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 breaks down sound design from first principles — moving beyond presets and sound effects into the psychology of why sound works. Using cinematic examples like Dunkirk, The Pursuit of Happyness, and Avengers: Endgame, it explores emotional mapping, transdiegetic transitions, silence, dynamics, and the relationship between mood and emotion. The tutorial walks through three levels of sound design — Beginner, Intermediate, and Advanced — while demonstrating practical workflows inside Premiere Pro, from EQ carving and ducking to spatial design and precision timing. Instead of asking “What song should I use?”, it reframes the question to “What should the audience feel?”
Educational | Client: Somrath Dutt
