§ About
I've worked
every side
of the table.
Major label rollouts. Independent grind. Brand strategy rooms. Catalog acquisition decks. The thesis comes from having operated all four — not from theory.
01 — Major
A decade inside agencies, labels, and platforms. Seeing what gets greenlit, what gets killed, and which decks actually move money.
02 — Independent
Years releasing as an independent artist. Learning the business through trial and error — and realizing just how complex monetizing music IP actually is, and how few artists are taught to do it.
03 — Brand
Architecting cultural campaigns for global brands. Where attention gets bought, packaged, and measured against revenue.
04 — Catalog
Structural diligence on 9-figure catalog deals. Where songs stop being songs and become balance-sheet assets.
Philosophy
The industry
isn't random.
It's structured.
Most people experience it as chaos because they only see one layer. Once you can see all three — attention, strategy, assets — the patterns are obvious. The work is engineering them on purpose.