Amie True is a young musician and entrepreneur whose unique blend of artistry and vision is captivating audiences and creating waves in the music industry. At just 21, Amie has not only mastered classical instruments like the harp but has also positioned herself as a cultural ambassador, using music to bridge divides between the East and West. Her passion for exploring diverse musical traditions, particularly from the Middle East, alongside her entrepreneurial spirit, reflects a deeper purpose: to bring people together through the universal language of music. Her journey, marked by hard work and unwavering commitment, is a testament to the power of following one’s passion while embracing new cultures.
The Sound of Inspiration: A Journey from Classical Roots to Modern Entrepreneurship
For many artists, the path to discovering their musical identity begins early. For Amie True, music has always been more than just a passion; it was woven into the fabric of her daily life from a young age. Her early experiences with piano and classical opera laid a foundation, but it was an encounter with the harp that truly ignited her journey. This rare instrument left a lasting impression during a visit to an orchestra, an experience that shaped her musical path.
A key figure in her journey has been her mother, who played an instrumental role in encouraging her to pursue music. From as early as three years old, Amie was involved in the performing arts, starting with ballet. Her mother recognized her natural love for performing and sharing that joy with others, fuelling her desire to make people happy through her artistry. This connection between performance and bringing happiness to others became a defining feature of her artistic philosophy.
Her first time on stage was at just three years old, and by eight, she had begun formal piano lessons. Her passion for singing developed later, around the age of sixteen, when she started training in opera while also balancing her academic commitments. This period of her life, particularly during the lockdown five years ago, was marked by intense focus and dedication. During that time, she devoted up to eight hours a day to mastering the harp while also studying for her A-levels.
Today, Amie is a multifaceted artist and entrepreneur. Her deep commitment to music, shaped by years of discipline and passion, has blossomed into a career that blends artistic expression with entrepreneurial pursuits. The values of joy, connection, and hard work—instilled in her from a young age—remain at the core of her work, inspiring both her audience and those she mentors.
Discovering the Harp: A Moment of Musical Awakening
For Amie, her first encounter with the harp was a life-changing experience. Accompanied by her mother, a lover of the arts, she attended an orchestra performance that would shape her musical journey. Her mother had always encouraged her to explore the world of music and entertainment, perhaps making up for opportunities she herself hadn’t had while growing up. Music had become a deep obsession for Amie, and the harp, in particular, left her in awe during that concert. It was a powerful, emotional moment that made her recognize the profound impact music can have on the soul.
This experience sparked a broader appreciation for various musical traditions. While her early training was rooted in classical Western music, her curiosity expanded to include different cultural traditions, such as Arabic music. This cross-cultural interest played a significant role in shaping her artistic vision, particularly her desire to bridge the gap between Western classical music and other musical cultures.
Her formal academic journey began with a degree in Music and English at Royal Holloway, where she graduated in May 2024. During her time there, she not only honed her musical skills but also built the foundation of her brand as a harpist. In her first year, she underwent rigorous harp training with a mentor who became a major source of inspiration. This guidance helped her realize that pursuing the harp as a career was a real possibility. In her second year, she took a leap by sharing videos on social media and marketing herself as an artist.
Over the last two years, Amie has dedicated herself to growing her presence as a harpist, using consistent promotion and a strong belief in her abilities. Her commitment to her craft and brand has propelled her forward in a short amount of time, demonstrating the power of self-belief and persistence. Through her journey, she has remained true to her passion, always staying grounded in her love for music while breaking barriers and pushing limits.
Pursuing Passion: Bridging Traditions Through Music
“I really believe deep down in my consciousness that you can do anything you put your mind to. The beauty of life is when you are truly living your purpose. It’s when you go all in with something, push past the limits others set for you, and follow your heart’s desire. That’s when you’re living for something greater, and that’s what makes you fall in love with life.” Amie True
In a world where many people find themselves guided away from their true passions, Amie chose a different path. Recognizing early on that passion can easily be pushed aside in favour of more conventional career routes, she decided to focus on building her future while still studying, knowing that starting early would put her in a much stronger position by the time she graduated. Her determination and deep belief in her own potential became the driving forces behind her success. This mindset at an early age, rooted in the conviction that anyone can achieve their goals if they truly commit, shaped her career and artistry.
While balancing intense harp training and academic studies, Amie invested in her passion, including long hours of practice, late nights in the library learning about the origins of the harp in ancient cultures such as Egypt and Persia, and dedicated continuous learning about music in different cultures. Throughout her academic journey, she developed an interest in musicology, which opened her eyes to a broader range of musical traditions beyond the Western classical canon she had been taught in school. This was a pivotal moment in her development as an artist, sparking a desire to explore and integrate other musical cultures into her work.
“Music has the power to eradicate differences and unify us; it’s a universal language that bridges divides rather than separates. My mission is to challenge the notion that only Western classical music is valid, and instead, I aim to fuse Eastern and Western traditions, using my experiences to create a harmonious understanding that transcends cultural boundaries.” Amie True
One of her key revelations came through her discovery of Arabic music, with its unique scales, microtones, and formations, which differed significantly from the Western classical tradition. It was during her time at university that she began to question the euro-centric focus of music education, which often emphasizes classical composers such as Beethoven and Mozart while overlooking other cultural traditions. This realization led her to a new mission: to bridge the gap between Eastern and Western music and to break down the cultural divides in the musical world.
Her travels, particularly to places like Cuba, further deepened her understanding of the unifying power of music. She came to see music as a universal language that transcends differences and connects people on a deeper level. This understanding became central to her mission as a musician. Her purpose is not only to create beautiful music but also to use her art as a way to foster unity and understanding between cultures. She is committed to fusing Eastern and Western classical traditions, finding ways to merge these diverse musical worlds and challenge the boundaries that have long separated them.
This mission has become her lifestyle, a driving force that shapes every aspect of her life. By aligning her music with a higher purpose, she has found fulfilment in both her personal and professional life. Her goal is not just to perform but to spread love and connection through her music, inspiring others and contributing to a greater good. Through her journey, Amie has found that living with purpose is what makes life truly meaningful, and her music is the vehicle through which she shares that purpose with the world.
Crafting the Perfect Soundtrack: A Tailored Approach to Music Selection
We asked Amie if she can describe her artistic process when preparing for a prestigious event? And how does she select the right songs. Her answer highlighted her talent in reading people and identifying what makes them happy very early.
When it comes to selecting music for events, Amie offers a flexible and personalized approach. Whether working with specific client requests or recommending a tailored playlist, she understands the importance of creating the perfect musical atmosphere. Her expertise in sight-reading allows her to seamlessly accommodate special requests, ensuring that every detail is executed flawlessly, especially during pivotal moments such as weddings.
For weddings in particular, she recognizes the sentimental value of the music. The right song can heighten the emotion of a ceremony, adding a layer of depth that stays with people long after the day has ended. From watching brides walk down the aisle to witnessing grooms overcome with emotion, Amie knows that music has the power to enhance these unforgettable moments. She takes great care to select songs that resonate deeply with couples, ensuring the soundtrack of their special day is as meaningful as the event itself.
For clients who prefer guidance, she draws from her extensive knowledge and experience to craft playlists that best fit the occasion. In more collaborative settings, such as brand events for the fashion or automotive industries, Amie creates bespoke compositions that reflect the identity of the brand. Her versatility enables her to tailor music to suit any event or corporate environment, blending her artistic flair with the vision of her clients.
Whether curating a playlist for a couple’s most special day or designing a soundscape for a brand’s image, Amie approaches each project with care and creativity. Her ability to adapt to both personal and corporate events speaks to her deep understanding of the power of music to make lasting impressions. For some wonderful samples of Amie’s list, check out this dedicated page in her website.
From Passion to Purpose: Building a Music Brand with a Vision
At the age of 21, Amie is the CEO of her company Amie True Music. Established in competitive London, for Amie, turning a deep love for music into a successful business was an organic process, driven by purpose and a desire to give back through her art. Her journey began with a passion for music that wasn’t just self-serving, but one that she believed had the power to uplift others. With this vision in mind, her steps toward building a brand unfolded naturally. Starting with marketing her performances through social media, she began networking and connecting with people in the industry, sharing her talent and gradually building momentum.
Her first concerts sparked an immediate sense of fulfilment and excitement, fuelling her desire to keep performing and expanding her reach. Day by day, as more people recognised her talent, opportunities grew, and what began as a few small performances soon evolved into larger events, and as her reputation grew, so did her belief in the potential of her brand.
One of the key elements of her success was thinking outside the box. Amie knew she didn’t want to be seen as just a traditional harpist, but rather as an artist with a broader mission. Her vision was to create something that transcended the typical, aiming to leave a legacy that pushed the boundaries of cultural and musical expectations. A core aspect of this mission is using music to break down cultural barriers, particularly bridging Eastern and Western musical traditions. She believes deeply in the power of music to unite people, and this belief has been central to her brand’s growth.
Form the Royal Family to Hugh Grant, Amie has performed for the best of the best in the London scene. Performing in prestigious venues, including royal events and exclusive locations like the iconic Windsor Castle and the Tower of London gave her a unique platform to showcase her talent. Navigating the logistical challenges of these high-profile events, from strict security protocols to narrow staircases, added excitement and a sense of accomplishment to her performances. Amie has also performed in the most luxurious hotels in London including the Savoy, the Claridges, and the Four Seasons.
Beyond the classical setting, Amie has also ventured into modern and unconventional spaces. Collaborating with luxury brands, such as Lotus, Jimmy Choo, Swedish automotive company Koenigsegg and Saudi giant Aramco, she brought her unique take on the harp into showrooms across London. This collaboration highlighted her ability to blend craftsmanship with modernity, offering a fresh perspective on the instrument. Her mission is to break the stereotypes surrounding the harp, traditionally seen as a classical instrument, and to show its versatility across genres, including hip hop, R&B, and even contemporary popular music.
Through these innovative performances, she has proven that the harp can transcend its traditional role and adapt to a wide range of musical styles and cultural traditions. Whether performing modern arrangements of artists like Dr. Dre or creating fusion pieces that blend Eastern and Western musical elements, she consistently pushes the boundaries of what the harp can do. Her mission is not just to perform but to redefine how people see this instrument and its potential.
This vision of breaking musical stereotypes and pushing creative limits has become the foundation of her brand. By merging her love for the harp with modern genres and diverse cultural traditions, Amie continues to build a business that is both innovative and deeply connected to her purpose.
Creating a Platform for Talent: The Journey Behind the Agency
Given Amie’s talent, purpose, and success as a musician, it was not a surprise that this young lady would take her ambition to the next level and venture into a business with a clear vision, creating Amie True’s Agency at the age of 21.
The inspiration behind Amie’s agency stemmed from a clear demand that emerged organically over time. Recognizing a need when repeatedly asked by clients to recommend musicians for events, she saw an opportunity to create something that could fill this gap in the market. Her entrepreneurial instincts kicked in, and she decided to form an agency—a one-stop shop for clients’ musical needs, bringing together a carefully curated selection of top-tier talent. With her strong connections and exposure to the London music scene, Amie assembled a network of the best musicians in the city, covering every genre and instrument. These were people she had either worked with directly or seen perform at various events, allowing her to confidently vouch for their skills.
The agency also has a clear mission: to support fresh, young talent. Many of the musicians are at the start of their careers, and Amie is committed to helping them navigate the challenging world of music. One of her core beliefs is that musical talent alone isn’t enough to build a successful career; musicians must also understand the power of marketing and personal branding. She finds it unfortunate that many artists struggle to create sustainable careers simply because they lack these business skills, and she aims to change that.
Having gone through the process of building her own brand, Amie understands the importance of taking action—even when you’re not fully ready. Reflecting on her own journey, she acknowledges that she didn’t have all the answers when she first started. From building her website to posting her initial videos on social media, everything was a learning experience. But her willingness to take risks and embrace imperfection helped her grow quickly. For her, it’s all about taking that first step, without waiting for the perfect time or fearing failure. This mindset, she believes, is what separates success from stagnation.
The agency’s broader mission goes beyond just providing a platform for musicians. Amie has plans to introduce a marketing division alongside the music agency, helping creatives not only with their art but also with the skills they need to market themselves effectively. Whether musicians want to partner with an existing brand or create their own, her goal is to equip them with the tools to do so. She sees this as a way to share the knowledge she’s gained and empower others to build successful careers in the industry.
Ultimately, the agency is about much more than booking musicians for events—it’s about fostering a community of young talent, giving them the resources and guidance they need to thrive. Amie believes deeply in the power of music and the importance of supporting emerging artists, not only through opportunities but by teaching them how to turn their passion into a sustainable business. Her journey serves as living proof that with the right mindset and determination, success is achievable. Beyond the UK, Amie sees the potential of expanding her agency globally and leveraging her network and collaborations to bring cultures together through creativity in music.
The Role of Social Media in Building a Brand
When it comes to the success of her music business, Amie credits a significant portion to the power of social media and marketing. “It’s just the way business is done now,” she explains. In the early stages, platforms like Instagram and LinkedIn, alongside her website, played a critical role in getting her first bookings. From there, she was able to market those events, which created a snowball effect, growing her online presence and building a community of loyal followers. “It’s really part of personal brand building,” she adds, acknowledging how important it was for establishing herself in the industry.
Now that her business is more established, Amie notes that word-of-mouth referrals and her growing reputation in London have become major drivers of new opportunities. However, she’s clear that none of this would have been possible without the strong foundation she built through social media. “Without that initial online presence, I wouldn’t have had the chance to grow to this point.”
When it comes to specific platforms, she emphasizes that Instagram and LinkedIn have been her go-to channels. While she acknowledges the success some musicians find on TikTok and YouTube, her clientele, largely comprised of professionals, makes LinkedIn especially valuable. “For me, LinkedIn works because it’s where the business decision-makers are,” she explains, adding that TikTok’s younger demographic, while great for visibility, doesn’t necessarily align as closely with her target audience.
That said, Amie is constantly learning and adapting her strategies. “I think if you know how to use these platforms correctly, they can really expand your network and grow your brand.” For her, it’s about staying open to new tools and trends, while focusing on the platforms that best connect her with her desired audience.
Bridging East and West: A Vision for the Middle East
Amie has a deep passion for bridging the gap between Western classical music and the rich musical traditions of the East, a mission that was first sparked during her ethnomusicology studies. “There’s too much of a gap between Western classical music and all the other incredible musical worlds out there,” she says. Her vision is to unite these traditions, starting with the Middle East. With many friends from the UAE, Saudi Arabia, and Lebanon, she’s developed a strong appreciation for Middle Eastern culture and sees this region as a key part of her future.
This desire to expand into the Middle East also stems from Amie’s lifelong habit of pushing boundaries. “I’ve always liked challenging myself, doing new things, and moving forward. I don’t believe in comfort zones,” she explains. Just as her travels to Cuba deeply influenced her perspective on music, she believes that exploring the Middle East will offer new insights and opportunities to learn and grow. “It’s about what I can learn there that might change my perspective again,” she says, emphasizing how travel shapes her personal and professional journey.
Her goal is to expand her music agency into major cities across the Middle East and beyond. She envisions creating a global community of musicians who genuinely believe in the power of music to unite cultures. “I want to represent artists in every major city and help them build successful careers,” she says, highlighting her desire to foster a diverse, global music community. On a deeper level, she wants to bring together musicians from different cultures, organizing concerts and festivals that feature a fusion of musical traditions. “Music is one language, but there are so many forms of it,” she says, envisioning a future where Eastern and Western musicians play together, creating something entirely new.
In her long-term vision, she even dreams of forming a massive orchestra that blends Western classical instruments with Arabic ones like the qanun and oud, creating a powerful fusion that bridges both musical worlds. “It’s about creativity and connection, bringing people together through music,” she says, excited about the potential for this cross-cultural collaboration.
Conclusion
Amie True is a remarkable example of what can be achieved when talent, purpose, and entrepreneurial drive converge. Her mission to unite cultures through music is not only reshaping perceptions of the harp but also pushing creative boundaries in the music world. With her growing success and passion for breaking stereotypes, she is well on her way to creating a lasting legacy. Through her brand and her agency, Amie is building a platform for young talent while contributing to a global conversation about unity and cultural connection through music. We can’t wait to see how this young high achiever progress as she disrupts the world of music with both her creativity and sense of purpose.
Note: Since we met with Amie to build this feature, she has played in Dubai, St Tropez, as well as many prestigious events in London.
