Moving to Sweden was a brave decision, driven by a desire to build something meaningful and to start a family. Things didn’t work out as planned (isn’t that the way?), and since then, I have navigated the Swedish system on my own, learnt a new language and done my best to figure out the cultural rules. It has been incredibly hard work, but I can now say it has been worthwhile.

Where to begin? Just over 25 years ago, after graduating with a degree in Music and Business, I decided to pursue both paths simultaneously. I didn't want to choose one over the other because I get genuine enjoyment and purpose from both.

For the last 25 years, my professional life has been about digital marketing and driving revenue. From international companies in London to startups in Stockholm, my goal has always been simple: deliver results and make things easier for the people working around me. I’ve had some incredible successes and a few set-backs. This seems to be the path of people trying new things.

Parallel to my corporate career, I have spent 30 years as a professional musician. I have led my own party band for weddings and large events and played everything from jazz festivals to intimate clubs. Samba is something I always did for love. The love of the music, the community, and the connection. It is the perfect reflection of my personality. It is high-energy, resilient, and only works when every person plays their part. It is a conversation where everyone is heard.

I feel I am a bit of an outlier in Sweden, and I have made peace with that. In fact, I see it as an incredible strength. I bring energy, new ideas, the famous English sense of humour and a refusal to stay still. I am relaunching this venture because I want a purpose that makes me bounce out of bed. I am a collaborator who never stops having new ideas with the goal to help the people I collaborate with succeed.