From the newsroom to Byron Bay.
I'm Irlan Joney, and High-End Marketing is me: the strategist, the ads specialist, the web developer, the SEO and the video producer. Here's how that happened, and why I work this way.
Twenty years of deadlines measured in seconds.
I started in video and broadcast in Brazil more than 20 years ago. I spent five years as a video editor at TV Sergipe, a TV Globo affiliate, then a year and a half in hard news at TV Globo in Brasília, where a story has to be clear, accurate and ready at the exact second the rundown says.
I also edited live music DVD productions shot on 16 cameras, which teaches you to keep a lot of moving parts in sync without losing the thread. On the sound side, I’m a registered radialista (radio professional), I co-founded the TropiCast podcast, and I composed the film score for the documentary “Beyond Borders: Patagonia”.
That’s still how I work: get to the point, cut what doesn’t serve the story, never miss the slot.
How the IT and the marketing came together.
Video kept leading somewhere new. The work needed a website to live on, the website needed people to find it, and then you need to know whether any of it is working.
I learned each piece by doing it: WordPress and Elementor, then custom plugins and code, then WooCommerce and Shopify stores and POS integrations like MusiPOS and APIC, then Google Ads, Meta Ads, SEO and the tracking (GA4, Google Tag Manager, the Meta pixel) that ties it all together.
Today I build with AI-assisted development and Git version control, so changes are recorded, reversible and live in minutes.
One point of contact. Nothing lost in between.
Agencies are built to run many things at once, and for some businesses that’s the right fit. For most small businesses in Byron, the expensive part of marketing is the gap between the person who understands your business and the person doing the work.
I closed that gap by being both. You deal with one person from the first chat to the final report: no account managers, no handovers, and no agency overheads built into what you pay.
And because I’m local, I can sit down with you face to face, see how the business actually runs, and film on site. I’ve been in Australia for 11 years and in Byron Bay for three. I now also work in person in Adelaide, and I work in English and Portuguese.
A guitar and a boat.
I’m a self-taught musician and have been playing for 30 years, mostly classical guitar. There’s no shortcut on classical guitar. You get better by showing up, slowing the hard passage down and playing it again until it’s right. That’s exactly how I treat a campaign that isn’t performing yet.
I’m also a sailor. I’ve skippered coastal and offshore passages, including Sydney to Jervis Bay, and lived aboard sailboats on Sydney Harbour, Pittwater and the Hawkesbury River. Sailing is mostly planning: weather, tides, a passage plan and a plan B. Then the conditions change anyway, and the job is to stay calm and adjust early.
Marketing works the same way. Platforms change, budgets change and Byron’s seasons change, so you plan properly, watch the instruments and correct course before it’s urgent.
On the record.
Rather talk it through in person?
I’m at the Byron Bay Creative Hub on Tasman Way. Send a brief or give me a call, and we can meet at the studio or at your business.