In a crowded marketplace, standing out as a leader requires exceptional skills, vision, and adaptability. Bogdan Radulescu (Co-Founder and Chief Business Officer of UNTOLD Universe) has established himself as a trailblazer in the advertising and events industry. His dynamic leadership style and unique approach to connecting with people have earned him a reputation as a role model for entrepreneurs and business leaders alike.
Bogdan’s leadership approach is built on the combination of charismatic and transformational practices. His ability to connect with his team on a personal level has enabled him to motivate and inspire them to perform at their best. He understands that effective communication requires a human connection, which fosters personal motivation and better performance. His approach has earned him the admiration of his team and stakeholders, allowing UNTOLD Universe to emerge as a leading company in the advertising and events industry.
“Everybody talks about different leadership styles, but they all have something in common: the people. When you talk to your PM or Chief Officer, you don’t talk to the position; you speak to the man/woman. When you have a huge team to lead, it is essential to understand that they are humans with diverse personalities and interests. The only proper way to communicate with all of them at once is to establish a human connection. People work better when they are personally motivated. And so do I,” states Bogdan.
In an exclusive interview with our magazine, Bogdan shared his insights on leadership, entrepreneurship, and the future of the advertising and events industry. He spoke about his journey as an entrepreneur, his vision for the industry, and his plans for the future of the UNTOLD Universe.
From Playing Field to Boardroom
Bogdan’s journey to success is sort of different. As a child, he was passionate about sports, particularly football. Like many other boys his age, he dreamed of playing for the first league champions and basking in the glory of a fervent game, with the audience cheering him on. However, his destiny laid elsewhere, and his love for business was born.
At the age of 21, Bogdan ventured into the advertising industry, marking the beginning of his entrepreneurial journey. However, things did not go as planned, and he faced his first bankruptcy at the age of 23. Undeterred, Bogdan did not let the setback defeat him; instead, he used it as motivation to bounce back smarter.
As the saying goes, “Negotiation starts after the first NO,” and Bogdan used this mantra to his advantage. He attended Business School at Babeș Bolyai University in Cluj-Napoca, Romania, which provided him with a solid foundation in the field. The rest, he had to discover through practical experience. With his newfound knowledge and experience, he rekindled his bond with entrepreneurship at the age of 26, and UNTOLD Universe was born. He calls himself “UNTOLDER since day 1!”
UNTOLD Universe: Uplifting Emotions and Sparking Evolution
The story of the UNTOLD Universe is one of passion, creativity, and a commitment to uniting people through entertainment. Founded in 2015 in Cluj-Napoca, this dynamic company has quickly become a force to be reckoned with in the industry. Their motto, “UNITING THROUGH ENTERTAINMENT,” encapsulates the essence of their work.
The UNTOLD Universe team delivers incredible projects that allow diverse communities to connect and speak the same language – the language of music, unexpected friendships, and togetherness. “Unlike sports, live entertainment has no winners or losers, and the audience is always united”, adds Bogdan.
What sets UNTOLD Universe apart is its commitment to the democracy of creativity. They are bold, passionate, and hungry for self-improvement, always pushing themselves to be better and to create experiences that uplift emotions and spark evolution. They are devoted to “the dream”, and work tirelessly to bring that dream to life for their audiences.
Redefining the Live Entertainment Industry with Unique Experiences
Exclusive services and unparalleled solutions are what make UNTOLD Universe stand out from the competition. Led by the visionary Bogdan, this powerhouse brand is redefining the live entertainment industry with its innovative approach. As the German adage states, “Measure 3 times, cut once”, and the company takes this to heart with its meticulous assessment of every single campaign. They invest in each project to ensure it aligns with the brand’s unique selling proposition, the end consumers’ needs, and the festival’s overall vibe.
The UNTOLD Universe includes:
- UNTOLD Festival: Launched in 2015 in the heart of Transylvania, Cluj-Napoca, Romania, this festival quickly became a global phenomenon. It won the award for the Best Major Festival in Europe after the first edition and consistently ranks in the Top 10 Best Festivals worldwide.
- Neversea Festival: Launched in 2017 in Constanța, Romania, it is the largest European beach music festival, ranking among DJ Mag’s Top 100 Festivals.
- Neversea Beach: Opened in 2020 during the summer, it is a stunning beach that hosts the Neversea Festival.
- Massif Festival: Launched with the first edition in March 2023, it is the first winter music festival in the Romanian mountains, in Poiana Brașov station.
- West Side Christmas Market in Bucharest: Launched in 2022, it is voted the most beautiful Christmas Market in Romania.
Beyond Music Festival
The UNTOLD Festival has become a defining force in the global market, exhibiting the brand’s strength and influence. UNTOLD is more than just a music festival; it is a powerful brand in its own right, and it also runs CSR campaigns. As a result, it has become the go-to reference for new live entertainment concepts.
“Oh, sort of like an UNTOLD Festival, huh?” When a new event is launched, people immediately compare it to an UNTOLD Festival. And with its proven track record of success, people can trust that it will deliver an amazing new concept every time. For Bogdan, being a reference in the field is an honor and a personal reward for the entire team, including his production company, communication, and partnerships agencies.
Over delivering and Exceeding Expectations
Bogdan aims to revolutionize the entertainment industry by creating unique experiences that captivate audiences worldwide. He leads a team that primarily targets industries such as events, communication, production, sales, and partnerships, all geared toward providing unique live entertainment experiences.
Under the UNTOLD Universe umbrella, Bogdan is happy to integrate Magic Maker Communication, a fine-tailored communication agency, Magic Maker Media House, a dynamic production company, and The Sponsorship Agency, a team of sales and partnerships professionals. Their expertise covers almost everything related to events and entertainment, whether live or digital.
“We like to over deliver,” Bogdan continues. His team of partnership management professionals plays a crucial role in shaping the market to meet their clients’ needs. They assist partner brands to develop a clear business strategy and effectively communicating it. By doing so, they increase their partner’s awareness, exposure, and feedback on a macro scale.
Leading the Charge in Partnership Management
Bogdan’s ability to establish successful cooperation with various brands is unmatched, and he continues to lead his team to new heights with each passing day. He understands that taking responsibility is no easy feat; however with the right amount of effort, work, passion, and dedication, everything is achievable.
Bogdan knows that his team is their main asset. That is why he handpicked a group of well-driven “magic makers” who are not only passionate but also highly creative, ensuring that their festivals reach their maximum potential each year. This team has earned the group international recognition as the first partnerships management team from Romania, awarded for Best Practices in Brand Integration.
Thanks to their hard work, the group has developed the most complex commercial partners’ ecosystem, ensuring that all their initiatives as an entertainment group are supported by partners who constantly come forward to lend their support. This has proven to be a significant advantage compared to other European companies with similar profiles, making them stand out in the industry.
Rising Above the Competition
Bogdan firmly believes that being proactive and leading by example is one of the top three qualities of a true entrepreneur, especially in a competitive business environment. To rise above the competition, one must know their business inside out, be aware of their strengths and weaknesses, and be able to cover any of their employees’ tasks if needed. He understands that a healthy, competitive business environment can also stimulate production, and he is always up for a good challenge.
Finding Normalcy
When he is not in the cabin, Bogdan’s biggest passion is music, which also helps him in his work. He is also an avid fan of diverse leisure and entertainment experiences, constantly seeking unique social environments and cultural events. Being in the business of brand activations on a daily basis, he often finds himself picturing what he could create in a venue if it were his project.
Bogdan knows that achieving a perfect work-life balance is a constant challenge, and there is no such thing as perfection. However, he has found a way to maintain a sense of normalcy in his life. He loves his work, and time seems to fly by during meetings, but he always remembers that he has a life outside the office, and he makes sure to shift his focus there for a while.
Untold Advice
As an accomplished leader, Bogdan has invaluable advice for budding business leaders who aspire to excel in the industry. According to him, good marketing for a mediocre product is a disadvantage to the company.
- “First, make your product the best one on the market. Only then focus on how to sell it.”
- “Keep in mind that you sell ideas, stories, and emotions, not a basic product.”
- “When you pitch high, deliver high!”
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