In Conversation: Alex of Soul Revolution
- Nixi
- 3 days ago
- 6 min read
Ahead of the fourth instalment of the UK's most exciting new heart-led festival, we caught up with founder Alex Dudgon to find out more about the origins and ethos of Soul Revolution. Last year our much loved and profoundly talented duo Genevieve and Milo made their debut UK performance at the festival. What followed was a level of hype and appreciation which set the young South African's on a trajectory for Europe-wide notoriety. This year will see Genevieve and Milo return to the line-up, alongside Nixi Music family and globally revered medicine music band, Curawaka. Fresh from a huge European tour last Autumn, this will be the bands first UK concert since April 2024 and the excitement for their return is palpable. Fellow headliners include unstoppable world music artist Lubiana and UK based, world-renowned dance music star Hannah Wants, alongside Facesoul, Satsang, Olivia Fern, Antarma and many more. Representing artists, faciliators and wisdom keepers from around the world, the festival make sure to include representatives from multiple religions and cultures, purposefully creating a melting pot of ideas, opinions, beliefs and values, ensuring all who grace it's stages hold strongly in their hearts the two core values that unite us all - peace and love.
With the global festival scene bowing under the weight of rising living costs, travel restrictions and troubling political climates, building and growing a successful festival brand has never been more challenging. What remains the most important aspect to consider whilst navigating these waters remains to be integrity, humility and an unwavering faith in your mission. Alex Dudgon never expected such rapid growth, and where other events have struggled, he and his team have thrived at an almost mesmerising rate. Proving (as always) that people want pure, honest, joyful and wholely considered environments in which to spend their time and money. They want to dance among like-minded yet wildly varied souls, they want to feel free yet held as they roam within nature, they want to hear heart-led, emotive and transcendant music and forge connections that last. These are all values that Soul Revolution represents in abundance and its popularity is testament to this.
We are Nixi Music are extremely excited to watch Alex and his team continue to thrive and extend this beautiful intention out into the world and we can't wait to watch our beloved Curawaka and Genevieve & Milo shine their incredible light in the grounds of Weston Park this Spring.
Read on for more insights from Alex about the journey up until now, the intentions and dreams they still have and how to spend a perfect day wandering amongst the magic of Soul Revolution festival.
Going right back to the very beginning, what was the moment that the festival seed was planted? Who with, where and why?
We had just come out of lockdown and I observed that many people had some big awakenings during that time in terms of systems in place, taking a more holistic approach to their health or on the most deep level - having more spiritual insights and experiences. I had been on my own path for quite a while but didn’t have many friends on a similar path. I felt called to organise a small local event to bring like minded people together. It was such an uplifting day with 300 people in the local area joining us back in 2022. So many of those people I met that day are now close friends and it’s been a beautiful journey since to see it evolve with God’s grace into an international festival.
What was the first big step you took to make the festival a reality?
Booking our first weekend festival a year later in 2023. I had only ever been to four festivals in my life and had zero events experience other than the small local one day event I’d done the year before. I just had a lot of heart, passion, and soul for my mission. That, and some incredible friends who helped me, made it possible.
Which were your dream artists at the very start? Who would you love to book in the coming years?
Sona Jobarteh was a dream booking that I had bugged for 2 years before we finally had her last year. That was a dream come true. Curawaka is definitely right up there, such a blessing for our 2026 edition! I listen to their music most days and generally have a soul connection to ancient South American music. The great mother has been a huge part of my journey.
How have the medicine and more spiritually focused musical genres shaped your life and work?
Hugely. I feel it’s something we miss hugely in UK that music is medicine. That every word, every vibration and every intention we absorb affects us deeply. I find it genuinely really sad at the state of modern mainstream music. We need to re-find the soul! I love artists that have really deep lyrics like Nessi Gomes and Olivia Fern. It’s almost like a therapy session listening to their music. That is what we need in this time. Artists who create music that is medicine for the soul and can create a deeper sense of love and compassion.
For anyone new to Soul Revolution, how should they spend a perfect first day of getting to know the festival?
I feel the beauty of Soul Rev is you can make the weekend what you want, nothing is forced on you. Each space is incredibly unique. You can be in our Way Of Play space reconnecting with your 7-year-old self one minute, then the next be in a deeply sacred hape ceremony with the Yawanwa. I’ve tried to create a space where whatever medicine you need, you can find. That can change year by year, day by day, and even moment by moment… Soul Revolution is a space you can be deeply present with what your mind, body and soul needs with the tools on site to live it right now. I find this so important. The festival is about experiencing life fully. Theory and books are great, but for me, life is about experiencing things firsthand.
What’s been the biggest challenge along the way and how did you work through it?
Managing the growth. Particularly from 2024 to 2025 we grew from 1,100 people to 3,000. That was a baptism of fire behind the scenes. From working with bigger artists and meeting their needs, to understanding the infrastructure requirements at that level and the sheer amount of messages. That was a huge challenge but also an exciting one that I’m proud we overcame. Without my dedicated management team who went above and beyond we couldn’t have made it through. The guest were none the wiser, and everyone said how relaxed and seamless it felt. Credit to my team!
What aspect of the festival do you think has flowed most easily and why?
The healing. What has been most eye-opening is just how healing community is. Just how important it is in these times. I’ve had endless messages of people saying Soul Rev brought them out of suicidal ideation, let go of childhood traumas and bring them back to the true essence of themselves. It’s something I feel most relaxed about coming into the festival. I have so much faith and trust in the people we work with that it’s a given that big transformations will unfold. We even had a prayer and inten
tion team whose job it is to ensure that everyone is prayed for and the energy is kept pure and clean on the land. Fortune favours the brave and it is brave to step into the community and do the work.
Do you have a capacity cap and if so, why and how many?
Last year we had 3,000 people, this year we have said the very maximum is 4,000 if the demand is there. We feel it was a really nice size last year and don’t want to fall into the trap of constant growth. It’s big enough to attract some incredible artists we want to experience yet small enough to still feel intimate and community-based.
What key advice would you have for any new festivals or those in the planning stage?
Stay humble. I feel a big part of our success is having a team that always wants to learn and evolve. We aren’t afraid to look at where we went wrong and really own that. Not just practically, but within ourselves. Spiritual growth flows out into all aspects of our lives. Know that what you are offering can have a profound impact on people’s lives and come back to that when times are tough. With love and faith in your heart anything is possible.
This year's Soul Revolution festival takes place in Weston Park, UK between May 22-26th. You can find out more about the festival and secure your tickets here: https://soulrevolutionfestival.com
Interview by Julia Jennings.
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