-Justin “JB” Bolognino, Founder of META
Last week, we sat down with legendary experiential artist and designer, Justin “JB” Bolognino. JB has worked with the world’s most prestigious brands, like Spotify, Cadillac, and Red Bull, and world-renowned music festivals, like Coachella, SXSW, and Outside Lands. Ever wonder who’s behind the incredible activations and experiences that leave you drooling for more? JB is the guy behind it all.
ICYMI, here is part 1 of our interview with JB. Want to watch the full episode. Check it out here:
What we all crave – consciously or not – is the intensity and richness of the present moment.
We're all looking for that feeling of being entirely immersed in an experience, of being entirely present. Yet, in this digital age, we're more often than not distracted away from the present. Social media platforms, algorithms, and a thousand other digital entities – they're all vying for our attention, all trying to pull us away from the here and now. And yet, paradoxically, everything JB’s ever done is about bringing you back to the present moment.
“I'm passionate about creating experiences that are immersive, experiences that ground you in the present moment, experiences that remind you that all there really is, is the present moment. The present is a beautiful, nurturing space – it's where we truly live. It's where we experience joy, sorrow, love, fear, and every other human emotion.
“But how do you begin this journey in the world of event production? Where do you start? What advice would you give to those just starting out, those eager to make their mark in this industry?”
“Event production is a multifaceted beast. It's not something you can master overnight. It's a process, a journey, and it starts from the ground up. This isn't always a popular perspective, but it's the truth.
In the beginning, you have to be willing to get your hands dirty – you have to be willing to make mistakes. Even if that means getting the coffee order wrong and feeling the wrath of an executive. Because it's these smaller tasks, it's these mistakes, that will teach you about the intricacies of production. You'll learn the importance of attention to detail, the importance of getting things right.
If you think you can step into a production role and command a team without knowing the inner workings of the industry, you're in for a rude awakening. You can't effectively lead a team without understanding how everything works – from the smallest detail to the biggest. If you don't understand how a camera lens works, how can you expect to coordinate hundreds of people at an event?
The same applies when you're a smaller brand looking to make your mark and secure partnerships with industry giants like Spotify.”
“The journey to recognition and success is an evolutionary arc. More often than not, it involves sacrifice. You might have to offer your services for free initially, work your way up from the bottom, before you can start to see the fruits of your labor.
I've spent years working for some of the biggest brands in the world, often without any compensation. Why? Because having those names in my portfolio is invaluable. It's an investment in my future – it's these experiences, these names, that I've leveraged for future opportunities.”
“What about team building? How do you build a team that shares your passion and commitment to creating unforgettable experiences?”
“Hiring the right people is crucial. But for me, the hiring process isn't about what's on a resume. It's about how a person reacts in the face of change and pressure.
When I conduct an interview, I like to start off in a typical manner. As the interview progresses, I shift the dynamics, I introduce change, I introduce pressure. I want to see how the candidate reacts. Can they adapt? Can they handle the pressure? Are they resilient?
In this era of hyper-identity, I'm not just looking for a specific set of skills or qualifications. I'm looking for resilience, adaptability, the ability to manage multiple tasks simultaneously, and a deep understanding of the importance of being fully present.”
In the field of experiential events, Justin “JB” Bolognino is a creative visionary. Whether it's getting your start fetching coffee or navigating your way through an unconventional interview, these experiences shape us. They remind us that the present moment is the most beautiful, nurturing, and valuable thing we have. And this, above all else, is the essence of crafting truly immersive experiences.
