Work

Two careers, one throughline.

I build the brands and the culture around creative tools. Lately in music, and for years before that in advertising.

Music tech

Marketing Director, Image-Line

FL Studio

2026-

FL Studio is the most-used music creation software in the world, the DAW behind a huge share of the music topping today’s charts. I’m Marketing Director at Image-Line, the company behind it. The remit runs across the whole FL ecosystem, FL Studio and FL Cloud alike: positioning, launches, campaigns, and the story we tell millions of producers from their first beat to the Billboard 100. After a decade of startup scrappiness it’s a lot of fun working on an icon. And the mission is a good one: help everyone make their best music, from bedroom to billboard.

Chief Marketing Officer & first marketing hire

Tracklib

2016-2026

Tracklib is the world’s first service for legally sampling real records, the thing producers had wanted for decades and labels had made nearly impossible. I joined at day one and ran marketing, brand, PR, partnerships, and artist relations for ten years, building the team from just me to a department of six plus contractors and agencies.

We took Tracklib from an idea to the most-followed brand in music production, and into the credits of releases by Drake, Kendrick Lamar, J. Cole, Kanye West, and Kaytranada. Along the way: beat battles, label campaigns, live cook-ups, and a few hundred thousand other things. Mostly on a startup budget, mostly organic.

10 years of Tracklib in numbers

300+ Sample Breakdowns
281 sponsored videos
20 beat battles
26 live streams
10 placement campaigns
~25 artist interviews
50-100 events

The hero case

Sample Breakdown.

How we made sampling go viral, with no ad budget. The answer wasn’t an ad. It was a format.

Sample Breakdown is a simple, visual, oddly addictive way to show how a song was made: the original record, the flip, the moment it clicks. Part nostalgia, part guessing game, fully built to be shared. We posted the first one and never really stopped. By the time I handed it off, Tracklib was the most-followed brand in music production, likely over half a billion views once you count the reposts and the dozens of copycat channels that now speak the grammar we invented.

It pulled in Wu-Tang Clan, Timbaland, Will Smith, Pete Rock, 9th Wonder, and Disclosure, and led to collaborations with Fred again.., Jamie xx, Ninja Tune, XL, and Spinnin’. For hip-hop’s 50th we crowned a sample for every year in a 30-minute special; the social cuts alone neared 100 million views. All of it organic, in Tracklib’s own channels, without a dollar of paid media, ever. As far as we can tell, that makes Sample Breakdown one of the most successful organic formats a brand has ever run.

3M+: followers
300M+: owned views
500M+: total exposure
0: paid media

A second feature

Bob James × 9th Wonder

When Bob James’ catalog arrived on Tracklib, we marked it by putting Bob James, one of the most-sampled artists of all time, in conversation with 9th Wonder, one of the most respected sample-based producers in the game. Two sides of the same record, two generations, connecting over a love of music. One for the history books.

A third feature

Who actually uses Tracklib?

Honestly, the answer still gets me. A service I helped build from scratch, now in the hands of some of the biggest artists alive, Kendrick Lamar, Drake, J. Cole, Kanye West, Nas, Lil Wayne, Kaytranada, Young M.A, Sexyy Red, and Yeat among them. I’m proud of that, and proud of the film itself: the kind of fast, considered, show-it-off visual work I love making for Tracklib.

The back catalog

Two decades in advertising meant hundreds of projects for some of the world’s biggest brands. These are a few favorites. No case studies, no links, probably not ever: some of this work predates the modern web, and the rest can speak for itself. Just a look back.

NMD Cubes

Nine connected cubes across Europe for Adidas. The shoe sold out worldwide on day one.
Jordan Black Cat

Tinker Hatfield on the Black Cat, told in interactive kinetic type.
Mamma Mia! The Party

ABBA’s next chapter, staged as an immersive dinner and show.
Concá Vodka

Naming and launching the world’s first blended vodka, for Absolut.
Milko Music Machine

A music-making toy for a dairy brand, and one of the web’s first viral hits.
Stockholm the Musical

A campaign where a whole city sings your name.
Absolut Legends

Swedish myths, reimagined by Jean-Paul Gaultier.
Millencolin Battle

A browser game for the band. Guitar Hero, before Guitar Hero.
Snakes Outbreak

Nokia’s Snake reborn as a game built to spread like a virus.
Great Pockets

Nokia’s tongue-in-cheek clothing, built around your phone.
EA Sports NHL

The franchise site for EA’s NHL, where every moment is a wow moment.
EA Sports NBA

The franchise hub for NBA Live and NBA Elite.
Björn Borg: Peace on Earth

A peace campaign powered by the world’s unwanted underwear.
Björn Borg: In Action

A fashion film staged as a tennis match.
Chevrolet Manifesto

Turning Liverpool and Man United’s rivalry into one Chevrolet story.
Yahoo! Pop Quiz

A social pop-culture trivia game for Yahoo!.
Jordan Countdown

Counting down to the next Air Jordan drop.
Jordan Evolution

Charting the evolution of the Air Jordan line.
Jordan Holiday

An Air Jordan holiday campaign.
EA Sports Active

Digital work for EA Sports Active.
EA Sports Madden

Squad-building for EA Sports Madden.
Nokia Unloader

An interactive piece for Nokia.
How to Party

Caption to come.
Image to come

Nike Golf

Creative direction for Nike Golf in North America.
Dashl

Identity and site for a natural-beauty brand, later acquired by Åhléns.
Image to come

Starbucks

Digital work for Starbucks.
Image to come

Diesel Heidies

Two women hijacked Diesel’s site from a hotel room, live.
Image to come

Pjotro

The man whose dancing made the music. A Nokia N91 launch.