Pulse Events CEO Luffy Huang discusses his approach to producing AAPI-inclusive events, creating experiences, and the upcoming S2O festival in NYC.
The rise of inclusive dance music festivals has marked a positive shift in showcasing the diverse talents and cultural influences in the EDM space. From the growing emphasis on creating safe spaces to the diversification of artist lineups, event organizers have increasingly acknowledged the need to foster a deeper understanding of global musical traditions.
If you’re enthusiastic about AAPI representation and inclusive events, Luffy Huang is a name you should be familiar with. The CEO of Pulse Events has been a driving force behind numerous Asian-themed festivals in the US, including the successful production of Spring Festival in NYC for two consecutive years.
Next weekend, the Brooklyn Mirage is set to transform into a splashy celebration with water-themed events for the launch of the first-ever S2O Festival in the US. Ahead of the highly anticipated event, we had the privilege of diving into Luffy Huang’s vision for trailblazing AAPI-centric events and bridging artists and music from the East and West. Moreover, he graciously shared invaluable guidance for all entrepreneurs, especially those from Asia looking to venture into American soil, unlocking the secret to producing successful events that resonate with the fans.
By incorporating distinct cultural elements, Pulse produces events that stand out not only in terms of fan engagement but cultural diversity. “S2O has been built around Songkran – which is the Asian tradition of spraying one another with water for good luck.” Luffy shared. “All of the shows Pulse has produced, including S2O New York, are centered around an Asian theme. Our dance music shows – Spring Festival, Winter Festival, I Love U Day, and S2O – are designed around their respective themes, and our event flyers reflect that.”
Luffy believes the winning formula is to know your fans. He also emphasized the importance of creating events that allow them to immerse themselves in the culture of Asia. By incorporating distinct cultural elements, Pulse Events organized activities that stand out not only in terms of fan engagement but also in cultural diversity. “For our second annual Spring Festival show this year, we had Lunar New Year decorations, lion dancers, and night market-style booths for fans to check out,” Luffy shared. “We carefully curate our shows to feature cultural elements and the headliners equally and in harmony.”
With top-tier artists like Marshmello, Subtronics, and Alan Walker as the headlining acts at the upcoming S2O Festival, Luffy acknowledged the need to tailor events to fan preferences to ensure that the artists truly resonate with them. “Pulse has fans from Asia as well as the US. When we book artists, we pick ones that will appeal to all our demographics,” he said. “For example, Alan Walker is an artist we have booked twice because he has a huge following in Asia and the US. We also try to book artists that have an Asian background, like Gryffin, KSHMR, and Scott Land of SLANDER are all half Asian.”
While organizing each event I ask myself along the way if the details coming together would give fans a taste of the scene in Asia and give them a new understanding of the culture. We’re excited to build upon this vision with the debut edition of S2O New York.
Luffy Huang
From a business standpoint, Luffy points out the importance of relationship management and the value of collaborating with Asian American partners for event activations. This will enhance the cultural authenticity and support the broader community outside the music festival.
“It is not always possible to book headliners of Asian background, but there are many local DJs who are,” he shared. “Booking them as openers or closers for shows will help boost their careers, and they can spread the word about your company by promoting it with their followers and helping to sell tickets and tables.”
For the Spring Festival, we hired lion dancers and vendors who brought lucky money envelopes for our night market fan activations area. These business owners can introduce their customer base to your company and lift each other up. For S2O New York, we have a number of Asian-American local artists on the lineup.
Luffy Huang
Regarding his entrepreneurial spirit, Luffy exemplifies a fearless approach to innovation and tackling challenges head-on. Often when launching a new company, many entrepreneurs have to navigate complicated administrative and logistical challenges but the key is to remain laser-focused on your goals.
Always be looking for ways to expand your company including through partnering with some of the biggest mainstream event producers in the industry. This is what we’ve done to bring S2O New York to life with the S2O team.
Luffy Huang
Teamwork is the secret ingredient, and he emphasized the importance of leveraging that to overcome hurdles in the conversation. “Teamwork applies not only to team members within your own company but with your partners,” he said. “Our company and partners, such as the S2O team, are spread out across different time zones, so I work Asia hours even though I live in the US. We schedule meetings at times that work best for everyone and often set deadlines slightly ahead of when items need to be completed in order to account for the time difference.”
Building Pulse involved a lot of trial and error. Some of the visions I had incorporating the Asian entertainment experience did not work out exactly as planned, given the different rules and regulations. I adjusted my mindset without giving up my company’s core values.
Luffy Huang
Besides advocating for growth and staying ambitious, he credits his success to his dynamic approach and ability to seek strategic partnerships. “When building a new company, sometimes it’s easy to get bogged down in the administrative and logistical issues. Do not let those hurdles compromise your mission,” he shared. “Especially as an entrepreneur coming from Asia and founding and building a company in the US, there is a lot of uncharted territory. Do not be afraid to reach out.”
Get ready for the world’s wettest party in NYC this Labor Day weekend! Grab your tickets to S2O Festival now via DICE.
