Senior Strategic Partner — Entertainment & Cultural Strategy

Bobby Simms operates at the intersection of music, culture and global brand strategy.

Beginning his career as a platinum-selling record producer, he went on to found Popshop, an award-winning international communications agency, and Emoticast, a music technology platform focused on audience engagement and real-time cultural interaction.

Over the past decade, Bobby has advised leading global brands including Napster, H&M, O2 and LVMH, shaping strategies that translate cultural relevance into commercial impact.

Since 2018, he has collaborated with Jean-Paul Cassia on initiatives exploring how cultural IP and talent can extend into the built environment — developing new models at the convergence of entertainment, brand and destination real estate.