Inside the system that decides what Music wins.

Whether you’re an upcoming or established artist, manager, label, startup, tech company or investor, I bring 30+ years of frontline music industry experience to help you move faster and think smarter.

I’m not an observer of the music industry, I’ve been one of the people building it. From scaling Apple Music in the UK to leading international editorial at Spotify and redefining programming at BBC Radio 1, my career has been about turning cultural insight into commercial results. Now I work with artists, platforms, and businesses to apply that same thinking in a rapidly changing, AI-driven landscape.

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I help artists, companies and platforms understand what actually makes music connect in the streaming and AI era

For the past two decades, I’ve worked at the point where music meets audience - shaping what gets heard, what gets supported, and ultimately what succeeds.

At BBC Radio 1 & 1Xtra, I spent over a decade helping define the sound of the UK, supporting emerging artists and bringing new music to mass audiences.

At Spotify, I led international shows and editorial strategy, working across multiple markets to understand how global audiences engage with music at scale.

At Apple Music, I was Head of Music for the UK & Ireland, responsible for editorial, programming and artist strategy - including launching initiatives like Apple Music Sessions and helping shape how music is presented to millions of listeners.

Across all of these roles, one thing became very clear: most music doesn’t fail because it’s bad. It fails because it doesn’t connect quickly or strongly enough.

I’ve spent years seeing, testing and refining the patterns behind what people actually stay with - and what they skip.

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