Brian van Vuure (NL)

With well over a decade of experience at the intersection of music, culture and commerce, Brian has built a career connecting global brands with some of the world's most influential cultural platforms, artists and communities.

He is the founder of IN CULTURE, an independent culture and partnerships studio operating globally at the crossroads of music, art, fashion and lifestyle. Bridging the worlds of brands and culture, IN CULTURE develops cultural strategies, creative collaborations, brand partnerships and original concepts that bring these worlds together in meaningful and commercially relevant ways.

Before founding IN CULTURE, Brian held senior commercial and leadership roles across cultural platforms and agencies like ID&T Group / Superstruct Entertainment, most recently serving as Director of Brand Partnerships Development. There, he led and worked through commercial strategies and brand partnerships across an extensive portfolio of internationally renowned festivals and cultural platforms, including Awakenings, DGTL, Defqon. 1, elrow, Sónar, Boiler Room and many more.

Today, through IN CULTURE, he works on both sides of the cultural landscape, working with A brands and partners including Apple Music, Nike, JBL, American Express, Harman Kardon, Bentley Motors, alongside cultural institutions, platforms and artists such as Studio DRIFT, Dekmantel and Chris Stassy.

At the heart of his work is a belief that the most powerful partnerships are built through genuine cultural understanding, shared ambition and creative exchange pushing existing boundaries. Rather than simply placing brands within culture, he focuses on creating collaborations where brands, artists and cultural platforms can build something valuable together in a long term vision.