Ash began his career by shaking up the role of record labels, publishing, tour booking and management. It began with the assignment to create, manage and build the brand for global superstar and partner Avicii (among other major global clients) which led Ash to become a pioneer in breaking EDM as a mass movement, and he later became a leader in the 21st century’s borderless global music business. Ash co-produced and co-wrote most of Avicii’s songs (produced all of them) between 2008-2016 and has also written songs for and with Coldplay, Madonna, Axwell /\ Ingrosso, Wyclef Jean, David Guetta, Daft Punk, Tiesto and Faithless.

Ash left the music industry in 2016 and has since amassed a portfolio of over 30 companies in various sectors. Through the companies under the UNLTD portfolio, Ash has creatively created artist-first partnerships with clients such as Ralph Lauren, Coca-Cola, IKEA and H&M, as well as co-founded a social media management company that builds and represents some of the world’s largest media profiles.

Since starting his career in 2001, he has donated the majority of his personal income to various charities fighting world hunger and other impact-driven initiatives. In addition, in 2014, Ash ventured into the conferencing world with Spotify founder Daniel Ek, creating the creative thought leadership summit Brilliant Minds, a platform to showcase Sweden, the Swedish people and Swedish values ​​to the world. Ash has also recently founded Nordic Angels, an angel investor network with the primary purpose of highlighting and uniting the Nordic startup ecosystem through IPO or exit.

Ash is also a partner in Klarna founder Niklas Adalberth’s ecosystem for entrepreneurs, Norrsken, by both investing in and coaching companies within the Norrsken Launcher. In 2025, Ash initiated Super Humans, a physical event for exclusive and specially invited individuals, focusing on a topic that currently lacks a dedicated forum – the development of humanity alongside the development of technology. The purpose of Super Humans is to bring together global visionaries who will shape the future of science, technology and human evolution. The first gathering in June 2025 will be hosted by Bryan Johnson, founder of the Don’t Die movement. Since 2024, Ash has also been a judge on the highly acclaimed TV show IDOL.