Cutting his teeth as a producer and marketing strategist in theatres in the 90s, he continued his strategic work as a project manager in the arts for a broad range of clients and collaborators until the early 00’s.

A particular trait of his is a penchant for cross-disciplinary work, across the business-culture- academia-public sector axis. In 2004, this brought him the opportunity to carry out an analysis of the creative industries in Malmö. This came to be the beginning of Media Evolution, of which he has been the CEO since 2014.