In 2008 I was working at a digital agency in London. A digital agency creates stuff for brands – usually campaigns, sometimes websites and products too. But all of it digital.

I found the work pretty interesting, but what I was really enchanted by was travel and festivals.

There was one in particular that caught my eye, Sonar in Barcelona.

They had quirky branding, alternative music, a new technology showcase, and a whole bunch of offshoot events around the city. Not to mention all the sun, sea, food, and cultural energy that Barcelona offers.

I wanted to go. This was 2008. I was 24. I had no idea. And I had zero money. Not many industry connections. No 20 year relationship with the festival director.

Still, I wondered how I could find a way to go.

I knew the agency paid for people to go to conferences sometimes. Perhaps I could try that?