All my life, I have loved to create. I discovered music when I was 13, and began writing songs on an ancient guitar my aunt had learned on 30 years earlier. By age 15, I was playing in bands - something I would do for the next 20+ years.

I went on to study music at university, and played at local bars until 2am three nights a week to pay for my studies. This led to launching my first online business, Findaband, a live music agency, which launched in 2008. A DJ agency, FindaDJ, followed in 2009. Over many years, I built these into New Zealand’s leading live entertainment agencies.

Hey, I’m Sam

I’m writer, creator and serial entrepreneur

Findaband allowed me to pursue my career in music in my 20s and early 30s. I released two albums, Perfect Flaws in 2010 and Quicksand in 2014, as the singer and guitarist with rock band Black River Drive, and had a number one hit in the New Zealand rock charts with “Bullet for your Gun”.

I created wedding platform Auckland Weddings in 2012, and venue marketplace New Zealand Venues in 2018. I exited from these businesses in 2021.

I began posting on LinkedIn in 2022, and grew my audience to over 100,000 followers by applying all the lessons my career as an entrepreneur taught me - copywriting, conversion optimization, buyer psychology and design.

I launched my personal brand consultancy, LinkMinded, in 2025, and to date I’ve worked with over 100 founders in the US, Europe, New Zealand and Australia.

I live in Auckland, New Zealand with my partner Jenny and our 4 year old cavoodle Molly.