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

Tags

Related Articles

Music

Medicine music - the hypnotic sound of the summer

Ibiza

Ibiza Dreamers: Marta & Elbio

Ibiza

The beats are back in town: L'OFFICIEL IBIZA visits Beat Hotel 2024

Recommended posts for you

Ibiza

The Shag Hair is Back: Why Short Hair is 2025's Hottest Trend

Travel

10 Wellness Hotels That Redefine the Art of Retreat

Culture

Miu Miu Takes Literature to the World’s Most Enchanting Gardens

Hommes

Prada’s Sensory Masculinity in the Spring Summer 2026 Show

Beauty

[SKIN]BIOSIS: The Facial Ritual That Revives and Recalibrates

Fashion

Alaïa’s Fishnet Ballerina: A Summer Obsession

Design

Tiffany & Daniel Arsham: Jewellery Between Heritage and a Futuristic Vision

Fashion

Capri Trousers and the Art of Proportion: Common Styling Missteps