This video tells the story of Spec — a rapper-turned-executive who built the invisible infrastructure behind music in emerging markets. From being an outsider in Montreal to navigating London’s underground scene, he learned how songs are made, moved, and monetized.
In 2011, he launched Pop Arabia in Abu Dhabi, pioneering music publishing and licensing across the Middle East — creating the systems that ensure artists get paid when their music travels globally. As streaming exploded across MENA, he connected regional superstars like Nancy Ajram and Mohamed Ramadan to the global rights ecosystem, partnering with Reservoir to scale worldwide.
Documentary | Client: The Third
This video explores how work evolved from tribal survival to industrial productivity — and now to the AI era. It breaks down how AI is replacing predictable jobs while amplifying human skills like judgment, taste, storytelling, and strategy.
Using four workforce archetypes — Operator, Automatable, Outsourcer, and Integrator — the video explains why AI replaces jobs, not skills, and why those who collaborate with AI will thrive. It highlights the rise of solo founders building AI-powered products, the shift from labor income to asset ownership, and the growing need to build systems instead of just completing tasks.
Documentary | Client: Plain Sight
