He began by managing bookings for five venues and stages at major festivals such as Glastonbury, Lovebox, and The Secret Garden Party, solidifying his reputation as a prominent figure in event promotion.
In addition to his work as a promoter, Alex established himself as a session musician, collaborating with emerging London acts and touring with performers from Britain’s Got Talent and Fame Academy. He also toured with established artists like Tony Christie, making appearances on popular TV shows including Richard and Judy, Hollyoaks TV, and The Alan Titchmarsh Show.
While pursuing his session work, Alex also embarked on his own musical ventures, touring with notable acts like Ed Sheeran, Ellie Goulding, La Roux, Example, and The Charlatans. His diverse musical contributions contributed to the success of several projects, garnering praise from publications such as The Guardian and MIXMAG.
Alex’s talents extended beyond performance, as he secured record deals in the US, Canada, and Russia, toured extensively, and wrote songs for other artists. His compositions have been featured on various TV shows, including Made in Chelsea, Sky Sports, MTV, and US dramas like ABC’s Red Widow and One Dollar.
Transitioning into artist development, Alex ventured into scouting and signing talent for a publishing label, eventually assuming the role of lead writer. In 2018, he made the decision to leave London permanently to pursue a career in education, marking a new chapter in his professional journey. Throughout his career, Alex has demonstrated a versatile skill set and a passion for nurturing talent within the music industry.