Snap & Boom builds a sustainable future for DIY artists

In the bustling and dynamic world of music, few individuals are as dedicated to fostering emerging talent as Tiéce Edwards. As the founder of Snap & Boom, a UAE-based platform committed to artist development and music business consultation, Edwards has carved a unique niche in the regional industry. Her journey, spanning over 13 years, underscores her unwavering commitment to supporting DIY artists, particularly those from underrepresented communities.

Edwards' career began in the live music sector, where she honed her skills in event production and artist liaison. "I started working in live music events, doing event production, a lot of artist liaison, working very closely with artists and their teams to make sure that the whole production went smoothly," she recalls. This hands-on experience provided her with an intimate understanding of the challenges artists face, paving the way for her subsequent roles in venue management and operations.

Her passion for supporting artists who often struggle to navigate the music industry led her to start consulting while managing a venue in Abu Dhabi. "I have a huge interest in the DIY sector and supporting artists that aren't often given platforms," she says. This interest blossomed into a formal pursuit when she completed her Master's in Music Business from Berklee College of Music during the pandemic. Armed with new knowledge and a renewed vision, Edwards officially launched Snap & Boom in September 2022.

Snap & Boom's mission is clear: to provide artist development tools to emerging and DIY artists, particularly those who feel marginalised within the industry. Edwards emphasises, "It's about helping artists maintain their status in the industry rather than just appearing and disappearing, building foundations so that they can have a lucrative career as well." Her dedication to creating more equality and diversity in the music industry is evident in every aspect of her work.

In addition to one-on-one consultations, Snap & Boom organises various community events designed to inspire and educate artists. Among these is the popular "Snack and Chat" series, which Edwards describes as "events that bring artists, music professionals and the local music community together to enjoy, network, and connect."

One of Snap & Boom's initiatives is to provide artists with enrichment experiences that inspire and motivate them. "The idea is for Snap & Boom to provide these different enrichment experiences for artists, to help them feel inspired, for them to learn something, and just to keep them motivated as they grow in the music industry," Edwards explains.

Her dedication extends beyond mere consultation and events. She also manages artists directly, helping them navigate the complexities of the industry. Her current management role with an artist who toured India highlights her hands-on approach and personal investment in her clients' success.

The platform’s fist year marked the debut of their "Snack & Chat" events, designed to foster networking and collaboration among artists and music professionals. These gatherings have quickly become a cornerstone of the local music community, providing invaluable opportunities for connection and growth. In addition to these events, Snap & Boom has been at the forefront of supporting artist tours and creating strategic release plans for their talented roster of clients. Their efforts have not gone unnoticed, leading to significant collaborations, including a notable partnership with the SVP of International Marketing at Atlantic Records.

One of the most exciting highlights of the first year was Snap & Boom's invitation to attend music sessions at the legendary Abbey Road Studios. Snap & Boom also launched new business partnerships, further expanding their reach and resources. These partnerships have enabled them to advocate for more inclusive opportunities within the industry, particularly through The B-Side, their dedicated network aimed at celebrating and empowering underrepresented women in music. Among the many milestones, Snap & Boom hosted their very first vocal retreat, featuring the incredible Jazmin Crumley. This event provided a unique and enriching experience for participants, emphasising the platform's mission to inspire and educate emerging artists.

Snap & Boom has also joined forces with Cavo Music to bring HOMEMADE to life—an innovative online merchandise platform designed specifically for local artists. HOMEMADE is crafted to provide DIY artists with a seamless merchandise solution, empowering them to strengthen their artist-fan connections while opening up a fresh revenue stream. To celebrate the platform's launch, they hosted a series of artist discussions, known as HOMEMADE Chats, at the Dubai Ripe Market between December 2023 and March 2024. During these sessions, four local artists shared their musical journeys and showcased their work to a new and eager audience.

As Snap & Boom approaches its second anniversary, Edwards reflects on her journey with pride and optimism. Her vision for the future is clear: to continue building support for DIY emerging artists, especially in the UAE. "There is definitely more needed for the DIY infrastructure here, just to create platforms and opportunities for those who aren't necessarily signed to a label or affiliated with one," she notes.

Tiéce Edwards' story is one of passion, dedication and a relentless pursuit of equality in the music industry. Through Snap & Boom, she continues to champion the voices of those who often go unheard, ensuring they have the tools and support needed to thrive in the ever-evolving world of music.