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Alex Nikolov is the current head of PR at Primavera Sound. Alex has over 8 years of experience in event management and organizing, and has worked with some of the biggest names in the music industry. Alex is also the founder of Loom Festival, one of the most successful independent music festivals in Europe.

Born and raised in Barcelona, Alex has always been involved in the city's vibrant music and nightlife scene. Alex started their career as a teacher in the NewBornAccountManager course at 360º profiles section. After a few years, they co-founded Lexa, a successful events company. Alex then took on the role of head of public relations at Primavera Sound, where they were responsible for communication and content strategy, as well as talent scouting and management.

In recent years, Alex has been focusing on developing new projects in the Barcelona music scene. Alex is the creative director of Abaixadors10 by Lateral Thinking & Primavera Sound, a new hotspot for emerging talent. Alex is also a freelance event organizer, working with some of the city's most popular clubs and venues.

Alex Nikolov attended IED Barcelona from 2013 to 2016, where they studied Business Design with a focus on Communication and General Studies. They were also a part of the "LOOK Magazine" project, and an active student society online. Furthermore, they participated in Service, Behavior, and Experience Design Workshops. From 2007 to 2012, Alex Nikolov attended Language School "Ivan Vazov" where they learned Spanish, Russian, and Bulgarian. Lastly, they also attended Scal Magaluf from 2001 to 2006.