Artist Bookings | Music Marketing South Africa

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SJN Agency was founded in 2010.
We are an internationally focused entertainment company with broad-based success in the representation of musical artists.

SJN Agency Artist Management



SJN Agency is an internationally focused entertainment company with proven success in the representation of musicians, within and outside of the African continent. The company was founded by Sarah-Jane Nicholson. Since the company’s inception in 2010, artists signed to the agency have enjoyed substantial success and exposure at some of the most notorious festivals and events around the world. These include Primavera [Spain]; SXSW [Texas]; IMS [Ibiza]; Midem [France]; Music Matters [Singapore]; Eurosonic [Netherlands]; and most recently, Canada Music Week; M for Montreal and Canada Indie Week.

SJN Agency are the African music and artist expansion experts. The Agency’s focus and success ranges from regional to global music marketing, as well as in growing and supporting both new and existing brand campaigns inside and outside of Africa.

SJN are specialists in business development for musicians, labels, festival buyers and brands. The company organises inter-continental Governmental trade shows, and provides market development, research and consulting across the African music sector.

After achieving her post-grad degree in Brand Communication, agency founder Sarah-Jane Nicholson landed the coveted position of Marketing Executive for Decca Records in London - a company whose impressive roster included the likes of Rod Steward and The Lumineers. Sarah?Jane (affectionately known in the industry as ‘SJ’) also spent time working at Ogilvy & Mather, managing and creatively implementing major award?winning accounts, whilst simultaneously building her extraordinary client base.

SJ has since worked with the likes of heavy weight music manager Johnny Wright, K’Naan, Locnville, Goodluck, Mi Casa, Moonchild Sanelly, PJ Powers, Nonku Phiri, Zakes Bantwini, Mercedes Benz, Ray-Ban, Red Bull, Puma and South Africa Tourism. She recently attended and addressed an audience at KZN Music Imbizo and was invited to showcase talent at Canada Music Week 2017 + Canada Indie Week. SJ has spoken on the subject of “Cross-Boarder Music Exchange” at 2017 The Business of Entertainment Africa Conference in Lusaka as well as on the broader topic of Music Management at Canada Indie Week 2017. She looks forward to speaking on a panel at Eurosonic 2018