Panel Talk – Evolving Audience: The Changing Landscape of Festival Culture

Nicole Sarmiento is the Music Export Lead of Sonik Philippines, where she develops programs that connect Filipino artists with international stages. She is also an Event Manager for the European Music Managers Alliance (EMMA), and serves as Artist Solutions Director with Homonym Philippines, working on campaigns for brands such as Nissan and Chesterfield.

Nicole is the founder of Red Ninja Productions, an independent music company in Manila known for producing festivals and brand collaborations, and was one of the former owners of the legendary music venue, Route 196. Currently based in Madrid, she is passionate about building bridges between artists, audiences and markets across the globe.

Ranie Chen curates and manages line-ups for Vagabond Festival and Savage Festival, bridging Taiwan’s indie music scene with international talent. She has previously worked with Wake Up Festival, Cloud Music & Art Festival, and tours including Cicada in Australia, Anna Tsuchiya in Taipei, and Tokyo Shoegazer in Taipei. Ranie also facilitated a cross-border showcase collaboration and audition exchange between Vagabond Festival and Japan’s SYNCHRONICITY.

Vagabond Festival, launched in 2019, is Taiwan's leading annual music festival promoting indie music, sustainability and local culture. Since moving to Anping, Tainan in 2020, it has grown into an international event, featuring artists like Taiwan’s YELLOW(黃宣), 9m88, Elephant Gym, Flesh Juicer and Fire EX.; Japan’s Sunny Day Service, 水曜日のカンパネラ(Wednesday Campanella), 離婚伝説(RIKON), betcover!!, DYGL, and Kanekoayano; South Korea’s Say Sue Me and Lang Lee; China’s Chinese Football; Thailand’s KIKI and Door Plant; and UK’s Mamas Gun. Vagabond blends genres like rock, punk, folk and hip-hop, uniting local and global talent. As the first Taiwanese festival to combine beach cleanups with music, it has removed 4,600 kg of waste, replacing 90% of single-use items, and stands as a pioneering eco-friendly festival in Asia.

SHEN Xiaodong (aka Dong), currently based in Paris, began his career in the music industry by introducing new and exciting Asian talents to Europe.

While continuing to work with Asian acts on their European shows, he launched his touring agency, Mentha Project, which provides Asian representation for international artists. With more than 100 shows booked annually at major festivals and reputable venues and clubs across Asia, the agency now represents over 30 clients.

As a promoter in mainland China, he has organised multiple tours in collaboration with local partners. In addition, he spent three years as an international talent buyer for Playtime Festival.

Anup Kutty is a festival organiser and musician from India. He is the co-founder and creative producer of Ziro Festival of Music, one of India’s premier outdoor international music festivals. He’s also the guitarist of critically-acclaimed Indian band menwhopause. A former journalist, he has been an editor and columnist for publications like Rolling Stone, Maxim and Indian Express.

Adin Kindermann is Senior Manager, Artist & Client Services, Southeast Asia at The Orchard, where he works closely with artists and labels to develop tailored release strategies, build strategic partnerships and grow audiences across the region. Previously at Sony Music, he worked with renowned Singaporean artists including Sezairi and Benjamin Kheng among others, gaining deep expertise in release planning, artist strategy, and more.

Beyond his corporate roles, Adin has been an active part of Singapore’s music scene as a performer, music programs manager and audio engineer. His unique vantage point, combining creative insight with strategic marketing acumen enables him to craft campaigns that connect meaningfully with audiences and navigate the fast-paced demands of the industry.