Moving platforms (and why this is my last newsletter)
In 2026 there are hundreds, if not thousands of platforms where you can share your story, what you’re building, and the ups and downs of personal and professional life. It’s never been easier to be seen, but it’s also never been harder to be heard.
I turn 40 this year. That milestone has made me think carefully about where I want to spend my time and energy. My priorities are simple:
My body and mind ; so I can show up as the best version of myself for my family.
My family ; so I feel grounded, loved, and supported in everything I do.
My daily habits ; so I make the best use of the time I have.
Looking back, I’ve been part of almost every major wave of digital connection:
In 1999 I was on MSN Messenger talking to friends around the world.
In 2003 I was on MySpace and Skype, and I flew to Chicago to buy my first iPod at an Apple Store. I transferred all my CDs into iTunes (OK Computer by Radiohead was the first album I loaded).
In 2004 I joined Facebook (because friends in the US said it was the best place for parties) and started using Flickr for photos.
In 2005 I switched from SMS to BlackBerry Messenger.
In 2006 I heard about Twitter but didn’t use it. A friend was on Tumblr, but it felt like too much effort at the time.
In September 2009 I joined LinkedIn.
Then came 2010 ; a huge year. I started using Instagram, Spotify, and WhatsApp, and I finally got on Twitter around June. That same year Apple released the original iPad and the iPhone 4. It felt like the beginning of something massive. Since then we’ve seen the Apple Watch, AirPods, and so much more.
I’ve lived through an incredible two decades of technology. Turning 40 has made me reflect on how I want to use these tools going forward and, more importantly, how I want to tell my story.
Since 2009 I’ve used LinkedIn mainly for business. I’ve used Apple Music for my music, Instagram to share photos and promote my work (though I’ve stepped back from it after repeated hacks), and WhatsApp to stay in touch with people. Now I’ve decided to simplify.
My new focus
Going forward, my main platforms will be:
X — for personal updates and business reflections
LinkedIn — for professional connections and business updates
Apple Music — for music
WhatsApp / iMessage — for direct conversations
With AI accelerating everything and more platforms (including Beehiiv) competing for attention, I’ve chosen to consolidate. I don’t want to add to the noise or keep sending emails to people who already have enough in their inboxes.
This will be the final post in this newsletter.
If you’d like to stay connected and keep up with what I’m working on, please follow me on X or LinkedIn. I’ll be much more active there from now on.
One last update: I’m currently in discussions with Bloomsbury, Kogan Page, and Wiley. I’m hoping to receive offers by the end of August and will share which publisher will be bringing out BING BONG in 2027.
Thank you for reading and supporting this newsletter over the time it’s been running. I really appreciate it.
BING BONG
The Book So Far
Structure: 25 chapters across six parts.
Interviews: 57! in-depth conversations with leaders from Adidas, Bayer, Google, Meta, Universal Music Group, Sony Music, Warner Music, Interbrand, Wolff Olins, Yoto, and more.
Foreword: Penned by the brilliant Alexandre Perrin of Berklee College of Music.
Case Studies: Real-world examples from Apple, GSK, LEGO, and Mastercard, plus visionary trends extending into 2026 and beyond.
Tone and Ambition: Think Tribe of Mentors by Tim Ferriss, How Brands Grow by Byron Sharp, and Alchemy by Rory Sutherland but with a practitioner-driven, comprehensive framework tailored specifically to music-driven brand marketing, a discipline that's never had this kind of end-to-end guide.
The caliber of contributors who've joined this project truly humbles me. Here's the updated lineup shaping the Bing Bong Book:
Sam Bohn — Award-Winning Music Composer
LinkedInJoe Sauer — Behavioural Science Expert and Neuromarketing Specialist
LinkedInSean M. Smith — ex-VP of Design, Capitol Records
LinkedInKevin Perlmutter — Behavioral Science Brand Strategist and Author
LinkedInPaul Bennett — ex-Global Brand Director, AXA
LinkedInJohn Paul Hughes — Executive Creative Director (ECD), MindField Advertising & Marketing
LinkedInDr. Ray Sylvester — Branding Expert and Professor
LinkedInTim Miles — ex-SVP, Global Sync, Warner Music Group
LinkedInAifric Lennon — Managing Director (MD), Father Music
LinkedInKarsten Kjems — Managing Director (MD), Sonic Minds
LinkedInBjörn Thorleifsson — Director of Research & Insights, amp sound branding
LinkedInDr. Hitesh Raja — Leading AI & Technology, amp sound branding
LinkedInRex Hirschhorn — Research & Data Science Manager, amp sound branding
LinkedIn
Their contributions are outstanding and bring unparalleled expertise to the table that’s never existed in book publishing before.
Book Structure Overview
The Bing Bong Book is organized into six dynamic parts:
PART 1: The Human Origin of Bing Bong Book
PART 2: Music – The Foundation
PART 3: Brand – Building Identity
PART 4: Marketing & Advertising – Music Meets Strategy
PART 5: Sonic Experience – The Core Discipline
PART 6: Future – AI, Voice-First, and Beyond
Completed Interviews So Far (Huge Thanks!)
Here's a snapshot of some key contributors:
CEO, Record Makers
CEO, Spitfire Audio
Professor, Berklee College of Music
Managing Director, Talent & Brands
Founder, Sonic Boom
Global Strategy Director, MassiveMusic
Head of Music, RASCAL
Co-Founder, DixonBaxi
Executive Creative Director, Interbrand
Founder, Uncommon Studio
Agency & Marketing Partnerships Director, Bayer Consumer Health Brand
Partnerships Director, Highsnobiety
Managing Director - Google Advertising
Creative Director, Wolff Olins
Head of Music and Sound, Yoto
Founder, ICONIC
And many more from Adidas, Meta, Sony Music, and beyond!