About Leena
Leena Sowambur
Leena Sowambur is an established expert in digital music business. Her interest in music started at four years old and she saw her uncle Zul Ramiah, a famous singer in her motherland of Mauritius, play at a family function. From that point on Leena took a deep interest in music at school. Leena’s interest in music business developed at the age of 13 through reading New Musical Express and Melody Maker.
Leena studied music through primary and secondary school with voice being her main instrument. She was in many singing duos and school performances leading the choir and specialised in opera and jazz. In an interview with the Headmistress of her secondary school Leena was asked the question of what career she wanted. Leena replied “the music industry.” The Headmistress was disapproving of Leena’s choice. The future was to tell a different story.
Leena graduated in 1997 from the University of Westminster in London, UK with honours in Commercial Music and went on to achieve a Masters in Design and Media Arts where she majored in music again. As a student, Leena ran a university record label and was a part of the Commercial Music Student Entertainment Team. She went on to build a recording and rehearsal studio with her university band.
After starting as Sales Manager for student and music business publications NUS Ents and CMU, Leena moved on to pioneering dotcom “Peoplesound” based in central London. At Peoplesound, Leena worked on many major national campaigns such as covermount CD campaigns for the Mirror Newspaper Group, Eve Magazine with BBC Worldwide and digital marketing campaigns for artists such as Billy Bragg to clubbing organisations such as Ministry Of Sound.
Leena then moved on to digital marketing and PR agency Outside Line (London, UK) where she worked with Warner, Universal and EMI and created some more big campaigns. She arranged for fans from all over Europe to chat with the Sugababes via SMS by coordinating a joint venture between O2, Universal, the Sugababes, Outside Line and technology provider Flytxt. Leena also secured massive online coverage and airtime for Bon Jovi by collaborating with Heart FM. Another project saw Leena arrange a fan led press junket with Mary J Blige at the Mandarin Oriental Hotel, London. Leena’s next stop was Sony where she looked after a larger roster of RCA artists from Beyonce to Take That. Amongst many campaigns Leena commissioned the build of the first official Take That website for the "Never Forget" album, and coordinated the online European Shakira album release for Oral Fixation 2.
Following her time at Sony, Leena decided it was time to enter the world of business. An intention she had expressed since her first degree. Leena initially started a fledgling agency working with high potential independent artists. Leena soon found herself invited to talk to on the subject of digital music marketing at several events and universities and this led to the creation of a workshop on the topic. This also led to a 2 year tenure at the University of East London as a Senior Lecturer in Music Business Management. Leena also completed the highly reputable Entrevo business accelerator where she was mentored by Mike Harris – former CEO of Mercury Telecommunications, First Direct and Egg, Darren Shirlaw, a world class economist and CEO of Shirlaw’s Global Business Coaching and Daniel Priestley Founder and Director of Entrevo.
The concept of offering training in music business became more interesting to Leena as she found herself increasingly in the educator’s role so “Positively Music” was born. Positively Music is a coaching business dedicated to digital business and entrepreneurship training to the music industry. The business works with . startups, SMEs, larger firms and the public sector. Leena is recently released several books and reports and is currently creating courses and products to accompany these publications, her flagship title is "The Fan Experience," which details a 7 step methodology to a fan-centred music business.
In total, Leena has over a decade’s worth of experience in music business. Not only has she worked with all the majors but has plenty of indie sector experience as well and can name Sanctuary, Echo, Beggars Banquet and Ministry of Sound amongst her independent clients. As an example just some of the artist campaigns that Leena has worked in include:-
Shakira, Longview, Chris Brown, Destiny's Child, Darren Hayes, Take That, Fiona Apple, Killa Kela, Angie Stone, John Legend, Savage Garden, Rod Stewart, Luther Vandross, Anthony Hamilton, Bow Wow, Raheem DeVaughn, Citizen Cope, Syleena Johnson, Mary Mary, Kindred Family Soul, Charlie Wilson, Mint Royale, Aphrodite, ShyFX, Paul Oakenfold, Real Ibiza V, Pulp, Pink, Ginuwine, Bic Runga, Jamie Foxx, T-Pain, DMX, 50 Cent, Eminem, Bon Jovi, SLK, Jon B, A, Psychid, Three 6 Mafia, Empire soundtrack compilation including Quincy Jones - The Italian Job, John Williams - Jaws and Danny Elfman - Planet of the Apes; Total Music Mirror Premium CD Giveaway comprising of Pet Shop Boys, Cream, Kaci, Muse, BBMak, Zero 7, Beverley Knight, Cher, Depeche Mode, Oxide and Neutrino; Red Magazine Feel Good compilation including Moloko, Lisa Stansfield and Catatonia; Metro Life Live In London covermount CD including Suede, Basement Jaxx, Turin Brakes and Carl Cox; Instant Music Premium CD Giveaway comprising of Stereophonics, Travis, Marti Pellow, Stereo MCs, Feeder, Shaggy and Gabrielle; Eve Magazine Relax compilation including Groove Armada and The Orb...
Leena speaks all over the country on the subject of digital music business. Events regularly include University of Chester, University of Westminster, The Manchester College, London Metropolitan University, Croydon Council, Southwark Council, University of East London and Portobello Business Centre. In 2012, she was invited to speak at TEDx for the University of Westminster on the subject of “The Fan Experience.” which can be viewed here.
In addition to music business, Leena also has interests in food, fitness, boutique hotels and just under £4 million in property and other assets.
In her spare time, Leena enjoys travelling, writing music, socialising with family and friends and training in fitness and martial arts. She is concerned with all aspects of conservation and wild life preservation.
Leena is known for her expertise, work ethic, studiousness, principles, creative ideas, insight and her ability to make the complex seem simple.
Leena studied music through primary and secondary school with voice being her main instrument. She was in many singing duos and school performances leading the choir and specialised in opera and jazz. In an interview with the Headmistress of her secondary school Leena was asked the question of what career she wanted. Leena replied “the music industry.” The Headmistress was disapproving of Leena’s choice. The future was to tell a different story.
Leena graduated in 1997 from the University of Westminster in London, UK with honours in Commercial Music and went on to achieve a Masters in Design and Media Arts where she majored in music again. As a student, Leena ran a university record label and was a part of the Commercial Music Student Entertainment Team. She went on to build a recording and rehearsal studio with her university band.
After starting as Sales Manager for student and music business publications NUS Ents and CMU, Leena moved on to pioneering dotcom “Peoplesound” based in central London. At Peoplesound, Leena worked on many major national campaigns such as covermount CD campaigns for the Mirror Newspaper Group, Eve Magazine with BBC Worldwide and digital marketing campaigns for artists such as Billy Bragg to clubbing organisations such as Ministry Of Sound.
Leena then moved on to digital marketing and PR agency Outside Line (London, UK) where she worked with Warner, Universal and EMI and created some more big campaigns. She arranged for fans from all over Europe to chat with the Sugababes via SMS by coordinating a joint venture between O2, Universal, the Sugababes, Outside Line and technology provider Flytxt. Leena also secured massive online coverage and airtime for Bon Jovi by collaborating with Heart FM. Another project saw Leena arrange a fan led press junket with Mary J Blige at the Mandarin Oriental Hotel, London. Leena’s next stop was Sony where she looked after a larger roster of RCA artists from Beyonce to Take That. Amongst many campaigns Leena commissioned the build of the first official Take That website for the "Never Forget" album, and coordinated the online European Shakira album release for Oral Fixation 2.
Following her time at Sony, Leena decided it was time to enter the world of business. An intention she had expressed since her first degree. Leena initially started a fledgling agency working with high potential independent artists. Leena soon found herself invited to talk to on the subject of digital music marketing at several events and universities and this led to the creation of a workshop on the topic. This also led to a 2 year tenure at the University of East London as a Senior Lecturer in Music Business Management. Leena also completed the highly reputable Entrevo business accelerator where she was mentored by Mike Harris – former CEO of Mercury Telecommunications, First Direct and Egg, Darren Shirlaw, a world class economist and CEO of Shirlaw’s Global Business Coaching and Daniel Priestley Founder and Director of Entrevo.
The concept of offering training in music business became more interesting to Leena as she found herself increasingly in the educator’s role so “Positively Music” was born. Positively Music is a coaching business dedicated to digital business and entrepreneurship training to the music industry. The business works with . startups, SMEs, larger firms and the public sector. Leena is recently released several books and reports and is currently creating courses and products to accompany these publications, her flagship title is "The Fan Experience," which details a 7 step methodology to a fan-centred music business.
In total, Leena has over a decade’s worth of experience in music business. Not only has she worked with all the majors but has plenty of indie sector experience as well and can name Sanctuary, Echo, Beggars Banquet and Ministry of Sound amongst her independent clients. As an example just some of the artist campaigns that Leena has worked in include:-
Shakira, Longview, Chris Brown, Destiny's Child, Darren Hayes, Take That, Fiona Apple, Killa Kela, Angie Stone, John Legend, Savage Garden, Rod Stewart, Luther Vandross, Anthony Hamilton, Bow Wow, Raheem DeVaughn, Citizen Cope, Syleena Johnson, Mary Mary, Kindred Family Soul, Charlie Wilson, Mint Royale, Aphrodite, ShyFX, Paul Oakenfold, Real Ibiza V, Pulp, Pink, Ginuwine, Bic Runga, Jamie Foxx, T-Pain, DMX, 50 Cent, Eminem, Bon Jovi, SLK, Jon B, A, Psychid, Three 6 Mafia, Empire soundtrack compilation including Quincy Jones - The Italian Job, John Williams - Jaws and Danny Elfman - Planet of the Apes; Total Music Mirror Premium CD Giveaway comprising of Pet Shop Boys, Cream, Kaci, Muse, BBMak, Zero 7, Beverley Knight, Cher, Depeche Mode, Oxide and Neutrino; Red Magazine Feel Good compilation including Moloko, Lisa Stansfield and Catatonia; Metro Life Live In London covermount CD including Suede, Basement Jaxx, Turin Brakes and Carl Cox; Instant Music Premium CD Giveaway comprising of Stereophonics, Travis, Marti Pellow, Stereo MCs, Feeder, Shaggy and Gabrielle; Eve Magazine Relax compilation including Groove Armada and The Orb...
Leena speaks all over the country on the subject of digital music business. Events regularly include University of Chester, University of Westminster, The Manchester College, London Metropolitan University, Croydon Council, Southwark Council, University of East London and Portobello Business Centre. In 2012, she was invited to speak at TEDx for the University of Westminster on the subject of “The Fan Experience.” which can be viewed here.
In addition to music business, Leena also has interests in food, fitness, boutique hotels and just under £4 million in property and other assets.
In her spare time, Leena enjoys travelling, writing music, socialising with family and friends and training in fitness and martial arts. She is concerned with all aspects of conservation and wild life preservation.
Leena is known for her expertise, work ethic, studiousness, principles, creative ideas, insight and her ability to make the complex seem simple.
Praise For Leena Sowambur
“Leena is an incredibly proficient and knowledgable expert in her field. Personable and a fantastic public speaker and with an ease of communication ensuring the incredibly difficult and complicated sounds extremely easy. Any company will benefit from her input and I look forward to working with her again.”
Louise Siwoku, Founder of Private PA, Scarlett Office Services www.scarlettofficeservices.co.uk
“Leena advised me when I was stating out on my own as a producer - musician; advising me on the elements of the new industry and suggesting a clearer route to take based on my unusual mixed media background. She has had a long time working in the area and follows new business information and media strategies like a hawk. Not only that but she has a very straightforward way of coming up with new ideas and solutions that cuts straight to the core of the issue and leaves you reeling backwards with powerful new ideas! She's definitely been a fantastic asset to know and feels great to think that I can benefit from her advice on matters. Thanks again Leena!”
Jack Xij Oughton Composer, Writer, Visual Artist www.koukouvaya.co.uk
“Leena provided an insightful, relevant and entertaining lecture concerning Digital Music Marketing & Promotion to our L6 Commercial Music Production at University of Chester. Her input added real-world value to the student experience, and she would be welcome back any time. We look forward to her continued input. Thanks Leena.”
Russell Dyson, Senior Lecturer in Commercial Music Production at University of Chester.
“Leena's passion and enthusiasm really engaged the students here when they asked her questions during 'Inside the Creative Industries'. Her sound advice and sheer determination inspired them to start networking immediately after the event and her encouragement also helped many of the students to see self-employment as an option.”
Julie Bhagat, Career Adviser, University of Chester.
“Leena is an extremely knowledgeable and professional individual with a wealth of experience at the highest level in digital marketing and strategy. A great public speaker in seminar and lecture format, Leena would be an asset to any individual or company thinking about developing their digital strategy.”
Trevor Fisher, Music Business Consultant and Author of The Popstar's Handbook www.trevorfisher.com
“After hearing Leena speak as a guest lecturer at my University I felt compelled to get in contact with her, and following this I became an intern with Nourishment Digital Communications. What started as a 12-week internship, ultimately turned into a 12 month working relationship and friendship. Leena gave me an incredible amount of her time during the internship to advise, coach and support me and the development of my career. During my internship Leena made sure that I also developed my own web presence alongside that of the projects we were working on. Leena is incredibly hard working, professional and dedicated to her work and she treated my professional development in the same way. I know that if it weren’t for Leena’s generosity with her time and dedication to me that I would not be in the position, professionally, that I am in today. Thank you Leena!”
Alison Lamb, Digital assistant at VidZone Digital Media, http://alitwittertips.wordpress.com/
“Leena has been a Guest Lecturer at our University several times and on each occasion has delivered an exceptional session, which has been particularly current, interesting and rich with quality content. I have found Leena highly personable, extremely well organised and exceptionally well-informed.”
Jim Mason, Jim Mason, Senior Lecturer in Commercial Music Production, University of Chester.
http://www.chester.ac.uk/undergraduate/commercial-music-production
“There are not enough boxes to tick to recommend Leena highly enough. When Leena and I worked with each other I always found her to be very personable, professional and highly experienced in her field. I have had only positive experiences with Leena. If you are looking for the person to help take you or your business to the next level then I recommend Leena because her experience and expertise will ensure your are guided down the right path.”
Brad Martens, Senior Account Director in Digital
“Leena was very easy to work with as you never had to explain things twice and she would always come back with a creative solution to a problem.”
Rob Hanlon, Senior Commercial Manager at LOVEFiLM
Louise Siwoku, Founder of Private PA, Scarlett Office Services www.scarlettofficeservices.co.uk
“Leena advised me when I was stating out on my own as a producer - musician; advising me on the elements of the new industry and suggesting a clearer route to take based on my unusual mixed media background. She has had a long time working in the area and follows new business information and media strategies like a hawk. Not only that but she has a very straightforward way of coming up with new ideas and solutions that cuts straight to the core of the issue and leaves you reeling backwards with powerful new ideas! She's definitely been a fantastic asset to know and feels great to think that I can benefit from her advice on matters. Thanks again Leena!”
Jack Xij Oughton Composer, Writer, Visual Artist www.koukouvaya.co.uk
“Leena provided an insightful, relevant and entertaining lecture concerning Digital Music Marketing & Promotion to our L6 Commercial Music Production at University of Chester. Her input added real-world value to the student experience, and she would be welcome back any time. We look forward to her continued input. Thanks Leena.”
Russell Dyson, Senior Lecturer in Commercial Music Production at University of Chester.
“Leena's passion and enthusiasm really engaged the students here when they asked her questions during 'Inside the Creative Industries'. Her sound advice and sheer determination inspired them to start networking immediately after the event and her encouragement also helped many of the students to see self-employment as an option.”
Julie Bhagat, Career Adviser, University of Chester.
“Leena is an extremely knowledgeable and professional individual with a wealth of experience at the highest level in digital marketing and strategy. A great public speaker in seminar and lecture format, Leena would be an asset to any individual or company thinking about developing their digital strategy.”
Trevor Fisher, Music Business Consultant and Author of The Popstar's Handbook www.trevorfisher.com
“After hearing Leena speak as a guest lecturer at my University I felt compelled to get in contact with her, and following this I became an intern with Nourishment Digital Communications. What started as a 12-week internship, ultimately turned into a 12 month working relationship and friendship. Leena gave me an incredible amount of her time during the internship to advise, coach and support me and the development of my career. During my internship Leena made sure that I also developed my own web presence alongside that of the projects we were working on. Leena is incredibly hard working, professional and dedicated to her work and she treated my professional development in the same way. I know that if it weren’t for Leena’s generosity with her time and dedication to me that I would not be in the position, professionally, that I am in today. Thank you Leena!”
Alison Lamb, Digital assistant at VidZone Digital Media, http://alitwittertips.wordpress.com/
“Leena has been a Guest Lecturer at our University several times and on each occasion has delivered an exceptional session, which has been particularly current, interesting and rich with quality content. I have found Leena highly personable, extremely well organised and exceptionally well-informed.”
Jim Mason, Jim Mason, Senior Lecturer in Commercial Music Production, University of Chester.
http://www.chester.ac.uk/undergraduate/commercial-music-production
“There are not enough boxes to tick to recommend Leena highly enough. When Leena and I worked with each other I always found her to be very personable, professional and highly experienced in her field. I have had only positive experiences with Leena. If you are looking for the person to help take you or your business to the next level then I recommend Leena because her experience and expertise will ensure your are guided down the right path.”
Brad Martens, Senior Account Director in Digital
“Leena was very easy to work with as you never had to explain things twice and she would always come back with a creative solution to a problem.”
Rob Hanlon, Senior Commercial Manager at LOVEFiLM