Sarah Jane Nicholson is at the forefront of the African music industry’s global evolution. As Managing Director of Paradise Worldwide (Africa), she advocates for a transparent infrastructure for revenue collection, empowering African artists and labels.
Through initiatives like the Africa Rising Music Conference (ARMC), she nurtures leadership and collaboration, ensuring African music thrives on the world stage. Combining a wealth of knowledge with a dynamic, vibrant personality, she harnesses her strategic and creative side.
SJ has been instrumental in building Paradise Sound System, a label focused on building bridges and nearing 100 catalog numbers. She is also the founding member of Women in Music South Africa, championing gender equality in the industry. With a strong management background, SJ is committed to developing young artists, including two prominent talents leading South Africa’s pop culture scene.
SJ brings a skill for developing brand strategies for brands wanting to engage with the cultural sector, having collaborated with brands like Adidas, Jägermeister, Alpha Theta, and Yamaha, to name a few. She has created impactful brand and DSP campaigns centered on authentic storytelling and connecting with communities. In addition, she has curated over 10 major conferences in recent years, from XP Music Futures in Saudi Arabia to Reeperbahn in Germany, Eurosonic, and beyond. She has a knack for placing the right people in the right conversations to spark engaging, thought-provoking discussions, including curating African spotlights at these global events. A well-traveled industry leader, SJ combines extensive international experience with a dedication to building pathways for African talent and making a tangible impact in Africa through executive skill development.
