James is a longtime veteran of the influencer marketing space, starting with parenting blogs in 2010. He moved into entertainment, working with emerging and established musicians, before turning his focus entirely to content creators. He went on to lead influencer marketing for Disney in Southeast Asia before joining Amazon's Brand Partnership Studios, an in-house creative agency dedicated to developing Twitch content. A hobby musician, he has collaborated with Ty Dolla $ign on several occasions and other Los Angeles-area artists.