Meet Dina Morales | Founder of Charitone, Event Producer, and Advocate for Purpose-Driven Work in Music

We had the good fortune of connecting with Dina Morales and we’ve shared our conversation below.

Hi Dina Morales, can you talk to us a bit about the social impact of your business?
Charitone exists because I believe music can change lives. I started this company to help artists, brands, and nonprofits turn inspiration into real action; whether that’s raising money, building awareness, or shining a light on a cause that needs support. Every campaign we create is rooted in connection and designed to make a difference.

This work is deeply personal to me. In 2016, I was diagnosed with a life-threatening brain tumor. I spent months in a rehabilitation facility relearning basic skills and fighting to get my life back. During that time, the music community showed up for me in ways I’ll never forget – emotionally, financially, and professionally. That experience reshaped everything. It reminded me how powerful this community is when it comes together with heart and intention.

I didn’t create Charitone just to produce events. I created it to do work that matters. To build campaigns that connect people, spark generosity, and create impact that lasts. At its core, Charitone is about using music as a force for good. And I carry that purpose into every project we take on.

Alright, so for those in our community who might not be familiar with your business, can you tell us more?
Charitone is a mission-based production and creative agency that partners with artists, brands, and nonprofits within the music industry to turn inspiration into impact. The team designs and produces campaigns, activations, and fundraising experiences that raise money, amplify causes, and build connection through music. What sets Charitone apart is its heart-led approach. Every project is grounded in purpose, and the agency handles everything from creative to execution so partners can show up fully without added pressure on their teams.

Charitone’s work is driven by passion and deep experience. Founder Dina Morales has spent the last 24 years producing events and campaigns across the music and nonprofit worlds with hands-on experience in every area, including the creative, the execution, the fundraising, and the artist journey. She has worked behind the scenes with nonprofits, inside major brands, and directly with artists and their teams. That well-rounded perspective allows Charitone to build experiences that feel seamless, collaborative, and authentic from every angle.

In 2016, Dina was diagnosed with a life-threatening brain tumor while working at MusiCares, the nonprofit arm of the Recording Academy. She spent months in a rehabilitation center relearning basic functions and fighting to return to the life she knew. During that time, the music community showed up for her in ways she will never forget. Friends, colleagues, and former clients offered encouragement, resources, and support that helped carry her through the most difficult chapter of her life. That experience, combined with the mission-driven work she was already doing, cemented her desire to dedicate her career to producing impactful work that gives back. Charitone is the result of that shift. It is more than a company. It is a reflection of purpose, resilience, and the belief that music can be a powerful force for good.

Along the way, the team has learned that building something with heart takes more than passion. It takes patience, persistence, and the willingness to keep going when no one is clapping yet. One of the biggest lessons has been that perfection is not the goal. Meaning is. And the only way forward is to start.

If there is one thing Charitone wants people to know, it is that giving back does not have to be complicated. With the right partners, it can be built into the rhythm of what is already happening. Charitone exists to make purpose part of the process and to help artists, brands, and causes use their platform to create real impact.

Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
If my best friend was visiting Los Angeles for a week, we’d do it right—with a perfect mix of vintage glamor, music history, beautiful architecture, iconic movie locations, and beachy calm.

Day 1: Classic LA Welcome:

Breakfast at Grand Central Market—Eggslut is a must.

Ride the historic Angels Flight Railway, connecting downtown’s Historic Core to Bunker Hill.

Walk through the Bradbury Building, a stunning 1893 architectural icon.

Get lost in The Last Bookstore, filled with hidden tunnels and vintage gems.

Sunset cocktails at Perch, a rooftop lounge with panoramic views.

Day 2: Movie History + Architecture:

Breakfast at Pann’s Restaurant

Visit The Hollywood Roosevelt Hotel, site of the very first Academy Awards.

Swing by Venice High School, famously featured as Rydell High in Grease.

Stop at Santa Monica High School, shown in Pretty in Pink.

Walk through the Millennium Biltmore Hotel in downtown LA—the prom scene in Pretty in Pink was filmed here. The architecture is breathtaking.

Cruise by Bullocks Wilshire, Union Station, Echo Park Lake, and the Ennis House by Frank Lloyd Wright for a dose of cinematic and architectural history.

Dinner at Musso & Frank Grill, Hollywood’s oldest restaurant and a time capsule of old LA charm.

Day 3: Beach + Coastal Vibes:

Breakfast at Malibu Farm Café, right on the Malibu Pier.

Relax at El Matador Beach—rugged, quiet, and cinematic.

Explore Santa Monica Pier, then head a few blocks inland to 3rd Street and Broadway, the original filming location of TRAX, Andie’s record store in Pretty in Pink.

Grab coffee at Café Luxxe or shop vintage along Main Street.

Sunset dinner at Geoffrey’s Malibu, an oceanside favorite.

End the night with drinks at The Bungalow in Santa Monica.

Day 4: Griffith + Vintage LA:

Early hike to Griffith Observatory—the views, the vibe, and the movie history (Rebel Without a Cause).

Brunch at Alcove Café in Los Feliz.

Spend the afternoon vintage shopping on Melrose Avenue—don’t miss Decades, Jet Rag, or Wasteland.

Cocktail hour at The Formosa Cafe, fully restored and dripping with old Hollywood atmosphere.

Catch a live set at Hotel Café in Hollywood—intimate, authentic, and often unforgettable.

Day 5: Museums + Magic:

Morning at The Getty Center—for the art, the gardens, and the architecture.

Lunch at The Apple Pan, a 1940s diner known for its burgers and pies.

Explore the Academy Museum of Motion Pictures.

Dinner at Dan Tana’s, where the booths are red, the food is hearty, and the stories are legendary.

Cap off the night at The Magic Castle. Don’t worry – I know somebody who knows somebody.

Day 6: Music Under the Stars:

Spend the morning in Pasadena, strolling Colorado Boulevard and visiting Vroman’s Bookstore.

Lunch at La Grande Orange Café, located inside a restored 1934 train station.

Head to the Hollywood Bowl for a show under the stars. Whether it’s a symphony or surprise guest set, it’s always special.

After the show, stop by Salt & Straw in Larchmont for one last sweet bite.

Day 7: Slow Down + Soak It In:

Breakfast at République, housed in what was once Charlie Chaplin’s film studio.

Wander Larchmont Village—charming, relaxed, and full of independent shops.

Visit Hollywood Forever Cemetery for a peaceful stroll among legends.

Final dinner at Jar, a modern take on a classic chophouse with warmth and polish.

End the trip with a final toast at Bar Lis, a rooftop bar in Hollywood with vintage Parisian vibes and perfect views.

Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
Without question, my kids; Dalton, Natalie, Hailey, and Wyatt deserve this shoutout. They gave me a reason to fight. To live. To not just survive but to push forward and build a life I could be proud of. When I was diagnosed with a life-threatening brain tumor, they were the reason I got up each day. The reason I kept going when things felt impossible.

They are the light in my every day. The reason I feel loved. The reason I strive to make this world a better place. I want to be someone they can be proud of. Someone who chooses joy, purpose, and impact, even when it’s hard.

They are and always will be my greatest motivation.

Website: https://www.charitonepartners.com/

Instagram: https://www.instagram.com/charitonepartners/

Linkedin: https://www.linkedin.com/in/dina-morales-9b23a457/

Image Credits
Joi Conti Photography