We is You and Me.

Navigating Creative Complexity

Advising artists across genres on the intersection of creativity, identity, and industry. For several years, supported over 80 artists, songwriters and composers, including being a registered coach with Koda/AUTOR in Denmark, while also playing a more advanced advisory role in guiding the careers of artists like Niels Lan Doky, AYA MAI, and DJ Encore. Work spans artistic direction, branding, career planning, and strategic development.

These collaborations inform how sessions are structured today: balancing artistry with strategy, and ensuring creative integrity stays central to every decision.

Bringing Real-World Relevance into the Classroom
Developed and taught music management courses at Denmark’s Rhythmic Music Conservatory, merging academic insight with current industry practice. Curriculum was shaped around real-world case studies, mentorship, and strategic frameworks designed to prepare the next generation of industry thinkers.

Continues to guest lecture at institutions including Berklee, NYU Clive Davis, University of Westminster, Roskilde University, LMU Film & TV, UiA Norway, and Purple Blue Academy Nigeria.

Building Digital Tools for Creative Monetization
Co-founded and led strategy for Goldmill and Peppermill: a music-tech and food-tech marketplace platform built to help artists/chefs monetize their expertise during the pandemic. Work included business modeling, creative development, and go-to-market strategy for app launches on the Apple Store.

This startup experience sharpened the ability to think fast, build lean, and solve complex problems with creativity and clarity - skills now applied in innovation sprints and consulting projects at GML.

Blending Innovation with Execution at Spotify
Led global experiential marketing for Spotify, translating brand identity into live and immersive formats. Projects included turning playlists like RapCaviar and Viva Latino! into sold-out concert series, as well as creating programs like the Secret Genius Awards to spotlight songwriters.

Built the bridge between digital experience and real-world connection. Developed large-scale, cross-functional projects that aligned brand, audience, and artist relations - an approach now foundational to long-term strategy and offsite facilitation work at GML.

Scaling Global Strategy at Red Bull
Oversaw the global rollout of Red Bull Sound Select and contributed to international music festival strategy and Red Bull TV programming. Worked alongside 500+ marketing and sales managers worldwide to develop live music strategy aligned with local culture and global goals.

Gained fluency in leading complex, multi-market collaboration - building a strategic rhythm that now shapes how GML facilitates alignment in cross-functional teams.

Building Culture-Led Platforms in the Western U.S.
Directed Red Bull’s cultural marketing in the Western United States. Developed platforms like Red Bull Sound Space and Sound Select and expanded impact of Red Bull Music Academy, elevating emerging artists through media, performance, and community. Led initiatives at major festivals including Coachella and SXSW.

Designed experiences that connected artists, fans, and brand values in meaningful ways - lessons that now inspire immersive and intentional session design at GML.

Documenting the Independent Music Ecosystem
Founded and led BANDxCITY, a global platform spotlighting local music scenes through editorial, photography, and curation. Managed a team of 20 contributors across major music cities and built an engaged creative community.

Provided early proof that storytelling, cultural relevance, and strategic positioning can go hand in hand - principles that now shape how GML supports brand and audience growth.

Driving Community-Led Brand Engagement
Managed Red Bull’s field marketing efforts across Southern California. Directed high-impact activations like Red Bull Soapbox Race (110k attendees) and Red Bull New Year. No Limits. (broadcast live worldwide on ESPN).

Built campaigns that connected authentically with local audiences while delivering global visibility - experience that feeds directly into how GML balances big ideas with grounded execution.

Orchestrating Movement at the X Games
Managed athlete appearances, live music, and sponsor integrations at ESPN’s X Games 11. Balanced the high intensity of sports and music programming with the precision of event logistics.

Learned the value of detail, rhythm, and flow - now essential elements in how GML designs high-impact offsite and workshop experiences.

Laying Foundations at Red Bull USA
Pioneered Red Bull’s cultural footprint in the action sports and college scenes across the Western U.S. Developed early event concepts, built athlete programs, and established grassroots marketing that shaped brand perception for years to come.

Early lessons in how community, creativity, and strategic intent can come together to build something lasting - foundational to GML’s approach today.

Balancing Creative Flow and Technical Execution
Worked as an audio engineer on hip-hop and R&B sessions for Blotter Music Publishing and Ego Entertainment, an Aftermath-affiliated studio. Managed tracking and technical setup for artists and producers across a range of styles and stages.

Reinforced a lifelong fluency in balancing artistic freedom with structure - a tension now navigated daily in GML’s creative strategy and facilitation work.

Living Inside the Creative Process for almost three decades
Independent musician, producer, and manager to this day - working across genres, formats, and roles. Experiences include producing and touring with multiple projects, managing DIY rollouts, and experimenting with the evolving tools of independent artistry.

This personal creative journey continues to inform the belief that great strategy doesn’t just serve the business - it must also respect and protect the creative spark.