From Strings to Screens: My Journey Through Creativity.
Looking back on over three decades of work as a creative professional, I find myself compelled to share the story that brought me here. I’ve come to realize that each step—from music to multimedia to education—has shaped not only my career but also my perspective on life itself. I hope these reflections offer insights for anyone who, like me, has found their creative passions of self expression woven across different mediums, technologies, and borders.
Roots in Resilience and Art
My story begins as a young boy in Montevideo, Uruguay, during the political unrest of the 1970s. In the wake of Uruguay’s military coup d’état, my family left the country and settled in Canada, carrying with us the traditions of our cultural homeland, Galicia, in northwestern Spain. Although we were warmly welcomed to our new home, the turmoil of that time left a lasting impression on me, critically shaping how I see the world and instilling in me a deep skepticism of militaries and powerful organizational structures, and a reluctance to return to Uruguay, given certain family ties to the regime. Growing up amidst the urban energy of Toronto and the tranquil landscapes of Hockley Valley, I found a profound grounding in the solitary pursuits of visual art and music—two passions that would go on to shape the course of my life.
Shortly after receiving a guitar for Christmas when I was six, I began formally studying classical guitar at a reputable music conservatory. By my mid-teens, my dedication had turned me into an award-winning soloist and a sought-after junior music teacher. The guitar became my voice, a means of expression that resonated deeply, and I began to see it as an extension of myself. Around the same time, I also discovered a love for illustration and visual art, which, combined with my musical pursuits, planted the seeds for a career that would merge sound, imagery, and narrative in unexpected ways.
The Glueleg Years and a Thriving Music Scene
Throughout high school, I performed in several rock bands with modest followings. But in 1990, I co-founded Glueleg, an experimental art-rock band that would become a defining chapter in my creative life. As one of the band’s main songwriters, lead singers, and bandleader, I poured myself into composing, recording, and mastering the Chapman Stick—a unique and oddly complex stringed instrument that added a signature sound to our music. Glueleg was intense, musically sophisticated, and unapologetically authentic, blending rock with avant-garde and experimental elements. Our sound pushed boundaries, driven by sharp musicianship and a fearless approach to innovation.
Over the years, we secured a recording contract with major label support, released four albums and two EPs, and embarked on extensive tours across Canada and the U.S. Our music resonated on commercial radio, charting nationally, and our music videos garnered award nominations. Music journalists have praised our work, recognizing us as a standout force. Glueleg’s music still lives on in digital streaming services like Apple Music and Spotify, with a small but dedicated fanbase that serves as a reminder of a time when we were all driven by a hunger to create something meaningful and lasting.
Multimedia Innovation and Digital Design Beginnings
By the early 2000s, my creative direction began to pivot. With the rise of the World Wide Web, new media, and video games becoming prominent in modern culture, I sought freelance work as a multimedia producer. My years of experience in recording studios and music video production allowed me to confidently engage with tech companies seeking to merge artistry with digital solutions. One book, The Third Wave by Alvin Toffler, deeply influenced me during this period. Published in 1980, Toffler’s futuristic vision of an information-driven society felt almost prophetic as I read it in 2001, encouraging me to embrace a more innovative approach to my work. Inspired, I began working online and remotely—an ethos I have gratefully maintained throughout my career, though not without it’s challenges.
By 2003, I had acquired enough programming skills to design and develop a multimedia software engine capable of creating interactive music videos. This innovative engine allowed audio and animated motion assets to blend seamlessly, creating synchronized, music-driven visuals with game-like interactivity. The concept, ahead of its time and reminiscent of the technology later popularized by the Guitar Hero franchise, gained traction and ultimately found a platform on Macromedia’s Shockwave (later acquired by Adobe). This experience marked my entry into digital media and interactive design, where I learned to merge motion graphics, sound design, scriptwriting, and post-production into cohesive, immersive experiences.
As the industry evolved and my business expanded, I began building a network of talented young creatives, hiring and mentoring them into multimedia roles that allowed them to flourish. My work soon took me to major creative and tech hubs across Europe and the USA where I consulted, trained, and shared insights with dynamic teams of emerging designers. This period not only cemented my passion for digital design but also laid a strong foundation for the future, enabling me to foster the next generation of creative professionals.
ALONSO.studio and the Art of Digital Transformation
In the 2010s, I launched ALONSO.studio, a digital design firm operating out of a converted barn on my farm in Terra Nova, Ontario. This unique space became a creative hub for projects spanning sectors like fintech, global logistics, software, education, and entertainment. ALONSO.studio allowed me to blend artistic vision with digital precision, crafting transformative experiences that brought storytelling to life through multidisciplinary design through technology. Each project presented an opportunity to redefine digital design and show how creativity, paired with strategic insight, could drive meaningful change. I’ve had the privilege of leading digital product initiatives for clients such as SAP, Santander and Universidad Complutense de Madrid.
During this busy and productive time, I rekindled my love for solo classical guitar, performing regularly at intimate bistros and restaurants throughout the Georgian Triangle, north of Toronto. This return to live performance became an enriching part of my routine, ultimately inspiring a move to Bodrum, Turkey—a place steeped in vibrant culture and history. Over the next two years, I performed at boutique resorts while managing digital projects remotely and developing content for eLearning clients across Europe and the USA. This chapter also allowed me to build and sustain a talented network of digital professionals—a consortium that now forms the backbone of ALONSO.studio’s project resources. In many ways, I was a digital nomad before it was the norm.
Amidst projects, I dedicated eight unforgettable weeks at Real World Studios near Bath, England, recording an album of original music deeply inspired by the landscapes and culture of the Aegean coast. This second solo album became a milestone in my artistic journey, a period of profound introspection and unfiltered creative exploration.
Creating the Digital Designer Designation
As my career continued to evolve, I’d been recognizing a recurring theme throughout my professional relationships: clients, collaborators, musicians and designers frequently sought out my insights, asking how they might leverage their own artistic talents and skills across the diverse fields I’ve explored. This demand for comprehensive, industry-relevant learning sparked an idea, and in my 50th year, I felt the timing was right to develop something new and impactful—a program that would reflect the full spectrum of digital design skills and knowledge I’d cultivated over the years.
The result was the Digital Designer Designation, an eLearning certification program that redefines digital design as a dynamic, multidisciplinary profession. Structured as five distinct certifications and comprising a total of 26 self-paced interactive multimedia courses, this designation represents a holistic approach to the craft, introducing a field where creativity, technology, and strategy meet. Each course is designed to empower students with the technical knowledge and creative confidence to not only adapt to industry demands but to innovate within them.
At its core, the Digital Designer Designation combines five essential disciplines: Audio Production, Multimedia Design, Artificial Intelligence, Web Development, and Digital Transformation. These areas, while distinct, interweave seamlessly throughout the curriculum, forming an integrated learning experience that mirrors the connected nature of today’s digital landscape. It’s more than a collection of skills; it’s a philosophy, one that celebrates the power of interdisciplinary knowledge and encourages designers to become visionary communicators. Today’s digital designers are creators of dynamic, immersive experiences that influence and shape culture at every level. They craft interactive media installations that engage audiences, design intelligent apps that anticipate human needs, and build immersive virtual environments that blur the lines between physical and digital worlds. Incredible examples like The Sphere in Las Vegas and The Van Gogh Interactive Exhibit showcase the commercial potential of digital design to create immersive, multisensory experiences that captivate and inspire. But projects like these are only the tip of the iceberg of what’s possible; as the next generation of digital designers come of age, they’ll harness interdisciplinary creative production to create new avenues of artful self-expression and cultural transformation.
Through this program, my hope is to cultivate not just skilled professionals, but digital thinkers and creators who see their work as a powerful vehicle for change. It’s about nurturing individuals who are fluent in both art and technology, capable of designing experiences that influence, inspire, and shape the future of our global culture.
Music, Design, and New Connections in Spain
Today, I continue to explore the intersections of music, design, and education. With a deep passion for innovation, originality and authentic self-expression, I continue to compose and produce music that feels true to my heart. Over the years, I’ve released four albums and several singles of original music, evolving from electro-world influences to more abstract, compositional works. Each project has been a new exploration, a new way of sharing a part of myself.
Currently, I’m particularly excited to be composing a new album of original music to be produced in Dolby Atmos. This upcoming project is another technical and artistic milestone, allowing me to bring my music into a new spatial dimension that can envelop listeners and create an even deeper, immersive experience.
In recent years, I’ve also begun re-establishing my roots in Spain, collaborating with educational institutions in Madrid and building connections that honor my heritage. While Toronto remains my home base, I now split my time with Madrid and am in the process of building a remote home studio in the Cantabrian mountains. It’s a place that speaks to my past and offers a tranquil and natural environment, rich in culture for new creative work.
Looking Back, Moving Forward
As I reflect on this journey, I’m reminded of the importance of legacy and the lasting impact of each chapter. This isn’t just a story about my career—it’s a record of the lessons, challenges, and discoveries that have shaped my path. From the alternative music scene to digital design and education, my journey has been about exploring new territories, bridging disciplines, and redefining what it means to be an artist in a digital world. Music and design, for me, are two sides of the same coin—a belief that continues to drive my work as I hope to guide the next generation of creative thinkers.