Echoes of Tomorrowland is championing community and togetherness in a campaign that spreads the spirit of one of the world’s most iconic electronic music festivals beyond its roots in Belgium. VELO* and Tomorrowland have joined forces for a global series of experiences and synchronised livestreams celebrating music, connection, and self-expression – extending the sense of belonging that Tomorrowland has long been recognised for away from the festival stage, and bringing together people from different countries, cultures, and backgrounds through a shared love of music.
Exploring how connections are created in an increasingly disconnected world, leading nicotine pouch brand in Europe VELO has identified some of the biggest barriers preventing people from forming meaningful bonds – challenges that Echoes of Tomorrowland aims to address. Its research has found that almost two in five adults (39%) find that forming these connections becomes harder with age, with difficulty finding people with shared interests (28%), feeling awkward (27%), fear of rejection (24%), and concern about being judged (21%) among the biggest obstacles.
Yet the research also surfaces the unique role of live music in overcoming those challenges, with 30% saying the dancefloor is where they feel most comfortable expressing themselves, 61% feeling more confident doing so when others around them are doing the same, and 27% of 25 to 35-year-olds believing friendships formed at festivals and live music events are deeper than those made in more traditional settings.
The Tomorrowland Store in Ibiza hosted the first Echo event of the season on 17th July, bringing the authentic festival atmosphere to Ibiza’s shoreline for one night only. Ukrainian house and techno DJ Korolova headlined the evening alongside a live stream from Tomorrowland’s Mainstage in Belgium, with the event welcoming music fans, creators, and media from around the world to recreate the sense of community that has become synonymous with the festival.
Notably, the activation saw guests handed one half of a handcrafted butterfly on arrival, with the task of finding the person carrying its matching counterpart somewhere else in the venue – encouraging enthusiastic conversations between former strangers before the live music had even begun.
The creative collaboration between VELO and Tomorrowland is a fitting extension of the wider culture that has made Tomorrowland one of the most celebrated festivals in the world. DJ Korolova describes the dancefloor as a place where people can express themselves without judgement, while singer-songwriter Camden Cox highlights how shared experiences can create unexpected connections between people who may have otherwise never met. Malky Brown, Global Head of Content & Partnerships at BAT, explains that Echoes of Tomorrowland was created to bring the festival’s unique sense of connection to more people, encouraging fans to step outside their comfort zones and experience the power of music together.
The Tomorrowland Store in Ibiza recently returned for Summer 2026, and formed the perfect backdrop for the event inside Ibiza Gallery in Playa d’en Bossa. Alongside the Echoes of Tomorrowland experience, fans of the phenomenon can drop in to explore exclusive Ibiza-only clothing collections, lifestyle pieces, and festival-inspired designs before heading to the rooftop terrace for drinks, snacks, coffee, and sunset views overlooking the island – hopefully with long-lasting connections created and new extraordinary memories made.
Find out more about VELO*, its partnership with Tomorrowland, and its latest initiatives right here.
*For +18 nicotine consumers only. This product contains nicotine and is addictive.
