In Luffy Huang’s Vision for Pulse Events, Cultures Align Through EDM Music
Stories
September 22, 2024
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CEO of Pulse Events Luffy Huang made waves across New York City this past Labor Day weekend. Known as “the world’s wettest party,” the S2O event made a splash in the Brooklyn neighborhood, delivering euphoric EDM melodies with Thai-inspired traditions that stretch across borders to America.
But as the CEO of Pulse Events, his vision yearns for unity and togetherness through the power of music. Throughout the years, Luffy has been a driving force behind the diversification of the EDM festival scene, condensing the beats into a spectacular celebration of culture and community.
The Sounds of Luffy Huang’s Chinese Upbringing and American Dream
Growing up in China, his early passion for music led him to a career as a singer and TV host between 15 to 20 years ago. Encouraged by the eclectic soundscape in the U.S., his American dream for a successful music career was granted by one of the artists he was touring along with, paving the way for his move to the States.
“I grew up in China and following my passion for music, I became a singer and TV host 15 to 20 years ago. Since it was always my dream to break into the music industry in the U.S., I began touring with artists and finally came to America with one of them in 2020.”
When he arrived in the U.S., Luffy was bewildered yet determined. The hustle in a foreign land might have caught him off guard for a moment but it also helped him head towards a new direction. “I found the industry here to be very open-minded and felt inspired and encouraged to start my own entertainment company here,” he says.
Luffy left China for the U.S., driven by the fast-paced music scene.
This geographic shift is a tableau of music inspirations, cultural shock and a deepening sense of identity, all of which prompted him to create Pulse Events, an event agency focused on bridging the Eastern and Western cultures through music and community.
Cultural Harmony Through Music and Luffy Huang’s Pulse Events Journey
“What inspired me the most was seeing people of different cultures embrace shows produced in Asia and influenced by Eastern traditions,” he says.
Such ethos were themselves echoed throughout his work, by introducing a global audience to the purpose he wanted to share more of, from highlighting notable Asian creatives and talents, to celebrating the vibrant culture of the Asian community. “I realized that this experience was missing in the U.S. and it became my mission to produce shows here that expose fans to the traditions and dance community culture in Asia,” he says. “I am proud that my shows include elements like Asian night markets, lion dances and spraying water that is the Songkran Thai New Year custom.”
One of the drawbacks of starting Pulse Events in a new country, however, is the balance and harmony among different communities, especially in the U.S. where multiculturalism has long been its celebrated trademark. Yet, despite this animated diversity, Luffy needs to traverse the tricky waters of inclusivity, representation and U.S. culture:
“Turning my vision into a reality took a bit of time. But once we put on our first Pulse Events show, we learned from the process and got into a good rhythm where we put on multiple shows annually and continued to expand. One of thechallenges I face on a daily basis is figuring out how to represent Asian culture in the most authentic way possible, while having our shows appeal to a diverse audience. Striking that balance takes a lot of thought and hard work, finding the right partners to bring that to life. Another challenge I face is that English is my second language, so I sometimes have to take the extra step of using translation tools or making a greater effort to make sure my ideas are communicated correctly.”
Luffy Huang leads Pulse Events with determination, expanding the reach of Asian culture through unforgettable shows
While those challenges might have vexed him in the beginning, every show, event and festival was an emblem of the connectivity that he always has in mind for Pulse Events. The 2023 Spring Festival that Pulse Events had orchestrated last year was an EDM-heavy event to honor Lunar New Year and pull together traditional elements, joyful moments and different communities. It was the first event to infuse electronic music and Asian culture that introduced the beauty of this cultural festival to more American youths:
“I am proud of every show Pulse Events has put on and the legacy we are slowly building by making them annual. We are gearing up for our second Winter Festival in November and our third Spring Festival next year, and planning to bring back S2O after debuting it to the U.S. this past Labor Day weekend. I feel fortunate that we have established a good working relationship with one of the most famous venues in New York City and the world, The Brooklyn Mirage. I am also proud to be the founder of the Krazy Super Concert elevating K-pop in America.”
When East Meets West in Luffy Huang’s Vision for Pulse Events
As an organization that holds the same values as AHN to uplift and highlight the Asian community, AHN takes this interview as a special opportunity to explore how Asian talents are being showcased and represented in the industry. Luffy’s vision remains unchanged:
“Themission and vision of Pulse Events is to bridge the East and the West through music events that unite people of all backgrounds and educate them. Through bringing fans of all kinds together through the common love of music, we are able to open their minds and hearts to understanding Asian culture and embracing the immense talent within our community, from music producers and DJs to entrepreneurs like myself and my colleagues.”
This determination and commitment has led Luffy on a road of success, producing annual mega shows like the Lunar New Year Spring Festival, the Winter Festival and most recently S2O New York, all to celebrate cultures and unite communities through EDM. Even just at the start, Pulse Events has landed performance deals with many prominent artists in the electronic music scene, from the enigmatic Marshmello to platinum record-selling DJ Afrojack.
Luffy’s goal is clear: bridge the East and West through music, uniting fans from all backgrounds while showcasing Asian talents.
Connect With Luffy Huang
Much of Luffy’s current success comes less from pure luck and more from a consistent performance of hard work and innovation. Whether it be electric live festivals, or getting deep down into his heritage, Luffy knows better than ever that Pulse Events was a child of hustle and resilience, no matter where you came from and who you are:
“From my own journey,I believe that if you hustle hard enough and never give up on your dreams, you will succeed, even in a foreign country or place outside of your comfort zone.”
There is nothing quite like a scoop of ice cream on a hot day, as we’re sure you’ll agree! And what better way to enjoy one than with a tasty serving of delectable creations alongside your best dishes?
This summer, the renowned Filipino food truck now restaurant Señor Sisig will open a branch in the food hall of the San Francisco Bay Area and collaborate with the Filipino-inspired experimental ice cream Humphry Slocombe.
They have been starting to develop a new ice cream flavor that evokes childhood and promotes the favorite dishes with an accompanying dessert. According to SFGate, both businesses have decided to work together as they get ready to become Ferry Building tenants.
It may be a new flavor for Humphry Slocombe customers, but it’s not for Filipinos. Made with cinnamon and bananas, the ice cream is as delicious as it sounds. Named “churron”, a mash-up of “churro” and “turon,” a Filipino caramelized fried banana roll.
The new Señor Sisig restaurant will serve drinks with Filipino and Mexican tastes including ube, pandan, and calamansi.
Stop by one of the six Humphry Slocombe locations around the Bay Area to enjoy this new flavorful ice cream before it sells out!
Melody Hahm has held many roles as an acclaimed business journalist for CNBC and Yahoo Finance and a platform and community manager for venture capital firm Harlem Capital. But her Twitter bio begins with “unapologetically Korean.” That’s a good indicator of the kind of person Melody is.
In her interview with AHN, Melody is unapologetically honest about her experiences as, often, the only Asian in the room. She shares her journey of finding value in her work and, as a result, recognizing her self-worth to advocate for herself in traditionally male-dominated newsrooms.
Since joining Harlem Capital in July 2021, she has helped female entrepreneurs and people of color make their mark in history. She leads off-site and operator networking events and content strategy for the firm’s portfolio companies. But she’s doing so much more for the BIPOC community of entrepreneurs by giving them the resources and platform to succeed.
A CHILD OF KOREAN IMMIGRANTS FINDING HER PASSION FOR JOURNALISM
I was born in New York City and raised in the tri-state area in Connecticut and Jersey. I was a lifelong east coaster. My parents are Korean immigrants who met in the States, and I’m their only child. It became my passion early on to become a journalist.
I had a dream of telling international stories, given my background as a child of Korean immigrants. Starting in elementary school, I took a liking to my Spanish class, and I performed the best in English reading and comprehension. So, pairing those things together, I was like, I’ll think I’ll figure out what this journalism thing is. It was after a journalism and writing summer program that I did after eighth grade that I realized this is the area I want to focus on.
I started to write for my school newspaper and contributed to my local newspaper, the New Haven Register. There weren’t necessarily Asian bylines I could look to. There was Connie Chung and a few token Asian women on TV. But I could not envision what my career would look like.
I’ll never forget what my mom said. She said, if you watch TV or go to a Broadway show and see someone that looks like you, it’s probably the stereotypically nerdy character who has a line or two, but you’ll never see someone who looks like you as the main character. She didn’t mean to discourage my dreams, but I think it was a reality check that perhaps it wasn’t the most practical route.
“There weren’t necessarily Asian bylines I could look to…I could not envision what my career would look like.”
-Melody hahm
FROM PRE-LAW TO BUSINESS JOURNALISM AND VENTURE CAPITAL
I went into college pursuing pre-law, but all my internship interests were in journalism. Then, I got a grant through school to go to New Delhi, India, for two months on a broadcast journalism internship. That was a turning point for me. Until that point, I didn’t understand what a real career in journalism could look like. When I got back, I tapped into any potential connection I had in the journalism world. It was through an alum of my school, who was the managing editor of Fortune magazine, who connected me to a couple of folks, and one of his contacts at CNBC reached out to me in my senior year.
They said a news associate position was open and asked if I wanted it. I had no idea what financial and business journalism was, but it seemed like an opportunity I couldn’t pass on. So, I began my career in financial journalism on CNBC’s flagship morning show, Squawk Box. I produced segments and pitched ideas for startups to be featured on the show. At the time, it was very markets-driven, and I carved a niche for myself.
I recognized that there wasn’t a platform for women and people of color running interesting startups to share their stories in a mainstream way. I took it upon myself to prove that these companies were going to be meaningful one day. I also wanted more experience on-air and I ended up finding an opportunity as an on-air reporter for Yahoo Finance. It was a great transition because Yahoo Finance is all digital. I got the chance to create content in a medium that I consumed. I hosted a show called Breakouts, which focused on entrepreneurship, especially among women and people of color.
In July 2021, I left traditional media to join an early-stage venture fund called Harlem Capital which invests in diverse and women entrepreneurs. I lead their community and platform, which essentially means working with the portfolio companies and founders. As well as expanding our purview and reach as we think about democratizing venture capital for people who deserve it. It shouldn’t matter what you look like.
It’s been a wild journey so far. There are a lot of different hats I wear. Some of my media expertise and savviness does play a role at Harlem, but I’m getting to flex my muscles to help entrepreneurs in a different realm and world, which I’m excited about.
“I recognized that there wasn’t a platform for women and people of color running interesting startups to share their stories in a mainstream way. I took it upon myself to prove that these companies were going to be meaningful one day.”
-melody hahm
TAKING STEPS TOWARD WHERE SHE IS TODAY
I would love to say it was well-thought-out, squarely defined, and manifested, but it wasn’t and never is. It’s always messy. Oftentimes, there are little signals along the way that remind you maybe this is not where my attention should be. I initially did not pursue a business or financial journalism career, the opportunity found me. I recognized that it was not my passion to report on the market’s daily moves. I can talk about it, but did I feel like I was getting value? Probably not. Making the 1% richer was never part of my mission. I obviously never went into journalism to make money.
Being in that corner of media made me reconsider and reflect on who my audience was. Both Yahoo Finance and CNBC served the investor class, which tends to be more affluent and privileged. During COVID, I started excavating a bit. I asked myself how I could play a role in helping entrepreneurs, especially people who look like me, succeed.
If you wanted to cover a startup in mainstream media, it was always about who backed them. That’s when I first started covering venture capitalists. I interviewed a lot of VCs and participated in conferences to interview VCs and the startups they funded. My mind was open to the opportunity to work at a venture capital firm where I could play a role in the process of helping entrepreneurs and equipping them with tools so they can have a fighting chance in making their mark on history.
RECOGNIZING SELF-WORTH IN TRADITIONALLY MALE-DOMINATED WORK ENVIRONMENTS
I think my experience working in two traditionally male spaces has only fueled my fire to identify opportunities where I can change the narrative. I am very fortunate to have had mentors and direct bosses sticking their necks out for me, including the person who connected me to CNBC. I met him when I was a college student in 2011, and he ended up becoming my boss at Yahoo Finance. I’ll never forget this one conversation we had. It was our mid-year check-in, and I was so nervous. I knew I deserved a raise, but I didn’t want to be disappointed if I didn’t get it.
I even went to seminars coaching women on negotiations. So, I was like, “Melody, you can do it. He’s always believed in you.” During the conversation, he gave me a 24% raise. I was going to ask for a third of that. My walkaway number was going to be 8%. That illustrated to me: Why was I valuing myself so little? Part of it is systemic, but I was selling myself short. That was an inflection point for me to recognize that even if this macrosystem is stacked against me, I know my worth, I know my strengths, and I know that I work hard. There are very clear and measurable things to show that makes you believe you deserve more. I recognized that even if the landscape is so male-dominated, that will not deter me.
Tying it back to the venture capital world, so much it is bleak. Very few top-tier firms have BIPOC partners at all levels. Then, I joined Harlem Capital, which is founded by Black men. We have three Black men who are partners, and four of us are women of color, which is unheard of. You don’t see that in venture capital. I’m the only Asian woman, so it empowers me to know that they value and invest in people of color. I have a seat at the table, and I recognize my fight for my community.
Our tagline is that we want to invest in 1,000 diverse entrepreneurs over the next 20 years. I think the only way you can do that is if the investor class and the people in the firm reflect the type of people you want to empower. We have the upper hand in understanding the problems and queries facing diverse founders. We’re the ones trying to solve the issues and provide the resources to feel the gap. It feels like a unique position to be in the venture landscape.
“Even if this macrosystem is stacked against me, I know my worth, I know my strengths, and I know that I work hard. There are very clear and measurable things to show that makes you believe you deserve more.”
-melody hahm
NAVIGATING THE NEWSROOM AS AN ASIAN WOMAN
There were so many incidents of micro and clear aggressions from my colleagues, especially at Yahoo Finance, where I was, for a long time, the token Asian. Over the nearly six years I was at Yahoo Finance, our newsroom really blossomed. We had a flurry of people of color and lots of Asian women who joined the team. But the first couple of years were really difficult. If there was news related to ongoing issues in the Asia continent, I was expected to know the answer. I’m like, I was born in New York. I’m connected to my Korean heritage, but I don’t know the ins and outs of the dynamic of Japan and Korea. The assumption that I would have these answers definitely messed me up a little bit.
In light of the hate crimes facing Asians, it was difficult for me during the work day because we wouldn’t cover that news. It was only when there was a business angle or organizations pledged tens of millions of dollars that it became a story in the business world. I understood that we weren’t working under a general news system, but at the same time, the lack of care felt disappointing to me. I felt I had to advocate for myself and the Asian community.
In my current role in the venture world, it’s night and day because my colleagues are all people of color. Even when Michelle Go passed, against this influx in hate crimes was happening, they would check in on me, asking how I was doing on a personal level. To be honest, Harlem Capital has grown over the last couple of years, alongside the deaths of Black Americans like George Floyd and Breonna Taylor. My colleagues recognize how hard it is to compartmentalize pain and trauma as you experience professional success, trying to reconcile the two. I think there’s empathy in my current role and organization that gives me a little bit more strength and hope.
THE FUTURE OF VCS
I think 20 years from now, we’ll see a magnificent diaspora of Asian, African, and Latino founders who go on to raise future rounds of capital, take their companies public, maybe start their own VCs, and become angel investors. It’s beyond my wildest dreams to think about what that diaspora looks like. Tier one VCs are already investing in Africa and Latin America. We’re seeing people choose to operate in international landscapes, and they’re all contributing to changing the face of entrepreneurship.
I have no doubt in my mind that when hopefully my child is growing up that if they were an entrepreneur, they could look at the options and say, ‘There’s a partner who looks like me and understands my story.’ It won’t be tokenization as a poster child of diversity. It will be an integration as the DNA of up-and-coming VCs, VCs that have yet to be created, and existing firms where it won’t be an option anymore to not be diverse. This is a one-way street, and if you don’t buy into it, you will get left behind.
“It will be an integration as the DNA of up-and-coming VCs, VCs that have yet to be created, and existing firms where it won’t be an option anymore to not be diverse.”
-melody hahm
HOW TO REACH OUT
You can reach me on Twitter @melodyhahm, on Instagram @melhahm, and on LinkedIn. If you want to learn more about Harlem Capital, or if you want to learn more about my journey, I’m always excited and happy to chat with folks. If anyone is contemplating a move, career or otherwise, feel free to hit me up because I love to talk about those kinds of transitions.
Filipino entrepreneur Chell Diaz Fernandez is on a mission to inspire other mothers to persevere in pursuing their dreams, regardless of how simple those businesses are or how difficult the road lies ahead.
The “mompreneur” has tried over 15 businesses since 2016 — she has sold in bazaars and had “sari-sari store” or a neighborhood sundry store. She’s also created a party supplies store, started selling secondhand clothes on Facebook live, and even vlogged.
Chell is currently a full-time Ultra Green Coffee business consultant, helping other mothers start coffee enterprises. She aspires to show that being a mother doesn’t limit success in business. She encourages stay-at-home moms to contact her for financial opportunities. “I want to inspire my fellow moms out there that if I can do it, you can too.” she said.
She described how difficult it was initially because her husband insisted that she should only take care of their children and would not allow her to work or start a business. She had to stand up for herself and realize that even as a stay-at-home mom, she is capable of more than she currently does.
As Chell expressed on her journey, she was aware of the many hardships she had experienced. Nonetheless, she pushed on, thinking of her loved ones and not giving up, and would forever be grateful for the pain and adversity she had endured.
She was hopeful that this would pave the way for her future development and success. In the end, she hopes that those who are discouraged will be able to find strength and hope in her motivational story about her business.
Filipino food in the U.S. is heating up with a flurry of news reports, viral videos, and social media posts about a Pinoy-owned street food eatery in Los Angeles after it was featured on the popular Netflix show “Street Food: USA”.
One of LA’s best and most interesting eateries, Dollar Hits, is owned by Elvira Chan from the city of Pampanga, Philippines. Given how fiercely competitive the market is in Los Angeles, this is quite an accomplishment.
She is drawing a lot of attention due to the eatery’s excellent food, welcoming crew, and affordable prices. In fact, a lot of people, particularly her “kababayans” or fellow countrymen, have backed and really patronized her business. She stated that her food business was called Dollar Hits because all of her 33 different types of street cuisine on a stick cost “one dollar”.
Having a Kapampangan root, Elvira was exposed to the different Kapampangan delicacies and even barbecue specialties. She and her sisters began their business as a food truck that sells Filipino cuisine to a loyal customer base.
They decided to buy the market space in order to expand their eatery and accommodate more Filipino diners as their patronage grew.
They have been diligently working to expand the business and expanded locations around LA. Their California locations in Temple and West Covina have already been operating. Another expansion will be located in Woodside, New York, and will be highly anticipated in August of 2022.
Elvira wants to help out other Filipino-owned businesses in the area, so she wants to buy the entire strip mall where Dollar Hits is now renting space.
The mission of Elvira and her Dollar Hits is to provide an exceptional experience through the food nostalgia of barbecue specialties and other Filipino traditional cuisines. This is a major accomplishment, not just for their perseverance and tenacity, but also for the Filipino-American community in Los Angeles. This is something they can all take pride in.
