With a background in management, radio and djing, Sindri has been a part of the Icelandic music industry since he was 14 years old. In 2012, he turned to management and until 2018 he ran Mid Atlantic Management. He has since been involved with a number of major label deals and worked with some of Iceland’s biggest names in music. In 2018, Sindri turned away from management after taking a job at Iceland Airwaves and its parent company SENA, Iceland’s biggest concert promoter. At Iceland Airwaves, he works as head of booking and programming. His other work for SENA includes being the head of their corporate events team, and he has also led the initiative of moving into esports.