Welcome to Artists, a public journal about my journey building a global artistic venture.
9.24.25, 11:20 a.m.
Welcome to Artists. A public journal dedicated to documenting my lifelong journey building a global artistic venture, my life’s work. New website, new chapter.
This digital repository is the philosophy of my life. Think the shareholder letters of Berkshire Hathaway or Amazon meet the art world.
The name was partially inspired by my favorite podcast, “Founders Podcast,” hosted by David Senra. But more importantly, the name represents the innate soul of who I am. Always an artist, and always will be.
It was Steve Jobs who wrote:
“The reason Apple resonates with people is that there’s a deep current of humanity in our innovation. I think great artists and great engineers are similar in that they both have a desire to express themselves. In fact some of the best people working on the original Mac were poets and musicians on the side.”
I find a lot of truth to this. The essence of artistry lives in all of creation.
Today marks a new chapter. I launch not only this public journal but also my new venture, Musinary.
I'm creating the "Hans Zimmer" for startups.
At 15, I dreamed of starting my own artistic venture. Today, that becomes a reality.
Announcing @musinaryco, a music production studio scoring the stories of founders, brands, and creators.
My thesis? Let music tell your story.
— #Jeston Lu (#@jestonlu)
5:26 PM • Sep 24, 2025
Taste, distribution, and media are the new moats in business. Launch videos, marketing campaigns, and brand identity are not “nice to haves,” they’re “need to haves” with the landscape we’re in right now.
Marketing is all about communicating your story, manifested in different mediums.
We’ve seen a great deal of hype around the visual front - copywriting, design, and most notably, filmmaking. One frontier, however, has been completely left behind: sound.
Musinary is the culmination of everything I stand for.
From the 4 music films I’ve spent a collective 1,000 hours on to the 10,000+ hours of piano practice for 14 years, Musinary rests upon a singular thesis:
Let music tell your story.
What if we began leveraging music not as a mediocre asset to smack behind a Hollywood production launch film, but one fully representative of a brand’s core identity? Or make soundtrack a central emotive message to films about startups?
Music has always taken a backseat; it’s now time to bring it to the front.
Welcome to Musinary, my magnum opus and artistic venture. More on that for future entries. And welcome to Artists, letters sharing my artistic philosophy.
Be musinary,
Jeston Lu