In the world of nightlife and electronic music, where trends often dictate the tempo, Jason Orfali stands as a Dubai figure unafraid to chart his own course. In this EDMNOMAD exclusive interview, Agon Capital‘s Group Marketing Director, Jason Orfali champions crafting moments above all else. From his unwavering admiration for Bedouin and Rüfüs Du Sol to developing innovative concepts like BCH:CLB and Coterie Social, Orfali’s approach blends music, storytelling, and a fearless entrepreneurial spirit to redefine Dubai’s nightlife.
A DJ’s Dream: Curating Musical Greatness
When asked to dream big in Dubai, Jason Orfali doesn’t hesitate. His top three DJ bookings? The atmospheric sounds of Bedouin, his longtime favorite; ROLBAC, a childhood friend making waves globally; and a euphoric DJ set by none other than Rüfüs Du Sol. “Why not?” he says with an air of excitement. These choices mirror his commitment to curating experiences that resonate deeply with audiences. For Orfali, it’s never just about the names. It’s about their ability to connect with the crowd and elevate the atmosphere.
The Power of Storytelling in Saturated Markets
In an industry flooded with trends and fleeting concepts, Orfali’s mantra is clear: storytelling is king. “Every concept I launch has to have a clear narrative,” he explains. “It’s not about chasing trends but creating experiences that linger long after the party ends.” This philosophy shapes every venture he undertakes. From beachside clubs to daring social experiments he ensures each project connects emotionally with its audience.
Tribute to Talent: Building Platforms for Emerging Artists
Orfali’s passion for fostering talent is evident in his vision to create collaborative spaces for up-and-coming artists. Reflecting on his time in Beirut with Konflikt Entertainment, he fondly recalls Tribute, an event celebrating homegrown DJs and promoters under one roof. “It was about bringing different genres together to showcase the depth of talent we have,” he shares. While the idea is yet to take root in Dubai, his belief in nurturing creative communities remains a cornerstone of his work.
BCH:CLB—Balancing Tradition and Innovation
As the driving force behind venues like BCH:CLB, Orfali is no stranger to the balancing act between innovation and staying true to a brand’s DNA. “We redesigned the space to enhance its core—keeping the beach and pool vibe but amplifying the party element,” he explains. However, he’s quick to admit that pushing boundaries isn’t without its risks. “There were moments where I went too far outside the box, but those missteps taught me the importance of staying aligned with our narrative.”
Speed Dating and the Unexpected Success of Word-of-Mouth
Coterie Social’s playful approach to events reflects Orfali’s flair for the unconventional. Beyond roast dinners and quiz nights, he’s introducing a bold new concept: speed dating. “It’s designed to create memorable interactions in a fun, relaxed atmosphere,” he reveals, confident that the idea will thrive in Dubai’s dynamic market.
Meanwhile, Gitano’s grand opening proved the power of organic buzz. By focusing on word-of-mouth over traditional marketing, Orfali turned partygoers into ambassadors. “We created a sense of belonging, and that amplified the brand’s reach far beyond expectations,” he says. The success reinforced his belief that authenticity often trumps overproduced campaigns.
Setting Trends in Dubai’s Ever-Evolving Scene
In a city as fast-paced as Dubai, Jason Orfali believes in creating trends rather than following them. “We craft experiences true to who we are, blending timeless elements with fresh ideas,” he explains. As the nightlife scene continues to evolve, he predicts a shift toward more immersive, multi-sensory experiences. “Large outdoor venues are thriving now, but I foresee a return to intimate spaces where connections feel deeper and more personal,” he adds.
The Challenges of Innovation and the Need for Balance
Creativity, as Orfali sees it, has the power to transform behavior, a lesson he first learned at Leo Burnett Beirut. Balancing the comfort of proven success with the need for constant evolution is a delicate act. “Innovation should enhance a brand’s story, not diverge from it,” he emphasizes. This mindset allows him to stay ahead of the curve while maintaining the core essence of his venues.
A Vision for the Future
Looking ahead, Jason Orfali remains focused on shaping the Dubai nightlife scene with concepts that inspire and endure. Whether through bold new themes, collaborations with world-class DJs, or fostering a new wave of artistic talent, his work is driven by passion and purpose. As he says, “It’s about crafting moments that resonate deeply, creating a legacy that lasts.”
In a city known for its relentless pace, Jason Orfali’s thoughtful approach to nightlife stands as a testament to the power of authenticity and innovation. For Dubai’s electronic music scene, his vision ensures that the beat never stops. Follow his journey here.
