Sarah El Miniawy runs Simsara Music PR & Management, working closely with an intimate roster of artists and organisations at the forefront of independent music in the Arab world, including Nadah El Shazly, Maurice Louca, Nancy Mounir, Maryam Saleh and Kamilya Jubran.

She developed her PR experience working for the Barbican Centre for eight years whilst pursuing a master's degree in music and anthropology at SOAS.

Born in Algiers to an Algerian mother and an Egyptian
father, she was raised between the two countries before moving to London in 2005. Sarah is currently based between Cairo and London, producing events, residencies & collaborations alongside managing the agency and its roster.