With her debut single Try Anything, released on July 23, Tina Win arrives with a clear message: creative direction and business strategy don’t have to exist in separate worlds. The Romanian-American artist, whose background spans editorial work at Allure and Cosmopolitan and hands-on experience in the fashion and beauty industry, is now merging those skill sets into an independent music project built from the ground up.
Produced by Joey Auch, known for his radio-ready but nuanced pop arrangements, the track positions Win in a space where accessibility and precision meet. Her vocal delivery avoids overproduction or theatrical gestures, opting instead for clarity and restraint a choice that mirrors her broader approach to her career.
The upcoming EP, due in September, is being developed under her own imprint, Tina Win Music LLC, which controls all distribution and licensing. That ownership model is central to her vision: building a music catalog that holds long-term value across multiple platforms, including sync licensing for film, television, and commercial work.
Rather than treating music as a standalone expression, Win sees it as part of a larger portfolio and every element is crafted with intention. From the structure of the release to the sequencing of visuals, she’s aligning sound and image through curated collaboration. One example is her partnership with celebrity photographer Andres Hernandez, who shot a stylized portrait series to accompany the launch. It’s not aesthetic for aesthetic’s sake it’s an extension of the narrative she’s crafting around her work.
Her first live performance under this new direction took place on July 24 at CHOWK NYC, a venue increasingly known for spotlighting independent artists in curated industry events. The two-song set was a proof of concept. A concise, controlled environment to introduce what Tina Win sounds like, looks like, and stands for.
In an age where artists are often expected to play every role, Tina Win doesn’t attempt to wear those hats casually. She chooses them carefully, one by one, and builds her project with a sense of authorship that’s both artistic and architectural.
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