Industry Insider: Neon Owl Founder Elaine Huang Discusses the Organization’s Unique Purpose

With its competitive nature, we’re fortunate to have people like Elaine Huang to remind us that the music industry is supposed to be a friendly, encouraging environment. Those are just a couple of values Huang has infused into her visionary music collective, Neon Owl. Founded by Elaine and her brother Raymond, Neon Owl has been actively working towards puncturing barriers between artists, fans, and the industry. It is also dedicated to supporting various global causes. Neon Owl has become well known not just for its artist development but also for the work it has done for animal rescue, mental health, and global relief efforts. Some other organizations it has paired with over the years include Groove Cruise, ADE, Anjunabeats, Create Music Group, and The Whet Foundation.

Neon Owl stands out for many reasons, but particularly for its diversity and the variety of functions it supports. Its artist development branch, Open Door Sessions, strives to help artists get discovered. It assists artists in gaining exposure and working towards getting signed with labels and booking events. Neon Owl also holds their own events, including music industry networking events, panel discussions, and demo listening parties. It’s a full-throttle mission to preserve and foster what is great about music.

Today, we are fortunate enough to be joined by Elaine Huang for our Industry Insider interview to discuss launching Neon Owl, its open-door sessions, valuable lessons she has learned, and much more.

Nostalgix x Elaine Huang, photo courtesy of Neon Owl

What inspired you to launch Neon Owl, and how did the idea take shape?

Elaine Huang: “I was at that time working at a company where I was climbing the ladder, but I didn’t quite feel fulfilled. Going to my first EDC really got me into loving music festivals, specifically dance music and the whole culture of PLUR. The idea took shape because my friends were always dreading going back to work on Monday after the Sunday festival.

“I always thought that music is for some an escape, but I also felt like it was something that really brought us together and was a source of inspiration, and I felt that should translate beyond the festival walls. I had this idea of working with different artists, festival founders, music lovers, and fans to come together to create a positive impact, whether that’s within or outside of the dance music space.

“And I had a big heart for charity, and I thought I wanted to work in a nonprofit, but that didn’t end up panning out, so I thought I would start my own movement, community, and organization that would bring people together through music and giving back.”

How have Neon Owl’s Open Door Sessions evolved since their inception, and what impact have they had on emerging artists?

“I think we’ve evolved in many ways. Right at the beginning, the purpose was to open doors for artists who were passionate about music and seeking to break through, but not knowing how, because it’s such an elusive industry with a lot of gatekeeping. Our purpose was to bring our industry friends and connections, established A&Rs, artists, managers, and so on, to come teach the next wave of music industry professionals and rising artists. That mission has stayed the same.

“We saw that a lot of people were getting opportunities to play, getting the chance to be signed, and we started elevating the types of speakers we brought on. We also implemented this network speed dating thing because we realized that a lot of artists are introverted. So we thought, ‘Alright, we’ve got to do something fun, like asking, ‘Who’s your favourite Pokémon?’ or ‘If you had to lose one sense, what would it be?’ just to break the ice. We’ve added these little bits to make the events even more welcoming. I’d say that if anyone’s been to our events, they’ll tell you it’s a very warm environment. Even if you come solo, you won’t feel like an outsider.

“Another way it’s evolved is with locations and reach. In the beginning, we started in the Bay Area, then we brought it down to LA. When the pandemic hit, we actually evolved into the virtual space, which allowed us to create an impact for more people all over the world. Since then, we’ve launched in all the major cities for music in the U.S., and also at festivals like Groove Cruise, Amsterdam Dance Event, and more in the works.

“How it’s also impacted artists is that now we’re starting to see some of those emerging or breakthrough artists from back then coming back to give back, because now they’re getting booked, they’re landing bigger deals, and they’re playing bigger festivals. So it ends up being this cycle of giving back.”

Elaine Huang at WMC (Winter Music Conference) 2025, photo courtesy of Neon Owl

Can you share a success story from an artist who benefited from Neon Owl’s initiatives?

“I’d say one would be Julie, also known as Hidden Axis. She came into Neon Owl kind of dabbling into production—she had never released a track before. She ended up joining our Mastermind program, which was something we created during the pandemic because the Open Door Sessions attendees were asking for it. The Mastermind program is much more for people who are serious about pursuing music.

“Since then, she’s released multiple tracks with different labels, and she just signed to two of her favourite labels, Heaven Sent (SLANDER’s label) and Ophelia (Seven Lions’ label). She’s just played at The Chainsmokers Block Party and has also toured with Elephante as well as Haliene.

“She’s had a lot of opportunities since joining, not just with artist growth but also releases and shows. So I’d say we really took her from the ground up. There have been other artists too, like truekolors, who went on to play shows and connect with some of his favourite labels.”

What’s the most valuable long-term professional relationship you’ve built over your career, and how did you maintain it? What advice would you give for cultivating lasting relationships in the industry?

“There isn’t one single long-term professional relationship I’d call the ‘most valuable,’ because there have been so many. Right off the bat, I’d say Jason Beukema, the founder of Groove Cruise. I met him really early on, around Neon Owl’s first year. My friend Kim told me to check out Groove Cruise, so I went, and I fell in love with the festival.

“I also learned about the Whet Foundation, which brings people from the cruise to do hands-on volunteering at places like orphanages in Mexico. That experience was really powerful for me. I was crying with the kids at the orphanage. And it showed me that Jason had built something on credit card debt (something I can relate to!), but still had a heart for giving back.

“Since then, we’ve kept a long-term relationship going. Jason invited me to help out with the Whet Foundation, and I suggested bringing on even more of the headlining DJs to encourage more festival attendees to volunteer. In the past few years, those volunteer trips have become so popular that you have to sign up way in advance to get in. That’s been amazing to see—creating real impact and raising money for charities.

“But honestly, the most important relationships aren’t always the big or influential ones. It’s really about how you connect with your audience, your community, and your peers, no matter what stage they’re at. That’s what actually builds community and moves things forward.”

WMC (Winter Music Conference) 2025 – Sydney Blu, Crystal Waters, Tadia Taylor, Aluna, Elaine Huang – photo courtesy of Neon Owl

How do you balance Neon Owl’s dual mission of artist development and philanthropy?

“We actually started with a strong focus on philanthropy. We were working with a lot of big artists—they were doing us favours, we did charity merch, fan experiences, all these cool things. But I also realized that when we build up an artist from zero, they’re so grateful for the community and the process, because they had nothing when they first joined. They’re more committed to giving back, whether it’s paying it forward to other artists or helping with charity causes.

“A lot of them have said, ‘When I blow up, let’s start an animal rescue together,’ because they know that Neon Owl and I love animals and rescues. That’s where a lot of our charity money and efforts go. So I really feel like it goes hand in hand, creating a community that also generates awareness and money for good causes. Those who join early on feel a real desire to give back even more because they remember what it was like to have nothing.”

What’s something that used to work in artist development that no longer does, or vice versa?

“I think nowadays, with the internet and social media, everything is more accessible if you’re willing to learn and develop yourself. So that old-school mentality of ‘buy this one thing that holds the keys to everything’ doesn’t work anymore. Artist development isn’t a one-size-fits-all anymore—there are so many different ways to blow your track up now.

“What does still work? I’d say sharing information, connecting people, and finding your community, whether that’s in person or online. It’s easier than ever to reach out to mentors. But there’s also so much noise and content out there that it can be harder to capture someone’s attention. So you have to focus, cut through the noise, and really keep showing up authentically.”

Neon Owl’s Open Door Sessions (ODS) in Las Vegas during EDC Week

Can you elaborate on the philanthropy portion of Neon Owl and why it’s important to you?

“Yes. I’ve always felt the need to give back. I thought that working for a nonprofit would be the way to do it, but I also felt like it might not allow me to push anything forward. I believe that giving back starts today, no matter if you have 10 dollars or a million dollars. There’s a saying that if you can’t give away 1 out of 10 dollars, you won’t give away 100,000 dollars when you have a million. So I think giving is really about a way of being. It’s not about the amount, but about starting right now.

“When I started Neon Owl, I thought I’d be working in a nonprofit, but I realized that I wanted to build something that could make a real difference and bring people together. Music is so powerful, it connects people emotionally and has influence. Back then, DJs didn’t have the same public-facing platforms as pop or hip-hop artists. So for me, using that influence and music to create impact was really important.

“Now, even though Neon Owl has grown and we’ve done so much, that’s still the core. Because if we can’t use our influence to make the industry or the world a better place, then what’s the point of building community and having that reach?”

What exactly puts the Neon in Neon Owl?

“Honestly, there’s no rocket science behind it! I’ve always been a night owl, I literally can’t sleep, even now (though it’s gotten a bit better). So that’s the owl part. Neon, to me, stands for being vibrant and alive, expressing yourself and who you are. That’s what the festival scene and dance music made me feel, like, wow, look at all these people expressing themselves no matter what they do outside of this space.

“People are wearing crazy outfits, everyone’s embracing one another, and the music is incredible. So Neon Owl is about being vibrant and alive—living fully and authentically. And owl is because I’m a night owl, and I guess a lot of people in the dance music world are too. Nothing too deep, just my thoughts on ravers (myself included) and the spirit of the scene!”

Neon Owl’s Open Door Sessions (ODS) in Las Vegas, photo courtesy of Neon Owl

What’s the biggest challenge for artists in breaking through the noise of today’s saturated market?

“I think the biggest challenge now is focus. There’s so much noise and so many comparisons, people get stuck thinking, ‘Oh, this person’s doing great, I’m not.’ You have to focus in and do your thing, because if you’re passionate about the music, you have to make it, no matter what everyone else is doing.

“But at the same time, there’s social media. Back in the day, if you had a good song, maybe that was enough. Now, even if you’re signed to a big label, that doesn’t guarantee anything. You have to put yourself out there, do the marketing, do the social media—it’s both a blessing and a curse.

“So those are the two big challenges: first, not letting the noise distract you from your own path, and second, knowing that social media is a must—no one’s going to magically find your music anymore. You’ve got to keep showing up and sharing it…”

What advice would you give to aspiring artists seeking to navigate the music industry authentically?

“Don’t be afraid to take chances and show the world who you are. Put yourself out there. You’re not going to get discovered if you’re just producing in your bedroom and not sharing it. So find your people, whether that’s in real life at networking events or online communities.

“And when you put yourself out there, come from a place of giving, not just taking. A lot of artists go straight to, ‘Hey, can you put me on your lineup?’ when really the first question should be, ‘How can I help?’ Giving doesn’t have to be money; it can be as simple as sharing a flyer, engaging with content, or showing love. That’s how you build real relationships and community. People do notice when you’re there supporting them. It might not happen right away, but it does come back around. So find your community, put yourself out there, and come from that place of giving first.”

Neon Owl’s Open Door Sessions (ODS) in Denver at Larimer Lounge, photo courtesy of Neon Owl

How do you stay motivated and inspired in your work with Neon Owl and the broader music community?

“It’s definitely hard sometimes. There’s so much work, and it doesn’t always feel like you’re seeing the rewards. But I get inspired every time I see a win, usually for an artist or someone in the community. Sometimes it’s a big win, like getting to collaborate with their favourite artist or playing a festival. Other times it’s something smaller, like someone playing their first set at a club or getting in front of a giant crowd for the first time.

“One really special in the last couple of years happened right after my dad had just passed. Kyu, aka truekolors, was someone who came into the Neon Owl community during the pandemic a few years back. He had told us countless times how the community had changed his life, with music, relationships, and breaking into his DJ career. We started in the music space, but grew to be close friends, and he got to meet my entire family, and was even there when my dad took his last breath.

“Shortly after his passing, Kyu got to play his favourite club for the first time, opening for JVNA at Academy LA. It was an emotional night for him with all his friends and family being there, including my mom, who was backstage with us backstage (a rare occasion, but a special one indeed). He got to play in front of his biggest yet up to that moment, and watching it all play out in front of me made me extremely proud of him, what we had created, and the friendships that go beyond music, which have come through this community.

“That was also the night that his traditional Korean parents told him that he should not give up on music, and that this was something he was meant to do now that they had gotten the chance to witness him shine in real life. Something about that night tied the word ‘family’ together, whether it’s our blood family or chosen family. Seeing people live out their dreams and the look of fulfillment in their eyes is what makes all the hard work worth it.”

Neon Owl’s Open Door Sessions (ODS) Groove Cruise, photo courtesy of Neon Owl

What’s the most unexpected lesson you’ve learned in your career?

“Own my worth. That might sound a little contradictory, because for so long I was all about giving, community, service, philanthropy. And for a long time, Neon Owl didn’t even make any money because I was always giving and giving. But I’ve learned there’s a fine line between being generous and being taken advantage of. It’s ok to give first; it’s important, actually. But it’s also ok to recognize your value and your worth. It’s important to know the difference between being value-driven and generous versus allowing others to continue taking just because they feel like they can.

“If you’re creating something truly for the community and for the artists, the payoff will come back in different forms—whether that’s money, community, or people offering opportunities you couldn’t have imagined. It’s all energy, and it all comes back around. So that’s probably been the biggest lesson for me.”

Looking ahead, how do you see Neon Owl evolving?

“Honestly, I just want to keep doing what we’re doing, but on a bigger scale. Our ethos is the same: dance, give, inspire for Neon Owl, and connect, create, elevate for Open Door Sessions. I want to expand to more cities, more states, more countries.

“We’ve already done Groove Cruise, ADE, Amsterdam, we’re doing that again this year. Next, we’re looking at Latin America and Asia, maybe even Canada. We’re also launching a record label in just over a month, which is crazy! That’s going to give artists another platform to share their art with a community that’s really for them, for the music, and for the purpose first.

“I just want to keep growing, connecting with more allies, reaching more people, and helping even more artists break through. One avenue in which we will support artist discovery, breakthrough and growth will be through Neon Owl Records,  launching this month in June! Our first release is scheduled for the end of the month, and we are excited to sign some really dope artists!”