Joff Cruz started his journey into the music scene as a songwriter and guitarist for an indie band in the mid-2000s. He’s worked numerous jobs in the music industry such as curating music for Deezer (2011-2016), co-producing events with Singapore’s Esplanade, and as a promoter organizing concerts for the likes of Grimes, Jose Gonzalez, Explosions in the Sky, Toro Y Moi, and Kings of Convenience throughout the 2010’s.

He is currently one of AXEAN Festival’s co-organizers and runs Swan Zoo which functions a a booking agency and promoter. He also produces electronic and hip hop music and AI videos under the moniker Fashion Island and hosts a monthly show on Hanoi Community Radio that features music from East and Southeast Asia and its diaspora.

Delegations he’s been a part of include The Great Escape, Focus Wales, Music Lane Festival and Monsoon Festival.