Sophie Baldwin (Founder)

Sophie Baldwin, a California native, discovered her passion for music early on, starting as a record store clerk at Boo Boo Records before pursuing a Music Business degree at Belmont University in Nashville. While at Belmont, she gained hands-on experience interning and working in the marketing department at indie label Oh Boy Records. After several years there, she relocated to Memphis, where she began managing the renowned singer-songwriter Dan Reeder.

Driven by her love for independent artists and strategic marketing, Sophie started This New Century, an indie marketing consulting agency dedicated to helping musicians with her “short-term temporary management”, to navigate the ever-evolving industry. With a deep understanding of both artistry and business, she continues to champion independent voices and provide innovative marketing strategies.