Ionut Tone is a highly influential business representative in the world of festival brand partnerships. With over ten years of experience in business development, Ionut has dedicated the past seven years to important events and entrepreneurship.
He has played a key role in the growth of projects such as the Nostalgia Festival and Beach, Please! Festival by signing partnerships between key brands from the local & international markets and the mentioned festivals. Additionally, Ionut has successfully managed renowned festivals including UNTOLD, Neversea, MASSIF, UNFINISHED, Sports Festival, Transylvania
Open, Bucharest Tech Week or GoTech World.
His strategic thinking and innovative methods and great means for integrating brands in festivals have not only contributed to the success of these events but have also set new standards within the industry. His unique approach and influence are defining the landscape of event management and brand collaboration, making him a significant figure to watch in the future of festival brand partnerships.
Q: How does the music industry look like to you in 2024?
A: The music industry feels like a diverse playground, with each creative industry contributing a piece to the final puzzle. This development brings both growth and crowding to the ecosystem, which will likely lead to a more professional market and workforce.
On top of that, the industry has adapted to a digital transformation shift. The rise of artificial intelligence and machine learning has become more prevalent in areas such as music and events production, personalized recommendations, and even creating new music. Live music events and festivals remain popular with a growing emphasis on immersive and interactive experiences.
Q: What are the main challenges that a young person faces when starting out in the current music industry (in Romania)?
A: I strongly believe that challenges arise based on the plans and goals you set for yourself in the initial phase. One prevalent challenge in the industry is closely linked to the lack of knowledge and education. Regrettably, few educational programs or learning modules are consistently updated to meet the current demands of the market. Many of us have had to learn through trial and error, often using our time and resources.
In a captivating environment filled with influential public figures and key industry players, there’s a lot of glamor. The industry has the power to captivate and transform, frequently adapting our alter egos to fulfill market demands.
Q: What is the professional achievement of which you are most proud?
A: One of my greatest professional achievements is that I have remained as passionate and curious as the first day I stepped into the industry. When it comes to projects with professional impact, I have always been passionate about special co-branded projects where the fusion between brands is realized differently. Some notable highlights include:
1. McDonald’s x UNTOLD Festival – UNTOLD McFlurry (2022)
2. ROM x Nostalgia Festival – Nostalgic chocolate bar (2023)
3. Beach, Please x 5 to go – Beach, Please! Frappe (2024)
Q: How did you break into the music industry?
A: I have been working in the events industry for some time, coordinating the partnerships team for Bucharest Tech Week and GoTech World, which are among the largest technology events in Romania.
I was introduced to the music festival industry by Bogdan Radulescu, the Co-Founder of UNTOLD Universe. He mentored me for a long time and helped me establish a career in the industry. Later, I focused on developing other high-potential festivals and moving them to the next level.
Q: What piece of advice would you give to a young person dreaming of working in the music industry?
A: In the initial phase, individuals should take the time to carefully consider and determine the specific professional path they wish to pursue within the music industry. It is common for many of us to commence our journey as passionate music enthusiasts, eventually transitioning our love for music into a viable business pursuit.
It is crucial to begin somewhere, and having a solid foundation of knowledge is essential before venturing into the music industry. This knowledge can be gained from a related industry or any industry that may not seem directly connected to music.
Following this, it’s all about perseverance. Regardless of the challenges and obstacles encountered along the way, maintaining determination and resolve is vital, as the eventual outcomes will undoubtedly be fulfilling and worthwhile.
