Valholla

Demitra “Mimi” Roche Named Vice President of A&R for Valholla Entertainment (Miami, FL)
(Miami, FL) Demitra “Mimi” Roche has been appointed Vice President of A&R for Valholla Entertainment, it was announced today by Vince Eyma, Chairman & CEO of the company. In this capacity, Roche will direct all aspects of A&R for the label, seeking out and developing new talent while working closely with the labels’ existing roster. Roche previously served Valholla Entertainment as Executive-Assistant of Marketing and A&R for successful releases throughout 2010 while acting as Creative Director for multiple projects.

“I’ve had the pleasure of working with Mimi over the last two years, and she is a constant source of credible music knowledge as well as a trusted friend and colleague,” stated Eyma. “Mimi’s keen instincts, coupled with her amazing gift for assessing talent and her ability to adapt to the constantly changing trends of the urban music landscape make her a natural for this position. I’m confident she will continue to be an invaluable asset to the Valholla empire.”

Prior to joining Valholla Entertainment Mimi served as A&R and Social Media Intern with Dream Big Hustle Hard management firm representing Marion Winans. She has worked closely with South Florida-based imprint Fly or Die Music owned by rapper Phatz Mcfly specializing in artist development and creative directive duties. In October 2009, Roche launched her blog project Memoirs of A Jaded Dreamer (hence the moniker “The Dreamer”) consistently unveiling innovative unsigned artists’ material while covering current mainstream hip-hop news. With her own project undergoing aesthetic maintenance, Mimi became the voice of internet radio station Coast 2 Coast “Smoke Session Radio” alongside Poe Boy affiliate DJ Smokey Bear and Iconz Music DJ Heroin. In late 2010, she was recruited by the popular website and brand 24HourHipHop.com as a full-time contributor. She is a socialite within the Miami hip-hop community and can be seen hosting events throughout South Florida such as the Next 2 Blow Industry Mixer and Artist Showcase. As a staple of the Miami music scene with a signature style, Mimi “The Dreamer” can be found at events throughout the week mingling with the best known DJ’s and indie and major label artists alike.

Follow Mimi on Twitter @MimiTheDreamer