Sina Hall has been working in the music business for almost 25 years. She began her career as an intern at a local promoter while studying Marketing and Event Management, before moving into booking and international live music.

She spent almost five years at Dirk Becker Entertainment, working on international and domestic arena and stadium shows. In 2013, she joined Semmel Concerts, leading international relations and live formats with brands including Red Bull and The Walt Disney Company. In 2019, she became Head of International.

Throughout her career, Sina has focused on artist development, strategic brand building, innovative formats, and international collaboration. In 2018, she created Sound of Nashville and became Head of the Country to Country (C2C) Festival in Berlin, which launched in 2019 and has since grown its presence in Germany.

She has now joined AEG Presents Germany as Senior Promoter, leading the newly established German office.

Sina is chair of the international CMA Task Force and serves on the CMA Board of Directors. She received the Jo Walker Meador International Award in 2024, was recognized in Pollstar’s Women of Live 2026, and was nominated for a CCMA Award in 2026.