London Insiders: Camella Agabalyan, Marketing manager for Citadel Festival

Our next interview in our series links in with Citadel Festival which starts off this Sunday! Citadel takes place in the beautiful greenery of Victoria Park in the middle of the East End of London. Headliners include Sigur Ros and Caribou. We had a quick chat with Citadel's Marketing Manager, Camella Agabalyan.

How did you acquire your role and what do you enjoy most about it? I used to work at VICE and run events for them which included music festivals. I actually ended up working with MAMA on a few of theirs like The Great Escape and Lovebox but as a media partner. The Marketing position then came about at Lovebox and Clare Lusher brought me in for a chat and it all went from there really. I think what I enjoy the most is that we’re very lucky to all be getting along so well as a team and it really does feel like a family when you’re working together onsite across the country. In terms of campaigns though I love the creative freedom we are given to really develop brands in terms of design, brand values, voice etc.

Do you have any tips for those looking for a similar role? Organisation is key! Especially when working on different festivals. You have so many things to think about and you’re lucky to be involved in so many different parts of the festival whether it be bookings, PR, Marketing, production, creative etc. And I always find it important to ensure your whole team has a voice and everyone’s opinion is respected. Politeness can go a long way. 

What is the best London based event you have worked on? I think my favourite project so far has been Citadel. It’s been really exciting bringing a festival to London that’s so different from anything else. We’ve worked so hard to curate the perfect Summer Sunday that showcases all the best aspects of London whether that be food, drink, comedy, debates, workshops and of course music. It’s only been our second year but the feedback has been so positive I’m really looking forward to seeing everyone in the park on Sunday.

How has it been working on Citadel Festival? Working for Citadel has been really interesting. As I said above it’s been a real task for our team to curate such a varied one-dayer in terms of creative programming. Our idea was always to bring a little bit of Wilderness (Citadel’s sister festival) to London. I’m absolutely in love with what Citadel stands for and feel like we’ve developed such a strong brand and I am completely obsessed with the artwork too. It’s also been really fun getting so many great partners on board such as Communion, Soundcrash or Sunday Papers Live as it adds more layers to what we plan.

If you could only eat at one London restaurant for the rest of your life, which one would it be? There are so many good restaurants in London it’s hard to choose. I guess I’d have to go for a favourite local one of mine called Rotorino which serves great Italian food, has a great wine and cocktail selection and also décor is right up my street.

Do you have any must visit spots for new Londoners? I think if you are new to London you are going to be ridiculously overwhelmed with what’s on offer. First Thursdays are always really fun and it’s a great way to meet people and check out some great exhibitions. Or if you have no weekend plans then head to Hackney Wick for some cocktail cruises or Chatsworth Road is lots of fun.

What do you love most about living in London? I moved from Paris to London when I was 18 so the stakes were high to find another city that could beat my hometown. I think what I enjoy the most about living in London is how lucky we are in terms of what’s on offer for people to do. The city is ever changing with bars, restaurants, clubs, gigs and happenings unlike anywhere else I’ve lived in before. I’ve also been lucky enough to live all around London and we are blessed with really strong local communities – every experience I’ve had has been very different.

Wed like to thank Camella for sparing the time to chat with us. If you're eager to attend Citadel Fest buy tickets here: