Christine Osazuwa

Music • Marketing • Strategy • Tech • Travel

About Me

Hey, I'm Christine!

I’m a first-generation Nigerian American from Baltimore living in London.

I believe that not much on Earth rivals the experience of live music. I believe that marketing should always be used for good. I believe data and numbers are not a substitute for a good story & passion (but, you better have some damn good numbers to back it up). I believe in investing in your employees as much as your customers. I believe that you should never stop learning and never stop listening. I believe that business can be an art and art can be a business. I believe in using money for experiences rather than things. I believe in the power of music, creativity and art. I believe that intersectional, innovative, interdisciplinary thinking can change the world. Oh and pivot tables. I definitely believe in pivot tables.

Also, one time I met Michelle Obama and I'll literally never let anyone forget it. 😉

Speaking & Awards

Public Speaking & Podcasts

Money Talks: Navigating Non-Linear Income Paths in the Music Industry (Presenter)

jump.global Summit | Nov 14, 2023

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Setting Targets and Benchmarks (Presenter)

Water & Music Data Bootcamp | Oct 5, 2023

Recap

Harmonizing Data and Action (Keynote Speaker)

Audience Strategies' AudienceCON | Jun 7, 2023

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From Followers to Superfans: Unlocking the Power of Fan Loyalty (Panelist)

AIM Connected | Mar 29, 2023

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Be The Change: Gender Equality Study (Panelist)

Music Business Association | Mar 23, 2023

Watch Here

Women Do Tech Panel (Panelist)

Abbey Road Studios | Mar 4, 2023

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How To Be a Music Creator on LinkedIn (Panelist)

[In] Tune : Music Industry Creator Series by LinkedIn | Nov 10, 2022

Recap

Why Communities Are The Future Of The Music Industry (Panelist)

ADE: Amsterdam Dance Event | Oct 20, 2022

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Using Music Across Various Data Roles (Guest Lecturer)

Berklee College of Music Valencia | Mar & Oct 2022

Mar 2022 | Oct 2022

Building an Inclusive Trade Union & Music Industry (Panelist)

Musician's Union Members' Conference 2022 | Oct 2022

Artist Data Without The Drama (Panelist)

MaMA Conference | Oct 12, 2022

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Mentorship in the Music Industry (Moderator)

Reeperbahn Festival Germany | Sep 23, 2022

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Demand Generation for Live Events (Panelist)

FFWD London | Sep 6, 2022

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Let's Talk About: Shortform Video (Moderator)

BPI: British Phonographic Industry | Jul 25, 2022

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How To Be A Barrier-Breaker: An Inclusive & Allyship Workshop (Panelist)

Reeperbahn Festival NYC Panel | Jun 15, 2022

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From Awareness to Action: Reducing the Gender Gap in the Music Industry (Moderator)

Keychange Initiative U.S. Launch | Jun 14, 2022

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Women Making Waves: The Women Leading Tech's Revolution (Panelist)

Music Week Tech Summit | Mar 28, 2022

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Award Judge

British Data Awards | 2022

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Turning Artist-Fan Engagement Into Income (Podcast Guest)

Music Ally | Jan 19, 2022

Listen

Executive Upskilling: Leading Through Change (Panelist)

Women in Music Summit | Jan 19, 2022

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The Future of Global Streaming (Moderator)

NY:LON Connect | Jan 18, 2022

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Podcast Guest

Where Are All My Friends Podcast | Jan 2022

Listen/Watch Here

Data Insights: Who Are the Most Streamed Artists in KSA? (Panelist)

XP Music Conference | Dec 15, 2021

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A Conversation with Christine Osazuwa (Speaker)

Black in Data | Nov 30, 2021

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Label Discussion Panel: Learning From Other Sectors (Panelist)

Sandbox Summit Global | May 25, 2021

Recap Article | Watch Video

Music Metadata: What?, Why? and How? (Panelist)

Canadian Music Week | May 20, 2021

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New Revenue Streams For Us (Not Our Artists) (Panelist)

Music Biz Association's #NEXTGEN_NOW | Apr 14, 2021

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Tech & Music Talk (Speaker)

SocialFixt's Fixt Fest | Mar 6, 2021

Music In A Borderless World: The Democratization of Social Video (Panelist)

Music Tectonics Conference | Oct 27, 2020

Panel Details

UK Music Diversity Report (Interviewer)

Chartmetric's How Music Charts | Oct 2020

Podcast | Article

Additional Public Speaking & Podcasts:

2023 Nov 13 | How To Build Community & Do Business at the Same Time (Panelist) | jump.global Summit 2023
2023 Nov 08 | Unlocking The Live Music Code (Moderator) | Agents x Managers Conference
2023 Oct 18 | Optimising Your Data (Presenter) | 2FunkyArts Leicester
2023 Oct 14 | Branding & Marketing in the Music Business (Panelist) | Music Business Academy for Africa
2023 Sep 21 | Leading The Digital Revolution (Interviewee) | Insider's Uplift London
2023 Aug 02 | So, You Wanna Go On Tour? (Moderator) | All Access Fest
2023 Jun 15 | How Tech is Powering the Growth of the Pan-African Music Industry (Moderator) | Tomorrow's World @ London Tech Week
2023 May 26 | The Importance of Communities in the Music Industry (Panelist) | Brighton Music Conference (BMC)
2023 Apr 25 | Interview: Simon Moran, GM, Last.fm (Interviewer) | Musically Next
2023 Apr 07 | Episode 26: Christine Osazuwa (Podcast Guest) | Pub Royalty Queen Podcast
2023 Mar 15 | Financing Your Next Big Idea (Panelist) | Labelcoin @ SXSW
2023 Mar 12 | Women Driving Tech Innovation for Good (Host) | Boostlingo @ SXSW
2023 Mar 09 | WMG International Woman's Day (Moderator) | Warner Music Group
2023 Feb 09 | LIVE (Live Music Industry Venues and Entertainment) Panel (Panelist) | Night Time Economy Summit
2023 Feb 08 | LinkedIn Live: The Digilogue x Measure of Music 2023 (Speaker/Co-Host)
2022 Oct 20 | Data-Driven Decision Making (Panelist) | The Exchange by TicketSwap
2022 Sep 26 | Diversity in the Music Industry (Panelist) | Amplify London Conference
2022 Aug | How Marketing Intelligence is shaping the modern music industry (Podcast Guest) | Audiense's Inside Marketing Intelligence
2022 Jul 07 | What Are We Looking with Data and Understanding Its Limits (Podcast Guest) | 8000 KM
2022 May 26 | The New Creator Economy (Panelist) | Brighton Music Conference (BMC)
2022 May 25 | The Power of Podcast Monetisation (Moderator) | Podcast Show 2022

2021 Dec 11 | Learn How to Use Your Data to Drive a Sustainable Fanbase (Speaker) | Music Entrepreneur Conference
2021 Nov | Music Data Insights (Podcast Guest) | PlusMusic Podcast
2021 Aug 31 | Damn Good Numbers (Speaker) | #HowWeListen Live In Conversation
2021 Jul 21 | Making Use of Data (Speaker) | SOCAN Foundation Creative Entrepreneur Summit
2021 Jun 16 | Understanding the importance of data in a creative field (Speaker) | Big Data Analytics Conference UK
2021 May 27 | Measuring Music: Data & Deep Questions (Guest) | Music Tectonics Podcast
2021 May | The Value of Analytics (Panelist) | INO CON Music & Technology Conference
2021 Mar 07 | International Women's Day #ChooseToChallenge Panel (Panelist) | Warner Music UK
2020 Nov 26 | Data & Analytics - Speaking the Same Language (Panelist) | 3Search
2020 Nov | When Numbers Aren't Enough: Data Roles in Creative Industries (Speaker) | Women in Tech World Series
2020 Oct | Data & Insights to Grow Brands (Interviewee) | WeTalkSounds
2020 Oct 22 | Black Women in Tech (Panelist) | TLA Black Women in Tech / Deloitte
2020 Oct | American Expat in London (Guest) | Nextbiteoflife Podcast
2019 Dec 20 | Global Music Marketing (Podcast Guest) | Chartmetric's How Music Charts
2019 Oct 29 | Trigger Cities (Panelist) | Musically's Sandbox Summit London
2017 May 29 | Things I Wish I Knew When Planning My Wedding (Podcast Guest) | Bridechilla Podcast
2016 Dec 02 | Getting The Most Out of Google Analytics for Higher Education (Speaker) | Symposium for the Marketing of Higher Education
2015 Sep 29 | Date Your City (Speaker) | Ignite Baltimore

Press Coverage & Long-Form Interviews

Executive Turntable: Keychange U.S. Turns Up Expansion Efforts (Featured)

Billboard | Dec 15, 2023

Keychange U.S., a non-profit organization championing gender equity and inclusion across music, added four new members to its board of directors including Christine Osazuwa as Vice Chair.
Read Here

How To Break Into The Entertainment Business (Featured)

Forbes | Nov 8, 2023

Featured amongst other execs, Christine Osazuwa emphasizes the need for proactive involvement and tangible achievements to break into the music industry.
Read Here

LIVE appoints Christine Osazuwa of Shoobs joined the board as directors

IQ Mag | Sep 22, 2023

"[LIVE] are proud to support the entirety of the live music ecosystem and represent their interests and the appointment of music legend Steve Lamacq, The MU’s Kelly Wood, Charisse Beaumont, Christine Osazuwa and Lucy Noble to LIVE’s board will enable us to further extend the work we’re doing."
Read Here

Independent Venue Week unveils new board including Christine Osazuwa

Music Week | Sept 21, 2023

Independent Venue Week has unveiled initial plans for 2024, including a new steering board who will help guide the event into its second decade.
Read Here

One billion streams for Afrobeats (Quoted)

techcabal | Sep 15, 2023

Rema’s achievement of reaching a billion streams stands as a powerful testament to the global influence of Afrobeats worldwide. It also hints at a far larger and more dynamic African music scene.
Read Here

UK project aims to bring transparency to music industry salaries

Music Ally | Aug 2, 2023

A new project launched in the UK is aiming to bring more transparency to the topic of music industry salaries. It’s the work of Shoobs chief strategy officer and Measure of Music founder Christine Osazuwa and a group of her peers.
Read Here

Shoobs' Christine Osazuwa on hassle-free ticketing, building superfans, email marketing, and more

Audience Republic | Jun 9, 2023

Osazuwa discusses the best ways to build superfans, what organizers should look for in a ticketing platform, best practices for email marketing, and more.
Read Here

Live from South Africa: The Ascent of Amapiano and the Impact on UK Clubbing & Concert Culture (Writer)

Shoobs | Jun 29, 2023

This is the final part in a three-part series exploring Amapiano in collaboration with SoundCloud's artificial intelligence music tech company, Musiio; and music streaming & social data platform Chartmetric.
Read Here

Partner Susan Thompson speaks with technology industry experts to mark International Women's Day 2023 (Interviewee)

Simkins | Mar 8, 2023

Employment Partner Susan Thompson spoke with two women who work within ‘tech’ - one within tech and music the other tech and banking - all sectors where women are still significantly underrepresented.
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A career born of Baltimore’s music scene led this exec to launch Measure of Music, a virtual arts and tech fest

Technical.ly | Feb 21, 2023

Despite its rich musical history, "Baltimore is often overlooked when it comes to music technology and entrepreneurship," Christine Osazuwa writes.
Read Here

Music Ally Quarterly Report: Looking ahead to 2023 (Featured Article)

Music Ally | Feb 9, 2023

Christine Osazuwa of events brand Shoobs speaks to us about industry disconnects, live innovation, and fan communities.
Read Here

Women In Music Roll Of Honour 2022: Christine Osazuwa, Shoobs, Shesaid.so & Measure of Music

MusicWeek | Nov 15, 2022

During this year’s Women In Music Awards, we inducted a further 14 amazing industry executives (including one posthumous award) into the Roll Of Honour, in association with TikTok.
Read Here

Christine Osazuwa joins ticketing & event marketing startup Shoobs as chief strategy officer

The Digilogue | Sept 6, 2022

Let’s celebrate these new music industry hires! 🥳 Widen your network and connect with these awesome professionals, and keep up with us every week as we continue to feature more major moves!
Read Here

Christine Osazuwa joins ticketing & event marketing startup Shoobs as chief strategy officer

Music Week | Sept 6, 2022

Respected music executive Christine Osazuwa has been appointed as chief strategy officer at live entertainment ticketing and event marketing startup Shoobs.
Read Here

After 'Roe' Music's Leaders On How To Take Action (Featured)

Billboard | July 29, 2022

In the fight for reproductive rights, the music industry has uniquely powerful tools at its disposal — and all of us can find some way to make a difference now.
Read Here

Executive Turntable (Featured)

Billboard | Apr 2022

Music executive Christine Osazuwa was hired as U.K. director at shesaid.so, a global community of women, gender minorities and allies.
Read Here | Article Clip

Shesaid.so names Pollen's Christine Osazuwa as UK director

Music Week | Apr 2022

Shesaid.so has appointed music executive Christine Osazuwa as its new UK director.
Read Here

Women in music and tech webinar (Featured)

Music In Africa | Mar 2022

Christine Osazuwa is among the key speakers of the Women Making Waves panel discussion.
Read Here

6 Innovative Women Leading Music Tech (Featured)

Hypebot | Mar 2022

These impressive women in tech are founders, CEOs and GMs who are changing the landscape of sectors such as music data, licensing, streaming, events and more. And we couldn’t be bigger fans of theirs.
Read Here

Data & Music Export (Interviewee)

Lighthouse by Compass Music Blog | Feb2022

We asked Christine to share a bit more about Measure of Music and her expert opinion on the role music data plays (or can play) in developing an international strategy.
Read Here

The Voices in the Show (Book Feature)

The Black Women in Tech | Nov 2021

‘The Voices in the Shadow’ showcases the journeys of 51 Black women in the UK who impacted the tech industry. In turn, it gives Black women and young Black girls the empowerment they need for them to feel that there is a place for them to flourish professionally.
Read Here

Christine Osazuwa Joins Pollen

Hits Noisemakers | Oct 2021

"As of this month, [Christine is] curating global live-music experiences for Pollen Presents, with upcoming performances by Justin Bieber and J Balvin. She’s also working on the 2022 edition of her Measure of Music conference, a crash course in music and data."
Read Here

Christine Osazuwa Joins $100M-Backed Pollen as Strategy Director for Pollen Presents

Music Business Worldwide | Oct 4, 2021

Pollen has today made an impressive hire in the UK, naming Christine Osazuwa as its Strategy Director for Pollen Presents. Osazuwa, based in London, will work to develop the strategy for Pollen Presents’ highly curated global live music and travel experiences.
Read Here

Young Gifted And Black: Women In Music x YouTube Music (Interview Subject)

Music Week | Oct 1, 2021

Music Week is teaming up with YouTube Music for the Women In Music Awards in October - Black History Month - with a content series and webinar event, Young, Gifted and Black: Women In Music. Here, Adenike Adenitire meets Christine Osazuwa.
Read Here

Warner's Christine Osazuwa on the Thrilling Intersection of Music, Tech and Data (Interview Subject)

Muse by Clio | Jul 5, 2021

We caught up with Christine for our Liner Notes series to learn more about her musical tastes and journey through the years, as well as recent work she's proud of and admired.
Read Here

"Do Black Lives Still Matter?" <br> (Documentary Interviewee)

"Do Black Lives Still Matter?"
(Documentary Interviewee)

BBC | May 31, 2021

The music industry reacted with a surge of outrage to the death of George Floyd. Artists and labels alike posted black squares on social media, standing in solidarity with people of colour. Following #BlackoutTuesday, a social media campaign led by two black music executives, grime artist Saskilla asks what have music powerhouses done in the year that has followed, and have significant changes been made in the world of music?
Watch Documentary

Call & Response #BLM (Featured)

UMBC Magazine | Dec 8, 2020

In the spirit of this moment, many in our community are still protesting—but also taking to social media and finding new ways to make change from within their workplaces. It’s difficult, but necessary, work. The moment is calling for an answer, and our Retrievers are responding. Because this is who we are.
Article

UK Black History Month Series (Interviewee)

Warner Music Group UK | Oct 9, 2020

Feature as part of a 5 week series featuring Black employees at Warner Music Group UK in honor of UK Black History Month 2020.
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"Is This the Best Place in the World to be a Woman?" (Featured)

The Local Sweden | March 8, 2018

Featured interviewee on sponsored content for Invest Stockholm on the English language Sweden website The Local.
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Awards

Music Week Roll of Honour Inductee

MusicWeek | Nov 2022

The Roll Of Honour aims to highlight the breadth, depth and variety of individuals who are game-changers in the music industry, with their activities consistently benefiting women, or focusing on empowerment.
See Full List

LinkedIn Creator Accelerator Programme

LinkedIn | Oct 2022

Building on LinkedIn’s continued commitment to invest $25 million in creators, I’m excited to introduce the inaugural class taking part in our Creator Accelerator Programme in the UK. These creators are experts on topics that span the worlds of sustainability, technology, careers, and the future of work
See Full List

Celebrating Black Women in Tech 2021

Coding Black Females | Feb 2022

Recognizing the accomplishments of Black women in technology.

Alt List 2021 Honoree

shesaid.so | Dec 2021

From architecting new ways of owning work to community-supported funding, the music industry, both small and big, is building a new creative economy where the independent community can fully thrive.
View Full List

Rising Star Alumni Award

UMBC | Oct 2021

Recognize and celebrate the professional and personal achievements of this year's recipients, and to acknowledge their service to the university.
View Award & Watch Ceremony

Power Up Participant & Grantee

PRS Foundation | May 2021

The Power Up Participant Programme is designed to elevate exciting Black music creators and industry professionals and address barriers for those at crucial career stages. Only 20 creators & 20 executives were choose for the pilot program.
View Participant List

Data Leader of the Year (Finalist)

Predatech's British Data Awards | April 2021

Run by Predatech, the British Data Awards helps to discover and celebrate organisations that are passionate about data, no matter their size. While some of our 2021 Finalists have the potential to change the world, others are having a much more local, but nonetheless important impact.
View Finalist List

Research & Equitable Leadership List

Remesh | Oct 2020

Honoring the 50 most influential corporate and agency insights leaders of the day. Specifically, those who start fresh conversations at scale through notable thought leadership.
View List

Rookie of the Year

Universal Music Group Sweden | Dec 2018

Award from Universal Music Sweden for someone that has significantly contributed to the organization within their first year. Winner is decided by the leadership team.

First Runner Up (Team)

Google's Startup Weekend Stockholm | Sept 2017

Competed in a weekend long hackathon for Startup Weekend FemTech with a team of 4. Finished in 2nd place amongst 10 teams after presenting a prototype & deck.
Demo | Slide Deck | Event Details

Twenty in Their Twenties Honoree

The Daily Record Maryland | April 2016

The program celebrates the best and brightest under 30 whose creativity and spirit are already making significant contributions to the state.
Details

Editor's Choice Winner

The Baltimore Sun's Mobbies | Sept 2014

As the author of the Baltimore events blog Charmed & Dangerous, won Editor Choice Winner for The Baltimore Sun's blogger awards known as The Mobbies.

Class of 2011 Featured Alumni

University of Maryland Baltimore County | May 2011

Chosen as 1 of 36 featured alumni in the UMBC graduating class of 2011.
Article

Undergraduate Research Award Scholar

University of Maryland Baltimore County | May 2010

Received a research grant for the "Film Exploration of the Influence of Popular Rock Music on Youth”
Presentation

Brand Analysis for the City of Baltimore

Papers

Valuation of the Live Entertainment Industry

Growth Hacking & Marketing For Startups Workshop

How Has Social Media Changed the Music Industry within the Past Five Years?

Resume

Experience

2022 - Present

Shoobs

Chief Strategy Officer

Developing the marketing & brand partnerships strategy to support event organizers at a Y Combinator ticketing and event marketing startup.

2021 - 2022

Pollen

Strategy Director

Developed strategy for data-driven fan & artist-centric experiences for a VC-backed live music & travel startup.

2019 - 2021

Warner Music Group

Global Mrktg Director of Data & Insights

Oversee marketing data strategy to identify & break global priority artists by creating benchmarks and KPIs to ensure long-term global artist growth.

2018 - 2019

Universal Music Group Sweden

Head of Data Analytics & Insights

Worked directly with internal stakeholders, artists & managers to provide a narrative around their target and prospective fan bases using qualitative & quantitative data to develop insights & identify trends.

2014 - 2017

University of Maryland Baltimore County

Assistant Director of Digital Strategy

Redeveloped & managed 12+ websites and developed a data-driven marketing model to target qualified leads resulting in a 21% increase in applications & 29% increase in inquiries, and 14% in acceptance across 2 yrs.

2011 - 2014

MissionTix

Product Manager

Managed daily operations for a live music startup including client onboarding; customer service support; data management; tailoring user experience and developing products for sales & operations.

Education

2016

Betamore / Towson University

Python/SQL Bootcamps

12 week courses in SQL and Python program focused on predictive modeling, data manipulation, database querying, NPL, text mining, data visualization, supervised & unsupervised learning. Worked with Pandas, Numpy, Scikit-Learn, MatPlotLib, APls & Git.

2014 - 2015

University of Maryland University College

Masters in Data Science

One-year master’s certificate program focused on predictive modeling & business intelligence.

2012 - 2014

Loyola University of Maryland

MBA, Marketing

MBA program that included courses in statistics, market research, legal, finance, ethics, project management, consumer behavior & a work-study trip to Santiago, Chile.

2007 - 2011

University of Maryland Baltimore County

BA, Music Journalism & Entrepreneurship

Created my own curriculum for a 60 credit degree proposal including courses in marketing, music business, law, statistics & management.

Skills

Global Strategy

Digital Marketing

Offline Marketing

Artist Development

Audience Development

Commercial & Accounts

Presenting & Public Speaking

Data Science & Analytics

Data Visualization

Front-End Development

Download Resume

Leadership & Advisory Roles

shesaid.so (UK Director) | March 2022 - March 2023

Working across the UK shesaid.so chapters in collaboration with other local chapters to get women & gender minorities elevated, celebrated & compensated.

The Link (Co-Lead) | July 2020 - Oct 2021

Serve as co-lead for Warner Music Group UK's people of colour Employee Resource Group. Making efforts to improve diversity, wellness and career progression for employees of color.

Advisor/Board Member | October 2020 - Present

Current: Keychange US | LIVE | Indie Venue Week

Serving on the boards of various US & UK non-profits and associations, I leverage my expertise in music, marketing, diversity & inclusion, analytics, and international perspectives to provide insightful guidance on their financial, operational, and strategic decisions.

Projects

Measure of Music | Dec 2020 - Present

A free 3-day weekend-long hybrid virtual conference, bootcamp & workshop to give industry hopefuls & career changers a crash course (and a finished project!) in music & data.

Charmed & Dangerous | Jul 2013 - Jun 2017

I fell in love with Baltimore after moving into the city after undergrad. Charmed & Dangerous my personal love letter to the city in the form of a blog about dating and Baltimore events.

Always Wanting More | August 2011

Always Wanting More is a documentary film examining the culture of pop rock bands and the fanatic behavior exhibited by their fans; written, produced & directed by myself.

Scene Trash Magazine | Mar 2006 - Dec 2010

Scene Trash Magazine was a print monthly regional magazine featuring local music in the mid-Atlantic region, national acts, and other music related subjects.