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Elke-Liisa Lõhmus is more than a musician—she’s a cultural architect. Born in Rakvere, Estonia, her journey from classical piano prodigy to the Caribbean-infused rap persona “Listonia” reads like a cross-continental symphony. As the first Estonian woman to break into hip-hop on national radio, she’s since navigated stages from New York’s SOB’s to Atlanta’s A3C, collaborated with icons like DMX and Popcaan, and reinvented herself as a powerhouse entrepreneur. Now, as curator of the NY Estonian House and founder of a creative booking agency Liderway Entertainment, she’s stitching together her Baltic roots, global beats, and a relentless drive for cultural preservation. In this exclusive interview, Elke-Liisa unpacks her evolution from performer to industry innovator, the “human-first” philosophy guiding her work, and why niche experiences are tomorrow’s mainstream.
The Entrepreneurial Journey: Building Liderway
From festival stages to boardrooms, Elke-Liisa’s pivot from artist to entrepreneur was born of necessity—and a desire to uplift fellow creators. Here, she shares how a pandemic-era leap of faith led to Liderway, her sync-licensing venture designed to empower producers.
What inspired you to start your entertainment and publishing company?
"Liderway started as a publishing company back in 2020. I was collaborating and traveling to music festivals and PRO expos with many producers who struggled to get into sync licensing. Even when they did, deals were split five ways, resulting in pennies. I decided I could do something about it, represent them as a publisher, and collaborate as a topliner."
Can you share the story behind the creation of your company? What challenges did you face in the early stages?
"The name Liderway comes from my mother’s maiden name (Lider) and the feeling I always want to bring – confidence. I started the company just as COVID hit. Many businesses were paused. It was difficult to reach people who didn’t even know if they’d return to the office. The plus side was it gave me time to dig deeper, take publishing and trademarking courses, and get consultations. I was even on a speakers panel at a sync licensing room on Clubhouse with some big names in the industry. In a weird way, that turned out to be a great connector."
How have your musical background and experiences shaped the direction of your business?
"As a former performer, I know how it feels to need certain things in order, to look for missing pieces and fill in the blanks. As a booking agent, I definitely apply those experiences daily."
What do you think sets your company apart in the entertainment industry?
"I think the vision, thus the name Liderway. While still small, we have a humble but big vision to one day make our mark on the festival scene. I enjoy representing what I truly believe in."
As a cultural event curator, what role do you think live events play in shaping today’s entertainment landscape?
"They play the utmost vital role. In my position, even to the extent of introducing someone to their grandparents’ culture, with the new generation aspect attached. I think niche is the new mainstream, to be honest."
How do you balance creative vision with the financial and logistical demands of running a business?
"By taking risks and meditating. Since I have performer experience, I don’t expect everything to come to me or happen immediately. I enjoy a challenge and take it as a learning experience."
What has been the most rewarding project you’ve worked on through your company?
"Directing a youth film “Secret Song Party”, creating a youth stage at our annual midsummer festival which felt like I’m leaving a mark for future generations. Also, the newest project, Nordic Artist of New York, aligns with my views and vision to be part of a team that brings local artists, filmmakers, and composers to the forefront, providing a continual resource for grants and future opportunities. It’s much needed."
How do you stay ahead of trends in the entertainment industries?
"I keep my ears open to everything around me. I’m like a sponge for newness and new movements. I love it all."
Business & Industry: Curating Culture in a Digital Age
In an era where TikTok trends dominate, Elke-Liisa argues that live, niche-driven events are more vital than ever. She discusses balancing authenticity with commercial demands, the rise of AI, and why “Human Creators First” isn’t just a slogan—it’s a manifesto.
What challenges have you faced in curating cultural events, especially in a time when digital experiences are increasingly popular?
"Realizing I need to dig deep to understand what the target group knows and how much needs to be introduced. The Estonian Runo Song workshop at our last Cultural Days was a great example of how strangers came together to sing and felt the same feeling as our ancestors."
Can you discuss your talent selection process for events or projects?
"I consider who’s suitable for what occasion. Sometimes it’s good when the artist is flexible for a specific audience, but I always try to have them stay true to themselves."
What role do you think music plays in bridging cultural gaps, and how do you incorporate this idea into your business?
"Music brings people together universally. The beauty is that it can make you feel it even if you don’t understand the lyrics."
How have you seen the entertainment and publishing industries evolve in recent years, and where do you see them heading in the next 5-10 years?
"The whole industry model keeps changing. Labels don’t serve the same purpose, with more tech and AI tools available. We must adjust with the times. Nothing will ever replace human touch, but we have tools to simplify things. I’m pleased with my PRO ASCAP initiative “Human Creators First” and the U.S. Copyright Office’s response, clarifying that copyright protects the human author. It was a much-needed update."
What do you think is the key to building strong relationships with artists and performers in your industry?
"Punctuality, consistency, and honesty. Event budgets aren’t always the greatest, but you always win by being upfront and adding value. I make sure they feel valued and appreciated."
Music & Culture: The Universal Language
For Elke-Liisa, music isn’t just sound—it’s a passport to shared humanity. Her roster of Lithuanian folk vocalists and New Orleans DJs embodies her vision for cultural “razzmatazz,” and preserving Estonian runo songs matters in a globalized world.
How has your background in music influenced your perspective on entertainment, and how do you integrate that into your company’s work?
"Without my music background, I wouldn’t have started my company. I felt the need to change something, curate unique cultural shifts, and make a difference."
Can you speak to the ways your company promotes or showcases cultural diversity?
"My current roster includes Simona Smirnova, a Lithuanian-born, New York-based vocalist and kanklés player, and DJ Bird, a New Orleans native who curates a cultural gumbo, blending Earth Wind and Fire with Brazilian baile funk, and now has a list of Estonian hits. I think I live and breathe diversity through my love for different languages, dialects, and cultures. It’s a beautiful razzmatazz."
What do you believe is the intersection between music, culture, and business?
"The curators, culture shifters."
How do you ensure that the events you curate reflect both the cultural integrity and commercial viability of the artistic forms they represent?
"By designing each event to be an authentic, unrepeatable experience. I believe niche is the new mainstream."
How do you think the role of music and cultural expression in entertainment is changing in the current global climate?
"I think I’m leaving a tiny but important mark, especially regarding diversity. I’ve often received feedback on how I came up with certain ideas, which comes down to my belief in “no man is an island.” I believe I was put here to do the impossible in some cases."
Personal Insights & Future Plans: Pivots and Possibilities
From naivety to nimbleness, Elke-Liisa reflects on lessons learned, upcoming projects (including a secret Estonian headliner), and her mantra for aspiring creatives: “What if it all goes right?”
What’s the most important lesson you’ve learned so far as an entrepreneur?
"Have the vision, build the team, and keep fighting the good fight. Being from Estonia, I feel what keeps our community thriving is the connection to our struggle for freedom, to preserve our language and sing our songs."
Can you describe a time when you had to pivot your business model, and how did you handle it?
"After booking her twice, Simona Smirnova approached me to be her booking agent. I’d never considered it, but she liked my representation. From there, I formed a DBA, Liderway Entertainment."
What’s the next big step or project you’re working on, and what can your audience expect?
"I’m excited for Simona’s Nublu show on April 24th, the Estonian Cultural Days, and the Midsummer Festival in Long Island in June. I can’t reveal the name yet, but we’re bringing one of the biggest artists from the Estonian new school movement to perform."
Looking back, is there anything you wish you had done differently in your entrepreneurial journey?
"Of course, I could say I wish I wasn’t as naive at first, but that gave me the opportunity to learn the hard way and adjust. I think I’m now the queen of adjusting and solving problems without taking things personally."
What advice would you give to someone looking to get into the entertainment or publishing industry today?
"Do your research, have a solid elevator pitch, don’t be scared to take risks, but listen to your gut. You can make contacts that don’t result in anything for years, but with consistency, that same contact might approach you at the right opportunity."
Leadership Philosophy: Dancing Through the Chaos
Jokes, breathing exercises, and impromptu dance breaks—Elke-Liisa reveals how she leads teams through high-pressure events, the collaborators she seeks, and why knowing your roots is the ultimate superpower.
How do you inspire and motivate your team, especially when working on large events?
"I have this weird way of making jokes to lighten the mood, especially when things go wrong. I always make them feel valued. That, blended with some weird dancing to distract their nerves, usually does the job."
What do you look for in collaborators or partners in the industry?
"I admire straightforward people with standards. I love working with people who push me to become better, raise the bar."
How do you handle the pressure of managing creative, business, and logistical aspects of your company at the same time?
"I thrive under pressure. When I need a moment, I have my breathing exercises. Just keeping your eye on the prize while listening to your body. I love the saying, “What if it all goes right?”"
What values guide your work and decisions as both a business owner and cultural curator?
"Until the day I feel like I’m making a difference, I’ll feel guided. My superpower is knowing who you are, where you came from, and where you’re going. Nobody can shake that."
How do you see your role evolving in the future, both within your company and in the larger entertainment industry?
"I would love to organize festivals and culturally life-changing experiences, but it has to evolve organically. I think I have more experience to gain, which I’m all in for."
Elke-Liisa Lõhmus's journey is a testament to the power of embracing one's heritage while fearlessly exploring new frontiers. She's not just building a business; she's curating a cultural movement, one beat, one event, one connection at a time. Her dedication to empowering artists, preserving traditions, and fostering cross-cultural dialogue makes her a true leader in the ever-evolving world of entertainment. As she continues to weave together her diverse experiences and passions, there's no doubt that Elke-Liisa's influence will resonate for generations to come.
