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As the head of collaborations and experiential at Complex Networks, where he has been charged with launching and overseeing franchises like ComplexCon and its virtual sister event, ComplexLand, Neil Wright has come a long way from his first foray into event marketing: canvassing music festivals at dawn to promote underground raves in 1990s Los Angeles.
Back then—before the internet and Coachella—tying together the disparate elements needed for a one-night festival involved more art than science. On a nightly basis, Wright booked talent, cajoled handlers and wooed attendees, giving him his first glimpse at the world of activation marketing in the process.
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