Sammy Shirra-Moore is the Festival Director for Music Matters Live in Singapore, the annual music festival that runs as part of All That Matters, APAC’s premier entertainment conference. Sammy has been immersed in the creative lifeblood of the music industry since starting her career as Music Artist Relations for Channel [V], followed by marketing roles at Universal Music Asia-Pacific and Warner Music Singapore. Sammy spearheaded album launches and promos tours in Southeast Asia for acts including Jason Mraz, Green Day, Simple Plan, No Doubt & Bon Jovi. She first stepped into the festival side of the business when she led press and publicity for the inaugural Laneway Festival in Singapore then became founding producer of Music Matters Live, which in 2019 showcased 60 artists from 18 countries over 6 nights.
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