House music all life long -
At heart, I’m a music obsessive and DJ with a long-standing love of electronic music and the culture around it. As a crate digger nothing quite beats unearthing a hidden musical gem. That fan instinct still shapes the way I think and work, whether I’m exploring a new format, discovering a new artist, or finding more powerful ways to connect audiences to the stories they love. Outside of that, I’m an avid traveller, cyclist and snowboarder, and a long-suffering supporter of Luton Town, the 49ers and the Golden State Warriors.

About -

I’m a Creative Director and Executive Producer working across music, immersive experiences, live events, broadcast and digital platforms.

Over the last 20+ years, I’ve developed and delivered award-winning projects for companies including Universal Music, ByteDance | TikTok, Warner Music, Driift and MelodyVR, creating work that brings audiences closer to the artists, stories and worlds they care about.

At the heart of my work is a belief that storytelling should never stand still. I’m always looking for new ways to connect with audiences, through immersive technology, digital-first formats, documentary storytelling, live performance, location based entertainment, and multi-platform experiences, and for new ways to tell stories in forms that feel more immediate, emotional and relevant.

What inspires me most is the opportunity to transport audiences into the story: to move beyond passive viewing and create experiences that feel lived, felt and personal. That increasingly means using interaction, immersion and personalisation not as gimmicks, but as creative tools to deepen emotional connection and give audiences a stronger sense of presence, agency and belonging.

I’m particularly drawn to the intersection where storytelling, culture and technology meet. For me, innovation is not about novelty for its own sake, it’s about enhancing and layering the experience, opening up new creative possibilities and building deeper relationships between story, talent and audiences. Whether through immersive formats, digital-first ideas or new forms of access, I’m passionate about creating work that doesn’t just attract attention, but helps build real fandom.

I still approach every project with the curiosity of a fan and the ambition of a builder, looking for the next way to push the format, open up a new vertical of storytelling, and create work that feels culturally connected, emotionally resonant and built for how audiences engage in a cross-platform world.