Raves, Drops and Games: A New Blueprint for Experiential

As the head of collaborations and experiential at Complex Networks, where he has been charged with launching and overseeing franchises like ComplexCon and its virtual sister event, ComplexLand, Neil Wright has come a long way from his first foray into event marketing: canvassing music festivals at dawn to promote underground raves in 1990s Los Angeles. Back then—before the internet and Coachella—tying together the disparate elements needed for a one-night festival involved more art than science. On a nightly basis, Wright booked talent, cajoled handlers and wooed attendees, giving him his first glimpse at the world of activation marketing in the process. In search of a steadier paycheck, he took a job at a local retailer, eschewing college to become a visual merchandiser. He discovered a knack for the work and soon joined PacSun, an icon of Southern California culture whose brand identity had long since washed out. Over the next nine years, Wright would play a critical role in resuscitating the brand, launching collaborations with up-and-coming tastemakers like the late Virgil Abloh. His instinct for the work began creating opportunities, and in 2015 Wright found himself on the receiving end of a pitch for what would eventually become ComplexCon. The idea anticipated the future: As brands and businesses adopted the direct-to-consumer model, so too would trade shows. Wright, recognizing the potential of the concept, joined Complex and helped launch the inaugural ComplexCon in 2016. The streetwear event combined exclusive product releases with cultural touch points, and it attracted nearly 15,000 paying attendees across two days in 2021. Even when the event had to temporarily shutter in 2020, the hiatus prompted Wright to launch ComplexLand, a sprawling virtual reality event. Hosted entirely in the metaverse, ComplexLand invited attendees to create custom avatars and experience an entirely digital festival. With each subsequent iteration––ComplexLand 3.0 debuted in May––Wright and his team are pushing the world of gamified events to new horizons. Since its acquisition by BuzzFeed in January, Complex has begun lending its experiential expertise to the publisher, and this year BuzzFeed's Tasty team of food experts will collaborate with First We Feast to launch a food festival within ComplexCon. The activation marks just the latest example in a career defined by innovation and centered on connection. “I want to make sure that I am challenging our clients, our brands––anyone showing up at our events––that they are keeping our attendees top of mind,” Wright said. “I want to make sure that when people walk through the door, they feel cared for.” Big mistake "Sometimes I have missed opportunities because I was too bogged down in details," he said. "Be open to big ideas even when the logistics seem impossible." Lesson learned Maintain relationships, he said. "Some of the connections I made early in my career have served me decades later. Stay in touch with people and show you care." How he got the gig A visual merchandising job turned into a role focused on brand collaboration and experiential activations at PacSun. From there, Complex has given him room to experiment further, he said. Pro tip "Start at the bottom and get rid of your ego. You will see me picking up trash on the ComplexCon floor," he said. "Nothing grabs the attention of others more than having pride in your work."

Leadership & Talent

Raves, Merch Drops and Games: How Complex's Neil Wright Does Experiential

A background in visual merchandising—and a lot of hustle—led to launching ComplexCon

Mark Stenberg

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Mark Stenberg