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At 15 I attended my first festival, NASS, a sister festival or the Relentless groups Freeze & Boardmasters festivals that happen in the south of the UK. That festival enlightened me to some euphoric world of freedom, immersion, creativity, nostalgia and carefree happiness. I was unaware of my subconscious desires to pursue a career working within an industry that creates said feelings and experiences, yet here I am 7 years later sat in the library of my university, researching for one of two final pieces of work to complete a degree in Events Management to then go on and chase my desire of becoming a creator of innovative and immersive, experiential festival content. I've been immersed in the theories of co-creation, experiential marketing, innovation, hyper-reality and technological advances at festivals... not only has this contributed to assignments and my dissertation which was an Auto-ethnographic study of my own emotional and spiritual experience at a winter sports festival (Rise 2014)... it's also triggered a question...Generation Y? A very suitable name, we are a generation of questions. Generations before us, accepted, they may have wondered but never asked, questions may have been answered but were left unspoken. However, we, Generation Y are a generation of asking WHY, why do we want to experience? Why do we want to co-create and why do we want that immersive feeling of nostalgia, euphoria, freedom, happiness and carelessness? We're at the very early yet, fast moving stages of a transformation in the way we interact with our own every day experience as well as our entire exsistance. This transformation is the driving force behind trying to figure out why we experience, how we experience and what it does to us, emotionally, spiritually and physically. That question is what got me on a plane to the French Alps on my own to research my own experience at a new up and coming Winter Sports Festival, and that question is what will continue to take me to festivals all over the world. Maybe there is some poetic justice in the unknown, maybe the need to know everything is a curse of our generation, and like the meaning of life itself, its something we learn and experience rather than define.