MEET MERCEDES Benson, a London-based music curator, gig promoter, fashion blogger and social media guru.
The 24-year-old was studying biomedical science when she realised her calling was elsewhere.
“The aim was to be a doctor, but halfway through the course I realised I was someone who needed to be creative,” she told NME.
Mercedes when on to land internships at PR agencies and fashion brands, surrounding herself with the music and clothes she loved.
In 2009, the business-savvy teen set up a style blog on her website mercedesfbenson.com and last year moved on to putting on gigs, focusing on experimental new age soul artists like OthaSoul, Emmavie and Tiffani Juno, the publication writes.
Mercedes now runs Google’s social media accounts and also works as a curator for online music discovery service 22tracks.
“Anything you believe in and put your mind to will work,” she said.
She has now started her quarterly showcase of new talent called Future SNDS at London’s XOYO.
“I was tired of reading blogs about my favourite up-and-coming artists,” she explained. “I wanted to see them on stage, so I said f**k it, let’s do it.”
Next, she plans to create a platform that fuses music and charity.
“I want to give back,” she said.