About
I'm a builder at heart — I like turning ideas into real things, whether that's a business, a song, or a website. I'm drawn to experimentation and figuring out how things work, and I'm usually happiest in the middle of a project. This site is where I share what I'm building and learning.
Biking, Legos, and Sunday church
I grew up in Livermore with my brother, in a household that valued activity, curiosity, and family traditions like church every Sunday. I was always building or exploring something — K'NEX, Legos, biking around the city, hours lost in RuneScape, and plenty of baseball, hockey, paintball, and airsoft with friends.
Training, music, and my first business books
My interests shifted toward self-improvement and creativity. I got dedicated to training in the gym and, around the same time, discovered music production — I became fascinated with hip hop and electronic music. I also started reading Think and Grow Rich and How to Win Friends and Influence People, which sparked a curiosity about entrepreneurship and sales.
Moving for music production school
After high school I moved to LA to attend Icon Collective, focusing on developing my technical and creative skills as a producer.
Live audio and stage work
Back in Livermore, I worked at the Bankhead Theater doing live audio and stage work — experience behind the scenes in live production.
Sales at T-Mobile, first steps into ecommerce
I moved to Manteca and worked in sales at T-Mobile, which sharpened my communication and customer-relationship skills. At the same time I kept up my self-education and started building my first ecommerce businesses.
Prime Wine Coolers, and staying curious
Today my main focus is building and growing Prime Wine Coolers. San Diego has also been a great place to stay active — I ride bikes around the city and keep learning from friends, recently diving into cooking and real estate.
Ventures
Prime Wine Coolers
Since 2020 I've been building Shopify stores, and Prime Wine Coolers is where most of that energy goes today — a high-ticket, US-based ecommerce brand I run end to end: product research, branding, marketing, legal, analytics, SEO, and social strategy.
Visit Prime Wine Coolers
This website
This site is a personal project and an experiment in learning to code while exploring how AI can help me build and create faster. I've been learning HTML, CSS, and web design fundamentals, using AI as a collaborator that helps me iterate rather than a shortcut that replaces the learning. It's part portfolio, part ongoing practice — it'll keep evolving as I do.
Things I'm learning
Ecommerce & digital marketing
Everything involved in growing Prime Wine Coolers — product research, Shopify, ad campaigns, email marketing, customer experience, and operations.
Sales & persuasion
How to sell effectively and understand customer behavior, both in ecommerce and in real-world interactions.
Fitness & nutrition
Building consistency in training, improving performance, and experimenting with diet and recovery.
Coding & technology
Practicing web development and experimenting with AI-assisted workflows — this site included.
Cooking
Learning culinary technique and different cuisines from Chris Prael.
Real estate
Studying property investing, market trends, and deal analysis with Jonathan Sloboda.
Music
I've been producing music for over 10 years, mostly lo-fi hip-hop and electronic — sound design, composition, and the technical side of mixing and mastering. In 2017 I graduated from Icon Collective in Burbank with a certificate in music production, then spent 2018–2020 in live audio at Bankhead Theater. Alongside that I co-ran Windmill Studio with Brandon Rios, recording and mixing local artists.
Burbank, CA
Livermore, CA
Original tracks
Dreambound
Wondering
Sesh
Time Off
More on SoundCloud: Clay2k & afkzzz
Collaborations
