Hannah Oman
Marketing and PR Executive, DF Concerts and Events
Bio
From SAE Glasgow to major festival campaigns
SAE Glasgow Music Business alumna Hannah Oman has quickly built an impressive career in the live events industry, now working across major campaigns for some of the world’s most recognised artists and festivals.
After graduating in 2022, Hannah secured a role at DF Concerts and Events, Scotland’s largest live music promoter, delivering over 1,000 shows each year. Her journey with the company began while she was still studying at SAE, starting as an intern before moving into a full time role immediately after submitting her dissertation.
Her early experience as a Business Support Assistant gave her a broad understanding of the live events industry, particularly across customer experience and accessibility at scale. This foundation proved invaluable, offering insight into how large scale events operate behind the scenes.
An opportunity soon opened within the Marketing and Communications team, where Hannah transitioned and has continued to progress ever since. Moving from Assistant to Co ordinator, she now works as a Marketing and PR Executive, managing campaigns across a diverse portfolio of shows.
Today, Hannah leads marketing activity for everything from intimate club gigs to major arena performances. In recent months, she has delivered campaigns for artists including Fred Again.., Zayn, CMAT, Geese and Amble, alongside contributing to wider PR campaigns across DF Concerts’ events calendar.
One of her standout moments came from working on Chappell Roan’s rise, supporting her first headline show in Glasgow before continuing to work on campaigns as the artist progressed to major headline performances in Edinburgh the following year.
“It’s incredibly special to be even a small part of an artist’s journey from those early stages through to major headline shows,” she says.
Hannah has also played a key role in campaigns for Country to Country Festival in Glasgow, an event she first attended as a fan in 2015. Now working behind the scenes to bring the festival to life, the experience has come full circle.
Building a career through hands on experience
Hannah credits SAE with giving her the practical experience and confidence needed to step straight into the industry.
Through opportunities to create and manage real events during her studies, she developed skills that translated directly into her role today. Just as importantly, the collaborative campus environment helped her build lasting relationships that continue to support her both professionally and personally.
Advice for future students
Hannah is clear that success in the industry comes down to mindset and work ethic.
“Be prepared to work hard. The course is fast paced, but so is the industry, and it really prepares you for managing pressure and deadlines.”
Her advice to current and future students is to make the most of every opportunity available:
“Try as many things as possible. There are so many different paths in this industry, and your time at SAE is the perfect chance to explore them. Once you find what you enjoy, follow that direction with confidence.”
Study Music Business at SAE
At SAE, our Music Business courses are designed to give you real world experience in marketing, events and the wider music industry.
You will learn by doing, building campaigns, working on live projects and developing the skills needed to succeed in a fast moving, competitive industry.
Ready to start your journey? Enquire today or visit an SAE campus to see it for yourself.
