As VP of Global Commercial Partnerships, Nicki Shamel is responsible for leading AWAL’s digital strategy with DSPs, including Apple Music, Spotify, YouTube Music, Amazon Music and other established global players.

Shamel and her team are at the forefront to deliver the most competitive results and secure prominent visibility with playlisting, online and out of home marketing, and live events across multiple global platforms -- all in order to enhance the careers of the biggest independent artists in the world.

Shamel joined AWAL in 2017 as New York based Dir. of Digital Sales, where her global marketing experience and strategic foresight quickly elevated her to Sr. Director in her first year. Soon after, she was upped to VP and relocated to Los Angeles to oversee strategy. Prior to AWAL, Shamel spent seven years at Sony Music in various international roles including digital marketing, marketing, and digital sales. She began her career at Primary Wave Music in New York.

Nicki earned Bachelor's degrees in both Music and Advertising & Public Relations from Loyola University Chicago.