Ahmad Samri Mohamed Akhir

Ahmad Samri Mohamed Akhir (born 1965 in Raub, Pahang, Malaysia) is a Malaysian entrepreneur, artist, and social activist. He is best known for his dual career as a rock vocalist in the 1980s Malaysian music scene and later as a creative industry policymaker - instrumental in establishing the Perbadanan Industri Muzik Malaysia (PIMM), Malaysia’s national music corporation.

He is currently the Chief Executive Officer of Alcademy Sdn. Bhd., and formerly served as Creative/Music Industry Advisor to the Minister of Communications and Multimedia, as well as Language and Cultural Diplomacy Consultant to the Minister of Foreign Affairs.

Early Life and Education

Born in Kampung Kuala Atok, Raub, Samri was orphaned at a young age and raised independently, developing resilience and determination. His late brother’s Kapok guitar and rock cassettes by Scorpions, Deep Purple, and Nazareth sparked his lifelong passion for music.

He holds a Bachelor of Multimedia Communication (Hons) and is pursuing a Master of Corporate Communication. He also earned a Diploma in Accounting from Regent School of Economics, the Chartered Institute of Management Accountants (CIMA) Foundation, and a Certificate in Computer Programming from Institut Teknologi MARA (now UiTM).

Music Career

Samri began performing in 1983 at village weddings with artists such as Sheqal and Burn Meditasi. In 1984, he joined Maiden Child, a heavy metal band inspired by Iron Maiden.

In 1986, he founded Scandals, blending the influence of Loudness and Gary Moore. The band won the Federal Territory Juara-Juara Rock Championship and appeared in three compilation albums (Juara-Juara Rock Vol. 1–3), featuring songs such as Rindu and Kuasa. His commanding stage presence earned him the nickname “Ahwee Scandals.”

In 1990, he performed with Wetspeed, winning Second Runner-Up at the Yamaha Band Explosion Malaysia Final and sharing the Best Guitarist award with Josie Thomas (Asiabeat).

Corporate and Entrepreneurial Career

From 1989 to 1999, Samri worked at SmithKline Beecham International, then in film production accounting under U-Wei Haji Saari. He later held senior roles as Finance Manager at Shahril Associates, Account Director at Mouse Studio, and Business Development Specialist for SMEs.

In 2022, he became CEO of Alcademy Sdn. Bhd., leading creative campaigns and cultural events across Malaysia.

Public Service and Policy Work

Appointed Special Officer to the Minister of Communications and Multimedia (2020–2021), Samri helped develop the PRISMA -Creative Industry Stimulus Package (RM89.2 million) — supporting 32 programs for film, music, and performing arts, benefiting over 40,000 creative workers.

He also drafted the Cabinet Paper establishing PIMM, approved on 14 July 2021, creating Malaysia’s first statutory body for the music industry.

As co-producer of Anugerah Nasyid Malaysia (ANAM 2020), he led a broadcast that reached the #1 Twitter trend in Malaysia.

In 2022, as Language and Cultural Diplomacy Consultant to the Minister of Foreign Affairs, he led cultural missions in Berlin and Frankfurt, securing RM5 million under Budget 2023 for global cultural promotion.

He also secured RM2 million for the Orkestra RTM Big Band to perform internationally and represents Malaysia on the International Music Council (UNESCO).

Leadership and Advocacy

Samri has founded and led multiple organizations advancing Malaysia’s creative sector:

Kongres Muzika Malaysia (Founder/Chairman, 2019–present)

Pertubuhan Konsortium Seni Negara (Chairman, 2018–2021)

Pertubuhan Muafakat Rockers Malaysia (PMRM) (Chairman, 2017–2020)

Muzik Malaysia (Deputy Treasurer, 2023–present)

Awards and Achievements

Juara-Juara Rock (1986) – Champion (with Scandals)

Yamaha Band Explosion (1990) – 2nd Runner-Up, Best Guitarist (shared)

Cabinet Approval (2021) – Establishment of PIMM

PRISMA (2021) – RM89.2M Creative Stimulus

Foreign Affairs (2022) – RM5M for Cultural Diplomacy

Artistry and Skills

A self-taught singer-songwriter and student of vocal maestro Siti Hajar Ismail, he plays guitar and piano and is skilled in music production. He also possesses technical expertise in programming (BASIC, COBOL, Fortran, C++), as well as multimedia (Adobe Creative Suite, Blender 3D, Pro Tools, Ableton Live).

Legacy

Ahmad Samri’s journey bridges Malaysia’s artistic, corporate, and diplomatic worlds. From 1980s rock stages to shaping creative policy, he has become one of Malaysia’s leading voices for cultural empowerment and nation branding.