At just 25, Justin Banusing is redefining what it means to be a creator, entrepreneur, and cultural architect.
With a track record that includes founding Clout Kitchen, Southeast Asia’s largest pop culture convention CONQuest, and the campus gaming network AcadArena, Banusing’s latest venture, the &Friends Festival, might be his his most ambitious yet.
Held at the opulent Okada Manila on May 30–31, 2025, the festival brought together a diverse array of global and local talent, setting a new standard for cultural events in the Philippines.
A Global Lineup Meets Local Flair
&Friends Festival’s lineup was a testament to Banusing’s vision of a truly global event. International headliners included EDM titans Zedd, Illenium, Seven Lions, and bbno$, alongside artists like Yellow Claw (EuroTra$h), DJ Hyo, and RayRay.
Simultaneously, the Myx stage featured prominent Filipino artists such as Ylona Garcia, Kiyo, and Amiel Sol, showcasing the richness of Original Pilipino Music (OPM) to a broader audience.
The festival featured multiple stages, including the Cove Stage, the Creator Stage, and the Friendship Stage, each offering a unique experience. From high-energy EDM sets to intimate acoustic performances, attendees were treated to a diverse musical journey.
Banusing’s own DJ collective, NGHTSHIFT, played a pivotal role in the festival’s success. Known for blending melodic bass with Southeast Asian influences, NGHTSHIFT’s performance on May 31 was a highlight, symbolizing the fusion of global and local sounds that the festival aimed to achieve.
Their set not only energized the crowd but also embodied the festival’s ethos of cultural convergence.
Beyond Music: A Celebration of Pop Culture
&Friends Festival was more than just a music event; it was a comprehensive celebration of pop culture.
The Creator Stage hosted a variety of content creators, including Shoto, Jimmy Zhang, and iGumdrop, who engaged with fans through panels and meet-and-greets.
Cosplay enthusiasts added vibrant color to the festival grounds, with attendees donning costumes of their favorite characters, creating an immersive and inclusive atmosphere.
The festival also featured an Artist Alley, where local artists showcased and sold their work, ranging from illustrations to handcrafted merchandise. This platform provided emerging creatives with exposure and the opportunity to connect with a wider audience.
Choosing Okada Manila as the venue underscored the festival’s commitment to excellence. With its luxurious amenities and state-of-the-art facilities, Okada provided the perfect backdrop for an event of this magnitude.
The resort’s Cove Manila, an indoor beach club and nightclub, served as one of the main stages, offering an unparalleled audio-visual experience.
A Blueprint for the Future
The success of &Friends Festival marks a significant milestone in the evolution of the Philippine cultural scene. By seamlessly integrating international acts with local talent and embracing various facets of pop culture, Banusing has set a new precedent for what festivals can achieve.
His holistic approach—combining music, art, technology, and community—offers a blueprint for future events aiming to resonate on both a local and global scale.
As Banusing continues to innovate through ventures like Clout Kitchen and NGHTSHIFT, his influence on the creative landscape is poised to grow.
The &Friends Festival stands as a testament to his ability to bring diverse communities together, fostering a space where creativity knows no bounds.
