︎ARTIST DEVELOPMENT
Image: Popcaan at Wembley Arena.
I work across artist development, strategy and campaigns, helping artists build sustainable audiences and long-term careers.
This includes release strategy, partnerships, creative development, audience growth and global campaign execution across independent and major label systems.
This includes release strategy, partnerships, creative development, audience growth and global campaign execution across independent and major label systems.
︎MARKETING & STRATEGY
Images: Popcaan “Forever” marketing campaign; Stussy x Mixpak collaboration; Skeng Kingston Activation 2022; Popcaan x Drake “We Caa Done” campaign 2023. 
Working on strategy, ideation and execution for creative global marketing campaigns, from small digital campaigns to complex international roll-outs.
This includes OOH, experiential and activations, digital and social media strategy, audience devleopment, platform growth, brand collaborations and e-commerce infrastructure.
︎︎︎ CREATIVE
Images: Live visuals for Popcaan headline tour, London; Various merch; Various cover art; Popcaan “Forever” CD packaging.
Overseeing creative direction across music, live and brand projects, including visual identity, live design, merchandise, physical packaging, music videos and OOH campaigns.
︎ LIVE
Images: Mixpak x Boiler Room x Ray Ban LA; Red Bull Culture Clash; WILDLIFE! installation, NY; Art in the Dancehall exhibition; Summer Frenzy party, NY. 
Programming and marketing for club nights, live shows, activations and sound installations across London, New York, Los Angeles, Toronto and Kingston, Jamaica.
Projects range from intimate listening sessions to 20,000-capacity events, including Mixpak’s Red Bull Culture Clash victory in 2016.
Collaborators and guests across the years have included J Hus, Mr Eazi, Skepta, Spice, Annie Mac and Bobby Konders, alongside partnerships with Boiler Room, Red Bull, MoMA PS1, The Natural History Museum and PUMA.
︎︎︎ CONTENT
Putting together a compelling content strategy for artists, events and brands. This can include commissioning, overseeing creative production and asset creation for official videos, branded content, lyric videos, visualizers, social media content, and music strategy.
I have worked alongside award-winning directors such as NABIL, Willo Perron, Meji Alabi and many more.
Over 800m views.
Video playlist here.
I have worked alongside award-winning directors such as NABIL, Willo Perron, Meji Alabi and many more.
Over 800m views.
Video playlist here.