Wouter van Looy is a Dutch music festival leader and the artistic director of Music Theatre Transparant. He has years of experience in designing events, not least music festivals, with an appeal to the younger generation. In this document he presents five principles to guide you when organizing your event or concert: Alternate expression and impression; Get rid of barriers and conventions, Present activities on the boarder of the possibilities or skills; Authenticity based communication and Create an environment for wellbeing.