Roy Pereira heads the marketing team at Friendly Fire, creating data-driven campaigns for festivals and concerts such as Best Kept Secret and the end of year run with sold out concerts with Roxy Dekker, Kensington, and Mula B. Previously, Roy held roles at Sony Music, Kartel Music Group, and Tomorrowland Music, where he developed expertise in brand partnerships, fan engagement, and global event marketing. Passionate about innovation in music marketing, Roy combines audience insights with creative storytelling to deliver impactful experiences that connect artists and audiences.