Sarah Jane Nicholson is a force in African music, blending creativity, business acumen, and a strategic vision that inspires. As managing director of Paradise Africa Distribution, founder of the Africa Rising Music Conference, and manager of Money Badoo, her days are never the same—releasing music, building fan bases, curating industry conversations, or producing shows that inspire audiences across South Africa and Berlin. Her inspiration for Africa Rising emerged during a challenging period in her artist management career, sparking a mission to create networks and knowledge-sharing opportunities for the African music community. Today, the conference remains the continent’s premier platform for collaboration and growth. Sarah-Jane has collaborated with heavyweights such as Mi Casa, Moonchild Sanelly, and Zakes Bantwini, and helped establish Paradise Worldwide’s African division, thereby amplifying the global reach of African talent. Her proudest milestones include launching Africa Rising, creating Women in Music South Africa, facilitating Mamas in Music, curating SAMPRA export programmes, and releasing Zakes Bantwini’s global hit Osama—projects that collectively generate over 150 paid industry jobs annually. A former show jumper, she draws inspiration from discipline and balance, believing leadership is ultimately about people. Her mantra: take control, stay composed, and let impact follow.
QUALIFICATIONS
- Production and editing, AFDA
- Honours in Marketing and Communication, Vega in Cape Town.
ACHIEVEMENTS
- Africa Rising Music Conference – creating an annual platform that makes a real impact in the industry and has been recognised as the top music conference in Africa.
- Women in Music South Africa – setting up the first Women in Music chapter on the African continent.
- Mamas in Music South Africa – facilitating the introduction that led to the creation of the local chapter, now run by a strong team supporting mothers in music and entrepreneurship.
- Zakes Bantwini’s “Osama” release is happening worldwide (excluding Africa) on my label, and it has become a defining track for African music globally.
- Paradise Sound System catalog – proud to have reached 100 releases on the label, showcasing diverse and boundary-pushing artists.
- Inspiring artists – working closely with musicians such as Money Badoo and many others who are shaping culture.
- Job creation – through the conference and our projects, providing over 150 paid jobs in the music industry each year.
- Export programmes – proud of the Building Bridges export initiative with SAMPRA, which most recently took three South African interns to Berlin for three months of international training.
- Strong leadership and team – proud to be a leader who has built a passionate team that loves what they do and consistently delivers at a high level.
