Sjoerd Vriesema is a Groningen-based artist guide, project manager, and musician with extensive experience in talent development, international collaboration, and music policy. He began his career as a performing artist under the name Stuart Mavis. In 2018, he released an EP with Sony Music Entertainment and performed over three hundred shows, including appearances at ESNS, gaining broad experience in songwriting, live performance, and audience development. After his years as an artist, Sjoerd shifted his focus to guiding (hip-hop) talent in the Northern Netherlands and beyond. He led co-creation projects such as Wurdspøken and Wisselstroom and co-founded LEC (Link Up Euro Connection) in 2020, a European co-creation programme within the Music Cities Network connecting acts from Groningen, Aarhus, Manchester, and Berlin. In 2021, he helped establish Lake Woozoo, a music production and artist development company that won the Frisian Pop Award in 2023. Since 2024, he has been project manager of Hit the North, NOORD’s talent development programme. He is a member of the Popronde selection committee and advises the Municipality of Groningen on sustainable and effective music policy.