At the Crossroads of Sound, Storytelling, and Startup Culture

An interview with Deep House Bible, Ahmed Spins, and Carlita.

Deep House Bible (DHB) is a global event platform and digital brand that’s redefining how music communities form both online and in real life. The company was founded by Lucas Zivkovic and Guillaume Blanchet while they were students, launching small but intentional events across Boston that quickly drew a loyal following. Over time, their ambition grew from local pop-ups to internationally produced shows in visually striking, unexpected destinations. Today, DHB is recognized for blending music, design, and culture into immersive experiences that resonate with a global audience.

Integral to that evolution has been their early and ongoing collaboration with a new generation of artists. Among them is Ahmed Spins, a producer and DJ whose cinematic, percussive sound has earned global traction and millions of streams online. DHB was one of the first platforms to consistently support his work, bringing him into the fold for some of their most ambitious live events. Similarly, Carlita, known for her eclectic sets and genre-crossing style, was first connected to the team through mutual ties in Boston and has since become a familiar and magnetic presence on the DHB stage.

This interview brings all three forces together: the founders behind the platform and two of the artists helping shape its sound and spirit. Together, they reflect on what it takes to build a brand in today’s music landscape, how to stay creative under pressure, and why community, not just performance, makes music unforgettable.

What was the breakthrough moment for each of you, whether as DJs or as a brand, where you felt things shifted from underground to global?

Deep House Bible: After more than a year of organizing intimate shows across the U.S. and Europe, we made the bold decision to take our vision to the next level. What began as a passion project evolved into a full-scale production: a mini festival deep in the Agafay Desert of Marrakesh.

Transitioning from 500-capacity indoor venues to building an entire weekend experience from the ground up was no small feat. But we were driven by a dream to merge music, art, and local culture into a truly immersive environment.

This first edition in Morocco brought together over 2,000 attendees, many of whom traveled from across the globe to be part of this special moment. Featuring one of our favorite DJs in a stunning desert setting, the event was a milestone not only for us as organizers, but [also] for the brand as a whole.

We were fortunate to be welcomed into a country that is forward-thinking, culturally rich, and supportive of young entrepreneurs. Immersing ourselves in that environment made all the difference in bringing our vision to life.

At just 22 and 23 years old, we built an entire festival camp, earning the respect of many key figures in the industry through commitment and a willingness to take risks.

The impact was immediate. The overwhelming response on social media amplified our presence, solidified our credibility, and elevated our media platform to new heights. It was our first taste of what it truly meant to host a large-scale, international event.

This momentum eventually led us to another historic milestone: organizing a party at the Great Pyramids of Giza, the first event ever to go until sunrise in one of the world’s most iconic locations. It was a surreal moment that reaffirmed our mission to create once-in-a-lifetime experiences that transcend borders, challenge expectations, and introduce a new culture to our community.

Today, our focus remains on crafting unique experiences, continuing to push boundaries, and bringing our vision to life around the world.

Ahmed Spins: When I released my Anchor Point EP on Moblack, I never imagined it would reach the level it did. My original goal was simple: maybe 100,000 streams on Spotify and a few DJ supports. Fast forward three years, and that same EP has surpassed 100 million streams.

I started producing music at 14 and had a routine: I’d spend the week creating tracks and spend my weekends sending them out to labels. Most responses were polite rejections. Over time, I rebranded multiple times just to stay on their radar, but eventually, I stopped chasing label attention and focused entirely on making music that felt true to me.

That shift changed everything. My sound evolved, and a few years later, I released Sawa, followed by Anchor Point. Once it gained momentum on social media and streaming platforms, my DJ career began to take off, and I started building a global brand around my music. It’s been a long journey, one driven by passion, patience, and staying authentic.

The product you sell is intangible: energy, mood, emotional connection. How do you define and measure value in that kind of experience-driven business?

Deep House Bible: At the heart of every event we produce is a simple principle: we design experiences we would personally want to attend. That mindset shapes every decision we make, from the music and venue to the hospitality and atmosphere.

Most of our events take place outdoors with magical sunrise or sunset moments that stay with you long after the music stops. We intentionally curate lineups that center around uplifting, joyful sounds — music that speaks to everyone. In fact, one of our guiding visions was always to create events that our own parents could enjoy.

We’re committed to delivering top-tier production quality, from the sound systems to thoughtfully designed stage setups. Every detail is considered, from the selection of alcohol brands to easy access to water and food.

We understood that exceptional hospitality is what sets a lasting brand apart. A great event isn’t measured only in ticket sales; it’s [also] remembered in stories, shared moments, and the desire to return.

Social media also plays a critical role in how we build emotional connections. We use our platforms with intention, not just to sell, but [also] to tell our story and create anticipation. Every post is crafted to highlight the magic of the experience, building FOMO and community at the same time.

Community building has been at the core of our mission since day one. What began as a digital platform has evolved into a global, traveling family, one where guests feel at home even when attending alone. It’s a special feeling to recognize familiar faces in different corners of the world, and we’re committed to cultivating that spirit of connection and belonging.

We’re proud to extend that vision with the launch of our record label. The music we release is not only a reflection of our sound; it’s also a way to connect with our community on a deeper level anytime and anywhere. It gives us the opportunity to support artists we believe in, share stories through music, and keep our audience connected to the experience whether there's an event or not.

We measure value not in metrics, but in the atmosphere we create: the energy on the dance floor, the shared moments, and the lasting impressions that keep our community connected long after the event ends. With the launch of our record label, that connection now extends beyond the physical space, allowing the spirit of our events to live on through the music [and] keeping the community engaged and inspired wherever they are.

What book, movie, or piece of art has had a meaningful impact on you and why?

Ahmed Spins: For me, it’s actually a quote. Just three simple words: Dream, Believe, Achieve. I’ve had it taped next to my bed since I was 10 years old, and I’d look at it every time I worked on music.

Those words shaped how I approach everything. First, you have to dream big. Allow yourself to imagine something greater. Then you have to believe in that vision even when no one else does. From there, it’s about setting clear goals and doing the work to make them real.

That mindset has guided my entire journey. But I’ve also learned that success doesn’t happen alone. Surrounding yourself with the right people — those who inspire, challenge, and support you — is just as important as the dream itself.

In a crowded space, what makes a DJ or event platform truly “bookable” from a business standpoint? What helps someone stand out to promoters and fans alike?

Carlita: From a business standpoint, what makes a DJ truly bookable is the community they bring to the space. While numbers and metrics (like ticket sales and social media reach) play a significant role, the energy, branding, and relatability of the DJ are just as important. Hype around the DJ can be seen as an investment. Promoters may initially book an artist based on potential, but if a genuine relationship develops, it can grow into a long-term business partnership.

For example, I played my first Deep House Bible party because I went to the same school in Boston as the founders and wanted to support them. That connection evolved into a lasting relationship, and I ended up playing multiple events with them.

What truly stands out to promoters are artists who:

• Bring a relatable and engaged community

• Have strong branding and musical identity

• Bring the right energy to the event

• Help sell tickets

• Fit the cost structure of the event

• Are easy and reliable to work with

You’re not just musicians; you’re leaders on stage. What have you learned about emotional intelligence, reading the room, and leading with presence under pressure?

Carlita: Emotional intelligence plays a huge role as a DJ. You need to be deeply in tune with your instincts and know how to adapt in real time. Not every producer is a good DJ. What separates a great DJ is their ability to read the room and respond to the energy of the crowd.

It’s about more than just the music. You have to consider the environment — the sound system, the layout of the space, the vibe of the crowd — and make decisions on the fly. Leading with presence under pressure means staying grounded and confident while being flexible and responsive. It’s a balance between planning and surrendering to the moment.

What is the best piece of advice you’ve ever received?

Carlita: “Follow your dreams, at least try it” from my college mentor.

Katherine Chen (MBA ’25) is from Perth, Australia. She holds a degree in Economics from the University of Chicago. Prior to HBS, Katherine was a private equity investor and investment banker.