Music-industry consultancy for the GCC and India.

FOUNDING DIRECTOR

Distribution · Retail · Market Development

Sam has spent more than three decades in the UAE's music education and instrument retail business. Since 2000 he has managed Popular Music Institute (now Thomsun Music Institute) and Sing & Swing Training Centre in Dubai: three music schools with about 1,800 students and more than 60 teachers and staff. He also runs three UAE retail showrooms carrying Yamaha, Fender, Bose, Line 6, Hohner, Genelec and other brands, so he knows how instruments are stocked, sold and serviced in the Gulf. Sam leads North Star's work in distribution, retail and brand partnerships.

FOUNDING DIRECTOR

Education · Examinations · Institutional Partnerships

Afshaan has worked with Trinity College London qualifications for more than two decades. As Trinity's Manager, Middle East since 2022, and its regional Specialist for Performing Arts and Communication Skills since 2014, she works closely with schools, teachers and examination centres across the region. Earlier, as Head of Communication at Dubai Modern High School (now GEMS Modern Academy), she led professional development across the GEMS group. She holds an M.A. from the University of Mumbai and the ATCL in Speech and Drama. Afshaan leads North Star's work in education, examinations and institutional partnerships.

DIRECTOR

Music · Brand & Product Development

Jonathan is a pianist, composer and music director who connects artistic practice with commercial strategy. Since 2022 he has been Managing Director of Vocal Studio Orpheus, Trinity College London's regional service provider, which runs assessments across nine countries, and he is Trinity's Music & Rock/Pop Specialist. He has composed sonic branding for Toblerone, performed for H.H. Sheikh Nahyan bin Mubarak Al Nahyan and A. R. Rahman, and led his school choir to victory at Choirfest Middle East 2019. At North Star he leads brand development, product strategy and education-linked retail.