We are a team of strategists with a background in marketing and communications, and years behind the decks. That mix is our method: a DJ's ear for reading a room and deciding what plays and when, and a strategist's discipline to first ask what the brand stands for and how people should behave in its space. Music is one of the few elements of a brand that people experience with their whole body, and it is usually the one nobody is in charge of.

Our founder is a brand strategist and DJ, named one of Mexico's best DJs by the UK label Ministry of Sound. He holds a degree in Information and Communication Sciences with a specialty in marketing and a London Business School diploma in aligning brand and behaviour, and before Musicalist he worked in corporate communications and brand strategy for companies such as CEMEX and British American Tobacco. He still runs a brand strategy practice in Monterrey.

We have curated programs for NH Hotels across Mexico, Lowe's, Cartier, Bulgari and American Express, as well as restaurants, bars and fitness studios in Monterrey. When a concept comes from somewhere else we go and listen to the original before choosing a track: Dublin for an Irish pub, Italy for Italian restaurants, Spain for NH.