What I've Learnt: Max De Lucia, Founder & Client Director at DLMDD

Charlie Spargo's picture
by Charlie Spargo
Max De Lucia, DLMDD

Max De Lucia has had a wide range of experiences throughout his career. Starting at Trinity Laban Conservatoire of Music and Dance, he led flashmob choirs on the BBC and set off on a worldwide social music experiment.

He started out at WPP's Mindshare, before launching the branding division at Adelphoi Music. In February this year, he started as Director of DLMDD - the specialist sonic branding agency.

He leads an award-winning team of music producers and agency specialists who give brands a voice and a unique sound.

We sat down with Max to find out about his life and work.

Which single daily habit or practice could you not do without?

My morning espresso. 

What's been your luckiest break?

Quite a while ago now, I embarked upon a 32,000 mile music inspired round-the-world trip which was powered by a host of brands and even Stephen Fry! That project provided the stepping stone into the worlds of music and brands.

If it weren’t for those very long plane journeys, I probably wouldn’t have met my now business partners… 

What's your best failure?

Richard Branson didn’t back it.  

What is the best investment you've ever made, either financial or time?

DLMDD and my other half. I’ll leave you decide which is the financial and which is time.  

How would you describe your work/life balance?

In some ways good, in others awful. I’m strict about the time I spend in the office and at my desk. But it’s tough to switch off from work mode when I’m on my own watch.

I find getting out of London at the weekends tends to remedy that - particularly driving fast down country roads and lounging by the Kent coastline. 

Which book would you recommend others to read and why?

I’ve always been very taken by Haruki Murakami’s writing. It’s stunning stuff - very stylistic. You know you’re reading his words straight away. Plus, he has a distinguished taste in music; always referencing and dissecting music with total panache.

'Colorless Tsukuru Tazaki and His Years of Pilgrimage' is a standout for me. 

What one piece of advice would you give your 21-year-old self?

Nothing you think is going to happen is going to happen. 

Who or what has had the single biggest influence on your working life?

There’s this odd societal thing that tell us ‘there’s no money in music’. That has been a big influence for me - defying that belief. 

Tell us something about you that would surprise people.

I don’t know if it would surprise you or not. But, aside from my relatively corporate business life, I am a long-time supporter of The Choir With No Name - choirs for people across the UK who have experienced homelessness. For me, it’s the embodiment of everything that is special about music. 

What does success look like to you?

I’d like to look back, smile and say, “we did that”.