Originally from Australia, Will started in publicity in the UK in the late 90s. From 2001, he worked as a music manager in Australia. In 2017 he returned to London and worked with Sigur Rós on their NORÐUR OG NIÐUR event in Reykjavík. He joined Iceland Airwaves in 2018, becoming head of bookings and managing director in 2019. He is now Senior Catalogue Product Manager at London Records.