The Sound of Something Different - the cultural curator behind SDL Festival and The Rocky Desert reflects on a life shaped by music, memory and the impulse to create something both timeless and new.

Born in the heart of San Antonio and raised on a soundtrack of flamenco, reggae and 80s soul, <a href="https://www.instagram.com/adrian_wwp/">Adri&aacute;n Rodriguez</a> has become one of the <a href="https://www.lofficielibiza.com/ibiza/my-island-ann-margret-annie-entrepreneur-advisor-ibiza">island</a>&rsquo;s most beloved cultural curators. Through music, festivals and a unique sense of place, he channels nostalgia and reinvention into a vibrant offering that feels like home for locals and newcomers alike.
&ldquo;I grew up in Sant Antoni, arguably the most dance-driven town on the island, which says a lot about who I am. But truly, my biggest influence was my family. <a href="https://www.lofficielibiza.com/ibiza/dancing-is-healing-the-secret-to-ibiza-s-magnetic-nightlife">Music</a> and <a href="https://www.lofficielibiza.com/categories/art">art</a> were ever-present at home. My mother is a painter, and my father, a sort of undercover artist. Flamenco was always playing in the background, but so were Ketama, Camar&oacute;n, Gloria Estefan, Bob Marley, Chicago, Toto and Al Stewart. Our living room was a soundscape of contrasts, and that shaped both my taste and the way I connect to creativity.
I carry vivid memories of the <a href="https://www.lofficielibiza.com/categories/ibiza">Ibiza</a> I grew up in. There was a sense of neighbourhood, of community. Chaotic but welcoming. That beautiful madness, now unthinkable, shaped us. The island gave us more than just a place to live; it gave us a philosophy that we now take with us across the globe. We were lucky.

From early on, I had a sense of what I wanted to do. At 19, I joined the team at Space Ibiza, more out of curiosity than anything, wanting to learn the ins and outs of <a href="https://www.lofficielibiza.com/ibiza/dancing-is-healing-the-secret-to-ibiza-s-magnetic-nightlife">nightlife</a> and how music moved people. At 23, I opened my first caf&eacute;-concert venue, where I began programming live performances with artists like Juan Perro, Coque Malla, Depedro and Zahara. It was a crash course in everything. Then in 2015, I decided to launch Wild Wolf Productions and SDL Ibiza Festival. That marked the beginning of a new chapter and hundreds of shows and gatherings that have become part of the island&rsquo;s recent cultural memory.&nbsp;
What people often say after attending my events is:

&ldquo;There&rsquo;s just something special about the atmosphere. So joyful, so full of heart.&rdquo;

I think it&rsquo;s about the care I try to pour into every detail, creating the kind of experience I&rsquo;d want to have myself. It's never just a show; it&rsquo;s a feeling, a space where you can truly be present.
My goal has always been to offer something different. Something that lingers in your memory. There are moments when I consider stepping away, but then I remember why I started. There&rsquo;s a kind of invisible banner I feel I carry, for all the misunderstood romantics who seek something less polished, more honest. A space not better, not worse. Just different.

My ideas usually start to take shape when I step outside the noise, when I reconnect with something pure. The Rocky Desert is a great example. I had it scribbled in my notebook for over seven years, but it just wouldn&rsquo;t come together. In 2023, after a trip to a place that once made me very happy, I returned with a new spark and made it real. Now it lives and breathes as one of our proudest projects.
I&rsquo;ve been lucky to witness and produce many unforgettable performances. Orishas, Leiva, Amaral, Fantastic Negrito, Miguel Poveda, Diego el Cigala with La Cali Big Band, Eliades Ochoa, Ni&ntilde;a Pastori, Los Guapos&hellip; and Kilimanjaro&rsquo;s debut at The Rocky Desert. They all left a mark. As an audience member, nothing will top Temple of the Dog at Madison Square Garden. Fantastic Negrito invited us backstage, and we moved through the venue as part of the team. A year later, Chris Cornell passed away, and that memory became even more precious.

The <a href="https://www.lofficielibiza.com/ibiza/ibiza-imagined-by-wai-music-atmosphere-and-the-divine-in-motion">Ibiza</a> audience is one of a kind. It&rsquo;s never been easy to please, and I love that challenge. But something has shifted since 2020. Young people from all over have moved to the island, blending with the local crowd. I also see more curiosity among the island&rsquo;s own youth. More openness to <a href="https://www.lofficielibiza.com/art/christian-dior-designer-of-dreams-stops-over-in-seoul-at-dongdaemun-design-plaza">art</a> and experimentation. Being a music promoter means staying current while staying true. Luckily, I&rsquo;m endlessly curious. If the Ibiza crowd connects with you, the magic is unmatched.
Sometimes I joke that I came into this world to make people happy, even just for a few minutes. To make them dance. To make them fall in love. If I had to distill it into three words? Romanticism. Patience. Trust.
Culturally and creatively, I think we&rsquo;re entering a promising era. There&rsquo;s a new wave of creators, and even politicians, who understand the value of culture. A real community is forming, built around ideas, passion and care. There&rsquo;s still work to do, but we&rsquo;re on the right track.
For anyone new to the island or craving a deeper connection to it, I always say: come to SDL The Rocky Desert on 21 June or 13 September. I&rsquo;m not promoting, just being honest. Last year, guests called it &ldquo;the real Ibiza&rdquo;, &ldquo;a game-changer&rdquo;, &ldquo;the best event in 25 years&rdquo;. We tapped into something raw and respectful, in nature, with intention. And after that? Go explore the island&rsquo;s old-school bars, the ones that still feel like time stood still.

That&rsquo;s the Ibiza I fell in love with. That&rsquo;s the one I want to keep alive&rdquo;.

People of Ibiza : Adrián Rodriguez

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