The Glossary: Ma Sha | Kindergarten Records founder & !K7 Digital Sales Manager

Ma Sha is a New York-based producer and DJ who has made significant waves in the electronic music scene since co-founding Kindergarten in 2017. What began as an event series quickly evolved into a NYC institution, expanding to include both a monthly residency on The Lot Radio and an award-winning record label that received "Best Breakthrough Label" honors at the 2022 DJ Mag North America Awards.

Beyond her label work, Ma Sha balances solo production projects, performances, her output as half of the band Sha Ru, and co-founding Hone.Social, a free DJing workshop initiative. Ma Sha also works at !K7 in the digital sales department, bringing a wealth of experience to Doors Open UNLOCKED: NYC on October 4th.

What is your role in music and what does your day to day look like?

I run a label, events, and a radio show called Kindergarten, and I also work as a Digital Sales Manager at !K7.

My day-to-day is always different. For Kindergarten, my responsibilities include listening to potential releases, reaching out to artists, planning campaigns, and coordinating with distribution, PR, mastering engineers, designers and press release writers. I also handle DJ promos, ship records, run social media, do accounting, and put together events and radio Shows.

At !K7, I maintain direct relationships with key accounts, pitch music to them, and coordinate with label managers to gather assets for strong campaigns. I also work closely with DSP partners to secure both on- and off-platform activations and marketing opportunities.

How did you get into your line of work?

From very early on, I knew I wanted to work in a creative field and be involved in organizing, strategizing, and running projects. During university, I did several internships across the arts — in museums, galleries, art foundations, and a magazine. Eventually, I landed an internship in the music industry.

I was hungry to learn, even doing three internships at once, while also immersing myself in the New York music community by going out to different parties and venues. The combination of professional experience and personal inspiration motivated me to start my own label.

What skills are important in your job?

Attention to detail, openness to different ideas, and trusting your intuition are all key. Listening to collaborators and colleagues is another crucial skill, both for problem-solving and for building strong, supportive relationships. It’s also important to keep your love for music at the center of what you do, even if it sounds obvious. I constantly jump between different, often time-sensitive tasks, which can be very stressful. Reminding myself why I’m doing it — because of the music and community that inspire me — keeps me grounded.

If someone is excited to do what you do, what advice would you give them?

Don’t be afraid to ask for advice. Take risks. Stay open to new ideas. Collaborate and learn from others. Support the people around you and your community. Stay true to what you believe in. And take care of your mental health.

What have you found surprising about your role?

Honestly, every day can surprise me because no two days are the same when you run a label. You wear a lot of hats and never know what’s coming next. One day I’m shipping records, the next I’m in the studio with artists, and the next I’m editing Lot Radio videos. That unpredictability keeps things exciting — but it can definitely be challenging too.

What are your top 3 tips for someone who wants work in the music industry in general?

Don’t be afraid to ask for help or advice. This has helped me from the very beginning and still does. Even simple questions can lead to unexpected insights. Back when I was a journalist, I learned that conversations often reveal surprising things, so I think asking and sharing advice should feel natural, not stressful.

It’s never too late to start. I know several people who switched careers completely to work in music. Taking that risk paid off, and now it feels like they’ve always been part of the music world.

If you have an idea, try it. The worst thing is regretting not giving it a shot and seeing someone else make it happen. Even if it doesn’t work out, you’ll gain experience that will help you in the future.

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