Multidisciplinary creative and marketing strategist.
Born to Croatian and Bosnian immigrant parents, I carry a unique perspective that reveals itself in the stylistic precision embodied in my work. While I’m drawn to creativity, it's technical proficiency - computer-aided design, advanced photography, and audio engineering - that continually challenges me to grow.
I studied economics at undergraduate university, and later earned my MBA abroad with a focus in marketing - a shift that permitted me to explore a career path far more fulfilling than the one I’d imagined in politics or public service. After graduating, I moved to Los Angeles to chase something undefined. I had always wanted to experience what it was like to live in LA, but never landed on the right chance to do so. Unexpectately, I found a live-in assistant position posted online: it involved maintaining a well-known film producer’s Beverly Hills mansion and walking his two exotic Siberian huskies three and a half days a week - while getting to shadow his business practices and the way he communicated with higher-ups in the industry. This was my first introduction to the professional music and entertainment business. The rest of my time was spent driving around LA, neighborhood by neighborhood. If you’ve truly experienced LA, you know - it’s less a city, more a constellation of chaos, stitched together by freeways and fog.
When I felt I’d absorbed what I needed from the LA experience, I left. I knew I had to return eventually, but next time, with a mission to document the city's underground creative scene and pursue something in the music industry. I drove six hours north to the Bay Area and landed my first corporate job post-university. Here is where I got to apply what I learned and practiced in university, running digital marketing campaigns, designing websites, managing clients, and project building. I also started to document the underground music scene on the weekends since I started to feel confined to my cubicle. I went to shows alone with my camera. At first, it was isolating and intimidating. Then it became second-nature. I met more people than I ever had, building connections organically and, occasionally, deceptively faking press credentials just to gain access. It worked.
Over time, I learned who was pulling the strings behind underground collectives and began forming relationships with what were once online shadows and strangers. Eventually, I connected with a show manager for an alternative rap show in Van Nuys - a grungy warehouse zone deep in the Valley- and booked my first official gig as a show photographer. I brought a friend along, taught him how to shoot live, and brought him onstage with me. That night I met Kashmovere, the event’s official DJ and a producer signed to Bighead Music Group. After seeing the shots I posted from the show, he offered an internship at their studio. Within days, I packed my bags, signed a lease, and officially moved into my first solo apartment in LA.
That chapter changed everything.
At the time, I was working remote hours for one job in the morning, managing a full-time marketing manager position at a corporate office in Sherman Oaks during the day, and running Bighead’s studio from 6 PM to 2 AM a couple of nights a week. In between, I was still documenting underground shows and photographing architecture projects. It was chaos - and I loved it. Two years later, I left my corporate role and launched my own creative agency focused on visual design, photography, and marketing. I spent a month in Spain. Then two months in Croatia, visiting family and recharging. When I returned, I moved back to Sonoma. I needed time to reset. To sharpen my skills, reorganize my priorities, and reflect on the velocity of my last few years.
Now, I provide creative and marketing services to clients across music, engineering, and design. I also scout talent for Artist Publishing Group, where I work as an A&R consultant. I frequently travel to Los Angeles to document architectural and construction projects for a client, and while I’m there, I immerse myself in the underground music scene, photographing emerging artists and capturing the raw energy of live shows. I think that’s what keeps me sharp. I don’t know exactly where it all leads - and there’s something to be said about that. But I know I’m moving in the right direction.
I’m chasing the signal. Still creating. Still learning. Still uncertain. Exactly where I want to be.