Sam Jones
Lecturer in Music Business and Management
I am an educator, creative producer & music consultant based in Cornwall and working internationally with extensive experience across academia and the global creative industries, I have designed and led undergraduate and postgraduate programs in music business, cultural heritage, and creative industries at institutions including Falmouth University, Kings College London, SOAS, and ICMP.
Beyond academia, I am an award-winning producer, event curator, and cultural strategist, having worked with organisations such as the PRS Foundation, British Council, Goethe-Institute, and the BBC. My leadership spans major international music projects, cultural heritage initiatives, and policy advocacy, securing over £3 million in funding for grassroots music projects in the arts. And I'm a board member of Creative Kernow, where I actively shape the sustainability of grassroots music and cultural projects across Cornwall.
I am a Non-Executive Director at The Cornish Bank, advising on grassroots music strategy, and the founder of the Music Halls Project, a not-for-profit initiative repurposing historic public spaces for performance, bridging contemporary music with architectural and cultural heritage.
I have produced internationally recognised records, including Songlines Best Album of 2021 (Africa & the Middle East), and led major cross-cultural projects, such as the Falmouth-Venezuela collaboration, bringing together Cornish and Venezuelan folk artists.
My work spans live music production, festival curation, and international collaborations, having partnered with XiX Entertainment, the BBC, and global artists including Mulatu Astatke, Arctic Monkeys, Corinne Bailey Rae, Soweto Kinch, and Dele Sosimi. I have curated performances at Sauti za Busara, Doa-Doa, Africa Oye, and Shambala, while also producing large-scale events such as Africa Express at the Borough of Culture 2019.
In the field of cultural heritage and digital media, I have co-managed decolonising the archive projects with the British Library and British Council, engaging artists from East Africa, Malaysia, and Nepal in reinterpreting historical recordings. My curatorial work focuses on heritage-driven music events and installations, fostering discussions on music’s role in cultural sustainability.
External Links
Qualifications
Qualifications
| Year | Qualification | Awarding body |
|---|---|---|
| 2016 | MA Anthropology of Development | SOAS |
| FHEA - Fellowship | Advance HE | ||
| BA (Hons) Music Technology - 1st Class Honours |
Honors and awards
| Year | Description |
|---|---|
| 2021 | Siti Muharam - Songlines Best Album of 2021 (Africa & the Middle East) |
| 2020 | Guardian Music awards Best Album on the Month |
| 2009 | Arts Council Grassroots Music Funding |
| 2008 | British Council Project Funding Uganda/Tanzania/Kenya/Nigeria/Lebanon/Venezuela |
| PRS Foundation Music Funding
|
Membership of external committees
Creative Kernow - Board Member, Redruth 2000 - Board MemberResearch Interests
Research interests and expertise
My research explores the intersection of cultural policy, artistic practice, and global cultural relations, with a particular focus on how artistic freedoms are negotiated when international funding structures shape creative projects. I am especially interested in the role of cultural relations organisations in international touring and festival management, examining how funding from the Global North facilitates events in the Global South.
Beyond this, my expertise spans key areas of the music business, including:
- Business establishment and entrepreneurship in the creative industries
- Global perspectives on the music business, with a focus on cross-cultural collaboration
- Finance and legal frameworks within the music sector
- Team building and leadership in creative organisations
- Live events production and management, particularly in grassroots and international contexts
- Professional engagement and industry relations
I am interested in supervising research in these areas, particularly projects that explore cultural policy, live music ecosystems, and the socio-economic dynamics of international music industries.
My research interests align with cultural heritage, artistic practice, and community engagement, particularly in music. Through my work, I have actively explored how music serves as a vehicle for social transformation, identity formation, and cultural sustainability. My experience in leading large-scale music projects—including securing over £100,000 in funding for arts education and cultural infrastructure—demonstrates my ability to undertake substantial research and project management. I have conducted action-based research focusing on cultural industry commodity and value chains, including mapping recording studio infrastructure in East Africa, funded by HIVOS.
Additionally, my involvement with heritage-focused projects, such as securing over £3 million from the Heritage Lottery Fund for music venue development, underscores my capability in research-driven initiatives that bridge academia and industry. My leadership in these areas indicates my preparedness to contribute to critical discussions around music, cultural heritage, and sustainability.
Research Outputs
Publications and research outputs
Externally funded research grants information
| Collaborators | Currency | Funder | HESA Category | Project title | Value | Year ending | Year starting |
|---|---|---|---|---|---|---|---|
| GBP | British Council | CALIPSO-DE-EL-CALLAO | Just under £70,000 | 2025 | 2024 |
Teaching
Areas of teaching
- Music Business and Entrepreneurship
- Creative regenerative Arts Practice
- Artist and repertoire (A&R) development
- Music marketing and branding strategies
- Industry structures and professional practice
- Cultural and Heritage Studies
- Cultural sustainability and community engagement
- Heritage-focused arts and music venue development
- Project and Event Management
- Arts and culture festival leadership
- Fundraising and grant applications for creative projects
Policy engagement within Cornwall
Engagement with organisations which contribute to the development of educational, cultural or socio-economic policies in Cornwall
- Board Member of Creative Kernow - Cornwall's key creative industries organisation - NPO
- Board Member and non-Executive Director of Cornish Bank - Cornwall Based Music Venue
- Board Member of Redruth 2000 - Redruth's key creative development organisation
Business Engagement
Business engagement case studies
As part of my university role at Falmouth University, I have worked closely with Arts Council England (ACE), British Council, Lowender, ASONE and The Cornish Bank to develop and expand Cornwall’s world and grassroots music offering. This engagement has involved strategic planning, capacity-building, and direct support in funding applications to enhance projects sustainability and cultural impact.
Key Activities:
- Strategic Partnership Development: Facilitated meetings between projects stakeholders, establishing a clear action plan to strengthen the grassroots music ecosystem in Cornwall.
- Organisational Mapping and Partnership Strategy: Conducted a mapping exercise with organisational directors to identify additional potential partner organisations with Cornwalls music ecosystem, exploring collaborative opportunities to expand services and audience engagement.
- Funding Application Support: Led sessions on integrating strategic objectives into competitive funding bids, improving the businesses ability to secure financial support.
- Income Diversification and Skills Development: Worked with the businesses and non-profits to identify opportunities for masterclasses and alternative revenue streams, embedding these initiatives into funding proposals.
- Mentorship and Capacity Building: Delivered advisory sessions with leadership and programming teams, focusing on grant-writing strategies and business development.
- This collaboration demonstrates significant impact by strengthening businesses and charities operational resilience, expanding opportunities for artists, and securing new funding pathways for Cornwall’s music sector. The work can be developed further as a full case study on how universities can drive local cultural infrastructure and economic sustainability.
Professional Engagement
Engagement with professional associations and societies
I've worked with the Music Venue Trust and engaged with PRS through the live work I do. I often receive grants from the Arts Council and the British Council.
