Serious fun: BPM Festival organisers talk business
5 March 2014 Last updated at 00:27 GMT
The BPM Festival attracts about 50,000 people from around the world to Playa del Carmen in Mexico for 10 days of house and techno music.
With each visitor spending $500 (£300) per day, on average, the event represents a huge boost to the local economy.
BPM directors Craig Pettigrew and Phillip Anthony Pulitano talk about how they created and grew their event - and the challenges of operating in a foreign country and dealing with unexpected rain.