Sam Billen is the owner and founder of Primary Color Music, a Lawrence-based music house creating original compositions for some of the world’s most recognized brands. What began in 2015 as a small team of Kansas City musicians has since grown into a global creative company with producers and composers based in the U.S. and Japan.

Under Sam’s leadership, Primary Color Music has built an impressive portfolio with clients like Wendy’s, Gatorade, Puma, McDonald’s, Google, and Coca-Cola. As the company expanded, Sam also launched The Post Haus, a post-audio division led by major-market sound engineers, and The Garden, a curated stock music library.

Sam’s creative roots run deep. Before launching Primary Color Music, he spent a decade as the frontman of the touring indie rock band The Billions. His love of music production was sparked at a young age—he recalls hearing one of his father’s jingles on the radio and deciding that was exactly what he wanted to do. Today, he leads a small but powerful global team of composers and producers who continue to blend artistry with commercial impact.

A graduate of The University of Kansas, Sam holds degrees in East Asian Studies (Japanese Language and Culture) and a Master’s in Education (ESL). He has also produced award-winning film projects, including the documentary ExamiNation.

The Sound of Performance: Creativity, Culture, and Building a Global Brand

What does it take to grow a creative idea into a global company serving some of the world’s largest brands? In this High Performance Seminar, Sam Billen shares the story of Primary Color Music—how a small team of musicians transformed into a worldwide audio powerhouse. From building cross-cultural teams to composing music that resonates with audiences everywhere, Sam will highlight lessons on creativity, entrepreneurship, and performance that apply far beyond the world of music.