Toby Benson; Co-Founder - Versa




Toby Benson

Toby Benson is the co-founder of Versa, (, a music and lifestyle agency specializing in talent buying, creative strategy, event programming and festival operations. Last year, Versa launched Vision and Colour Music Festival (VAC) in Wuhan, China.

Through VAC, Versa has built strong relationships between the US and China’s growing dance music industry by collaborating with domestic Chinese partners to bring some of the world’s most sought after artists, such as Martin Garrix and Marshmello, to untapped regions of the country.

With only two months to market the event, Versa delivered over 30,000 people in attendance over two days, immediately making it the largest dance music festival in Central China and one of the few top-tier domestic EDM festival IPs in the country.

A second festival; VAC presents INFINITY is taking place on March 2 & 3 and will break the record for China’s largest indoor EDM stage ever (at over 500ft long).

Alongside their festival business, Versa is also gearing up to launch an agency that will book talent in nightclubs and live music venues across mainland China.

Since starting in mid 2018, Versa’s team has grown to eight people operating in the USA and China.

Before founding Versa, Toby was Executive Vice President at Control Music Group where he signed and managed the careers of multiple platinum-selling and GRAMMY-winning headline electronic artists and DJ’s.

He has overseen a multitude of domestic and global tours covering over 70 countries. He worked on the campaign to launch the first large-scale DJ residency in Las Vegas and the first-ever North American college arena tour for an electronic artist. He concepted and produced The Voyage, a 2-day music festival in Southern California where the headlining artist, Dada Life, arrived in a hot air balloon and performed for over 15,000 people. Toby is also the global manager for Dada Life through his company, Discord Management.

He co-created and was the creative director for I Feel Love, an immersive concert experience reimagining Studio 54, in partnership with Universal Music Group. He also launched Remembrance Festival, a pop-up electronic festival in Miami, FL which helped raise over $10,000 for cancer society non-profits.

Toby was born and raised in London before moving to the USA on a scholarship to Berklee College of Music in Boston. He’s currently learning Mandarin and also has a Guinness World Record for the largest pillow fight in history.


Before there was Ultra Music Festival, there was The Winter Music Conference, the annual coming together of the dance music tribes. Miami in March is a fundamental place to be from a business perspective, and has always given me endless opportunities for discovering new partnerships and talent. WMC brings together the dance music industry and surrounding culture like no other event in America. I’ve been attending WMC for nearly 20 years, and I’m very much looking forward to experiencing its evolution in 2019.

Matt Colon

Partner/founder, Deckstar Artist Management

WMC is and has always been the lifeblood of the dance music scene. Never missed a year since ’96, I can’t imagine Amsterdam Dance Event or Ibiza Music Summit existing without the blueprint that WMC originated. Seeing this revived is absolutely essential to reunifying the North American scene surrounding electronic music and its fringes.

Tommie Sunshine

Producer/DJ/Activist/Netflix Host

“Winter Music Conference is my ground zero. It has always provided the perfect storm of opportunity and excitement for up and coming artists, including myself back in 2003, where I first caught a glimpse of how it felt to have an audience respond to my work. Over the years, I’ve always made it a point to have WMC in my calendar because that’s the spot where everyone congregates and you can feel it in the air. Creativity, brother and sisterhood, FUN and most of all the chance to come together as a community and celebrate the reason we are all here—the music.”



I first went to WMC ’87, the year I started Big Beat. It was an incredibly inspiring congregation of indie labels, DJs, artists, songwriters, producers and dance music lovers dedicated to breaking and discovering new music. WMC has been instrumental in furthering the dance and electronic cause; keeping the community connected, vital and relevant, and serving as an amazing springboard for talent. It’s a fantastic crucible for the future of dance music. Long may it live.

Craig Kallman

CEO & Co-Chairman Atlantic Records, Founder Big Beat Records

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