Cultural fluency. Real relationships.
Editorial instinct. Commercial results.
Five things, in the order they usually happen. I've run all five on one campaign, and plenty that only needed two. Choose what you need, or I can get curious with you.
Research + Insight
Finding out what's actually going on, from the rumours backstage to what people are saying online where no one has looked. Competitors, audience mapping, and an honest read on how your category sees you now. I’m not just in the report — I’ll be in the studio.
Strategy + Story
The difference between a moment and a release date. Positioning, messaging, the right technical detail, the channels that will land, and go-to-market planning built to survive a passionate forum, a journalist with doubts, and a community looking for a brand to believe in.
Talent + Partnerships
The list you can't buy. Artist relationships, brand partnerships, and the collaborators who'll amplify the thing, not just who'll agree to it. Sourcing, negotiating, and running the relationship through to delivery.
Media + Creators
Coverage with clout. Press strategy, briefing materials, exclusives, launch moments, and creator programmes. Having been on both sides of the inbox, I know what makes an editor say yes, and what makes them want the next story too.
Creative + Production
Making the actual moment. Campaigns, films, events, launches — from the idea through to go live. This is the part most strategists hand off. I want to see it come to life with you.
WHO, WHERE AND WHY
Three different states, same flow
FOR MUSIC TECH BRANDS
Day one or decades in — earn the culture's trust
Whether it's world-first or a legacy revival.
I've taken products to market in a category that had already made up its mind, and changed it. Go-to-market strategy, positioning, launch, reputation, and the press and creators around it, credibility gets built before you spend a cent proving it.
Absynth 6 — NI's most successful campaign in five years →
FOR CONSUMER TECH & VC
Building or backing it, music decides
You have the tech. What you need is the attention of a discerning community that’s watching your category closely.
Reputation, cultural positioning, and how to talk about AI to an audience that's already skeptical. Plus the founder storytelling that gets a technical story heard by people who don't want one.
Nura - from Kickstarter to 750K fans →
FOR MUSIC MOVING INTO TECH
Your next move involves tech; make it make sense
Labels, music brands, and artists creating products.
Tech has never been easier to build, or harder to get people to buy. Whether it's your own product or a partnership, the hard part is the audience that already trusts you. I've launched both without anyone feeling sold to — including one Aphex Twin signed off, because it didn't feel like a brand campaign.
Novation - AFX Station 7,000 synths in 7 days →
THE TEAM
Small by design, then scales
I'm on every project, start to finish. When it needs more hands, I bring in people who speak both languages too — producers, designers, videographers, copywriters, media specialists who don't need the music explained or the tech translated.
IN THEIR WORDS