Sarah Kasenda began her interest in the world of music and entertainment at a fairly young age. Sarah finally realized that her involvement in musical talent and communities in Indonesia was her life’s calling. Currently, Sarah is actively involved in developing a record-label group and artist management in her country and firmly believes that Indonesia is full of extraordinary talent that deserves to be better known. In 2016, Sarah took part in the management of one of the legendary musician groups, KLa Project. Along the way, she met with Isyana Sarasvati, a female musician who is well-recognized for her musicality and professional career in the world of entertainment in Indonesia, they have been building a record label named Redrose Records together since 2020 and now they are also supporting to develop some more well-known artists under their cooperation such as GAC, Rinni Wulandari, Vidi Aldiano, Indahkus.