Sarah Jones
Festival Director, FOCUS Wales
Sarah Jones is the Festival Director of FOCUS Wales international showcase festival. 2026 is Sarah’s 12th year working with the organisation, helping the event grow from a capacity of 3,600 in 2014, to 25,000 in 2025, and winning Best Festival for Emerging Talent at the UK Festival Awards twice.
FOCUS Wales is an annual international showcase festival for the Welsh music industry, and takes place in Wrexham each May. Sarah oversees festival management during the event, as well as leading on accessibility, and talent development work.
Alongside the annual festival, FOCUS Wales work as Wales’ export agency, with FOCUS Wales showcases to date at SXSW, M for Montreal, BreakOut West, Zandari Festa Korea, LUCFest Taiwan, Reeperbahn, ESNS, plus many more.