Creative Consultancy for artists, brands & culture

I'm Guillem Ruiz. I've spent over 20 years inside electronic music culture: designing it, producing it, promoting it and managing the people who make it. Based in Barcelona, working worldwide.

Tell me about your project
Crowd under white light beams at BEC! Bizkaia Arena, Bilbao

Dreams don’t need permission. They need a plan.

Guillem Ruiz
  • elrow
  • EMERGENCY EXIT (Creative Europe, €1M grant)
  • RAVAGE (3,000+ people per edition)
  • Mixmag AE Group
  • Speaker at ADE & Bridge Umag
01The gap

Great projects in music rarely fail for lack of vision. They fail in the space between the idea and everything it takes to make it real: the structure, the production, the team, the plan. That space is where I work.

02What I do

Three ways to work together.

Each one starts with the same question: what is this project actually trying to be?

Creative strategy & direction Events & cultural projects Artist management
03Selected workStory

Selected work

Aerial performers hanging above a festival crowd during a live show
RAVAGEHard techno, built from zero. Two editions at BEC! Bizkaia Arena, Bilbao. Over 3,000 people at each. elrowFrom family business to global club culture. Design lead and Art Director during the international expansion. EMERGENCY EXITA €1M Creative Europe show on four international stages: EXIT, Boom, Sea Star and La Mercè.
04Speaking
Guillem Ruiz giving a talk to a full room at FNAC Barcelona

Speaking

I talk about what I've built, not theory.
My vision and experience, in words.

  • ADE
  • Bridge Conference Umag
  • Masterclasses in Novi Sad, Amsterdam and Barcelona
  • Trello / Atlassian Group at FNAC Barcelona
Speaking
05Latest essaysAll essays

Latest essays

What makes someone buy a ticket for a lineup they don't know?30 Oct 2026 Curation is not a playlist. It's a point of view.27 Oct 2026 A phone on the dancefloor is not the problem. A dancefloor designed for phones is.23 Oct 2026
06Contact

Open to new projects: consulting, artist management and event production.

If you're building something in music, we should talk.

Tell me about your project