BYRON BAY, NSW, AUSTRALIA

Irlan Joney

MARKETING

Two decades moving between a broadcast desk, a guitar and a helm. Strategy, story and systems for brands, boats and the occasional feature film — built from Byron Bay's Industrial Estate.

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ARACAJU, BR — 10.9472°S · BRASÍLIA, BR — 15.7975°S

One throughline, six disciplines

Before Byron Bay, there was Aracaju. Seven years inside Sergipe's Civil Police, Police Academy and Criminalistics Institute — building cases out of fragments, finding the signal in the noise, from age sixteen.

Then five years cutting broadcast news at TV Sergipe, a Globo affiliate, followed by on-air credit at Globo Brasília — including coverage of an International Women's Day broadcast.

None of that stayed behind. It became the lens for everything after: campaigns edited like news packages, builds documented like case files, brand voices read for rhythm the same way a guitar line is — thirty years of playing by ear. Byron Bay is where it all converged: client strategy by day, a sailboat refit on weekends, a guitar academy and a creative hub on the side — and, somewhere in the middle of it, a feature film score.

AGE 16–23

Civil Police, Academy & Criminalistics Institute

Sergipe, Brazil

5 YEARS

Video editor

TV Sergipe — Globo affiliate

1.5 YEARS

Hard news department

Globo Brasília

30 YEARS

Guitar — improvisation & rhythm

Everywhere

NOW

Marketing, systems, sailing, sound

Byron Bay, NSW

BYRON BAY INDUSTRIAL ESTATE — 28.6474°S

Marketing & Brand Strategy

High-End Productions is the studio side of the desk — digital marketing, Google Ads, SEO, branding and web builds for local and regional businesses across the Northern Rivers and beyond. Proposals lead with the solution, not the price list — the same instinct from years of building a case before presenting it.

Hospitality

Jimmys Coffee × Haven Gallery

Google Business Profile strategy, WordPress build and paid search for a hospitality brand spanning two venues.

E-commerce

EZRIDERZ

WooCommerce shop build, SEO-safe site migration, Google Ads setup and ongoing site management.

Renewables

First Sun Solar

Full digital rebuild, CRM integration and competitor analysis positioning the brand's digital arm.

Trades

Custombuild Excavations

Brand identity, logo and a single-page site built around an ex-builder's hands-on credibility.

Paid Search

Studio Volt

Google Ads optimisation, keyword research and call-campaign setup for a growing local studio.

Arts & Culture

Batukanum — Healing Rhythms Tour

Sponsor proposal and campaign strategy for a five-stop regional NSW tour tied to a Create NSW grant.

BRASÍLIA, BR — 15.7975°S

Audiovisual & Broadcast

Five years at TV Sergipe, a Globo affiliate, followed by on-air credits at Globo Brasília, built editing instincts under genuine broadcast pressure — hard deadlines, hard news, no second takes.

That same eye now shapes brand films, social-first edits and client video work out of Byron Bay — pacing, sound design and structure borrowed from a newsroom, applied to a very different kind of story.

Show reel — drop your latest cut in here.

ONLINE — EVERYWHERE

Systems & Integration

WooCommerce builds on the Hello Elementor + Elementor Pro stack, SEO-safe migrations, and a specialist line of work syncing MusiPOS and APIC for music retailers across Australia — point-of-sale and online stock finally talking to each other.

CMS dashboards, lead-routing and SEO tooling are built so clients can run their own sites without ever touching code.

WooCommerce MusiPOS + APIC Elementor / Hello Elementor Web3Forms SEO Dashboards

On the water — NSW

SYDNEY HARBOUR — 33.8568°S · JERVIS BAY — 35.0500°S

Sailing & Refits

Skipper and liveaboard sailor across Sydney Harbour, Pittwater and the Hawkesbury River, with coastal passages between Sydney and Jervis Bay. Owner of JAMJARDEL, an RL24 formerly of Cronulla Sailing Club.

Currently project-managing the refit of Buttercup, a 1984 Bounty 35 — rigging, sails, electrical systems and solar — against an EOFY deadline.

Passage skippering
Refit project management
Rigging & electrical systems consults

2/17 TASMAN WAY, BYRON BAY

Byron Bay Creative Hub & Guitar Academy

Co-founder of spaces, not just sites. Byron Bay Creative Hub brings co-working, wellness and creative practice together at the Industrial Estate — where wellness, creativity & community meet.

Next door, the Byron Bay Guitar Academy teaches from thirty years of playing by ear — built on improvisation and rhythm rather than rote technique.

Byron Bay Creative Hub ↗ Byron Bay Guitar Academy ↗

PATAGONIA, CL — APPROX. 45°S

Feature documentary · 2026

Featured score: Beyond Borders: Patagonia

Composed the score for Beyond Borders: Patagonia, Jed Fasso's feature documentary following a three-and-a-half-month surf and snowboard expedition through Chile's wild frontiers — from the deserts of Arica to the fjords of the deep south.

The film premiered in Byron Bay in March 2026 and has been touring cinemas across Australia since. Thirty years of guitar, built on improvisation and rhythm, scoring someone else's search for a wave at the edge of the world.