Laura Simpson - CEO & Founder 

Laura has been an avid live music fan since she was 14, going to all-ages shows and then eventually taking photos of her favourite artists, including the cover shot of Joel Plaskett's Truthfully Truthfully album.

Laura spent seven years working at Music Nova Scotia in communications, export development and artist support. In 2015, Laura mentored with Livia Tortella of Black Box (formerly president of Warner Brothers Records) in Los Angeles. There, she took cues on how one of the most innovative music companies was adapting to major changes in the largest music market in the world. As a result, The Syrup Factory methodology is uniquely created to develop effective digital marketing, comprehensive strategy and brilliant artist branding.

For more on Laura visit "Our Founder" 



Sarah Jamer- Director of Artist Strategy

Sarah's first album was Tom Petty’s Full Moon Fever and her first concert was The Rolling Stones. She grew up with family kitchen parties and tap dancing to the The Rankin Family. 

Sarah holds a Bachelor of Commerce degree from the Sobey School of Business at Saint Mary’s University as well as a diploma in Business Administration from the Nova Scotia Community College. She has a diverse background in sales, marketing and entrepreneurship that brings a unique perspective when working with artists. In 2015, Sarah met Laura Simpson, Founder of The Syrup Factory and started dipping her toes into the music industry in Nova Scotia. Fast-forward through two years of independent consulting with The Syrup Factory and Sarah is now the in-house Director of Artist Strategy. In this role she leads strategy development to help artists better connect with their audiences.

A believer in entrepreneurship, Sarah supports artists in developing their entrepreneurial side while maintaining their artistic integrity to maximize revenue potential. She does this by focusing on project based work designed to give artists the support they need through special projects and career changing moments.



Sara Russell - Artist Services Assistant

Sara has lived in Halifax ever since moving here from England when she was 13, and lived out her teens years watching punk shows at the Pavilion. Her first cassette tape was Very Necessary by Salt ’n’ Pepa when she was 7, and her favourite concert was watching Nick Cave in an old theatre in Brooklyn (life changing).

As a NSCAD graduate, Sara has an affinity for anything creative. After leaving a successful career in retail management and visual merchandising, her skills were quickly rewarded with her currently held positions as the Marketing Manager for both Halifax Jazz Festival and Halifax Pop Explosion.

Sara started work with the Syrup Factory this spring, where she helps artists reach their marketing and advertising goals, as well as supporting with graphic design and web development skills.


Jill Chappell - Publicist

Jill Chappell's soundtrack has always been filled with east coast music growing up on Rita MacNeil, The Rankin Family, Great Big Sea and traditional folk tunes.

She studied Theatre and Voice at Dalhousie University then went on to work with Shakespeare by the Sea and Mermaid Theatre of Nova Scotia. Her love of performing eventually led to the small screen after studying Radio & TV Arts at NSCC.

As a host of Global Halifax's Morning News, Jill interviewed musicians at every stage of the game with a focus on emerging artists. Some of her most memorable guests include Ria Mae, Royal Wood, Tegan & Sara & Dan Kanter. Jill is a two-time East Coast Music Award Nominee and two-time Music Nova Scotia Award Nominee as a media personality.

Jill has juried for Music NS, hosted Nova Scotia Music Awards & Raise a Little Help fundraisers. In 2017, Jill began working as a publicist for The Syrup Factory, using her reach and trust within the media world to help propel artists into the public eye.


Krista Keough - Funding and Business Development

A good song should make you want to dance, cry, or make love – and Krista loves music for these reasons. The music scene in Halifax and the East Coast is near and dear to her heart. 

Krista Keough maintains many different roles as a professional in the business community and creative industries in Nova Scotia. With 15 years of experience in marketing and communications, Krista focuses on business development, strategic planning, writing grants, plans, proposals, and copywriting for digital content. Krista sits on the board of directors for Music Nova Scotia and is an instructor in the School of IT & Creative Industries and the School of Business at NSCC Waterfront.