He was the lead guitarist and backing vocalist of rock band Asking Alexandria until his departure in January 2024 and has also performed as a solo artist.

King and Gary Moore he then started listening to pop punk groups such as Blink-182, Sum 41 and Green Day and later, metal bands like Metallica and Iron Maiden.

[4] Bruce has stated that some of his favourite records consist of: Metallica's Kill 'Em All for its raw and aggressive sounds, Guns N' Roses' Appetite for Destruction, and Slipknot's debut album which influenced him into more extreme metal genres.

[5] While living in the UAE, Bruce formed the first incarnation of Asking Alexandria in 2006, which consisted of entirely different members compared to that of the band's lineup from 2008.

Bruce moved back to England, Nottingham in 2006 at the age of 17 with the band following, only for them to leave after a month due to not being fully committed to the project.

Bruce then reassembled the band with new members from the local area, including lead singer Danny Worsnop, of which he had moved into his flat apartment in York.

[7] The band released their first official debut album titled Stand Up and Scream in 2009 via Sumerian and Victory records, produced by Joey Sturgis.

[17] When interviewed by Artistdirect's Rick Florino, Bruce stated that he had recorded his solo album when asked about the direction it is leaning into he responded with "There's nothing really heavy about it.

[21][22] Since then he has stated that he has written more material for his solo project and intends to record new songs along with re-recording his older ones once he has some time off from touring.

[22] Bruce started his own clothing line originally in 2011 and existed as an online business, separated from official merchandise associated with Asking Alexandria.