Nikoo is responsible for training and campaigns at Music Ally. She is also involved in the research and development of new materials based on best practice principles for the global music business; working directly with leading global companies as well as cutting edge individuals and start-ups to develop methods and materials that help support growth and development in the rapidly changing sector.

Nikoo also writes for the Music Ally digital marketing publication, Sandbox, contributing editorial and insight into the developments in the changing market. Constantly up to date on the latest tools and trends, she also has hands-on experience marketing for a range of artists, Glastonbury festival and her own events company.