With so many shifts happening in music and culture, the Marc Eckō-founded media company, Complex is proving themselves in the experiential marketing space time and time again with their pop culture festival, ComplexCon. Its inaugural event took place in Long Beach, CA, and has been helmed in other locations such as Chicago and most recently, landed in Hong Kong in Mar. 2025. Next up: the festival is heading to Las Vegas from Oct. 25-26, 2025.
In addition to the upcoming ComplexCon 2025, the company recently announced its latest executive promotions with Mike Tresvant to EVP of brand partnerships, Kirsten Atkinson to SVP of West Coast brand partnerships and sales, and Christopher White, who returned as SVP of East Coast brand partnerships and sales. Culturess sat down with Atkinson, who can described as a driving force behind some of the most impactful and innovative collaborations in the music and culture industry today. Through my talk with Atkinson, you can see how her sharp eye for strategic alignment has given her a reputation for forging successful partnerships. She gives her take on previous CultureCons, what Gen Z and Millennials are looking for, and offers a glimpse into what to expect before you head to Vegas!
Culturess: Kirsten, congratulations on your new role! As the SVP overseeing brand partnerships for the West Coast, what's your vision for evolving Complex's influence across culture, commerce, and creativity, specifically within the music scene?
Kirsten Atkinson: Thank you! I’m in that exciting moment of taking it all in, motivated by what’s ahead and the potential to push our presence even further. My vision is all about strengthening the authentic ties between brands and the cultural moments that matter, with music continuing to be one of the most powerful and dynamic spaces to do that.
Complex has always had its finger on the pulse of music, and now we’re doubling down—moving beyond traditional brand deals to become true cultural architects. We're creating platforms where artists, audiences, and partners come together in ways that feel organic, bold, and resonant. Whether it’s through marquee moments like the Verizon Concert Series or boundary-pushing collaborations like our work with Eminem and Dodge, my focus is on building partnerships that don’t just mirror culture, but help move it forward. At the heart of it all, we’re proving that creativity and commerce can not only coexist, but thrive together.
Complex has always been a hub for culture, but audiences are more discerning than ever. Within your role, how do you ensure brand partnerships align authentically with what this audience values today?
I’ve always been driven by the intersection of culture and impact. What drew me to this space wasn’t just media itself, but its ability to influence how people see themselves and the world around them. That lens has shaped my career—from elevating underrepresented voices to helping brands engage with culture in ways that are intentional and lasting.
Understanding culture isn't an add-on, it's core to driving growth. When working with brands, we start with cultural insights first, commercial objectives second. This approach has led to partnerships like our Espolòn Tequila's Champions Latino Creatives collection and Walmart's Hispanic Heritage Month campaign—both examples of brands showing up authentically in cultural conversations rather than just adjacent to them.
Are you seeing any shifts in what Gen Z and millennial audiences expect from brand activations, both online and in-person?
Absolutely. Both Gen Z and Millennials are setting a new standard for how brands show up—and the message is clear: don’t just market at us, invite us in. Millennials, in particular, are looking for substance—experiences that align with their values, respect their intelligence, and offer real cultural relevance. Gen Z takes it a step further. They have a highly tuned sense for authenticity and expect brands to not only reflect their world but also contribute to it in meaningful ways.
What’s most exciting is how the line between physical and digital continues to blur. Audiences expect a fluid, unified experience—what they engage with online should seamlessly connect to what they encounter in the real world. It's no longer about choosing one or the other—it's about creating cohesive experiences that live across multiple touchpoints.
ComplexCon has become a cornerstone of cultural convergence over the years—what do you think has made it resonate so deeply with fans and creators over the years?
At its core, ComplexCon isn’t just an event. It’s where culture comes to life in real time, across fashion, music, art, food, and storytelling. One of my favorite moments was leading brand partnerships at last year’s ComplexCon in Las Vegas, co-curated with Travis Scott. We brought together brands, artists, athletes, and creators who wouldn't traditionally share the same room, and turned the event into the largest cultural moment in Complex's history, a celebration for music, creators, community, style, and elevated storytelling.
We’ve created an experience that attracts nontraditional brands in to the space, who want to engage with new audiences and show up in an authentic way for them. That’s the power that Complex has, to help shape that piece of culture.
Can you share anything audiences should anticipate getting excited for at ComplexCon and who are YOU excited to see perform?
While I can't reveal all our surprises just yet, I can say that this year’s ComplexCon will be a celebration of where culture is headed, not just where it's been. ComplexCon always does an incredible job of curating a lineup that showcases both established voices and emerging talents who are pushing boundaries across music, fashion, art, and food.
What excites me most is the opportunity to create moments of unexpected convergence—spaces where different creative worlds intersect and spark something entirely new. That’s the heartbeat of ComplexCon. It’s not just an event—it’s a high-energy, real-time reflection of culture in motion. And this year, we’re scaling that energy like never before.