Why work together?

Today, I work as a music entrepreneurship educator, brand strategist, artist coach, and fundraiser for cultural non-profits based in Utrecht, The Netherlands. Driven by a deep love for music and a belief in freedom and empowerment, I help artists build careers that are both creatively fulfilling and financially sustainable.

Over the past 15+ years, I have worked across the cultural field—as a drum teacher, director of Jazz Maastricht, pop & jazz programmer at music venue De Doelen (Rotterdam), and entrepreneurship teacher at Codarts Rotterdam. To date, I’ve taught over 1,000 emerging artists how to turn their passion into a profession. Recently, I founded Always Look At The Brand Side of Life, where I collaborate with artists, music venues & festivals to help them achieve their dreams and goals.

Being an eternally curious person, I have degrees in Music (jazz drums), Business Administration, and Cultural Economics & Entrepreneurship (Erasmus University). This combination of work experience and educational background uniquely positions me to empower musicians in building thriving music careers. The blend of artistic intuition and entrepreneurial action is what I bring to the table.

I founded Always Look At The Brand Side Of Life because I realized that a personal, artistic, and purposeful brand is the foundation for your music career success. Branding is about who you are, and an authentic brand enables you to connect more deeply with your audience. So, why should you work with me? Because I know what it takes to be an artist and concert organizer. I understand both sides of the music industry, and will give you my 100% focus, energy, ideas, and network to assist you in taking the next step.