James is the director and founder of Mystic Sons, a music press and radio company and online magazine based in London. Mystic Sons PR focuses on traditional national press and radio services in the UK, alongside digital marketing including tastemaker
online blogging and Spotify playlist plugging. Over the years James has history of working and developing artists such as Gary Numan, Ladytron and Leftfield alongside Scandinavian artists such as Teddybears, Veronica Maggio and Dolores Haze. Since 2018 James is also running the label Silent Kid Records, focusing on digital and vinyl releases.