I’m Jason, most people call me Jay.

I write about marketing, culture, music, technology, belief, identity and the strange little stories people tell themselves to make sense of the world.

Some of it is personal.
Some of it is professional.
Some of it sits in that awkward middle space where most of the interesting stuff lives.

My background is marketing. That’s where I learned how people move.

Not in theory. In the real world.

The messy world of campaigns, audiences, deadlines, budgets, ticket sales, search traffic, brand positioning, launches, festivals, content, teams, clients, stakeholders, and the occasional meeting where everyone pretends the bad idea is “worth exploring.”

Marketing taught me something useful:

People are not rational.
Attention is earned.
Trust is fragile.
Culture moves faster than most brands can approve a PDF.

That is the lens I bring to my writing.

What I write about

I’m interested in the hidden machinery underneath modern life.

Why people believe what they believe.
Why some ideas spread and others die quietly in a Google Doc.
Why music becomes identity.
Why technology changes behaviour before anyone admits it.
Why Australia feels different now.
Why work has become performative theatre with Slack notifications.
Why marketing often mistakes noise for meaning.
Why not knowing might be one of the last honest skills left.

At the centre of it all is one question:

Why do people care?

That question has followed me through most of my life.

As a musician.
As a marketer.
As a writer.
As someone who has spent too much time watching smart people make very stupid decisions with great confidence.

The marketing bit

I’ve spent more than 20 years working across marketing, media, music, live entertainment, tourism, SEO, digital strategy and audience growth.

I started in music, managing and promoting my own band, Bronson, before becoming part of the early team at HEAVY, helping grow a media startup inside the heavy music scene.

From there, I moved deeper into marketing and digital leadership, working across festivals, tours, tourism, agencies, content, SEO, brand strategy and commercial growth.

That background matters because it gave me a front-row seat to how people actually behave.

Not how personas behave.
Not how strategy decks say they behave.
Actual humans. Weird, emotional, contradictory, tribal, impatient, brilliant, occasionally cooked humans.

That is the education.

The marketing career gave me the tools.
The writing gives me somewhere to use them properly.

Why this site exists

This site is my home base.

It is where I collect my writing, ideas, essays, observations, projects and the occasional rant dressed up as cultural analysis.

I’m not trying to build a polished personal brand that sounds like it was assembled by a LinkedIn coach with a ring light and a nervous smile.

I’m interested in something more useful than that.

Thinking in public.
Writing with a point of view.
Making sense of the patterns underneath marketing, culture, technology, music, work and identity.
Saying the thing plainly, without sanding off every edge until it becomes beige corporate paste.

Because the internet has enough “thought leaders.”

Most of them appear to have had one thought and are still touring it.

The thread

The thread through everything I do is simple:

How people think, buy, believe and belong.

That connects the marketing work.
The music background.
The essays.
The books.
The cultural observations.
The personal reflections.

It all comes back to behaviour, belief and attention.

Why people gather.
Why they follow.
Why they leave.
Why they care.
Why they pretend not to.

That’s the work.

What you’ll find here

On this site, you’ll find writing about:

• Marketing, attention and consumer behaviour
• Music, festivals and cultural identity
• AI, technology and the future of work
• Australia, belonging and social change
• Books, belief systems and modern nonsense
• Personal essays on uncertainty, reinvention and paying attention properly

Some pieces are practical.
Some are reflective.
Some are probably me working something out in real time and making it everyone else’s problem.

Beautiful, really.

To view my full professional background, visit my LinkedIn profile.