Music has been my passion ever since I was a child. At the age of four, I learned how to play the piano and it wasn’t that much later I found out I wanted to pursue a career in the music industry.
Over the years, I have been working in several positions and with various partners in the music industry. I have worked with brands such as Converse Benelux, Red Bull and MOJO Concerts and have also been involved in music marketing activities for music venues and organizations. I have also been very active both on- and off stage, touring all throughout Europe in various formations, including performances on festivals such as Sziget Festival (Budapest, Hungary), Bospop (Weert, The Netherlands) and Zwarte Cross (Lichtenvoorde, The Netherlands).
In 2017 I joined independent record label V2 Records Benelux, which was founded by Richard Branson in 1997 as part of the V2 International Group. Starting as a press and radio promotor, I worked on the promotion of acts such as Blaudzun, Lauv and Courtney Barnett. Later I would become the label’s senior product and label manager as well as member of the A&R committee, which made me responsible for V2’s local signings, as well as the representation of Nettwerk Music Group in the Netherlands and Tuff Gong World Wide in Europe. Apart from this, I was responsible for the coordination of all local signings, as well as the label services for represented labels, such as Domino Recording Group, AWAL/Kobalt and The Orchard.
In 2020, I left V2 Records to join Warner Music Group as their head of ADA Music, A&R and Business Development. As part of Warner Music Group, ADA gives independent labels and artists access to a global distribution system and a dedicated team that provides all aspects of marketing and promotion services. We represent artists like Macklemore and Ryan Lewis, Lauren Daigle, Anderson. Paak and SAINt JHN and labels like BMG Rights Management, 88Rising, 12Tone Music, Nettwerk Music Group and many others.