Industry Insight with Sounds Familiar's Ornella

Ornella is a dynamic entrepreneur who has made a significant mark in the music industry as the owner of the renowned Sounds Familiar booking agency. With a passion for music that has been evident since her early years, Ornella embarked on her journey in the world of music management and artist representation. 

Over the years, she has built an impeccable reputation for her keen eye for talent and her ability to match artists with the perfect venues and opportunities. No wonder then, that the label works with a bunch of renowned artists, including Alex from Tokyo, K15, Sadar Bahar, Carista, Kai Alce and many more. But what does it take to run a booking agency these days? We caught up with her recently to find the answer to this and many more questions… 

 It’s a pleasure to talk to you Ornella. Where are you this moment and how are you spending the day? 

The pleasure is mine thank you for having me. Now I am in Rome where I was born, working from my store / office which me and my daughter opened last November in Trastevere.

I have recently joined a gym again after long time and I am going 3 or 4 times a week. Then I head to the store where I work and spend most of my day. Then at night, I either head home or meet some friends for drinks and food, then some time with my cats and my movies. 

Sounds Familiar is a name that is synonymous with quality. Agency, label, and record store. Have you always worked in music? 

I have always worked in music I’ve started doing bookings in 1993 and before that I was on the road driving DJs to their gigs in Italy. 

In 1993 I moved to London and started to work in a booking agency, in Portobello first where I was sharing the office with DJ Harvey and Heidi Lawden and Roger Sanchez, and then we moved in the iconic Saga Centre. 

In 2000, I moved back to Rome as I became Vittoria’s mum, and after 3 months I have founded my own company “Housewives - a music related disorganisation” representing the likes of Dave Mancuso, Colleen Cosmo Murphy, Questlove, De la Soul, Osunlade, Volcov, Danny Krivit and many more. These years really shaped me musically I have found my path and started to understand the difference between a job and a mission :)

After 5 years of Housewives, I took a break from the music industry and from flying every weekend all over Europe. My daughter was growing up and I felt I had to be around in a consistent way since being a single parent. 

In these years I founded Misty Beethoven a beautiful space in Rione Monti in the heart of Rome, an erotic boutique, where I could cultivate some of my other passions: fashion design, and love for the unusual. Misty Beethoven was a magical place, where designer brands like Vivienne Westwood, Atsuko Kudo, Nicholas Kirkwood were displayed along with amazing wallpaper, ceramics, sex toys, and artisanal fragrances. It was very special indeed.

In the same neighborhood, in 2009, I have launched MercatoMonti, an urban market dedicated to upcoming designers, contemporary artisans and vintage hunters. MercatoMonti was held every weekend and it quickly became the go to place for many and definitely huge among these who were looking for a different shopping experience. It was the first urban market in Italy taking place every weekend attracting thousands of visitors every week. I have run MercatoMonti for over 13 years and now I am looking at a new home for it.

At the moment my whole time is dedicated to Sounds Familiar - Agency Management, Label Store, and Clothing Brand.

Who were the artists or influences in your early days that formed your taste? 

I went all over the place musically. I grew up with Disco and what is called Italo Disco, which I am not a big fan. I mean some is good, but in small doses :) 

From my teenager years my records were from Peter Frampton, Bob Marley, Pino Daniele, George Michael, The Cure Style Council, and much more. From Beastie Boys, Madness, Anita Baker, Alexander O Neal, Sade, George Benson, De La, LL Cool J, Queen Latifah, Mary J Blige to Ozric, Tentacles, Cocteau Twins, Diamanda, Galas, Tom Waits, Dresden Dolls, every phase of my life and every time I have been in love, I always had a special soundtrack . 

What made you decide to start the agency? 

It was the night I’ve met Sadar Bahar who was introduce to me by Enrico Crivellaro (Volcov). I went to the Jaw party where Sadar was playing with Theo Parrish, and I introduced myself telling him “Hi Sadar, I’m Ornella, Enrico’s friend”, and he said “If you’re Enrico’s friend then you family to me “. 

That night Sadar took me somewhere else, another place of music that I did not know yet, and that’s when I understood I wanted to go back doing what I was born for. It was like getting the call to go back to my roots! 

After more than a year I called him and told him about my idea of Sounds Familiar and if he wanted to join and that was it. It was Sadar, Enrico, and Ornella, and then via them two, the family of three started to grow. 

When was Sounds Familiar born? 

It was the 22nd of April 2013. 

Who are the members of the Sounds Familiar team today? 

It’s Giulia and I from the beginning, and from 2017 Marc joined the team. 

What was your vision and mission on starting the agency? 

Working in the industry from beginning of the 90s was yes, exciting, but being a woman at that time was not an easy ride. 

So, I had to learn to swim in the shark tanks and make sure I was not getting chewed up by anyone, so I had to become what I know loads of people call me “a tough cookie“,to say the least. 

When I have started Sounds Familiar my vision was about putting together like-minded people with great passion, who are honest in their craft and that work together to reach a goal. 

My personal mission is that I want my daughter to be proud of her mama. 

Does it remain the same vision today? 

Indeed, it does.

What do you know now that you wish you knew at the beginning? 

Really.... I am happy with learning from falling. 

What advice would you give yourself if you had a chance to go back? 

Don’t get too involved when it’s not worth it. 

Who was the first artist you signed and what 

challenges did you face signing artists? 

It was Volcov. There weren’t really challenges signing artists. It’s like a relationship, it can only happen if you both want it. 

What was the next wave of artists you signed to the roster? 

The next signings were Sadar Bahar, Dego, Kaidi Tatham, Lee Collins, Kai Alcé, K15, Patrick Gibin, Kamma & Masalo, and Carista any many more. 

Who is your most recent signing? 

The most recent artist to the roster is Gigi Testa. 

Did you have a mentor, or someone who really supported you in the startup days? 

In the first part of my career not really, but from the day I met him in 1998, Volcov. He is still my third eye to this day. 

I guess the label seemed like the next progression. At what point in the life of Sounds Familiar did the record label come? 

We started with some edits on 7” to celebrate the occasion of Sadar Bahar’s 45th birthday, and then we put out edits from Mr K, Volcov, Specter, Kai Alcé, Mark Grusane, and Patrick Gibin. We then we did a collaboration with Salsoul Records: Salsoul Sounds Familiar. The label started officially 2021 with the first release of our ‘7 Inch Nails Series’ with original music from Kaidi Tatham, followed by Dego, K15, and Patrick Gibin. 

What would you say has been the biggest release on Sounds Familiar or is that too hard to say? Are they all your babies? 

The biggest will never come :) As if it does, it will mean I will be done, and I have a lot more do for a very long time! 

What kind of challenges have you faced in releasing vinyl records? 

I have to say I am a lucky and a spoiled woman thanks to my brother Patrick Gibin, and his amazing squad at Mother Tongue Records in Verona. I am not facing challenges as they’re taking great care of our label as they press and distribute it. 

What do you think is the future of vinyl, do you feel it is here to stay? 

It’s like books, you can read on a Kindle.... but a book is a book :) 

When did you open the record shop in Rome? 

We opened the store in November 2022 

What kind of labels are you stocking? 

We stock Sounds Familiar, Neroli, 2000Black, Mother Tongue Records, Sound Signature, and many more depending on the releases. 

Where exactly kind we find the shop if we are in Rome? 

It’s located in Via di San Francesco a Ripa, 5 in the Trastevere area. It’s pretty central in Rome. 

Familiar Sounds Vols 1.2.3. What a wonderful way to celebrate the artists you have in the SF family. What can you tell us about the Volume 3? 

Nothing quite yet. It’s a secret for now :) 

How much have you enjoyed putting these comps together? 

In putting together this series, a great role was played by Enrico Crivellaro aka Volcov, who has helped me navigate the project. He has taught me how to curate the music. Tyler Askew has been a star, releasing the best artwork I could have asked for, and Mother Tongue, our distributor, has been so great in facilitating the many issues a project like this can present 

Working with the artists has been beautiful and still is as we’re now finalizing Volume 3.

What’s been the best part of the project for you? 

The best part of the whole was the day we celebrated the release and our 10 Years at LOFI Amsterdam. It was a magical day. 15 DJs from the roster, a great venue, a sunny day, SO many friends and family, and all the artists and team surprised me with an amazing cake (designed with the poster of the event on it) and yes.... that moment will stay in my heart forever. 

What has been your highlight of this summer? 

Being able to see the whole dance community back to normal. 

With the agency, the label, and the shop, when do you sleep? 

I sleep 8 hours a day like a baby :) 

What one piece of advice would you give to young women who want to forge a career in the music industry? 

I would ask them to give me advice. Probably as young women these days they know better than me. 

When you are not working with great artists and putting together quality releases, what do you do to wind down? 

I love to cook! 

You have conquered many parts of the industry Ornella. What’s next for Sounds Familiar? 

I don’t think I’ve conquered anything. I have been blessed to buy food and pay my bills doing something I love, and sometimes I also hate it, but that’s just part of the game. I am working on many projects, as well as supporting a lot of projects by the artists on our roster. 

For more on Sounds Familiar and their roster, go here

Keep up with Sounds Familiar on Instagram here

Buy/liisten to Familiar Sounds Volume 2 on Bandcamp here