UNTOLD

What UNTOLD does

UNTOLD is a privately held Romanian music festival and entertainment ecosystem operator headquartered in Cluj-Napoca. The company is co-organized by Untold Production S.R.L. (registered 2021) and Untold Live S.R.L. (registered 2025) and runs the flagship UNTOLD Festival Romania — a 4-day electronic music event held annually in Cluj-Napoca, ranked 3rd best festival globally, featuring 80+ artists across 9 themed stages (MainStage, Galaxy, Daydreaming, Time, Retro, Tram, Soul Circle, Alchemy, plus others). The portfolio has expanded internationally via UNTOLD Dubai (held at Dubai Parks & Resorts) and is grouped under the UNTOLD Universe alongside sister festivals Neversea and Massif.

The underlying technology stack centers on the Rhuna digital ecosystem — a cross-festival loyalty and cashless payment platform built on RFID wristband infrastructure (delivered via Festipay), a mobile app for iOS and Android, digital ticketing with QR wallet integration, and Romanian banking integration via Banca Transilvania. The UNTOLD Official Mobile Application supports ticket check-in, schedule planning, personalized My Lineup creation, and wristband top-up. Festivals are distributed through the official website (untold.com), the authorized Extasy ticketing platform, and physical ticket points.

The business model is event-driven and multi-stream. Revenue is generated from tiered ticketing (General Access 1-Day and 4-Day, Comfort, VIP, Galaxy Backstage, Under 25 Season Ticket, One for All, and Lifetime Pass), on-site cashless wristband spending (split with merchant partners), VIP and premium experiences, sponsorship and brand partnerships (Bitget, Pernod Ricard, Absolut), accommodation bundles, and add-on services. Customers are horizontally segmented across mass-market attendees, the under-25 student cohort, premium VIP buyers, and corporate sponsors. Go-to-market is direct-to-consumer via official channels, with festival-month and lineup-announcement moments driving demand peaks.

Name

UNTOLD

Legal name

Untold Production S.R.L.

Website

https://untold.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

51–100 employees

Short description

UNTOLD is a Romanian private festival organizer operating the flagship 4-day Cluj-Napoca electronic music festival (ranked 3rd globally) and UNTOLD Dubai, unified by the Rhuna cross-festival loyalty and cashless wristband platform serving mass-market attendees, the under-25 student segment, and premium VIP buyers.

Ownership category

akta.pro rank

Product category

Music Festival and Live Event Services

NAICS

Promoters of Performing Arts, Sports, and Similar Events with Facilities (711310)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Music Festival Organizers & Promoters (MPAGAAAB)

akta.pro secondary industry

Concerts & Music Festivals (THAJAFAA)

Keywords

• Music festival events
• Electronic dance music
• Live entertainment ticketing
• Cashless festival payments
• Festival loyalty platform

Headquarters

HQ city

Cluj-napoca

HQ country

Romania

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Marketing or Sales, Operations, Personnel, Technology or R&D, Infrastructure

Revenue model

1. Ticket Sales: Multi-tiered ticket structure including General Access (1-day and 4-day), Comfort packages, VIP passes, Galaxy Backstage Pass, Under 25 Season Ticket, One for All Pass, and Lifetime Pass. Revenue recognized upon ticket purchase with installment payment options available.
2. Cashless Wristband Spending: Festival attendees load money onto RFID wristbands (converted to credit points at 1 leu = 1 credit) for purchases at food courts, bars, and merchant locations throughout the festival. Revenue split between festival and contractual partners.
3. VIP & Premium Experiences: VIP platform access, Galaxy Backstage Pass, Priority Lane service, backstage tours, and premium dining experiences with dedicated concierge services.
4. Sponsorship & Brand Partnerships: Co-branded activations with partners such as Bitget (LED tower at UNTOLD Dubai), Pernod Ricard, and Absolut. Includes co-branded merchandise, digital activations, and venue naming/branding opportunities.
5. Accommodation Services: Packages combining festival passes with partner accommodations, offered through the website in collaboration with contractual hospitality partners.
6. Add-on Services: Additional experiences including backstage insider tours, backstage discovery tours, and other premium add-ons available exclusively to ticket holders.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

UNTOLD produces and operates large-scale electronic music festivals, anchored by the flagship UNTOLD Festival Romania held annually in Cluj-Napoca (ranked 3rd Best Festival in the World), with international expansion through UNTOLD Dubai. The company sells tiered festival passes and premium experiences, supports them with the Rhuna digital cashless payment and cross-festival loyalty ecosystem, and delivers festival content through mobile applications and brand partnerships.

Product overview

UNTOLD is a multi-platform music festival ecosystem offering world-class electronic music events primarily in Romania (Cluj-Napoca) with international expansion to Dubai. The portfolio centers on the flagship UNTOLD Festival Romania, ranked 3rd Best Festival in the World, alongside UNTOLD Dubai. The core product line includes tiered ticketing options spanning General Access 1-Day and 4-Day passes, Comfort passes (with Secret Garden access and Fast Lane), VIP Ultra passes, and Galaxy Backstage passes for premium viewing experiences. Supporting products include the Under 25 Season Ticket for younger attendees, UNTOLD ONE loyalty program, and Priority Lane access service. The ecosystem is underpinned by the Rhuna digital currency platform enabling cashless payments across all group festivals, processed via Festipay RFID wristband technology. The UNTOLD Official Mobile Application serves as the central hub for ticket management, schedule curation, online check-in, and wristband top-up. Ancillary initiatives include the Blood Network blood donation program.

Differentiator

Problem solved

Functional benefit

Brands

• UNTOLD ONE: VIP membership and exclusive experience program for UNTOLD festival attendees
• Blood Network
• RHUNA

Products and services

• UNTOLD Festival Romania The flagship UNTOLD electronic music and entertainment festival held annually in Cluj-Napoca, Romania, ranked 3rd Best Festival in the World and featuring multiple stages, international headliner artists, and diverse music genres across a four-day event for general public attendees.
• UNTOLD Dubai International expansion of the UNTOLD festival brand held at Dubai Parks & Resorts, bringing the multi-stage electronic music festival experience to the Middle East market. The November 2025 edition featured Bitget as main partner with a 10-meter LED tower activation.
• UNTOLD ONE Membership Program Loyalty and community membership program offering exclusive benefits, rewards, and enhanced festival experiences for dedicated UNTOLD community members across the festival group.
• Rhuna Cashless Payment and Loyalty Ecosystem Multi-purpose digital value coupon and loyalty platform used across the UNTOLD festival ecosystem (Massif Festival, UNTOLD Dubai, and Neversea) for topping up festival wristbands, purchasing products and services, and earning rewards for customer loyalty, processed via Festipay RFID wristband technology.

Quantifiable outcome

• 4.2 billion+ streams for artist tracks featured at festival (Lewis Capaldi's 'Someone You Loved' exceeded 4.2B Spotify streams; Swae Lee's 'Sunflower' surpassed 4.1B streams)
• +1 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature4 records

Partnerships

Nine partnerships are on record, tiered flagship and core.

• BitgetflagshipGTM or Marketing Partner · 31 October 2025Bitget served as the main partner of UNTOLD Dubai (November 6-9, 2025), featuring a 10-meter LED tower showcasing Bitget's seven-year evolution. Partnership included digital engagement activities, co-branded LED cups with Pernod Ricard and Absolut, and cultural performances promoting Web3 and crypto engagement. Bitget aimed to connect culture and technology through this activation.
• Pernod RicardcoreGTM or Marketing PartnerSpirits brand partnering for co-branded LED cups and promotional activations at UNTOLD Dubai festival.
• AbsolutcoreGTM or Marketing PartnerVodka brand co-branding partner for LED cup activations and promotional activities at UNTOLD Dubai.
• ExtasycoreChannel Partner/ Reseller/ DistributorOfficial authorized ticket sales platform for UNTOLD festival tickets, both online and through fixed physical locations. Processes all ticket purchases and ensures validity guarantees.
• Banca TransilvaniacoreTechnology or IntegrationRomanian banking partner providing payment processing services for the Rhuna account balance system, card payments, and online transaction processing.
• FestipaycoreTechnology or IntegrationRFID payment service provider for wristband-based cashless payment system throughout the festival grounds.
• RhunacoreTechnology or IntegrationFestival-ready infrastructure technology provider powering the UNTOLD digital ecosystem including ticketing, cashless payments, and cross-festival loyalty.
• NeverseacoreStrategic or Co-development PartnerSister festival within the UNTOLD Universe ecosystem, part of the Rhuna loyalty program allowing cross-festival engagement and rewards.
• MassifcoreStrategic or Co-development PartnerPart of the UNTOLD festival group ecosystem, integrated into the Rhuna loyalty program alongside UNTOLD Romania, UNTOLD Dubai, and Neversea.

Scale indicators5 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Mysteryland: Mysteryland is a longstanding Dutch electronic music festival with international editions. It competes with UNTOLD for the same EDM audience, and shares comparable multi-day, multi-stage festival economics.
• EXIT Festival: EXIT Festival is a leading multi-genre music festival in Novi Sad, Serbia, operating in the same Balkan/Central-European corridor as UNTOLD. Both festivals compete for the same regional attendee base and similar headliner tier.
• Ultra Music Festival: Ultra is a globally recognized electronic music festival held in Miami and other international locations. It competes with UNTOLD for premium EDM headliners and global brand sponsorships in the electronic music category.
• Creamfields: Creamfields is a major UK-based electronic music festival with a global audience. It competes with UNTOLD for the same EDM headliner talent pool and shares a similar multi-stage, cashless-payment infrastructure approach.
• Primavera Sound: Primavera Sound is a leading European music festival held in Barcelona and other cities. It is comparable to UNTOLD as a multi-stage, multi-genre European festival competing for top-tier international headliners and global brand partnerships.
• Tomorrowland: Tomorrowland is the world's largest EDM festival, held annually in Boom, Belgium, and the natural benchmark for UNTOLD's positioning. Both festivals compete for the same global electronic music headliner roster and tier-1 sponsorships.
• Electric Daisy Carnival (EDC): EDC (owned by Live Nation/Insomniac) is a flagship global electronic dance music festival with editions in Las Vegas and other cities. It is directly comparable to UNTOLD in targeting EDM audiences with immersive stage production and cashless payment technology.
• Sziget Festival: Sziget is one of Europe's largest music festivals, held annually in Budapest, Hungary. It directly competes with UNTOLD for Central/Eastern European festival-goers and shares a similar multi-stage, multi-day format.

Broad incumbents

• Coachella: Coachella (Goldenvoice/AEG) is the world's most iconic destination music festival. It is a broader incumbent comparable to UNTOLD for premium positioning, festival rankings, and sponsorship economics, though it operates at significantly larger scale and broader genre mix.

Regional players

• Electric Castle: Electric Castle is a major Romanian music festival held near Cluj-Napoca, sharing the same domestic market and attendee pool as UNTOLD. It is the closest direct local competitor for Romanian festival-goers and regional sponsors.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/untoldfestival
• YouTubeyoutube.com/channel/untold
• Xx.com/UntoldFestival

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about UNTOLD