Within the virtual world, his avatar is known as Johnny Ming. Most notably, Swords lead creative and product development of award-winning augmented reality mobile applications for consumer brands including Red Bulletin and Ben & Jerry’s Ice Cream. Circ.us was purchased by Something Massive Limited Liability Company in 2012.
Second Swords is most known for his role at The Electric Sheep Company, a virtual worlds developer, where he served first as an Executive Producer and later as Director of Business Development from 2006 through 2009.
While there, Swords produced the largest live event ever held in and is credited as creating the first employment agency to offer avatars living wage employment inside a virtual world. Within the virtual world, his avatar is known as Johnny Ming.
As an independent media producer, Swords has produced hundreds of hours of audio and video content ranging from podcasts to machinima on the topic of disruptive technology. He started SecondCast (2006–2008) as an entertainment podcast interviewing high profile users of including Robert Scoble and Philip Rosedale.
Swords was born and raised in York, Pennsylvania and currently lives in Hoboken, New Jersey.
He is a founding contributor to the Metaverse Roadmap Project and is a frequent speaker at technology conferences such as Virtual Worlds Expo.