How Ultra electronic music festival conquered the world, and its explosive growth in Asia
When founders started Ultra nearly 20 years ago in Miami out of a love for EDM, they had no idea it would grow to span six continents and over 20 countries, including Hong Kong’s Road to Ultra this weekend
Since global electronic music festival Ultra gained a toehold in Asia six years ago with an event in Seoul, it has expanded dramatically across the continent.
Its third Hong Kong edition, at AsiaWorld-Expo on June 9, will be one of 11 in Asia, and Ultra festivals will be held in more than 20 countries on six continents this year.
Russell Faibisch, who co-founded Ultra in Miami in 1999, says he suffered from culture shock when he first visited Asia in 2012. However, that did not deter him.
“I loved so many aspects about Asia, and saw the raw potential of what the Ultra brand could bring to the continent. I even personally relocated to Seoul for more than a year to oversee the initial phase of the long-term expansion. Ever since the launch of the Ultra brand in Seoul in 2012, the reception across the continent has been incredible,” he says.
While the original Ultra and those in other locations are three-day festivals that use multiple stages, Hong Kong hosts a one-day Road to Ultra on a single stage. That means its line-up has mainstream appeal – this year it is heavy on electronic dance music (EDM) superstars including Axwell & Ingrosso, David Guetta, Galantis, Andrew Rayel and Fedde Le Grand.