Meet Tamsin Alawa

We were lucky to catch up with Tamsin Alawa recently and have shared our conversation below.

Tamsin , we’re so excited for our community to get to know you and learn from your journey and the wisdom you’ve acquired over time. Let’s kick things off with a discussion on self-confidence and self-esteem. How did you develop yours?

For me, confidence and self-esteem have come from a mindset shift—I try not to dwell on the things I can’t change and instead focus on improving the things that I can. Rather than seeing my insecurities as fixed flaws, I view them as areas of growth. This shift in perspective has helped me approach self-improvement with curiosity rather than self-judgment.

I’ve also learned that confidence isn’t about never having doubts—it’s about not letting those doubts take over. The more I focus on what I love about myself and lean into the things I’m passionate about, the more naturally my confidence follows. It’s an ongoing journey, but one that I embrace with an open mind.

Appreciate the insights and wisdom. Before we dig deeper and ask you about the skills that matter and more, maybe you can tell our readers about yourself?

I’m an independent artist and a recent Co-Founder of the artist development agency 10XADA. My journey has always been rooted in a genuine love for songwriting and creativity as a whole. While being an artist myself has been a great experience, I realized that it wasn’t enough—I wanted to help other artists on their journey as well.

As an artist, I’ve lived through the ups and downs of the industry, but as a Co-Founder and project manager—working alongside Roo Pigott and Michelle Worth-Kinghorn—I’ve developed a real passion for supporting artists. At 10XADA, our focus is on organic growth rather than chasing quick, temporary success. There’s something really rewarding about helping artists get their music heard in a way that’s meaningful and sustainable.

I’ve always enjoyed the creative process, especially in the studio. There’s something exciting about starting with nothing and leaving a session with even a rough idea of a track. Some emotions and experiences can’t always be fully expressed through conversation, but music and creativity offer another way to connect with them. Tam Alawa is my space for releasing the music I create (and continue to create) in these moments. It helps me stay connected to my own creativity while working on the business side of the industry.

This year, I made a promise to myself to continue my personal artist journey. After releasing my first track, Foundations, I’m committed to releasing another five songs this year. By doing this, not only am I strengthening my confidence in my own work, but I’m also deepening my understanding of myself—realizing that the only real obstacle is me. I’m excited to share my next track in April!

If you had to pick three qualities that are most important to develop, which three would you say matter most?

1. Strong Communication
As a Project Manager and Co-Founder, I’ve learned that communication is everything. If communication is weak, everything falls apart around you. It’s not just about being clear—it’s about being assertive, yet kind and genuine. Striking that balance can be challenging, but it’s essential. My advice for anyone developing this skill is to actively listen, express yourself with confidence, and always be mindful of how your words affect those around you. The best communicators are those who not only speak well but also listen well.

2. Open-Mindedness & Adaptability
I never initially saw myself working in Artist Development, but keeping an open mind allowed me to grow beyond my original vision. If I had stayed rigid in my idea of what I wanted, I might have never discovered that I find just as much, if not more, joy in this role than in being an artist. The key is to reflect, evolve, and stay curious—you never know where your path might lead. For those starting out, my advice is to be open to learning, seek out experiences outside your comfort zone, and understand that growth often comes from unexpected places.

3. Taking Action Over Perfectionism
After being diagnosed with ADHD as an adult, everything started making sense—especially my tendency to plan endlessly but struggle with execution. I love planning, but I’ve realized that over-planning can be just as dangerous as not planning at all. You can map out a song forever or refine a business concept endlessly, but at some point, you have to move forward. Planning is only effective when it leads to action.

My advice? Don’t let perfectionism keep you stuck. Recognize when you’ve put in enough thought and take the next step. You can’t improve without trying, failing, and learning. Failure isn’t the enemy—it’s a stepping stone to growth. The faster you embrace this, the faster you’ll progress.

We’ve all got limited resources, time, energy, focus etc – so if you had to choose between going all in on your strengths or working on areas where you aren’t as strong, what would you choose?

I believe in a well-rounded approach—embracing your strengths while also pushing yourself to improve in areas that don’t come as naturally. Strengths are important, but if you only focus on what you’re already good at, you limit your potential for growth.

One of the most valuable skills I’ve developed is the ability to take constructive criticism and actively seek feedback. It’s not always easy, but it’s necessary. As a Project Manager, I need to understand a little bit of everything in order for a project to run smoothly. That means being willing to learn, adapt, and improve—even in areas that aren’t in my comfort zone.

A big part of my job is giving feedback to others, but just as important is my ability to receive it. I regularly ask my Co-Founders, “What can I do to be a better Project Manager?” and then I ask myself, “How can I be a better person?” Growth is a continuous process—there’s no finish line. The moment you stop learning and evolving, you stop improving.

My advice? Don’t just focus on your strengths—focus on everything. Ask for feedback, be open to constructive criticism, and recognize that growth happens when you challenge yourself. The more you step outside of your comfort zone, the more well-rounded and capable you become.

Contact Info:

• Website: https://www.tamalawa.com/
• Instagram: https://www.instagram.com/tam.alawa/
• Linkedin: https://uk.linkedin.com/in/tamsin-alawa-5193bb1b1
• Other: Spotify: https://open.spotify.com/artist/6nwW8SMlHsg848051Dq3qi?si=EeWlVOeSRjqbPXFPMGADNwTikTok: https://www.tiktok.com/@tamalawa

Image Credits

David Myers (Picture 3 and Picture 4)