Not Dead Yet Media is a New York-based, full-service ecosystem supporting independent artists through a combination of label services, management, strategic consultancy, and content production. Founded by Russ Rieger, Heather de Armas, and Rebecca Carroll, the company provides end-to-end support across artists’ creative and commercial journeys while building infrastructure for the next generation of indie talent.

Not Dead Yet Media is led by CEO & Founder Russ Rieger. He previously served as VP & GM of London Records and GM of Maverick Records, where he scaled the company from a skeletal team inside Warner Bros. into a fully independent label with 130+ employees, earning multi-platinum and gold records with The Prodigy, Alanis Morissette, Muse, Deftones, Erasure, and more. Rieger also spent over a decade advising startups, VCs, and family offices at the intersection of media, tech, and entertainment. 

Rebecca Carroll is the CMO of Not Dead Yet Media. She has previously worked at Universal and Island Records, indie labels, and Simon & Schuster, where she built careers for artists such as Portishead, Pulp, Utah Saints, Generation Axe, and Steve Vai. An early adopter of cutting-edge marketing strategies, Carroll has also worked across tech startups, e-commerce brands, nonprofits, and state primary campaigns.

Heather de Armas serves as COO of Not Dead Yet Media. She founded HDA Management in 2022 and the following year, secured an indie label deal and created the first Sad Girl Hours events. In 2024, she merged with Not Dead Yet Media, expanding the company into the full-service ecosystem it is today. She is also the Showcase Director for Mondo.NYC.