Pulse Events CEO Luffy Huang discusses the fusion of Eastern and Western cultures and shares his inspiration behind the upcoming Spring Festival.
Lunar New Year is a significant holiday deeply woven into the fabric of Asian cultures. Traditionally marked by vibrant traditions and festive gatherings, the rich history of the occasion resonates with the rhythmic heartbeat of many Asian communities worldwide. Driven by a desire to construct a cultural bridge that melds Eastern and Western influences through electronic music, Pulse Events orchestrates more than just gatherings of fans regarding the special occasion.
The ambitious head honcho aims to dismantle the barriers of language and conceptual differences through the transformative power of music. Recognizing the importance of bringing together the convergence of music and festivity, Huang acknowledges the significance of creating a space where fans can immerse themselves in the diverse charm of various cultures and artists.
As we gear up for the highly anticipated second edition of Spring Festival on February 18-19, the upcoming extravaganza featuring headliners SLANDER and Alan Walker underscores the success of Huang’s vision. Joining these heavyweights over the two days is a stacked roster of eclectic artists, including What So Not, Trivecta, Henry Fong, 4B, and more, announced in the second phase of the lineup. In addition, an array of local Asian-American talents such as REMIX, Jom Zeng, G-NET, Orlost, DYVERGENT, GRIMMACE, PSYTOXI, and more will lend their support by conjuring up cutting-edge beats and hypnotic rhythmic for the festival-goers.
Ahead of their upcoming show, we sat down with the CEO of Pulse Events, Luffy Huang, to unravel the inspirations and strategic direction he has envisioned for Pulse Events. Read on for the full conversation, and don’t forget to secure your spot at Spring Festival this coming February. Have a safe and happy Lunar New Year on the dancefloor!
Hi Luffy! Thank you for taking the time to chat with us today! As always, the lineup is incredible and we are looking forward to the second edition of Spring Festival next month! First up, can you share some key highlights from the inaugural Spring Festival in 2023 and how it has inspired this year’s event?
The 2023 Spring Festival was the first event to blend electronic music and traditional Asian culture, allowing more young people in the United States to better understand the meaning of the Lunar New Year. We also invited many Asian DJs to perform, including our headliners Gryffin and KSHMR, who are of Asian descent. Last year, the venue had Lunar New Year-themed decorations that created a unique ambiance for fans over the two days. This year, we will bring an even more authentic Lunar New Year atmosphere, adding night market and amusement park elements so that fans can better understand the culture.
Lunar New Year is one of the most important festivals for Asians, representing the reunion of family and friends. In your opinion, how would Spring Festival help people better understand Asian culture?
The Spring Festival is to Asia what Christmas is to the United States. It is a holiday for reunions and the best opportunity to learn about the culture. During the Spring Festival, we wish each other good luck, and many traditional foods and decorations are not displayed during the rest of the year. Our Spring Festival, immersed with the cultural elements, can encourage dance music lovers to explore or further connect with the Lunar New Year traditions, and we hope their curiosity will extend beyond the show days.
How do you balance preserving the traditional Lunar New Year elements and incorporating innovative ideas, especially within the context of electronic music?
We chose a theme compatible with the traditional Lunar New Year and electronic music parties. We can use traditional New Year colors such as Chinese red and gold in designing the event posters that are part of producing any electronic music show and in selecting decorations that showcase New Year patterns and symbols. We also use modern lighting equipment that creates the atmosphere of a dance music show that fans are familiar with. This year, we are also adding interactive activities like traditional lottery drawings and red envelope activities. So, we stay true to the ancient Lunar New Year traditions and traditional dance music show elements.
What challenges, if any, have you encountered in merging these diverse elements, and how have you addressed them?
Firstly, the balance between respect for culture and innovation: Ensuring respect for the traditional culture when integrating elements and avoiding over-commercialization or losing the true meaning of the traditional elements. Balancing the preservation of tradition and injecting innovation is key.
Secondly, audience acceptance: Some participants prefer traditional New Year celebrations, while others prefer regular electronic music parties. We strive to ensure that the party elements are appealing to a diverse audience and that they will be embraced by all.
Thirdly, perfecting the venue and decorations: When it comes to the venue and decorations, balancing traditional and modern elements may require clever design. We want to make sure the transition between the two is natural to create an atmosphere that is cohesive and interesting. Fourth is cultural sensitivity: Avoid using symbols or patterns that may cause cultural controversy or misunderstanding—ensuring that all aspects of the event reflect sensitivity to local culture to avoid potential issues.
Next, designing interactive activities: When designing interactive activities, we think about how we can encourage participants to enjoy the experience of traditional elements and electronic music simultaneously. We want to ensure the interactive activity is engaging and fits the theme of both worlds. Lastly, publicity and positioning: Clearly convey the characteristics of the event to the public, emphasize the balance of tradition and innovation, attract the target audience, and choose appropriate communication channels to ensure that our message is conveyed accurately.
What inspired the concept of this year’s edition and the infusion of more Chinese cultural elements, such as the New Year’s night market concept and lion dances? What else can the fans look forward to at this year’s Spring Festivals regarding special activities and decorations?
This year, we have added the night market, which will have many very interesting stalls for attendees to check out, and there will also be a unique costume experience for the Lunar New Year that may be completely new for some dance music fans. Of course, a lion dance is a must during the Lunar New Year, and we look forward to a special performance that combines electronic music with that traditional dance. There will also be lottery drawings with mystery gifts and red envelopes given to fans, which will definitely allow everyone to experience the Lunar New Year in a new way.
With esteemed DJs like SLANDER and Alan Walker headlining this year’s festival, what kind of experience do you envision for the fans attending this year’s Spring Festival?
SLANDER and Alan Walker are both very popular DJs worldwide. They personally participated in the stage design and special effects this time and put forward many ideas. We aimed to craft the perfect audio-visual experience for attendees’ enjoyment.
In what ways do you think the headliners resonate with the cultural elements and themes of the Lunar New Year?
SLANDER member Scott Land is half Chinese and half white, and their music always brings positive energy to fans. They will definitely bring a wonderful musical experience during the Lunar New Year. Alan Walker has just completed an Asian arena-scale tour and has been welcomed by fans at every show. We are excited to bring him to the Spring Festival and feel he is the perfect addition to the list of artists we have booked for past shows.
Are there any long-term goals or aspirations for Pulse Events to promote cultural diversity and inclusion through electronic music events?
Promote cross-cultural exchanges: We hope electronic music events can become a platform to promote cross-cultural exchanges between different Asian cultures. By integrating various Asian cultural elements, we create musical performances that incorporate diversity and encourage people to understand and respect each other’s cultures better.
Support local Asian artists while bringing more awareness to people to appreciate Asia’s unique music culture.
Social inclusivity: Create an inclusive social atmosphere through electronic music events and encourage people from various cultures and communities to participate together. This helps break down cultural barriers and build a more unified society.
Global collaboration: Promote cultural exchanges between Asia and other regions through electronic music events and establish a global platform for collaboration. This helps promote Asian culture to the international stage while attracting international artists to interact with Asian culture and incorporate it in their art and music.
These long-term goals and aspirations can help electronic music events become an important force in promoting cultural diversity and inclusion in Asia, and have a positive impact on society.