Aaris A. Schroeder
Journalist | Publicist

Aaris A. Schroeder is a seasoned journalist, editor and content creator with over 30 years dedicated to championing independent music, art and culture. Her passion for storytelling began in childhood, evolving from early short stories and poetry into a dedicated career in journalism starting in middle school.

Throughout her middle school, high school and college years as a newspaper editor, Schroeder consistently earned accolades and awards. Notably, she received The Ralph Cole Literary Award upon graduating from middle school, followed by awards in English and Journalism during high school. Her academic achievements continued with honor roll recognition and a scholarly award for Choir at her high school graduation.

Fueled by a deep appreciation for Hip Hop culture, cultivated in the vibrant 90s music scene of The Bay Area and Los Angeles, Schroeder, who was raised in the Sacramento valley, growing up on her family’s ranch in Georgetown, CA, founded UndergroundBeatOnline, now known as UBO MAG in 2001 while attending college for journalism and mass communications. As one of the first e-zines in California and the very first woman-owned one, this pioneering platform quickly became a respected hub for underground, unsigned and independent artists across various disciplines, from Hip Hop to beyond. As Editor-In-Chief, Schroeder has led a team of content creators for over two decades, providing crucial exposure and support to emerging talent.

Schroeder’s expertise extends beyond UBO, with extensive freelance experience writing for numerous Sacramento and Bay Area publications, including Sacramento regional publications: Sacramento News & Review, Midtown Monthly, Submerge Magazine, SacTown Mag, San Francisco, CA publication: Bay View Newspaper and various online publications such as IndiePulse.com,  MusicReviews.com, Epiphany Magazine, Real List Magazine, Ninja Hits Magazine, among others, over the past 26 years.

Deeply embedded in her community, she has also collaborated with DowntownGrid.com in advertising and marketing roles and has personally curated music, art and fashion events through UBO for the last 15 years, directly assisting nearly 500 artists and businesses with publicity and marketing initiatives. In addition, Schroeder learned about the catering industry through one of Sacramento’s leading Americana farm-to-fork restaurants, Mulvaney’s B&L and their catering company, Culinary Specialists. This training and her expertise as a publicist and marketer got her in the role of Marketing Captain and Assistant Event Coordinator, lending a hand in understanding how to set up, organize and promote events.

Driven by a desire to empower independent artists and businesses, Schroeder established UBO Entertainment (UBO ENT). This extension of her work provides regional creatives with vital support in media relations, consignment opportunities, gallery placements, boutique partnerships and more. Her commitment stems from a belief in supporting artists who prefer to connect directly with their audiences and maintain their independent vision. Schroeder’s comprehensive understanding of the local, independent and underground music and art scenes, along with her expanding knowledge in apparel, boutiques, restaurants and venues, positions her as a knowledgeable and effective advocate for her clients.