I studied Jazz Performance and even did some overseas units and got to perform and record with som absolute legends!
Here is me improvising alongside Andy Gravish in New York when I studied at NYU!
I then started up my own digital marketing agency
Achord Agency, and transitioned into
Artist Management, Digital Marketing, Venue Marketing, Label Promotions and
Lecturing.
I've worked with some incredible artists and my roster now includes
Velvet Bloom, JAZZPARTY and
Loretta Miller. Some of my favourite moments was when
JAZZPARTY supported The Cat Empire for their final ever full band show with the original members at
Sidney Myer Music Bowl AND
when
Velvet Bloom (right picture)
won the New Music Competition at St Kilda Festival this year (2025) which means they will get to
play the main stage next year! Woohoo!
I also worked with the incredible Eliza Hull, (pictured below on the right) immediately after she won her first Music Victoria Award with me as her manager.
One of the best things I've ever done is live and work in New York in an agency aimed to build social media presence for musicians.
I was living and working in Brooklyn and seeing shows almost every night! I ventured out into the snow more than once for good music!
My walks to work the next morning looked like this and I could see cars covered in snow from my apartment window in Greenpoint.
While working at WMA, I saw tremendous growth when a team of people put their creative minds together to tell an artist's story.
BUT... only musicians signed to labels were the ones who got the opportunity to work with this agency.
I don't think that's very fair, do you?
So, my mission is to make this kind of strategy and structure available to all musicians, no matter what stage you are at.
Yes, I know that musicians just want to create incredible music all day long. And you should! But you should also actively build a community on social media so that people can hear your creations and ideally show up to your gigs when you perform!
I know how tough it can be to build your music career online—especially without a clear strategy.
That’s why I created Just Add MLK, to give musicians like you the tools and support to succeed, without the expensive fees of traditional marketing agencies.
Right now, nobody has $7,000-$12,000 up their sleeve for marketing.
The thing that sets Just Add MLK apart from any other generic social media platform, is that we tailor strategy, goals and storytelling to each individual artist.
No artist is the same, and neither are our Brand Narratives.
We know how to do this, because we have been in your shoes!
We are building affordable social growth for musicians, by Musicians.
So we understand exactly what you are going through - we are going through it too!
We all know the term “struggling musician” and I want to start shifting the narrative here and teach musicians to understand what they need to do on their own terms without breaking the bank.
I believe in empowering artists to take control of their brand, story and socials so that they can connect with their fans authentically.
Let’s get started on your journey today!
