Sam is a commercial, audience and catalogue strategist with more than 14 years’ experience across the music industry. He helps artists, labels and management teams understand their audiences, identify opportunities for growth and make clearer decisions about where to focus their time and investment across frontline campaigns and catalogue.

His work combines audience and platform data with a practical understanding of how music is discovered, consumed and marketed. This can range from identifying untapped opportunities within an artist’s catalogue to shaping release strategy, strengthening audience development and bringing commercial, marketing and digital teams around a shared set of priorities.

Sam founded music consultancy Songular in 2016 and has since worked with independent and major labels, management companies and distributors including Black Butter, 88rising, The Orchard, Three Six Zero, September Management, Venice Music, Believe and Warner Records. His artist work has included Gorillaz, Zara Larsson, Flume, Dizzee Rascal, Joji, J Hus, Fontaines D.C. and Megadeth.

Before founding Songular, Sam was UK & Ireland Music Editor at Deezer, giving him first-hand experience of how streaming platforms operate and how artists and labels can work with them effectively.