Who We Are.

Laurence Hobbs

Managing Director/Founder

Is a platinum selling producer and songwriter. As a writer and producer he has written with many acts including Sam Smith, Pixie Lott, Shayne Ward,  to name a few. He has written songs that have reached number 1 in 7 countries and written songs for companies such as BBC, SKY and Syco. His songs have also been used on programmes such as ‘The only way is Essex’ and ‘Geordie shores’ as well as having a song in The Simms’ computer game’. He also runs Safo Music Group, the largest Artist Development company in the UK. Laurence is passionate about helping up and coming singers to fulfill their potential in a positive, creative and honest environment. 

Dean Hart

Managing Director/Founder

Dean signed to Warner Brothers at just 18ys releasing successful commercial records.  He moved on to compose and produce music for TV, radio and stage including jingles, TV themes and a ballet for the National Ballet Company for full orchestra. In 1998 Dean moved to the UK  to pursue a career as a songwriter, successfully being signed to BMG/Universal gaining platinum status , having success in SE Asia, South Africa, Japan and Europe  and the UK placing songs on over One Million record sales. Dean also worked extensively with UK based songwriters and artists including writing and producing with rock Legend Manfred Mann.  Dean is passionate about helping a new generation of pop stars reach their goals through fun, education and hands on experience.

Kamile Balcytyte


Kamile is a singer songwriter who has racked up almost 500k streams. She has worked with Grammy-winning and platinum-selling songwriters who have written with the likes of Kylie Minogue, Lana Del Rey, Ed Sheeran and Elton John.

As well as organising music industry events, Kamile is an avid music listener and is passionate about helping the next generation of singers and songwriters.

Juliette Ashby


Juliette Ashby has an extensive background as a songwriter and performer bringing a wealth of knowledge and experience to her role as Mentor at Pop Academy .  Having worked with notable artists such as  CeeLo Green, Wayne Beckford, Blac Elvis ( Beyoncé /Usher/ Maxi Priest) . She's also worked with SKA pioneer, NEVILLE STAPLE of The Specials, and her tracks have been produced by industry veterans such as Mike Bennett, JAZZWAD (Damien and Stephan Marley) and ALAN GLASS (Aretha Franklin and Earth Wind And Fire).

Her performances at major festivals like SXSW Texas, Isle of Wight Festival, and OLAND ROOTS in Sweden have only heightened her career. 

As a well known top-line songwriter, Juliette has written and performed music for a wide range of Film/ TV shows and channels, including BBC6MUSIC, BBC1XTRA, BBCRADIO2, BBC BREAKFAST TV, VIACOM, MTV, and VH1, Island Records, Sony ATV, Universal Music and many more.

George Carter

Mentor Assistant

George Carter  studied Popular music at Middlesex University studying popular music, three years of school teaching, a stint as a journalist, and many live music performances. With his passion for music education and background as a live performer George brings his infectious personality to our Pop Academy Team. 

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