Pulse of Gaia Festival 2025

I worked as part of the senior booking and marketing team, expanding an established electronic festival format by introducing alternative, indie, and rock programming to broaden its cultural and commercial appeal. The strategy was to bridge electronic music with live band performance — adding new sonic textures, visual identity, and narrative depth to attract a wider, more diverse audience.

This approach led to the strategic onboarding of Gorillaz and Thundercat, two globally recognised artists with distinct creative worlds and fan bases. Their inclusion played a key role in positioning Pulse of Gaia as a culturally led, internationally relevant festival that balanced artistic ambition with commercial viability.

Working across programming, partnerships, brand alignment, ticketing strategy, and audience engagement, we developed an artist-led storytelling approach that aligned marketing, production, and commercial teams around a unified vision. The campaign resulted in the sale of over 15,000 tickets and established a scalable creative and strategic framework for future Pulse of Gaia editions.