Paola Wescher has been working in the music industry for over 20 years. During this time, she has created, promoted, and led the programming of various festivals in Brazil, including the Curitiba Pop/Rock Festival, Popload Festival, and GRLS! (the first large-scale Latin American festival focused on diversity, identity, and female empowerment). In Portugal, she has programmed festivals such as Super Bock em Stock (2021 and 2022), Super Bock Super Rock (2022 and a significant portion of 2023), Jardins do Marquês (2022 and 2023), Meo Sudoeste (2022 and part of 2023), and most recently, Meo Kalorama (2023).

As an entrepreneur, she co-founded Popload and played a leading role in the company’s sale to T4F, now part of one of the largest entertainment groups in Latin America. She was responsible for bringing cool artists to South America, including Phoenix, Franz Ferdinand, Pixies, Tame Impala, Lorde, Nick Cave, among many others. In Brazil, she also worked on musical content and experiences for major brands such as Heineken, Ray-Ban, Spotify, Multishow, Calvin Klein, Deezer, Red Bull, Pernod Ricard, Doritos, and more.

Currently, Paola promotes concerts in Europe and serves as the Booking Director at Last Tour Portugal, a company with operations in Spain, Portugal, and Colombia. She also volunteers for the NGO Music Declares Emergency in Portugal and Brazil, seeking individuals and partners to create a more sustainable future in the music industry.