Over 10 years ago, I was organising and promoting independent music concerts to hundreds of passionate fans while diving deep into perfecting marketing strategies for artists and their labels with global mobility ambitions. The independent scene felt different back then.
But there was a moment I realised I needed to expand beyond music, as I’m inspired by art that effectively serves communities and does not take from them.
So, now I package all my appreciation and know-how in the cultural sector to bring the best experiences to audiences globally with the conviction that different artistic expressions can meet more often.
While London-based, my footprint includes participation in panel discussions and artist mentorship programmes across 20 countries.
Highlights go from as far as an invitation from Taiwan’s Ministry of Culture to the Mandarin Music Pop Awards as an international guest, a jury at the Iberian Music Festival Awards, to speaking at conference panels across Europe, UK, North America, East and South West Asia.
I was a drummer for more than 17 years, playing and touring across borders, bringing together audiences and communities in different contexts. Long before working behind-the-scenes, I learned through rehearsal rooms, venues, and life on the road how to navigate collective ambition, pressure, and emotional complexity as an artist.
That experience continues to shape the way I work today.
Touring taught me how to adapt quickly, communicate clearly, and understand what creates meaningful connection between people. It also grounded my understanding of the cultural sector from the artist’s perspective, as someone who has lived the realities of composing, producing, and sustaining the work firsthand.
Do I miss performing on stage? That craving never leaves you entirely, if I’m to be honest.