In an era where digital interactions often replace face-to-face connections, a new global study from Velo, the leading nicotine pouch brand in Europe, reveals a growing desire for shared experiences. The research, conducted across five countries, found that nearly two in five adults (39%) say building meaningful connections has become harder with age. This difficulty is attributed to factors such as trouble finding people with similar interests (28%), feeling awkward (27%), fear of rejection (24%), and fear of being judged (21%).
To address this, Velo has launched “Echoes of Tomorrowland,” a campaign that brings the magic of the iconic music festival to fans worldwide through a network of live events and synchronised livestreams. The initiative is rooted in the belief that music, particularly the dancefloor, serves as a powerful catalyst for connection. According to the research, 30% of respondents agree that the dancefloor is where they feel most able to be their authentic selves, while 61% feel more comfortable expressing themselves when they see others doing the same. This sense of freedom leads to genuine bonds, with 27% of 25-35 year olds stating that friendships made at live music events are more authentic than those formed elsewhere.
The campaign kicked off with a unique social experiment at the Tomorrowland Store in Ibiza on July 17th. Guests were given a physical butterfly half and challenged to find a stranger with the matching piece, instantly transforming a room of strangers into a collaborative community. The event, headlined by Ukrainian DJ Korolova, featured a livestream from Tomorrowland’s mainstage and brought together fans, media, and influencers from around the world.
Korolova reflected on the night's energy, saying, “The dancefloor is one of the few places where people feel completely free to express who they are without judgment. That’s the energy I felt throughout the night in Ibiza, thanks to Velo – it was incredible to watch everyone let go, show up as their true selves, and celebrate their originality together.” Supporting artist Camden Cox added, “What stayed with me from the night was watching total strangers connect so easily through a shared experience. Sometimes all people need is a small invitation to start a conversation.”
Malky Brown, Global Head of Content & Partnerships at BAT, explained, “With ‘Echoes of Tomorrowland’, we wanted to recreate the sense of connection that makes the festival so special. By encouraging people to step outside their comfort zones and connect with others, we brought to life Velo’s belief that self-expression can bring people closer together.”
The “Echoes” events, featuring live stages, synchronised streams, and DJ sets, aim to create unique spaces for dance music fans to express themselves fully and experience something new together. This initiative not only highlights the importance of shared experiences but also positions Velo as a brand that understands and fosters human connection.
