularly true for me.

Lorenza (on the right) with model Almudena Fernadez, the CEO of Live Nation Pino Sagliocco and his wife at a PR event for Luxury watch brand TAG Heuer

That’s a great qote indeed. I’m sure working in this industry comes with its challenges though. What is the biggest challenge you have dealt with in your career and how did you overcome it?

The biggest challenge I took on was starting my own agency in London. I overcame it by immersing myself fully into the process with lots of hard work and perseverance. 

Friends Entertainment is a small agency with quality international clients, so I fully dedicate myself to each and every one of them with a professional friendly treat. I find it equally important to have a good relationship with my Talents/Musicians. Hence why I named the agency “Friends Entertainment”. It’s essential for me to incorporate this harmony in my work in order for everything to run smoothly.

Lorenza with one of her bands for a private clients birthday party.

What is your Mount Everest? What would you love to create in the world?

Like I mentioned earlier my father founded a nonprofit association that teaches disadvantaged children how to play music. Music creates a healthy escape for these children from their unfortunate circumstances and has the potential to offer them a better future. My father’s example has really set the tone for me in this regard, and I would love to create something along the same line in the future. At present, in a similar vein, I often collaborate with “The passage”, a nonprofit organization that helps the homeless in London.

That’s beautiful. We’re living through quite unique times in the world at the moment. What are/were the challenges presented to you during the corona crisis and how did you deal with them?

The Corona crisis totally changed my life over the past few months!

Firstly, I travelled from London to Naples to be close to my family and spend the lockdown period with them which was very interesting and challenging at times.

Secondly, my professional life took a big hit as the events and entertainment industry was hit particularly hard by the corona crisis and all my event production work was cancelled. I’m a very social person, so spending so much time alone in the house was a new experience for me, but I found it to be very useful. The introspection that this time provided confirmed to me that the path of fulfilment comes from looking inward and strengthening oneself from the inside out.

Lorenza with her Brazilian Dancers at a clients wedding party

What is the most inspiring thing that happened to you as a result of iDiscover?

I did Core I in February 2020 in London and it was a great experience. It helped me to distinctly connect the dots from my past and gave me clarity on the way in which I want to live my life.

What do iDiscover and its community mean to you?

The iDiscover community constantly reminds me of how important it is to live a life with meaning, by developing deep relationships with others and most imperatively with myself. The community inspires me to continue developing myself and to always look for new challenges in life.

What is your most sacred daily/weekly/monthly ritual or performance hack that really works for you? 

I don’t have a specific routine but I like to meditate for 20 minutes every day and practice sports at least three times a week. I try to always wake up with a smile and make the best out of every single day. Attitude is everything!

Lorenza with Lindsay Lohan on an event for Jewellery brand UNOde50.

What was your best adventure ever?

In 2017, my friends and I went to Burning Man, a temporary city erected in the Black Rock Desert of Nevada dedicated to community, art, music and self-reliance. That unique experience was an amazing adventure and a lot of fun!

Best travel tip or secret location to share with us?

Two years ago I walked the “Camino de Santiago”. I did it by myself, walking 120km over 6 days. The experience was very challenging, but being surrounded by the beautiful nature in Spain was wonderful and the walk was a kind of deep meditation, through which I really connected with myself and found a great deal of inspiration.

What is your favourite quote or the question you want to leave us with?

“Be thankful for what you have; you‘ll end up having more. If you concentrate on what you don’t have, you will never, ever have enough”. – Oprah Winfrey

Thank you for the interview Lorenza! We wish you all the best for you and your company Friends Entertainment!