SJN

SJN The Agency’s focus and success ranges from regional to global music marketing, as well as in growi

We offer a niche service, connecting people emotionally through rhythm. It started off with a creative (Director Sarah Jane Nicholson) passionate executive with 5 years of experience in Management, Marketing, Consumer Insight and Brand Positioning - specialising in brand communication. A results-driven, competitive decision-maker with an excellent track record and an expansive international netwo

rk across the entertainment & media industries. A globally-minded leader responsible for developing South Africa’s Double Platinum selling local artist: Locnville. Mentored by Johnny Wright, American music manager & Owner of Wright Entertainment Group. The team consists of progressive-thinkers: interested in innovative and engaging ways to develop new brands, restructure existing brands for growth and bringing new products to market. SJN-Agency provides human resource, experience, expertise, infrastructure, administration, and above all a passion, enthusiasm and dedicated commitment to Music, Artists, Brands and Labels they work with. They specialise in fostering strategic brand ‘band’ relationships, pairing like minded communities and turning unique & powerful ideas into an experiential reality.

Flip this was a packed year! Looking back - I have to do this in 2 posts… here’s Jan - June…1. Cheers to everyone who ma...
30/12/2025

Flip this was a packed year! Looking back - I have to do this in 2 posts… here’s Jan - June…

1. Cheers to everyone who made what we have achieved this year possible. More on the & pages for those updates in depth!

2. We took ARMC on the road with to Durban & Kenya for . Spoke on a great panel with (check out her work- super impressive)

3. Hosted an artist management workshop with curated by .holmes.3990! also hosted his very own one focused on distro and all he had learnt working with 💕

4. launched album at .life with &

5. Traveled the world with my boy. Who said mums can’t travel and work!!??

6. More impact, more sessions with young South African music execs!

7. Dream wedding dress thanks to my best .sells.realestate for holding my hand 💕

8. Married my best friend at in Cape Town

9. Fun was had… a night to remember forever!!

10. We bought a house. ARMC HQ in ZA!

11. Our German / Austrian family + friends came to celebrate in CT with us!

12. Went back to EU… with Mini in tow

13. Queens of .iskeceli in Ibiza for

14. Work hard (together). Play hard (together) ❤️

15. team did it again!! So proud of this team.

16. Being back in SA meant more time with friends from school days .sells.realestate - moments to cherish.

17. Took Mini on a road trip. Just us two!

18. First rose out of our new garden ❤️

Flip - this took ages… hopefully I get around to the next half of 2025 before 26 comes hehe.

Love,
SJN

Late ADE post!You really took it out of me this year, ADE - but what a ride it was.We had four artists in town from Afri...
31/10/2025

Late ADE post!
You really took it out of me this year, ADE - but what a ride it was.

We had four artists in town from Africa, four panels, ten performances, and a whole lot of fun. Massive thank you to everyone who supported us and hosted us - from venues, promoters, brands and media to the incredible team at . Special shout out to .iskeceli and to my love for being my backbone and stable rock above all the chaos.

Thank you and lovely to collab and see some of our favourite people in the music biz + everyone I may have forgotten!!

Wow ADE - it was truly amazing to see so many African artists on the ground, representing the sounds of Africa at the forefront. Until next time, ADE - we’ll be back, louder than ever.

Meeting new friends
30/10/2025

Meeting new friends

29/10/2025

Heading to Conference tomorrow. Here’s how not to fail at networking.

23/10/2025

Here are 3 tips to survive Week

Happy birthday with Mommy Badoo 💟
13/10/2025

Happy birthday with Mommy Badoo 💟

Long caption alert! 🚨After months of work and years of wanting to make this happen, I couldn’t be more proud to present ...
25/02/2025

Long caption alert! 🚨

After months of work and years of wanting to make this happen, I couldn’t be more proud to present this to the world & bring this project to life with you, ,

Money, you’ve been there for me over a very special time last months! When little Mini entered the world, instead of stepping back, you leaned in, and that meant everything to me during such a special & testing time. Watching you birth this project while I literally gave birth - well, let’s just say we’ve both created something powerful over the last months 🩷 And although you’ve been cooking this for almost two years, we both know Misery really does love company…

These past years, transitioning into a new country and now coming back to SA with this project under my wing (+ Mini), has been deeply personal. And working with you - someone who is at the absolute top of their game, not just musically, but across fashion, design, photography, creative direction, and storytelling - has been nothing short of inspiring. You are at the forefront of pop culture in Africa and globally, and that pushes me even harder to take this project & you all the way to the global stage where it deserves to be.

I love the messaging of this project because it’s real. And if there’s one thing I’ve learned over the years, it’s that the ones who are meant to be in your orbit will always gravitate toward you.

There’s something in this album for everyone - for the heartbroken, the lonely, the hustlers, the haters, the hungry, the hotties, and the ones who don’t feel seen or heard (your not alone!!).

Over the next few days, we’ll be sharing some exciting updates, the love so far has already been incredible - major radio support from , , etc + backing from , , +++!

Congratulations, Money! You deserve all the success coming your way. Shout out to .conradie for supporting the vision. Let’s rock this!

$RYLUVSCMPNY
Via - 07 March 2025

Hey everyone!At ARMC, we’re gearing up for 2025, and next year, we want to hand over the mic to YOU. If you’re part of a...
18/12/2024

Hey everyone!

At ARMC, we’re gearing up for 2025, and next year, we want to hand over the mic to YOU. If you’re part of a collective and have ideas, insights, or something to say about nightlife, preserving nightlife in South Africa, building culture, or driving the industry forward, we’d love to hear from you.

We’re looking for a few collectives to help curate panel discussions at the next Africa Rising Music Conference. This is your chance to shape the conversation and bring fresh perspectives to the table.

If this sounds like you, drop us a message - we’d love to chat!

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Johannesburg

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