Jos Feijen is currently director of pop venue Effenaar in Eindhoven. Before he operated as a strategist and industrial liaison. His area of expertise is strategic consultancy on branding and product & services concepts. In his vision Effenaar is not only a place to enjoy live music performances (on- and offline) but also a playground for developing, testing and experiencing young technology applications. This is how Effenaar Lab started in 2017. Effenaar Lab is rapidly developing as the national centre of pop culture & technology. It is connecting likeminded venues in a (European) network to exchange projects, experiences and knowledge to aid the digital transition of society.