About us

We are a group of dedicated and experienced professionals on a mission to secure the digital conservation and preservation of archives for future generations.

A Message From Our Founder & CEO

Louisa Grasso

I’ve always valued the privilege of working with some of the world’s leading artists, bands, and brands—both as a promoter and a manager. Growing up between Rome and London, I naturally gravitated toward connecting cultural legacy with contemporary audiences.

This perspective and my entrepreneurial instincts led me into the world of exhibitions, forging long-standing relationships with institutions like the Victoria and Albert Museum. Even in the 1990s, my vision was clear: to tell artists' stories through their archives. I saw early on that an artist’s archive - comprising art, fashion, design, and lyrics - is not just memorabilia, but a living ecosystem that documents a life’s work.

The Challenge

Working closely with estates, I witnessed the emerging threats to this legacy: rising storage costs, the risk of loss through natural disasters, and the difficulty of ensuring provenance, authentication and commercialisation.

A fundamental question crystallised:

How do those who created the value - the artists, bands, and estates - retain control of their archive, safeguard their story, and protect their intellectual property in an age of digital disruption?

The Opportunity

As a universal challenge for collections across many industries, these questions are now the foundation of my work. After five years of in-depth research, my mission is to create a secure, intelligent digital home for archives. By leveraging advanced technologies, including AI, we can ensure that collections are not viewed in fragments, but as coherent stories that protect ownership and unlock educational value.

My commitment is to build a future where heritage is safe, accessible, and authenticated. Whether for music, sport, or fashion, I want to ensure that the creativity which shaped our culture is never lost, but rather preserved, empowered, and owned by its creators.

  • Royal Holloway, University of London, a leading research-based university. Key team members: Mark Lycett, Professor of Digital Innovation, expertise in business models and ecosystems;. Alex Reppel, Reader in Marketing whose research examines how emerging technologies (such as AI and immersive) can be used to improve the consumer experience; Polly Dalton, Professor of Cognitive Psychology, expertise in audience understanding and engagement.

    Part of StoryFutures, a Creative Cluster focused on immersive technology and storytelling.

  • Web3 & cutting-edge enterprise engagement platforms specialists, Austella drive first-party data acquisition, user engagement and loyalty across a digital and mobile-first audience

  • MAG’s Advisory Board includes highly experienced professionals from the music industry and the cultural sector. 

    Mervyn A Lyn

    STRATEGIC PARTNERSHIP SOLUTIONS | CEO

    Linda Lloyd Jones (MBE)

    V&A MUSEUM | FORMER HEAD OF EXHIBITIONS

    Wendy Laister

    MAGUS ENTERTAINMENT | CEO

    Mark Lycett

    ROYAL HOLLOWAY | PROFESSOR OF DIGITAL INNOVATION

    StoryFutures

    R&D LAB | CREATIVE CLUSTERS

“This is an exceptional team, with a creatively exciting project seeking to develop new models of revenue generation and engagement in the music industry, with a focus on trading of digital assets in an interactive online marketplace driven by immersive story world mechanics.”

— Innovate UK | The UK'S Innovation Agency