We’re excited to introduce you to the always interesting and insightful Muratcan Terzi. We hope you’ll enjoy our conversation with Muratcan below.

Muratcan, thanks for joining us, excited to have you contributing your stories and insights. How did you scale up? What were the strategies, tactics, meaningful moments, twists/turns, obstacles, mistakes along the way? The world needs to hear more realistic, actionable stories about this critical part of the business building journey. Tell us your scaling up story – bring us along so we can understand what it was like making the decisions you had, implementing the strategies/tactics etc.

caling Up Story – From Student-Led Concerts to Global Productions

I’ve been immersed in the world of music and live events since my university years. It all started when a few friends and I, still students at the time, decided—somewhat recklessly but wholeheartedly—to organize a Busta Rhymes concert. We had no money, no safety net, no real business plan—just belief in ourselves and an unshakable excitement for what we were trying to build.

This bold step marked the beginning of my journey. I grew up in Kadıköy, and for that first major concert, we dreamed of having Ceza, one of Turkey’s most influential rappers, on the lineup alongside Busta Rhymes. I reached out to him directly—not just as a promoter, but as a genuine fan who admired his work. That connection turned into a working relationship, and eventually, I became his manager.

Before that concert, we had been organizing small campus parties and club nights, but the biggest project we had tackled until then was a Coolio concert. It was all very grassroots, fueled by passion rather than profit. That early period taught me that courage and conviction often matter more than resources. If you believe in what you’re doing, people will eventually believe in it with you.

My collaboration with Ceza opened new doors, and over the years, one project naturally led to another. We never had a “viral moment” or instant success—it was all about consistency, relationships, and always being excited about the next challenge. What began in 2005 as a student hustle eventually grew into what is now AB Collective International.

The foundation of my company has always been the same: doing work I believe in. I’ve learned that when you care deeply about the project you’re working on—when you’re truly excited—success tends to follow. It doesn’t mean the path is easy. There were missteps, late nights, financial risks, and a ton of learning along the way. But those experiences built resilience, and they helped shape a company that now produces international tours, large-scale festivals, and culturally relevant experiences across continents.

In the end, it’s never been about chasing success—it’s about chasing meaning, and letting success find its way to you.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

My name is Muratcan Terzi, and I am the founder and creative force behind AB Collective International, a global event production and cultural consultancy company based in Istanbul, Toronto, and Dubai. My journey in the music and live events industry began during my university years, when, along with a few friends, I took a leap of faith to organize a Busta Rhymes concert with no capital, no guarantee—just pure belief. That same year, I also began working with Ceza, one of Turkey’s most iconic hip-hop artists, eventually becoming his manager. That moment was the beginning of everything. What started as fearless experimentation has evolved into nearly two decades of experience delivering world-class productions.

Today, AB Collective International stands at the intersection of culture, creativity, and strategy, known for its ability to realize bold ideas and deliver transformative live experiences. Under our original brand AB Kolektif, we have been operating in the cultural and event production industry for over 16 years, delivering more than 5 million total participant engagements across multiple continents.

We specialize in:
• Full-scale festival and concert production
• Creative direction and artist curation
• Stage, light, and sound design
• Integrated digital content & immersive media
• Corporate and municipal event planning
• Cultural consulting and brand storytelling

What truly sets us apart is our deep attention to detail, fearless creativity, and unshakable belief in the emotional power of events. We’ve produced iconic concerts for global artists like Jennifer Lopez, Justin Bieber, Bon Jovi, Leonard Cohen, and Metallica, and we’ve been behind Turkey’s most ambitious cultural celebrations—such as the 100th Anniversary of the Republic, The Liberation of Izmir, and The Battle of Sakarya commemorations—integrating AR/VR, large-scale 3D modeling, and advanced technical infrastructure.

Our work has been awarded and recognized at prestigious industry platforms like the ACE of M.I.C.E. Awards, and our projects continue to push the limits of what’s possible in live cultural production. From FantaFest—the country’s largest traveling music festival reaching 7 million young participants—to international collaborations like the UEFA Champions League City Festival in Paris, our scope is both wide-reaching and meticulously crafted.

Above all, I am most proud of the fact that we’ve built a globally respected organization without compromising our independent spirit, artistic integrity, or human-first philosophy. AB Collective International is not just an agency—it’s a creative ecosystem that brings together artists, brands, cities, and audiences to create meaningful, lasting moments.

If you’re looking for a partner who doesn’t just execute events but crafts cultural impact, we’re here to collaborate.

Can you share one of your favorite marketing or sales stories?

A Marketing Gamble That Became a National Moment

One of the boldest, most high-stakes marketing and production decisions I’ve ever made was during the planning of the 100th Anniversary of the Liberation of Izmir—what would eventually become the largest show production in the history of the Republic of Turkey.

From the outset, we knew this wasn’t going to be “just another celebration.” The expectation from both the public and the municipality was massive. We weren’t just creating a commemorative event—we were shaping a national memory, to be broadcast, remembered, and felt by millions.

We proposed something that had never been done before in Turkey: an interactive, large-scale theatrical production supported by augmented reality, culminating in a massive Tarkan concert on the shores of Izmir. The technical scale was almost unbelievable:
• 600+ crew members
• 17 trucks full of stage, decor, and equipment
• Over 7,000 m³ of scaffolding
• Massive LED and light rigs
• And perhaps most importantly, a vision that could’ve easily collapsed under its own ambition.

The marketing risk was equally massive. With a government-backed public event, the safe path would have been a traditional concert or fireworks display. But we pushed for a story-driven immersive show, re-enacting historical moments using AR technology, 3D modeling, and narrative performance—a blend rarely attempted even in commercial music festivals, let alone a public civic event.

The pressure was intense. We had to manage technical logistics, local politics, cultural sensitivities, weather conditions, live TV broadcast coordination, and security for tens of thousands of attendees—all while trying to maintain creative integrity.

And yet, despite every challenge, the result was extraordinary. On September 9, 2022, the city of Izmir lit up like never before. People in tears, thousands waving flags, stunned by the scale, the sound, the story. The AR-enhanced theatrical show moved seamlessly into Tarkan’s performance, creating a moment where culture, history, and entertainment merged into something unforgettable.

For me, it wasn’t just a show. It was proof that creative risks can triumph—even on the national stage—when you lead with conviction, care, and clarity of vision.

Looking back, it was the scariest pitch I ever made… and the proudest moment of my career.

Any thoughts, advice, or strategies you can share for fostering brand loyalty?

At AB Collective International, we believe that lasting client relationships are not built on transactions, but on trust, shared vision, and emotional resonance. Our approach to client communication goes far beyond emails and reports—we aim to become strategic partners, creative collaborators, and cultural interpreters for every brand we work with.

We keep in close, ongoing contact with our clients through:
• Regular creative check-ins and project debriefs
• Real-time collaboration during live productions
• Post-event analytics and long-term strategy sessions
• And perhaps most importantly, deep listening—to not just what our clients say, but what they truly value

One example of this is our long-standing relationship with Coca-Cola Turkey, for whom we’ve produced the Fanta Fest, Turkey’s largest youth-oriented traveling music festival. Over the years, we’ve grown together—adapting the festival’s format to reflect shifting cultural trends, integrating new technologies, and co-creating experiences that speak directly to Gen Z audiences. This trust didn’t form overnight; it’s the result of consistency, creativity, and care.

Another great example is our collaboration with municipalities like the City of Izmir. Our work on the 100th Anniversary of the Republic and Liberation of Izmir events didn’t just deliver spectacles—it built a public trust in our ability to handle culturally significant projects with sensitivity and scale. These institutions now come to us not just for execution, but for vision and direction.

We also maintain relationships with global entertainment stakeholders. Our work with international brands and artists—like UEFA, Jennifer Lopez, and Bon Jovi’s teams—has taught us that professionalism and reliability are universal languages. When a client sees that you care about their audience as much as they do, loyalty becomes the natural result.

At the core, we’re loyal to the work—and that loyalty reflects back from our clients.

Contact Info:

• Website: https://www.abcollective.com
• Instagram: https://www.instagram.com/abcollectiveint
• Facebook: https://www.facebook.com/abcollectiveint
• Linkedin: https://www.linkedin.com/abcollectiveint
• Twitter: www.x.xom/abcollectiveint
• Youtube: https://www.youtube.com/abcollectiveint
• Other: https://www.vimeo.com/abcollectiveint