We recently connected with Alex Hilburn and have shared our conversation below.

Alex, thanks for joining us, excited to have you contributing your stories and insights. What’s the backstory behind how you came up with the idea for your business?

The idea for The Surge didn’t come from outside the culture, it came from being in it for years. My partners and I have all spent our careers around creators, festival promoters, artists, and entrepreneurs. We’ve seen the grind up close, the talent that’s right on the edge, and how the industry usually only pays attention once someone has already blown up. We turn your average fan into your biggest supporter, helping turn a transaction into a relationship!

Alex, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

For anyone who’s new to us, I’m one of the founders of The Surge, and our focus is helping brands grow through real people, real community, and authentic ambassadors.

My partners and I have spent years in the creator and live-event space, working alongside emerging artists, athletes, and entrepreneurial creators. One thing we learned quickly: the most powerful marketing today doesn’t come from billboards or celebrity ads, it comes from people you trust, sharing things they genuinely believe in.

That’s why we built The Surge. We connect brands, especially festivals and experiential companies, with ambassadors and micro-influencers who can grow awareness, drive attendance, and build energy from the ground up. We help brands tap into hundreds of rising voices who move culture locally and online.

What we offer:
• A vetted network of engaged ambassadors & micro-influencers
• Tools and structure for ambassador growth & accountability
• Campaigns that drive ticket sales, brand love, and community buzz
• A platform that rewards ambassadors as they perform and grow

What sets us apart is our belief that momentum is built at the grassroots level. We champion emerging voices — people who are connected to their community and excited to support brands they believe in. When you combine that energy with strategy and support, brands don’t just advertise, they activate.

I’m most proud that we’re creating a system where everyone wins: Brands get real reach and engagement. Festivals build hype and sell tickets. Ambassadors earn, grow, and become part of the industry from the inside.

Can you tell us the story behind how you met your business partner?

I met my cofounders early on in my career. I was in college and helping promote shows. From there they grew their personal brands and businesses while I pursued a career in the live events space. We kept in contact over the years. When I was ready to make the leap to start something on my own they were there to help and Surge was built.

How’d you build such a strong reputation within your market?

I think what’s helped us build our reputation in this space is pretty simple: kindness, good business practices, and hard work. This industry moves fast, and relationships matter, so we’ve always made it a priority to treat people with respect, communicate clearly, and follow through on what we say we’re going to do.

My business partner Zach always says, “invest in people,” and that’s been a core part of how we operate. Whether someone is a brand partner, an artist, an ambassador, or an emerging creator, we treat them like they matter, because they do. We don’t look at people for just what they can do today, but who they can become and how we can grow together

Contact Info:

• Website: https://thesurge.social
• Instagram: Surgesocial_
• Linkedin: https://www.linkedin.com/company/thesurge-social

Image Credits

Palm tree Festival
All Roads Travel