Guillermo has more than 15 years experience working in the music and entertainment industry. He started organizing his own events back in Spain in cities such as Valencia, and also working for several record labels. After studying an MA in Music Management and Promotion in Newcastle (UK) he started uniting his passion for music and technology at several positions and jobs as working for Global Underground, working as digital content manager for Recall Records in NY. Funding in 2007 the first and fully Spanish Digital Music Distribution company Loft01. And then moving to the RFID and NFC world at Festivals starting at Intellitix and moving to PlayPass where he has helped festivals around the world to adopt NFC technology as well as closely worked with payments solutions such as PayPal to implement and integrate their solutions in a new and innovative way at Festivals and events.