Heen Wai
I've spent 14+ years turning music tech into stuff people want to watch. At ROLI I built our content operation from the ground up — founding an in-house studio that doubled output while nearly halving cost-per-video. That became the engine behind a 150% jump in organic web traffic, 66.9M impressions and 90M+ video views in a single year. Now I run the whole film & music production function — team, budget, workflow, the lot. I build the systems and pipelines behind the content, not just the content itself. Lately been going deep on AI filmmaking — using it to compress timelines and budgets without compressing quality. If you're building a content function that needs someone who can direct, produce, and understand why the pipeline is slow - hit me up. Open to a conversation if you have an ambitious content plan!
Ran film & music production end to end — strategy, budget, scripts, editing, team, external partners, delivery. Built the workflows and templates that let a small team ship consistently high-quality content without burning out or blowing the budget. If it had a camera, a mix, or a deadline, it went through me.
Took ownership of production quality and timeline — planning, composition, shooting, editing, delivery. Kept pushing the format and workflow forward instead of coasting on what worked last time.
Wrote, filmed, and edited content across every ROLI channel and product line — socials, tutorials, product launches (LUMI Kickstarter included), cross-promo with the likes of Ableton and Native Instruments. Ran workshops for partners from Apple and Harrods down to bedroom producers at ADE.
Started here — learned the instruments (Seaboard GRAND, Seaboard RISE, BLOCKS) inside out, then turned that into product demos, content, and direct feedback into product development. This is where I learned that a good demo and a good video aren't that different.