WHAT WE DO
HOW WE DO IT
AMPLIFIED is a socially conscious record label that gives a platform to extraordinarily talented songwriters and musicians from crisis zones around the world. We make music that transforms lives.
AMPLIFIED facilitates music collaborations between local musicians and internationally renowned artists to highlight countries in crisis and bring their stories into the public consciousness. We build global awareness through major collaborations with a humanitarian message.
AMPLIFIED’s goal is to showcase and support diverse cultures and inspiring communities. Our mission is to provide an opportunity for our artists and partners to inspire, raise awareness and create real, everlasting change. A percentage of all profits will support music projects in crisis zones.
SERENE SASS - FOUNDER
Serene Sass is the founder of AMPLIFIED. Serene was the Vice-President of Licensing (Europe, the Middle East and Africa) for Warner Music Group, as well as being a lifelong supporter of music. She is a respected DJ who is committed to providing support to communities through the healing power of music.
RA'ED KHAN - BIG DOG
Ra'ed Khan is the big dog at AMPLIFIED. Ra'ed oversees operations at Amplified and looks after our partnerships. Apart from steering Amplified alongside Serene, Ra'ed also heads up a non-profit, Road to Freedom, helping and supporting refugees all across the world.
KWAME KWATEN - A&R
Kwame Kwaten handles A&R at AMPLIFIED. Kwame looks after our artists and works with Ra'ed to scout new and exciting international talent. Kwame is also the co-chair of the Brits Diversity Committee, vice chair of Music Managers Forum and MD of Ferocious Talent, an artist services company.
JASON KWAN - HEAD OF DIGITAL
Jason Kwan looks after our digital media at AMPLIFIED. Based in London, Jason is a glam-pop singer-songwriter, writing music that champions under-represented narratives. He also works as a youth engagement co-ordinator at an lgbtq+ charity supporting young people who are experiencing homelessness in the UK. He is an active campaigner for lgbtq+ and PoC rights.
CHANEL JOHAL - SENIOR PROJECT MANAGER
Chanel Johal is the Senior Project Manager at AMPLIFIED. Chanel has worked for both Warner Music and BBC Studios across a wide range of creative media campaigns. Her deep appreciation for music expands across genres from Hip-Hop to Heavy Metal, to everything in between. You will most likely find her at a music festival, on a yoga retreat, at home painting, or campaigning for various human rights issues.