New global research from Velo, the leading nicotine pouch brand in Europe, reveals that building meaningful connections has become increasingly difficult with age, prompting the launch of "Echoes of Tomorrowland," a global network of live events and synchronised livestreams designed to bring the magical experience of Tomorrowland to fans worldwide.
The research, which surveyed 2,009 nicotine users across the UK, Spain, Pakistan, Poland, and Austria, found that almost two in five adults (39%) say building meaningful connections has become harder as they get older. This difficulty is driven by several factors, including challenges in finding people with similar interests (28%), feeling awkward (27%), fear of rejection (24%), and fear of being judged (21%).
Velo and Tomorrowland believe that music is the ultimate catalyst for breaking down these barriers. The physical dancefloor serves as a powerful space for connection, uniquely enabling self-expression. According to the research, 30% of respondents agree that the dancefloor is where they feel most able to show up as their authentic selves and "dance like nobody's watching," while 61% feel more comfortable expressing themselves when they see others doing the same. This leads to meaningful connections, with 27% of 25-35 year olds agreeing that friendships made at live music or cultural events are more genuine than those formed in other social settings.
To bring this vision to life, Velo hosted a bespoke social experiment at the Tomorrowland Store in Ibiza on July 17th, headlined by Ukrainian DJ Korolova. Guests were given a beautifully crafted physical butterfly half and challenged to find a stranger holding the other half to complete the butterfly. This interactive experiment instantly transformed a room of strangers into an active, collaborative community, recreating Tomorrowland's unique culture of spontaneous connection.
The event featured a livestream from Tomorrowland's mainstage and welcomed a mix of consumer fans, hosted media from the UK and Spain, and lifestyle and music creators from around the globe. Through connected "Echo" events, including live stages, synchronised streams, and DJ sets, "Echoes of Tomorrowland" creates a unique space for dance music fans to fully express themselves and experience something new together.
Reflecting on the night, Korolova said: "The dancefloor is one of the few places where people feel completely free to express who they are without judgment. That’s the energy I felt throughout the night in Ibiza, thanks to Velo – it was incredible to watch everyone let go, show up as their true selves, and celebrate their originality together."
Supporting artist Camden Cox added: "What stayed with me from the night was watching total strangers connect so easily through a shared experience. Sometimes all people need is a small invitation to start a conversation, and seeing the crowd use the physical butterflies to break the ice and dance together was pure magic."
Malky Brown, Global Head of Content & Partnerships at BAT, commented: "With 'Echoes of Tomorrowland', we wanted to recreate the sense of connection that makes the festival so special. By encouraging people to step outside their comfort zones and connect with others, we brought to life Velo’s belief that self-expression can bring people closer together."
To watch the official event wrap film and discover more about Velo, visit @velo.global.
