An album shouldn't just be another file in a playlist; it should be an experience.

I reach audiences by being authentic and creative - whether that means designing original campaigns, sharing behind-the-scenes content, or building playful experiences that people genuinely want to be part of. A big part of my strategy is making digital content feel tangible: I design and produce my own album packages entirely at home using a thermal printer for CDs, a Xerox machine, multiple tape decks and custom artwork I scan and digitise. By sharing the DIY process online, I turn these physical creations into digital touchpoints, giving fans a sense of intimacy and ownership in the work. This hands-on, personal approach fosters deeper engagement and builds loyalty, because audiences feel directly connected to the art and the culture around it, based on early cassette culture and the DIY rave scene.