I grew up between cultures and languages. I played music professionally for a long time. Then I started companies. Some worked. Some didn't. All of them taught me something I use every day.
At nine years old I became the rhythm guitarist in a high school blues band. At sixteen I became a professional DJ in Ibiza. By 25 I was a resident at Pacha — the most famous club in the world — and had toured globally for over a decade.
Music wasn't just a career. It was where I learned to read a room, hold attention, manage energy, and know when to leave. Every one of those skills transferred directly into business.
In my early thirties I started building technology companies. First in music technology — developing AI that could analyse and categorise music the way the human brain naturally does. That work became the foundation for another venture-backed company focusing on wellness, using music to improve brain health. Over $5M raised, awards won, and proprietary technology created.
Along the way: a TEDx talk on how music can literally save your life. Panels and keynotes in Belgium, Spain, Australia and the US. Participated in research on music, emotion, and the brain. Twenty years studying musicology and the science of how sound affects the human body.
As a founder and CEO I've made every mistake you could possibly think of. I've had many incredibly valuable lessons and I share these to help other founders and business owners succeed.
Last year I closed a major chapter. Wound down a company, stepped back, spent time with my family, welcomed my first child, got healthy again. Came back with a clear head and a list of ideas that won't leave me alone.
I decided that now is the time to prove to myself what success looks like on my own terms. I'm documenting the entire journey.
Now I live in Ibiza (again) with my partner and our baby. I'm building my own products from zero. No investors, no team, no bullshit. I'm also making space for passion projects — right now that's a children's fantasy book. Tomorrow it might be something completely different. That's the point.
I dedicate part of my time helping businesses figure out how to get unstuck — directly as a strategy consultant, and through Optimize Labs, a boutique agency that handles AI implementation and bespoke builds.
The rest goes into The Drop— my weekly newsletter. What's working, what's failing, what I'm learning. From zero to whatever comes next.
The way I see the world hasn't changed. Music taught me to hear patterns where others hear noise. Business taught me to connect dots where others see none. The goal is the same as it's always been: help people see what they're capable of, myself included.
The thread hasn't changed. The format has.