Born and raised in Bogotá, Colombia, and based in Malmö, Sweden since 2018, has nearly 20 years of experience in the music industry, combining vision and creativity to develop top-class artists and organizations.

Founder of That Music Agency (TMA), a consulting and booking agency dedicated to connecting and expanding business opportunities between the Latin American and European music markets. TMA bridges cultures and audiences, working with clients such as Luger Nordic, Bogotá Music Market, BIME Bilbao, Sony Music, Export Music Sweden, Amuse, Malmö Sommarscen, Festival Rock Al Parque, Doomstar Bookings, and Unsin Miami, while promoting Latin American acts in Europe and vice versa.

Previously, for 13 years, co-founded and was a partner at M3 Music, the company behind the international success of major Latin-Alternative acts like Bomba Estéreo, Vicente García, and Mitú, and acted as Creative Director for the music conferences Resonancia Colombia and Amplifica Chile.

Has been a guest speaker at UNESCO, BIME, BOmm, Midem, Primavera Pro, Fluvial, and twice a WOMEX (Club Summit Curator) Jury member .

Father, dog parent, basketball fanatic and full-time rocker.