Komby in 14 Steps: Step 12: CEO, a dig at appearances

I am not a DJ. I am a CEO: a joke, a dig at appearances, a statement of faith. You can be what you want if you have faith. Appearances confirm nothing.

My name is Alexandre Auger. I have been a cook, a radio host, a music producer for Warner in an independent studio, then a DJ — radio, decks, electronic: radio host, Electromix Records, Believe. Several professional lives in one, and yes, it is possible if you have the courage and the faith. Today I run Komby from London, without investors for now, with international ambition.

The trial: what people think they see

For a long time, those who knew me saw me as an oddball, something strange — either stuck in a single role, or a loser, like the underdog who had lost his way. When I shifted into managing clients and employees, and truly became CEO, late, in 2019, no one cut me any slack.

From the kitchen to the dashboard

From the kitchen to the dashboard, the path wasn't a straight line. Kitchen, radio, Warner, decks, then Komby: each step left a shape. What changes isn't the urge to create — it's the ground where it plays out.

Turning off the decks and opening the dashboard: it isn't just a change of tool, it's the symbol of the passage. On one side, house and the studio; on the other, code and the company. Two kinds of "tech" in me, and faith solid enough to hold the bridge between them without denying myself.

A CEO can still compose a quasi-autobiographical album. Music remains the place where lived experience translates when professional words aren't enough: what the dashboard won't say, the track carries.

Why this title

Composing was translating that dig at appearances into sound. Sharing was holding out that faith to those who think they're stuck in a box: you can become what you want, with courage and if you believe in yourself.

I am not a DJ. I am a CEO.

Letting it land

Komby means combination. Behind the image, a company (restaurants, retail, offices, nightclubs, service sector) run with the same standard as behind the decks.

Next: Like a Dragon.

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Alexandre Auger, CEO of Komby

*Step 12/14. CORNERSTONE. Previous: Wan Chai (11). Next: Like a Dragon (13)*