Before examining the future of creative work, Sam lived it — in rehearsal rooms, recording studios, on stages and in front of cameras, across three decades and more than a dozen countries.

He spent a decade with The Wiggles as lead performer, vocal producer and touring company manager, then a further decade producing music and television for international children's audiences with partners including Nickelodeon, Sony Music, Republic Records and Universal Music Australia. Along the way he watched digital recording, green screen, streaming and now generative AI each arrive promising to change everything.

That experience shapes a research practice grounded in the realities of making: collaboration, risk, audiences, identity and the invisible labour behind culture. It also makes his perspective on AI unusually practical. The question is not simply what the technology can do, but what it can help people become.