The world's largest Universal Exchange, Bitget, successfully illuminated the UNTOLD Dubai music festival with groundbreaking Web3 integrations and an immersive LED tower experience. This marked Bitget's return as an official partner following their successful collaboration at UNTOLD Romania, bringing digital asset innovation to one of the globe's premier musical events.
A Fusion of Digital Art and Festival Energy
From November 6 to 9, 2025, more than 180,000 music enthusiasts gathered at Dubai Parks & Resorts for four nights of spectacular performances. The festival's centerpiece was Bitget's iconic 10-meter LED tower, which dominated the mainstage area and became the visual heartbeat of the event.
Acclaimed Dutch artist Julius Horsthuis designed the tower's visual experience, featuring seven custom VJ loops that creatively represented each year of Bitget's journey since its founding in 2018. The installation served as both an artistic marvel and a functional hub, drawing massive crowds for limited-edition merchandise drops, fan interactions, and spontaneous performances.
Web3 Meets Cultural Performance
The fusion of cryptocurrency and culture reached new heights when Hardy Singh, one of India and Dubai's most recognizable creators and Bitget's newest Key Opinion Leader (KOL), led an unexpected bhangra performance that electrified the festival grounds.
"I'm proud to combine Web3 and culture in a way that connects with people," Hardy stated. "We did a bhangra performance at the booth, not expecting how massive the crowd was gonna be. Coming into the crypto space after many years just made sense with Bitget."
Hardy's journey with Bitget began at UNTOLD Romania and evolved into an official partnership, demonstrating the organic growth potential between digital asset platforms and cultural influencers.
Strategic Brand Activation and Leadership Vision
Bitget's on-site activation strategically blended community engagement with festival euphoria, positioning the brand alongside headlining acts including Armin Van Buuren, Steve Aoki, Martin Garrix, and J Balvin. Through innovative social campaigns like the #GearUp ticket giveaway, Pulsar Money Vault Challenge, and Spotify playlist sharing, Bitget created direct fan engagement pathways.
Gracy Chen, CEO at Bitget, emphasized the philosophical alignment between technology and creative expression. "This partnership is a celebration of what happens when technology meets passion," Chen explained. "Just like music evolves, so does crypto, and as Bitget transforms into a Universal Exchange, we're showing the world that finance can be as creative, human, and inspiring as art itself."
The festival also served as the platform for introducing Bitget's newly appointed Chief Marketing Officer, Ignacio Aguirre Franco, who was officially announced on November 7 during the event.
"Our goal at Bitget is to make Web3 tangible, to show that digital assets aren't confined to charts and screens, but can live, breathe, and move with culture," said Ignacio. "UNTOLD Dubai was more than a partnership; it was a statement of what the Universal Exchange represents: creativity, inclusion, and the power of experience."
Bogdan Radulescu, Chief Business Officer and Co-founder of UNTOLD, highlighted the strategic importance of such integrations: "Bitget's presence at UNTOLD Dubai shows how technology can amplify culture. The LED tower wasn't just a digital installation; it was a living symbol of creativity, innovation, and connection."
This partnership demonstrates how Web3 brands can achieve mainstream adoption by embedding themselves within cultural experiences, making complex technology relatable through emotional connections and memorable fan experiences.
