How ‘Hooked’ transformed the Guyana Electronic Music Festival experience

In the heart of a pulsating crowd at the Guyana Electronic Music Festival (GEMF), the traditional barriers of social reservation appeared to dissolve, not just through the rhythm of the music, but through the glow of smartphone screens.

This year’s festival, headlined by international acts like Firebeatz and Thomas Newson, saw an unexpected guest take centre stage: a social engagement app called Hooked.

The partnership between BPM Guyana and Hooked was designed to tackle a common festival dilemma—how to connect solo ravers and single attendees in a sea of thousands.

By utilising a “digital first” approach to real-world socialising, the platform allowed party-goers to see who else was single at the event in real-time.

Through a system of early access codes and on-site QR codes, attendees could match with others, exchange messages, and eventually meet face-to-face on the dance floor.

The results of the collaboration have challenged long-standing assumptions about the local social landscape.

Tariq Dakhil, representing BPM Guyana, noted that the initiative was born from a desire to bring something technologically driven and fresh to the audience.

He admitted that while Guyanese audiences are often perceived as reserved about new event technologies, the app’s enthusiastic embrace proved otherwise.

According to internal analytics from the event, the engagement was significant. With 125 total users registered specifically for the festival’s digital community, the group generated over 800 “likes” and 480 messages, resulting in 67 successful matches.

 The campaign’s “make a move, irl” (in real life) mantra focused on turning these digital introductions into tangible experiences. To maintain the fleeting, high-energy nature of the rave, all profiles, matches, and chats were designed to disappear the following morning, mirroring the festival’s own ephemerality.

Organisers believe that this integration of social technology did more than just provide a matchmaking service; it fostered a deeper sense of community.

By providing a comfortable bridge for those attending alone, the festival successfully lowered the social stakes of networking.

Dakhil emphasised that the success of Hooked at GEMF has paved the way for future activations, suggesting that the intersection of live entertainment and interactive technology is a growth area for the Caribbean event industry. (Modified Press Release) 

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