Born and raised in Istanbul, Nur spent 10 years in New York working at companies such as Cornerstone, Viacom and UMG. In 2019, she moved to London to head the Artist and Label Development team at YouTube, EMEA. Her team contributes to the development of labels and artists such as Tems, Raye, Shygirl, Nina Chuba, Nina Archives, Lomepal, Emma Peters, Shy Martin, Boiler Room, COLORS and many more.