The long way around.
I never had a clean career path. Nobody handed me a roadmap that said "start here, end up at Sony Music." It was messier than that, and honestly, that's the part I like.
Back in 2019, I started figuring out SEO on my own. Not from a textbook, but by breaking things and seeing what ranked. That turned into freelancing: branding, marketing, web development, technical consulting, whatever a client needed to actually grow. I worked remotely from different cities, different time zones, different coffee shops, wherever life pulled me. Each client had a different problem, and solving those problems across borders taught me more than any single job ever could.
Then blockchain happened. Not the "get rich quick" version, the version where you actually sit down and figure out what decentralized systems can do. I went deep. Built projects, worked with teams across borders, learned how emerging tech moves from "that's stupid" to "that's obvious" in about eighteen months. That window between stupid and obvious? That's where I like to live.
Eventually, the path led to Stockholm and to Sony Music Sweden, where I manage IT. Which sounds corporate when you say it fast, but the reality is more interesting than the title. I work at the intersection of one of the world's biggest creative industries and the technology that's reshaping it in real time. Every day I'm solving problems that didn't exist two years ago.
But the job isn't the whole picture. On the side, I build. Automation tools that save hours of manual work. AI workflows that actually do something useful instead of just demo well. Small, smart tools that solve real problems. Not because someone assigned them to me, but because I saw something broken and wanted to fix it.
I'm a creative person at heart. I love randomness, the unplanned conversation that turns into a project, the spontaneous decision that reshapes everything. I don't separate the creative side from the technical side because to me they've never been separate. The best things I've built came from following curiosity without a plan, and I've learned to trust that process more than any roadmap.
This site is just where I drop things. Projects, experiments, whatever I'm into at the moment.
If that sounds interesting to you, stick around. It's going to get weirder from here.
IT Leadership & Systems
Managing infrastructure, teams, and operations at scale in the music industry.
Web Development
Full-stack builds from design to deployment. Clean code, fast sites, good UX.
AI & Automation
Practical AI workflows and automation that solve real problems, not just demos.
Digital Marketing & SEO
Data-driven strategy, search optimization, and brand building that gets results.
Blockchain & Web3
Decentralized systems, smart contracts, and the infrastructure layer of the new web.
Content & Building in Public
Documenting the process, sharing the journey, and growing an audience around real work.
"Ship, then polish."
I believe in getting things out into the world. Perfect is the enemy of done, and done is the beginning of better.
"Stay curious, stay primitive."
Strip away the noise. Start from fundamentals. The simplest version that works is usually the right one.
"Build with people, not for people."
The best work happens in collaboration. I'd rather build something together than hand something off.