Orwell McGubbins is a brand and strategy director who helps music tech founders build brands that cut through – sharpening their positioning, clarifying their story and giving them the edge to stand out in a crowded market.

Specialising in rebranding, Orwell works with startups and founders at every stage, from early positioning to full brand overhaul. He has led brand workshops through Music Tech Hub and Music Frontiers, and partners with Music Tech Lab to bring brand and product strategy to Europe’s emerging music tech startups.

Orwell’s instincts were sharpened long before music tech. His strategic work rescued a global humanitarian innovation fund, delivered record-breaking event attendance, sold out a careers programme in record time and launched a decade of growth for a national engineering body.

His origin story? Making posters and merch for bands and club nights. That DIY energy never left – it just got sharper. Today Orwell brings together that cultural instinct and years of hands-on strategic experience to support the founders, dreamers and creators building the future of music.

Orwell lives and works in Berlin.