Whiskas – Lecturer in music – Leeds Beckett University

Whiskas / Sam Nicholls is a Senior Lecturer in Music at Leeds Beckett University where he lectures in music industry and fan engagement, and has developed numerous partnerships with the local and national music industry. Before joining the University in 2012, whiskas had numerous successful roles as live music promoter, record label director and A&R, musician, songwriter and producer. As the leading member of the band ¡Forward, Russia!, he worked with a number of labels across Europe & North America, penning 2 Top 40 singles and a Top 40 album, all released in the UK through his own label Dance To The Radio. This experience has led to invitations to talk at numerous conferences and work with various artist development bodies around the UK, and since 2010, he has curated the annual Live At Leeds Unconference event, attracting speakers such as Tom Robinson (BBC 6 Music) and Simon Rix (Kaiser Chiefs) and numerous others and In 2012 he joined the board of the newly formed Leeds Music Hub CIC. Whiskas is currently working with various partners in formalising a program of similar events across the Leeds City Region, as well as a collaborative and cooperative network of like-minded organisations.

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