Hey, I’m Lueda.

I was born in Albania with a pencil in my hand, piano keys under my fingers, and books full of wise figures. I moved to North America at 14, a shift that changed everything. I entered the creative industries shortly after and spent the next two decades building platforms, networks, and systems behind creative work.

Through AbsolutePunk, I was an early pioneer of music streaming — changing how music moved from single tracks to full albums online, and how labels, artists, and audiences all operated. This was years before Spotify. I founded the multimedia platform Made of Chalk, producing filmed performance series that were broadcast on NBC and featured by VICE, MTV, and other major outlets. Later, I built Smoke & Mirrors, a creative agency focused on artist development and cultural narrative.

I’ve built companies, communities, and institutions across the Atlantic. It’s always been the same work under different titles: seeing what wants to emerge and creating the conditions for it to grow.

My other path ran through mental health research and depth psychology. These two streams — building creative infrastructure and studying the psyche — converged into one understanding:

Everything is psychology.

Attention. Story. Identity. Power.
The human psyche is at the centre of it all.
Understanding its mechanics changes what’s possible.

This transformed how I help others create and build, because meaning is structural. 

I couldn’t teach that from theory. I had to embody it. So I underwent my own katabasis and returned with deeper purpose.

Today, I work with individuals, companies, and institutions on what wants to be born. I create my own work. I write. I draw. I make films. I voice animation and music. I build what the fire shows me.