In 2005, photographer Jimmy Hubbard and I noticed the emerging web trend of music outlets transitioning from print to video-centric artist coverage. While there was already a growing volume of quality video content for established high-profile bands, we identified the lack of coverage for up-and-coming, fringe acts.

To service that untapped audience, we launched the extreme music blog, MetalKult.com, with the goal to shoot video interviews, lessons and live concerts of some of the most exciting underground heavy metal and extreme bands.

As Editorial Director of that start-up site, my role was substantial: from setting the editorial scope to producing and filming video segments to managing budgets and freelancers. MetalKult was eventually acquired by Revolver magazine and added as a top-level channel to their website.