From radio waves to brand soundscapes – the former Radio 1 DJ on creating immersive retail experiences, learning from mistakes, and the power of music in business.
What do you currently do?
I’m currently CEO of Immedia Group plc, a business I founded in 2000. We specialise in creating music strategies and in-store media technologies that help brands in the retail, banking, and hospitality sectors build powerful experiential marketing campaigns.
We work closely with behavioural psychology experts and music producers to understand how consumers and employees interact with their environments. Our mission is to shape “The Sound of a Brand” – the auditory identity that enhances customer experience, encourages brand engagement, and supports commercial outcomes.
Our client list includes major names like HSBC, SPA UK, Topshop and Bupa.
What inspires you in business?
People. My focus is on making commercial environments more pleasant and engaging for customers and staff alike. Our senses, particularly sound, shape how we feel and behave in a space. For example, people are more likely to linger and spend in a retail store if the environment feels welcoming and comfortable.
With my background in radio, I’ve always appreciated the power of audio to connect with people emotionally. Music is deeply woven into our human identity – it influences our mood, focus, and energy levels. I take a lot of satisfaction in showing businesses how music and media can shape their customer experience in a way they may never have considered.
Who do you admire?
Nelson Mandela. He’s a global symbol of strength, determination, and integrity. He stood up for what he believed in and never compromised on his principles, even when it would have been easier to do so.
In business, as in life, it’s vital to believe in yourself and fight your corner. But leadership isn’t about being selfish or stubborn – it’s also about believing in others and bringing people together to create something better.
Looking back, would you do anything differently?
Plenty – but I see those missteps as necessary. Every mistake is an opportunity to grow. I’m on a continuous learning curve, and I wouldn’t be where I am today without the benefit of experience – both the good and the bad.
You can’t spend too much time dwelling on what might have been. Every day is a new opportunity, and I try to stay focused on what’s ahead, not what’s behind.
What defines your way of doing business?
Honesty, knowledge, and experience. I believe in getting under the skin of a client’s needs, building real relationships, and offering advice that’s grounded in insight and realism. You can’t over-promise and under-deliver – trust is everything.
Knowledge is power in business. The more information and context you have, the better placed you are to exceed expectations and add real value.
What advice would you give to someone just starting out?
Make sure your business is well capitalised from day one. It always takes longer and costs more than you expect to get established, and there will be curveballs along the way.
Planning for the unexpected isn’t a luxury – it’s a necessity. Give yourself the financial headroom to adapt, and you’ll be far more resilient when challenges arise.
