This isn’t a letter about how you will benefit from us.
It’s a love letter to audio, and how I got here.

I’ve always loved creative audio. Since starting in 2011, I’ve explored it in radio, launch videos, and brand experiences. Not just the final sound, but the thinking behind it, the planning, and the way it lives inside brands and experiences. I realised early on that I wanted to be involved in projects in a way that let me plan, experiment, and shape the work from start to finish. I wanted to work with the right people for each project and bring ideas together in a way that felt alive, collaborative, and intentional. I’ve always loved taking audio beyond what’s expected. I like designing experiences that feel new, surprising, and alive. Exploring ideas and pushing audio beyond expectations is not just for fun. It is how I help projects land, resonate, and make people feel something.

I love sound design in radio, in launch videos, in experiences. I love playing things over and over until they feel right. I love moments when something hits and all you can say is “damn.” I love how audio can touch people, sometimes bringing them to tears. I even love it when I’m not the one producing it. Just being part of bringing a project to life is amazing.

I don’t read music notes perfectly, but I know how they feel and what they do. I know what belongs and what doesn’t. I love creating systems around projects, building processes that make the work stronger. Sometimes I feel like I might be better as a project or production manager than a hands-on producer. Don’t get me wrong, I know I can produce. But when it’s time to submit, I always wonder if it can be better. That curiosity is probably why there are always multiple versions.

I studied brand and marketing because I love brands. I love how sound shapes perception. When I made radio promos, I would Google the brand, understand it, and then balance the station sound with what I learned. Over time, knowing the brand became something I carried in my head. Not rigid, just enough to know when something felt right. It informed the work while still letting me experiment and create.

Sometimes I feel like I’m everywhere. One day deep into radio imaging, the next blown away by a launch video idea. Music took a back seat because I loved building projects more. I loved the variety. As a DJ, you’re expected to be one thing. With these projects, you’re allowed to be many.

I also wanted to create something that wouldn’t depend on me or my personality. Something that could do a loud, weird project without it being “me.” Or create audio for a game without being an avid gamer. I remember being interviewed once for a sports brand and feeling like not loving sports closely wasn’t a problem. The right approach, research, and collaboration allow great work to happen without needing to be an expert in every field.

Somewhere along the way, it became clear that this approach needed a home. A place where collaboration, creativity, and sound could all live together. That is what eventually became Soundela. A studio and agency like no other, where I can help bring projects to life, build teams, and give credit to everyone involved. It isn’t about me producing every piece. It is about shaping the work, planning, and creating experiences that connect with audiences, deliver impact, and achieve the project’s goals.

This wasn’t written to be professional.
It was written from whatever came to mind right now.

I’m not even sure if this counts as a love letter, but it’s what came out of my head. If there’s more to add later, I’ll come back and edit. For now, this felt right.