︎ARTIST DEVELOPMENT
Image: Popcaan at Wembley Arena.
Helping artists grow their fanbase and build a sustainable career by leading and executing holistic campaigns. This can include strategies in audience development, branding, content, creative, business development, A&R, and partnerships. I will always use both data and cultural insight to drive tangible commercial and critical results, and build them in the right way, at the right time.
︎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 exeuction 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 and teams of creatives, including live design, cover art, physical packaging, music videos, merchandise, flyers, branding and OOH advertising.
︎ 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 activations, club nights, live shows and sound installations, in London, NYC, LA, Toronto, and Kingston, Jamaica. From small listening parties in 100 cap rooms, to 20,000 capacity mini-festivals.
Oversaw Mixpak’s victory at Red Bull Culture Clash in 2016, which was livestreamed by over 1 million people, and attended by 20,000.
Guests across the years have included J Hus, Mr Eazi, Maleek Berry, Tink, Cupcakke, Spice, Annie Mac, DJ Tunez, Skepta, Bobby Konders (Hot 97).
Press from New Yorker, The Cut, Time Out & more, and collaborations with Boiler Room, Red Bull, MoMA PS1, The Natural History Museum, PUMA.
Oversaw Mixpak’s victory at Red Bull Culture Clash in 2016, which was livestreamed by over 1 million people, and attended by 20,000.
Guests across the years have included J Hus, Mr Eazi, Maleek Berry, Tink, Cupcakke, Spice, Annie Mac, DJ Tunez, Skepta, Bobby Konders (Hot 97).
Press from New Yorker, The Cut, Time Out & more, and collaborations with Boiler Room, Red Bull, MoMA PS1, The Natural History Museum, 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.