Projects

A timeline of everything I've built, joined, and learned from - from 14-year-old club promoter to Wavetable founder.

I've always been a project person. Some worked, some didn't. A lot of them taught me something. Some of them taught me a lot.

Here's the list.

Now

Wavetable (2020–): Interactive, story-driven learning experiences. Facilitated programs, custom platforms, playable scenarios. We help teams practice the capabilities that matter. Clients include EY, Columbia, Publicis, SoundCloud, WeTransfer, NYT, Wasserman.

Rondo (2024–) - Playable case studies. Practice decisions before they're real. Built for the people who learn by doing, not by reading about it.

Groove Theory (2025–) - Newsletter about how creative work actually happens. Rhythm, structure, presence. 1,800+ readers who like connecting unlikely dots.

Mezzo (2025–) - IMDB Pro for speakers. A better way to discover, book, and vet the people on your stage. Building it now.

Gigs

SXSW Advisory (2019–): Curating programming tracks in Creator Economy, Future of Music, and Advertising & Brand Experience. No, I can't fast-track your proposal. Sorry.

Hyper Island (2018-20): Learning design and facilitation across the Americas. Leveled up my storytelling. Borrowed some excellent Swedish techniques.

Decoded (2016-20): Lead facilitator for AI, blockchain, design thinking, cybersecurity. Delivered to IBM, HSBC, Nokia Bell Labs, Mastercard. Groups of 10 to 250, from grad schemes to C-suite. Delivered over 100 sessions around the world.

F Sharp (2014-16): Music advertising startup. Consulting on their expansion outside the US. Clients included Spotify, Netflix, Coca-Cola, Adidas. Regular trips to NYC. Little did I know a year later, through completely unrelated means, I'd move there.

Jobs

Primary Talent (2012-15): After I sold Reprise, became a talent agent at Europe's biggest independent agency. Built a roster of Grammy winners. Booked thousands of shows in 60+ countries. Made many mistakes, had some wonderful wins. Technically a 'job' but was effectively running my own business within a business. Asked them to be on the board, citing my interest in digital and tech. They said no, emphatically. We were both right, and both wrong.

GT / AIS (2006-09): Digital producer at London advertising agencies. Audi, Microsoft, BBC, Aviva. Got promoted quickly, then immediately left to start a company in the beginning of a global financial crisis. Genius.

Dstl (2004-05): eLearning at UK Ministry of Defence. Figuring out how to make classified material into interesting learning experiences. Part agent, part teacher - two things I'd do much later. They never found out about the rave promoter side hustle.

Projects / Startups

Fondo (2019-22): Career navigation startup. Think: GPS for the future of work. Built with my friend Jeffrey. Couldn't get it to work. Too idealist. Learned a lot, currently on hiatus. Comeback planned. I reckon the world needs it more than ever.

Adventures... (2015-2022): Newsletter, hard to pin down, difficult to pigeon hole. Monthly riffs on entrepreneur, music, whatever took my fancy. Started as a way for me to make sense of the world to people who were curious souls.

H Bureau (2015-18): Micro consultancy. Finding my way after leaving music. Did some cool projects across media, tech, entertainment. Didn't quite make it work as a business, but figured out what I actually wanted to do next.

Reprise Music Group (2006-12): Full-service music company I founded. Booking agency, PR, publishing. Started as a side project, became the main thing. Built a team of misfits, many of whom have gone on to do wonderful things. Exited both divisions. Made so, so many mistakes. Still miss it. Us against the world.

Repercussion (2002-05): Club night. Started in Nottingham while I was at university (which I detested), and then London. Spent way too much on talent, way too much time on flyer design. Never made money, but found some great people and great music. Felt like way longer than three years.

THC (1999): Free party sound system in the Surrey hills. Generators, decks, and a wild encounter with a police helicopter. Illegal. Formative. Essential.

Dance2 Records (1998-02): Vinyl sorter, window cleaner, lunch buyer, soundsystem rigger, genre compiler, website builder. Did whatever needed doing. First real education in how a small business and creative culture actually works. Fell deep into electronic music.

Bakery Reseller (1998-99): Arbitrage operation while working at Sainsbury's. Bought cheap, sold to mates. Got suspended from school (again). First taste (ahem) of margins.

HP Source (1996): Club night. I was 14. Held at the local village football club. Place got trashed. It didn't last long, but it started something. In fact, it started a lot.

Inspired by https://seths.blog/2014/07/thirty-years-of-projects/