Meet the Team

Ben Edson

Co-Founder & CEO

Ben is a serial entrepreneur and technology executive. He founded VariQ in 2003 and led it as CEO for more than 18 years, building an award-winning cybersecurity, software and cloud services firm trusted by federal, state and local government agencies. He went on to serve as a Vice President at Capgemini Government Solutions, and today is Chairman of the Board of Softtek Government Solutions, Managing Director of Edson Ventures and Holdings, and CEO of Edson Solar. Ben holds an MBA/MSIS from the Johns Hopkins Carey Business School. At ED Beats he leads the company’s exclusive partnership to bring UNTOLD to Latin America.

Gabriel Poblete

Co-Founder & President, Latin America

Gabriel is an entrepreneur and operator with more than 15 years of experience building and running companies. Since 2009 he has served as CEO of Premier Group Roofs, a residential and commercial roofing company in the Chicago area, and as COO of Premier Group, and he is also the owner of Nova Testing Facilities. A partner at Xpert Consulting, he leads ED Beats on the ground in Latin America as President, building the local partnerships, production teams and operations behind UNTOLD’s arrival in Colombia.

Linda Edson

Co-Founder & COO

Linda is a chef, restaurateur and hospitality operator with more than two decades of experience building guest-first venues in the San Francisco Bay Area. A graduate of the California Culinary Academy who trained in some of San Francisco’s notable kitchens, she founded Aracely Hospitality in 2013 with Aracely Cafe on Treasure Island, then opened Aracely Lounge in Danville in 2024, now a home for community events, private celebrations and networking nights. As Co-Founder and COO of ED Beats, she leads operations, planning and partner coordination, bringing a hospitality mindset to every detail of the UNTOLD experience.

Claudiu Floroaie

Co-Founder & Head of Festival Partnerships

Claudiu is an investment professional with deep experience in private equity, M&A, asset management, project development and finance. He is a Director at DARE Strategy in London, and previously spent six years as a Senior Associate at The Carlyle Group, with earlier roles at AtlasInvest in Brussels and Cargill. A graduate of Babes-Bolyai University in Cluj-Napoca, UNTOLD’s home city, he works in English, French and Romanian. At ED Beats he leads festival partnerships and the relationship with the UNTOLD team.

UNTOLD

Our Exclusive Partner

UNTOLD is Romania’s largest electronic music festival, held every summer since 2015 in Cluj-Napoca. Named Best Major Festival at the 2015 European Festival Awards and ranked among the top three festivals in the world by DJ Mag, UNTOLD draws hundreds of thousands of fans from across Europe, Asia and the Americas each year. The UNTOLD family has grown to include Neversea on the Black Sea coast, Massif in the mountains of Poiana Brasov, Kapital in Bucharest and UNTOLD Dubai. ED Beats is UNTOLD’s exclusive partner for Latin America, bringing the festival’s signature stages and storytelling to Colombia.

The Founding Team

UNTOLD Romania

UNTOLD was built by a founding team from Cluj-Napoca led by Edy, Bogdan, Tudor, Bogdan and Radu. In just over a decade they turned a single city festival into one of the most celebrated music experiences in the world, and they are now bringing that vision to Latin America with ED Beats.

Breakfast Live

Production Partner, Romania

Breakfast Live is our production and promotion partner, bringing deep experience producing large-scale live events and festival experiences. Together with ED Beats and UNTOLD, the Breakfast Live team will help deliver the production, ticketing and fan experience that make UNTOLD Colombia a world-class event.

Sencia Stadium

Venue Partner, Bogota

Sencia is our venue partner in Bogota and operator of the iconic Estadio El Campin, one of Colombia’s most storied stadiums and the heart of the city’s live entertainment scene. Sencia will host UNTOLD Colombia, giving the festival a legendary home in the capital.