Guillaume knows the music business from the inside. As a musician, he’s lived every stage of it himself: from recording to touring, from the stage to the merch table. He pairs that with years spent on the other side of the table. Working with booking agencies (Greenhouse Talent, Peter Verstraelen Agency,…) has meant working for names like The Rolling Stones, Justin Bieber and Nick Cave & The Bad Seeds, while his time with several festivals (Alcatraz, Spoorpark Live, Gent Jazz,…) included a stint as head of merchandising for the latter. That combination sharpens the view: he’s seen the exact same problems repeat at every level, from major international acts to young unsigned artists.