Heather de Armas

Heather de Armas is Chief Operating Officer of Not Dead Yet Media. She moved to New York City in March 2020 ready to launch her career — and was laid off days later when COVID-19 hit. Instead of waiting for the job market to recover, she built something of her own. Drawing on her degree in entrepreneurship and her background as a musician, she pivoted into artist management, and co-wrote songs with her first client while learning the business in real time. She founded HDA Management in 2022, and grew her artist roster. The following year, she secured an indie label deal, created the first Sad Girl Hours events, and expanded her consulting arm of the business. In 2024, she merged her management company, label, artist consulting, and The Indie Music Network Live (formerly Sad Girl Hours) into Not Dead Yet Media, expanding the company into the full-service music and media operation it is today. She is also the Showcase Director for Mondo.NYC. Coming into the business as a musician first, playing guitar, piano, and banjo, she brings a unique perspective when working with artists.