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Sound Diplomacy is a London, Barcelona and Berlin-based strategic consultancy.[1]

Sound Diplomacy
ServicesMusic strategy


Sound Diplomacy was founded in May 2013 by Shain Shapiro Ph.D., UK representative for the Canadian Independent Music Association (CIMA, formerly CIRPA),[2] and the former UK head of Catalan! Arts Jordi Puy.[3] Katja Hermes became the director of the company’s German office in November 2013.[4][5] Sound Diplomacy launched with clients including CIMA, HootSuite, ICEC and Osheaga MEG Pro.[3] In October 2013, Sound Diplomacy partnered with Martin Elbourne and Spanish promoter Xavi Manresa to launch a new boutique showcase in Catalonia, 'Lleida Sessions Pro'.[6]

Also in October 2013, Sound Diplomacy reached an agreement to represent the Spanish music conference 'Bizkaia International Music Experience (BIME)' in countries such as UK, Canada, Australia, South Africa, Colombia and Uruguay.[7][8] In November 2013, Sound Diplomacy established a partnership with Nouvelle Prague, a showcase festival that takes place in Prague, Czech Republic.[9][10][11] In April 2014 Sound Diplomacy hired artist manager Danny Keir, who previously had worked at Black Book Management with artists such as Razorlight, Noisettes, Glitches and Lucy Rose. [12][13][14]

In addition, Sound Diplomacy started working on Mixcloud's #Curates conference, the online distribution service Music Kickup, South African festival Parklife, in-flight content for Iberia with content marketing agency Spafax, on the first music business event in Costa Rica called Epicentro, Initiative Musik Germany, the Adam Mickiewicz Institute in Poland and Berklee College of Music and their online degree program.[15][16]

In 2018 they delivered the first ever music focused panel at the United Nations World Urban Forum, outlining how music is a highly effective tool in delivering the UN's Strategic Development Goals.[17] In November 2018 a white paper co-written by Sound Diplomacy and Pro Colombia (commissioned by the United Nations World Travel Organisation) was launched at the World Travel Market in London. The white paper outlines how destinations around the world could use music tourism strategies to drive profile, visitors and associated revenues.[18]

In October 2018 Sound Diplomacy, in association with Found in Music, initiated an inquiry at the House of Lords examining the full value of music in society. The 5 evidence meetings (between October 2018 and March 2019) Chaired by Lord Tim Clement-Jones investigate the role of music in a number of government related topics including future-proof skills learning (for a future AI led workplace), public health, the ageing population and economic development.[19]


In November 2013, Shain Shapiro was nominated as a finalist for The Hospital Club's #100 list in the British Council's Creative Entrepreneurs Category for his work at Sound Diplomacy.[20][21]

Sound Diplomacy were shortlisted for Best Hackney Business at The Mayor of Hackney's Business Awards 2015. [22]


  1. ^ “The Great Escape co-founder launches boutique showcase in Catalunya, Spain”, Record Of The Day
  2. ^ "CIMA (Canadian Independent Music Association)", The Canadian Encyclopedia
  3. ^ a b “New music export consultancy Sound Diplomacy launches”, Complete Music Update
  4. ^ 3 Day Music Summit - Panel Schedule, Canadian Music Week
  5. ^ “Katja Hermes steigt bei Sound Diplomacy ein” (in German), MusikWoche
  6. ^ "The Great Escape's Elbourne launches new Spanish showcase”, Music Week
  7. ^ "BIME And Sound Diplomacy Reach An Ambitious Agreement” Archived 2014-02-03 at the Wayback Machine, Bizkaia International Music Experience
  8. ^ "Bime Alcanza Un Ambicioso Acuerdo Con Sound Diplomacy..." (in Spanish), LTInews
  9. ^ "The Whole Wide World's Got Talent",
  10. ^ "Showcase Festival Nouvelle Prague" (in Czech), The International Federation of the Phonographic Industry (IFPI), Czech Republic
  11. ^ "Contacts", Nouvelle Prague
  12. ^ "Danny Keir joins Sound Diplomacy”, Music Week
  13. ^ “Sound Diplomacy hires Danny Keir and expands its client base”, Record Of The Day
  14. ^ “Executive Shuffles: Columbia, Syco, Republic, Sound Diplomacy, Words & Music”, Digital Music News
  15. ^ "Danny Keir joins Sound Diplomacy”, Music Week
  16. ^ “Sound Diplomacy hires Danny Keir and expands its client base”, Record Of The Day
  17. ^ "WUF 9 - The Ninth session of the World Urban Forum". WUF 9 – The Ninth session of the World Urban Forum. Retrieved 2018-10-30.
  18. ^ "Launching a white paper on music and tourism: Music is the new gastronomy - Conferences - WTM London". 2018-10-26. Retrieved 2018-10-30.
  19. ^ "musicinsociety". Retrieved 2018-10-30.
  20. ^ "Creative Entrepreneurs sponsored by the British Council” Archived 2013-12-20 at the Wayback Machine, The Hospital Club
  21. ^ "The Hospital Club 100 list 2013”, The Guardian
  22. ^

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