About
Creator economy
since the early blogging days.
From collaborating with bloggers to writing about music myself, my motivation comes from a natural interest in pop culture and (digital) communities. At Warner Music I built up the online side of PR, back when it was still outsourced to agencies. Since then, my work has been about partnerships with artists, creators and the communities around them.
01 / How I work
Cultural relevance.
Aesthetic integrity.
Commercial impact.
I build the conditions for a strong idea to materialize: a sharp narrative, a team aligned around a shared vision, partners who feel ownership, and an operating rhythm that keeps momentum visible.
I am at my best where culture is moving fast, the brief is still taking shape and the work needs both imagination and accountability.
02 / Capabilities
Brand strategy
Positioning, audience growth, go-to-market planning and campaign architecture.
Integrated campaigns
Digital, social, experiential and media ecosystems that complement each other.
Culture & partnerships
Artist, creator, brand and institution collaborations with a reason to exist.
Team & operations
Hiring, briefing, budgets, agency leadership and KPI review.
AI Integration
I built the legal and business framework that took a fully AI-generated music video through Sony's supply chain to monetization.
Network & consumer insights
Trusted network across culture, entertainment and music, paired with audience understanding that sharpens decisions and opens doors.