While presenting Record in Iceland at Westway LAB in Portugal, I was interviewed by Observador about Iceland’s approach to music as an industry and the role of government investment in supporting its growth.

As part of my work at Iceland Music, I supported Ösp Eldjárn’s participation in Global Music Match, securing coverage in RÚV, Morgunblaðið and Vísir. The project went on to win the WOMEX Professional Excellence Award in 2021.

As part of a podcast series hosted by Myke Hurley, I was invited to host an episode about a personal hero, so I of course picked Taylor Swift.

Recorded before the re-recordings and record-breaking tour took center stage, the episode explores what I believe to be her true superpower: turning emotional intelligence into smart, impactful business strategy. The full episode is transcribed here.

I was brought in to manage communications around Avo’s $3M seed round, running the Icelandic press launch and coordinating with the investor team on the international announcement.

The tools I use to take writing from an idea to a finished piece — collecting ideas, writing drafts, editing ruthlessly and, eventually, pressing publish.

Writing and editing are not the same thing. On shitty first drafts, learning to separate the creative and analytical parts of the process, and turning a pile of garbage into something worth publishing.

On ideas, inspiration and learning to recognise which thoughts are worth turning into something more.

With technical barriers wiped away, success comes down to one thing: the work.

You feel like an imposter because you indeed are one.

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.

Who but Taylor Swift would promote a blockbuster pop album with an op-ed in Wall Street Journal, the person who seems completely unaffected by the music crises. She has sold more albums than Britney Spears, Eminem and Prince; all of whom had the advantage of selling records while people were still buying records.

At 17, I was asked to market a school theatre production. We printed 5,000+ posters, got the press, sold out six shows — and accidentally started my career.