After years of actively avoiding The 1975, a behind-the-scenes look at their O2 production changed my mind.

I was invited to speak at Secret Sessions’ Artist Meet Up at The Hospital Club in London about building an audience as an independent musician, and why artists need to build their online infrastructure before they have something to sell.

I worked with Talent Unlimited on the launch of its Music Futures Festival in London, developing the digital marketing and audience strategy and leading a social media workshop for participating students. All seven shows sold out.

While some content “goes viral” randomly, it is unlikely to leave a lasting impact unless it has an established online presence it can continue to build on.