Hrefna Helgadóttir is the Marketing and Public Relations Manager at Iceland Music where she is responsible for the brand of Iceland Music and all of its associated brands such as UTON, Record in Iceland, and Tónatal, among others. Her expertise lies in providing strategic input into how creative projects can build and grow an audience working with Product, Marketing, and PR. She has experience working in the US, UK, and her native Iceland markets. She both writes and gives lectures on the various areas of her expertise both at home and internationally. In addition, she runs the MakeWorkWork podcast and has been a mentor to artists and young professionals.