With a background in music, event production and communication, Frida has spent the past decade navigating the spaces where culture, creativity and public life intersect. She’s worked across festivals, galleries and culture institutions, often as the driving force behind creative formats, management and audience engagement.

Since joining Media Evolution, she’s led projects exploring AI, data and participation in the cultural sector, while also hosting conversations and seminars on the future of creativity. Frida brings a curious mind, a collaborative spirit and a flair for turning complex ideas into tangible action.