Most organisations think about sound in terms of music. I think about it in terms of behaviour.

I used to produce music for TV, film, socials, commercials… you name it. But then I became more interested in how people behave in spaces, how that behaviour can be changed based on sonic interventions, and how to predict how people will behave in future environments.

While working across retail, museums, hospitality and brand content, I've become increasingly sceptical of many of the assumptions people make about sound.
Most of them turned out to be wrong.
That's why I spend so much time observing environments instead of reading presentations.