INTERNET ADVENTURES

Without sounding too cliché, the internet, like most other millennials, has been my playground since a worryingly young age, and creating things on it has always been my passion. Here are some side projects that I and others have enjoyed.

BIBLIOTHÈQUE RECORDS

Like many record labels, this one also has a tragic ending: my co-founder blew our money on Balenciaga and blow. From 2016 to 2022, I served as the label's creative director and A&R, growing it to over 15 million plays with support from Black Coffee, Diplo, Keinemusik, and the late Virgil Abloh. My proudest moment was being premiered by Danny Howard on BBC Radio 1.

You can find some relics on a variety of our social platforms including Soundcloud, Instagram, Facebook & Spotify.

CANALSTREETMYSTERYBOX.COM

CanalStreetMysteryBox was started in the midst of the ‘mystery box hype’ that was happening on YouTube. Our version was less exclusive as we offered a box filled with crap that could only be found in New York starting at $25. The difference between us and the YouTubers making millions of unboxing is that we donated all our profits to WomanKind.

Press: AdWeek, Campaign Live, MediaPost

TYPEWITHTOURETTES.COM [2015]

For Tourettes Awareness Month we taught people that the disorder is a lot more than just cursing. It attracted over 65k visitors and sparked conversation on reddit where people with the syndrome was happy to answer questions.

TRY IT HERE

IKEAINSWEDISH.COM [2013]

A simple soundboard that taught people how to actually pronounce the items at IKEA.

Press: AdAge, FastCompany Design, FastCompany Create, Gizmodo, Psfk, It’s Nice That!, Feber.se.

BEERSWITHALEX.COM [2013]

When I moved to New York from San Francisco I didn’t know anyone so I started a tumblr giving away beers to people who brought me to new bars. The goal was to give away 50 beers and visit 50 places, but being an internet at the time the economics didn’t quite work out, regardless this is one of my favorite projects I’ve ever made.

SIRI VS. STARBUCKS [2014]

Who’s the better speller? A Starbucks employee or my Siri listening to me talking with a Swedish accent.

Press: Thrillist, Foodbeast, Hello You Creatives, Bustle.