Nicki Shamel

Nicki Shamel serves as Head of TuneCore, US & Canada where she is responsible for managing the company’s talented artist roster and championing the TuneCore suite of products and services that support independent artists, including TuneCore Accelerator, TuneCore’s Advanced Trends and Analytics, and more. She also oversees a team of employees dedicated to artist acquisition, growth and development strategy throughout the United States and Canada and plays a key role in aligning TuneCore’s Artist Success and DSP Partnerships teams to better serve the company’s artists.

Prior to joining TuneCore, Shamel served as Senior Vice President at AWAL, where she built and expanded the Global Commercial Partnerships team, spearheading the company’s digital strategy across major DSPs including Apple Music, Spotify, YouTube Music, Amazon Music, and other key global platforms. In this role, she drove high-impact global partnerships and helped shape AWAL’s positioning in the streaming ecosystem and elevated the careers of Laufey, Jungle, and Little Simz, among others.

Shamel joined AWAL following seven years at Sony Music, serving in international marketing and sales roles. She began her career in digital marketing at Primary Wave Music and holds dual Bachelor of Arts degrees in both Music and Advertising & Public Relations from Loyola University Chicago.