I don’t think there was one perfectly cinematic moment where I suddenly knew I wanted to make music. It was more like a slow invasion. Music got into everything until it became impossible to separate it from who I was.
In the late 80s, I was obsessed with early hip-hop like Public Enemy, De La Soul, N.W.A and Doug E. Fresh. At the same time, we were smashing out Appetite for Destruction by Guns N’ Roses and getting just as fired up by that. My brother and I would take a boombox down to our den, blast all this music and imagine one day doing something just as powerful ourselves.
Then I went deeper. I got obsessed with The Beatles and The Beach Boys and learned every song I could on guitar and bass. Then Queen got me with Freddie Mercury’s insane vocal power and pure frontman energy. The Red Hot Chili Peppers cracked something open in me. Blood Sugar Sex Magik still feels like one of the greatest albums ever made to me. Then I discovered Soundgarden, Nirvana, punk, grunge, skating, rebellion and that whole beautiful mess of energy and attitude.
Music was never just sound to me. It was the full package. The records, the artwork, the style, the danger, the fashion, the posters, the feeling. I was making zines as a kid, designing tapes and CDs, making posters for live shows, obsessing over the worlds that bands built around their songs. Looking back now, that was the start of everything I still do, whether that’s making music with Bleed Electric or running RIOT, the New York creative agency I built. It all comes from the same place - sound and image hit hardest when they collide.
Music became personal when I learned to play my first song on guitar. It was “Wild Thing” by The Troggs, and it probably took me a couple of weeks as a kid to get it right. Learning guitar is hard. Your fingers hurt, it’s frustrating and that’s where a lot of people quit. I didn’t. Once I got those chords and that rhythm down, something shifted. Music stopped feeling like this magical thing other people did and started feeling like something I could do too.
A lot of it started in my bedroom as a kid. I had the big room in the house, but I also had to share it with my younger brother, so I’d be in there surrounded by possibility: a desk, a ZX Spectrum where we programmed simple music, a stereo with two inputs so we could record clean left-and-right tracks to tape, my dad’s acoustic guitar, instrumentals from B-sides and whatever strange idea we felt like chasing that day. I’d sample voices, play guitar, sing, rap over instrumentals, experiment constantly. That room was my first laboratory.
Even now, that’s how I approach music. It’s one of the reasons Bleed Electric doesn’t feel like a traditional band. For us, it’s never just been about writing songs. It’s about building worlds through sound, visuals, mythology and mood. We recently released our second EP, Let The Invasion Begin, in reverse as part of a bigger idea: rolling the Bleed Electric catalogue out backwards, peeling the story back layer by layer. In the next couple of weeks, we’re also dropping the music video for “Gravity”, which feels right because that track carries a sense of release - breaking free from whatever was holding you down.
That part matters to me. The best music shows people that creativity doesn’t have to stay in one lane. A song can be a feeling, a visual, a philosophy, a film, a statement, a world. That’s how I’ve always approached it. It’s also what I bring into RIOT. Our work as a creative agency is shaped by that same belief that sound is never secondary. Audio changes how people feel. It changes how they remember.
I also think being Welsh is part of it. Wales is the Land of Song. Music is in the blood there. Singing means something. There’s pride in it, passion in it. So maybe there wasn’t one lightning-bolt revelation. Maybe it was always there and I was just slowly becoming aware of it.
What I know for sure is that I wanted to make music the moment I picked up my dad’s acoustic guitar, hit a bass string, moved my finger, heard the note change and felt a whole world opening up in front of me. After that I kept going and never really stopped.
I still haven’t.
Whether it’s through Bleed Electric, producing other artists, making beats or playing guitar with my kids, everything traces back to that same realization: music can make people feel something they can’t get anywhere else.
Once I felt that, I was all in - forever.
I still haven’t.
Whether it’s through Bleed Electric, producing other artists, making beats or playing guitar with my kids, everything traces back to that same realization: music can make people feel something they can’t get anywhere else.
Once I felt that, I was all in - forever.









