As a child I had a rich imagination. I loved to draw, make songs and write stories. As a son of two very intelligent parents, I felt pressure to follow the trajectory of going to university and doing research. But I wanted to be creative. That's why during puberty my expression took a more rebellious form, as I started sneak out at night to write graffiti. During my graffiti days, my friends introduced me to hiphop music, and I fell in love with it. It didn't take long before I started to make hiphop beats myself. After a while, my music became profitable, and I turned making beats into a career.

At the same time I was following a media and communications study. I enjoyed the creative assignments, but I absolutely hated the theoretical part. This is why it took me almost seven years to finish my education. And when I finally got my diploma I wasn't sure if I would ever use what I had learned at university. Because, at that time I was making a good living from my music. And I thought it would last forever.

A few years later I ran into a problem regarding my music. The times had changed. Spotify wasn't new anymore and artists now had to actively promote their own music to stay relevant. This is when I was forced to finally put all the design, marketing and communication skills that I had learned to use. I discovered that making content allowed me fulfil my need to express myself just as much as making music did. Coming up with creative ways to market my music helped me rekindle my love for storytelling.

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Now, what brings me the most joy is working with artists of all disciplines to create projects. From the concept phase all the way to the realisation and marketing phase.