Serena Safieddine Tazi is a creative strategist who helps artists reach their potential by offering artistic direction and marketing development that aligns with who they are and who they want to become. Her experience spans business development, artist development, A&R, and marketing campaigns. Previously, Serena established and managed Universal Music Group in Morocco and North Africa. She contributed to the growth of the music industry in the region by collaborating with the Dubai-based A&R team to activate and promote local and global artists; and integrating UMG For Brands in North Africa to support partner goals. She’s currently holding the position of Artist and Label Manager at AWAL/ Sony Music in London. Developing strategies for a roster that includes both emerging and established artists, her focus is on creating innovative marketing and digital strategies for fast-growing and front-line artists; and providing support for labels distributed by AWAL to ensure a sustainable growth.