Hey! I’m Alex. I’m a musician, writer, creative, and coach—sultant for musicians based in Melbourne, Australia.

Music and creativity has been a major part of my life ever since I was 10 years old, starting at the piano. Believe it or not, I actually started playing the piano because my sister played, and I wanted to get the same praise from my parents 😅

It turned out ok, though. I fell in love with it and started taking lessons to get serious about it. It wasn’t long before I was playing local concerts and competing in eisteddfods. By the time I was 14, I’d completed my AMEB Grade 7 Piano Exam and a bunch of music theory exams.

As a teenager, I also started exploring other instruments. I played the trumpet briefly, picked up the guitar for a bit, and played drums for a good few years. I also discovered heavy metal, which would become my identity for the next ten—ish years.

I played in a slew of different bands (a lot of metal but others too) and played a bunch of local and slightly less local shows up until my early 20s, when I discovered a massive love for electronic music—that became my new obsession.

Up until 2014 I was working in a record store selling and discussing music 6 days a week, making music in my spare time, and looking for the next step. In June of that year, I decided to move from my small hometown to the city of Melbourne to study music and make a proper go of it.

Most people nowadays will tell you studying music is a waste of time. And while there is plenty these music schools don’t prep you for in the real world, most people don’t realise what good can come from being in such close quarters with a bunch of other motivated creatives. During my studies in music business and my bachelor’s degree of music composition, I learned a ton. Don’t get me wrong, they missed PLENTY of important stuff—but it was still beneficial. And most importantly…

I met my first music industry mentor there. In 2015, one of my lecturers took a liking to me and we started working together on legitimate music production jobs.

This is when things got real. Over these next years I learned a bunch about what it takes to survive in the music industry (hint: your reputation matters a lot). I worked on production & composition projects for TV, short films, artists touring internationally, bands, Broadway stars, huge live concerts, tribute bands, books, and more.

It was in this time that I also started to uncover my true purpose—helping others. I began teaching music production and helping others learn about anything music—related I knew anything about. Somewhere in 2019 I became interested in branding, marketing, and social media. I realised branding and marketing were less cold, corporate and boring, and a lot more fun, creative and interesting than I’d originally thought. It wasn’t long before I totally fell in love.

From there, the shift into coach—sulting was inevitable. I started helping musicians online in ways I knew how, and the more I learned, the more I shared. I kept getting feedback that what I was teaching was working, so I kept learning, sharing, and helping musicians get results. And eventually I decided to make it official—to become a coach.

And so the last few years for me have been dedicated to helping musicians with branding, marketing, social media and any other ways I can help them in their career. Along the way I’ve also built a personal brand with an audience of over 100,000. This has—by far—been the most fun I’ve ever had, and that includes making music. If you’re someone who thinks branding and marketing aren’t creatively fulfilling, I hope I can change your mind on that. 

Since working professionally in the creative industry, I’ve worked on projects for or with talents like Kraddy (Glitch Mob founder), Toddla T, Blake Bowden (star of The Book of Mormon), PLV Music, Jonezen, Nadia Struiwigh, Dope Saint Jude, Shey Baba, Nik Pringadi (my first mentor), Joe Accaria, Graeme James, Kristy Jinks, Kylie Auldist, and lots more. 

I sincerely believe we are capable of infinitely more than we think, and that pursuing meaningful projects will lead us to our ultimate purpose & freedom in life. I also believe that a sound understanding of branding, marketing & mastery of the online world can help creatives live a life they never thought possible. I hope to see more creatives embracing this stuff in future 🙂