Victor de la Serna

Victor de la Serna is a highly respected figure in the global electronic music industry, with more than two decades of experience spanning artist management, festival programming, media, and talent development.

He began his career as a DJ in London’s vibrant club scene, quickly expanding into roles as a promoter, booker, journalist, A&R, and artist manager. This early immersion across multiple sides of the industry gave him a rare 360º understanding of electronic music culture and its business ecosystem.

After more than a decade in London, Victor moved to Madrid to launch and lead DJ Mag Spain, successfully developing the publication and strengthening its influence within the Spanish and international dance music scene. He later relocated to Sydney, where he founded DJ Mag Australia, further expanding the brand’s global presence.

Since 2014, Victor has served as Music Director for the elrow Family, overseeing music strategy and talent curation across globally recognised brands including elrow, Monegros Desert Festival and Florida 135, helping shape lineups and musical direction for events that reach hundreds of thousands of fans worldwide.

Alongside his work with elrow, Victor is the founder of 974 Management, an artist management agency representing internationally recognised electronic artists such as Andrés Campo, Bastian Bux, Rendher and Aerea. Through 974, he works closely with artists on long-term career strategy, touring development, brand positioning and international growth.

Beyond management and festival programming, Victor is deeply involved in the strategic development of artist projects, labels and creative concepts, collaborating closely with artists and industry partners to build sustainable careers and culturally relevant platforms within the global electronic music scene.