Global vinyl scenes had traditionally been covered through an extremely narrow lens, to an equally narrow audience. My work at VF reframed this world into what it actually is: multigenerational, international, and alive in cities most music platforms never touched. From Zudrangma in Bangkok to Rough Trade in London to Jimmy's in Nairobi… I commissioned creator-led features, photography, films, streams, and social content from spaces and places like these, built to resonate with music lovers from every generation, across every continent*.

Expanding the scope of what, and who, we covered with our creative and content drove 8-figure audiences on Vinyl Factory's website alone, multiples more across socials. The broader our representation, inside our team and out, the better we performed. I also have a knack for early creator and artist spotlights before their rise, like Peggy Gou, Bicep, Kirollus, Eliza Rose, Aziya, and on… alongside requisite GOATs like the late King Tubby, or the present day Calibre.

Responsibilities included creative direction, audio programming, producing, writing, editing, and social coverage.

*Except Antarctica.