MDLBEAST is a platform for fresh music, art and culture, rooted in the Middle East and shared across the globe. We launched in Riyadh, Saudi Arabia in December 2019 with Soundstorm – a 3-day modern music festival of epic proportions, this is where it all started. Artists are at the heart of our mission, working together to supercharge the creative community in developing content and immersive experiences.From April 2021...- Launch MDLBEAST Records with a small team of Saudi and UAE based executives.- Music on the label from global artists R3hab, Afrojack, Steve Aoki, and Salvatore Ganacci. Club favourite Butch - Testarossa and music from Saudi underground talent Cosmicat, Dish Dash and Vinyl Mode- Global distro deal with AWAL and Believe- Established the incubator and music innovation hub MaestroLabIn 2022...- Launched imprint Labels Gabu and WTR- Signed and released over 50 singles and 2 albums across genres dance, arab electronica and hip hop- Expanded our Disto and Marketing functions, launching MENA based label services for 3rd party brands, artists and small labels- Created a dedicated booking function for Saudi DJ / Producers, securing bookings for Saudi DJs at Tomorrowland and EXIT Festival- Started the incubation plans for MDLBEAST Radio and Beast House studios and members clubsIn 2023...- Released over 100 singles contributing to over 200 million streams from unsigned artists- Launched the imprint Mahool and signed singles from Camelphat, Cosmicat, Adam K & Victor and more- Entered into Management of 3 local artist, securing commercial brand deals and bookings for artiat including Cosmicat at Fabric London, The Night League venues, Shen Ibiza and Pacha.- Developed the MDLBEAST Radio business, launching the first dance and urban FM station in Saudi Arabia. From securing the licences, building the team and launching in December 2023.In 2024...

Providing strategy and commercial development - Music, Festivals, Entertainment, Media, Business Strategy, Consumer goods, Marketing and Social Influencers.Embracing technology, innovation and new thinking in music, live and events, backed with over 25 years of commercial experience within electronic music, events and culture.Entrepreneurial spirit, solving problems, using smart business planning tools and creating value to make game-changing strategic decisions.Introduce new and innovative business models, collaborations, and key partners. Critical success planning around customer segments, value proposition, customer relationships, revenue stream, team development and activities that build successBusiness to business or direct with the consumer, it’s about nurturing a successful relationship.

Delivering strategy, innovative ideas, talent, commercial marketing and partnerships for independent festivals and music events.

Developing the commercial pipeline, supporting new business development and existing client management

Commercial strategy, brand partnerships and development of an e-commerce platform

Part-time strategy role to build the client-facing proposition for brands and advertising agencies.

BA Hons combined model - Marketing and Business Studios. Related to the Music Industry, Games Development, Studio Engineering

Developing talent on YouTube and building new brands. Achievements:Winner of “Most Effective Use of Sponsorship” at the Sponsorship Awards 2016 with client HeinekenClient ad-funded content was viewed over 250 million times across video platforms YouTube and Facebook.Delivered over 500 million video views/month on YouTube with an average 60% of inventory soldSuccessfully launched and managed new merch lines for the brand partners, reducing fixed costs and delivering new income linesSolely generated over £2.5 million in brand income from 2015 – 20172018, refocused and pivoted the commercial strategy in less than 3 months to generate over £275,000 in festival activations

Achievements:Delivered an Innovative marketing mix to stretch a very small annual marketing budget and exceed the targets of network partner growthThe sole responsibility for UK customer centric trials for new operating system, created reports for global distributionReported to board level executive, Business Development and Investments in Mountain View, California.Responsibilities:Head of Marketing for Telefonica’s innovation tech to Google, Facebook, EA, Microsoft, and Twitter. Collaborated with internal and external clients to ensure the promotion of products were consistent in all territories globallyHosted senior meetings in Madrid HQ and all Telefonica territories, communicating project insights and strategic recommendations to C-level stakeholders across the Group.

Mobile marketing and advertising for devices, Apps and mobile webMarketing & strategy- customer acquisition, CRM and retention, customer life cycle management, ARPU growth, customer frequency, and engagement strategySale and commercial - team management, ad network negotiation and integration, performance ad partner management, ad network development

Commercial Director with group responsibility for digital, radio, website, events and brand licensing. Established digital download distribution deals with Apple, Vodafone, and Napster, which rapidly led to global mobile networks, including Telefonica, T-Mobile, Orange and Hutchinson 3G, following detailed analysis of all digital assets. Directed ground-breaking project to facilitate the sale of content compilations through digital channels; empowered music licensing and subsequent mobile channel distribution, generating monthly revenues of £1M. Created partnerships across UK and European mobile network operators. Catapulted revenues by an additional £7.5M; initiated and steered partnership with 3 Mobile for the creation, product development, and sell-out success of 150,000 Ministry of Sound branded mobile phones, preloaded with content and additional links to purchase.

Marketing and commercial growth for leading electronic music brands.Creating partnerships with global consumer brands, record labels, and lifestyle brands within the arena of electronic music culture.Leading the team, board level.