Amplify to
Empower
Our Story
Snap & Boom was founded in 2014 by Tiéce Edwards with a focus on delivering creative services and strategic solutions for the entertainment industry. Our first major project supported emerging model Chiedza Mhosva, helping her realise her vision of becoming a runway model by creating a strong, portfolio-driven brand identity on a limited budget and building her confidence and professional positioning. Mhosva subsequently went on to become Miss Zimbabwe 2017, marking a significant milestone for both her career and Snap & Boom’s early impact.
In 2020, Snap & Boom rebranded to focus specifically on music, driven by a commitment to addressing representation gaps and supporting emerging creative talent. Since launching full-time as an artist development agency in 2023, we have worked with artists, labels, venues, and strategic partners on campaigns and initiatives that deliver meaningful, lasting impact. Our mission is to build sustainable opportunities for our clients while championing diversity and amplifying underrepresented voices in the music industry.
Through artist and brand development services, strategic workshops, and community-focused initiatives, we strive to shape an ethical, authentic, and forward-thinking music landscape — one that supports creative growth, commercial opportunity, and cultural inclusion..
Meet the founder
Tiéce Edwards
Founder and Executive Director of Artist Development
12+ years of Music Industry Experience
Tiéce has a diverse background in theatre, music, venue operations, and live event management. After receiving training in musical theatre in London’s West End, she transitioned to a career in music. Tiéce began her music career in 2012, working with the London Jazz Festival and the British Summer Time Hyde Park. Her experience includes working with artists such as Taylor Swift, Bryan Adams, Ed Sheeran and 50 Cent. In 2014, she relocated to the United Arab Emirates, where she continues to provide music and live event services to various stakeholders.
Since founding Snap & Boom, Tiéce has offered bespoke creative strategy, music marketing, management, mentoring, and artist development services to independent artists, music managers, and entertainment stakeholders. The agency has produced international music tours across the UK and South Asia and hosted local events such as the “Lights Mic Action” vocal retreat in Dubai, led by celebrity vocal coach and vocal director Jazmin Crumley. Tiéce has also delivered talks at high-profile conferences worldwide, spoken on radio, and served as a guest lecturer at respected music institutions. Additionally, she has been invited to design and deliver industry courses and workshops, sharing insights on artist development, emerging markets, and the evolving dynamics of the global music ecosystem.
She has been pivotal in shaping the infrastructure of the DIY music sector in the United Arab Emirates, contributing to community initiatives, strategic frameworks, and development opportunities that support independent artists and sustainable creative ecosystems.
Tiéce is deeply passionate about representation and aims to foster a music industry that is diverse, safe, accessible, and inclusive. Her work spans strategic development and education, with a focus on empowering underrepresented voices and building pathways for creative talent. Through industry collaboration and innovation, she continues to contribute to a more equitable and forward-thinking music landscape.
Tiéce holds a master’s degree in Music Business from Berklee College of Music, where she was honoured as the “Music Business Graduate Student of the Year.”
Music Business Events
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Music and Society: Fostering Belonging and Becoming | NYU Abu Dhabi | 2025
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Her Sound, Her Vision: Global Perspectives on Artist Development | Songtrust | 2024
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Music and Society: Fostering Belonging and Becoming | NYU Abu Dhabi | 2024
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More Than Music: Breaking Barriers in Music | London | 2024
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Berklee Music Summit: Managing The Artist Manager | Abu Dhabi | 2024
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She is The Music Online | 2023
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Fast Forward Conference | London | 2022
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African Music Business Dialogue | Ghana | 2022
Podcasts | Press | Interviews
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Dubai Eye with Helen Farmer
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TESTIMONIALS

