We start with the music and what you want it to make people feel. Then we sit down together, as many meetings as it takes, so you can walk me through every detail of your music. No moodboards yet.

I do my homework, a lot of it, because I'm a nerd about this. Your goals for the next year and the next five, the scene you're in, who books artists like you, the stages you want and how the acts on them look.

Everything is about communication: making people feel something. One simple concept carries a whole universe of ideas and makes everything make sense.

First we set your overall visual universe. Tours, albums and every element and stage of your career then plug into it as subsystems: covers, posters, merch, presskit and show visuals, all from the same world.