“UNTOLD changed the game in Romania”: How a festival in Cluj-Napoca became a pillar of cultural significance

Since UNTOLD Festival first began in 2015, its ethos of community connection has remained the same. Taking place annually in Cluj-Napoca – the unofficial capital of Romania’s Transylvania region – UNTOLD has, for 10 years, been a pillar of cultural significance that brought with it new opportunities for the city and wider Romania. Every year, UNTOLD draws more than 400,000 people from across the world to the country for just four days and nights, with an “impact that goes far beyond the music,” according to the Mayor of Cluj-Napoca, Emil Boc. “UNTOLD unites people – residents and tourists alike – in a shared celebration of creativity, freedom, and joy. It’s living proof that when a city invests in culture and believes in its youth, extraordinary things can happen.”

After Cluj-Napoca was named the European Youth Capital in 2015, UNTOLD hosted its inaugural edition at the Cluj Arena and its surrounding Central Park area, where it continues to take place today. A triumphant debut gave its founders the appetite to continue. “Following the first edition, UNTOLD was honoured with an award for the Best Major Festival in Europe, a huge recognition after just one edition,” says the festival’s co-founder, Edy Chereji. “It began as a dream, a vision to create something extraordinary for Romania and organise the most impactful event in our country that could stand alongside the best festivals in the world.”

With part of its mission to build Romania’s dance music scene as a globally recognised destination, UNTOLD began with a bill made up of both local talent and international stars – including Avicii, Crazy P and Pendulum – many of whom were making their Romania debuts, while homegrown heroes like Priku, Raresh, and Cezar have also graced the bill. “UNTOLD grew more and more from year to year,” explains Chereji. “It’s evolved strongly and beautifully over the last decade. In the first edition, we drew inspiration from Romanian folklore and fairytales, reinterpreting iconic characters and legends. As the years passed, we expanded the universe, blending local roots with international fantasy.”

Each year, UNTOLD reveals a new theme, and builds “chapters” of its story through what Chereji calls its “different creative concepts”, inviting festivalgoers into a lore-building world where the line between fantasy and real life is blurred. Past editions have welcomed themes including ‘Code Of Magic’ – described as a “journey into a magical realm where wisdom and imagination collide” – or 2021’s ‘The Rising Luna’ – representing the festival’s heroic return after the pandemic. “People connect deeply with those stories,” Chereji says. “The parallel universe fascinates people”.

By forging lores and storytelling through each edition, UNTOLD has built a strong fanbase, with many returning year on year to the festival. Andrei Mușat, a fan who has so far attended every edition since it began in 2015, recognises the cultural impact it’s had on the country: “I think UNTOLD has done something very few festivals manage to pull off. It didn’t just bring global acts to Romania — it made Romania a global act,” he says. “It changed how people see this country, both from the outside and from within. Before UNTOLD, it was harder to convince people that Romania had a thriving, forward-thinking music scene. Now, artists want to play here.”

Other repeat-returning fans also attest to the influence UNTOLD has had on the wider music scene in Romania, and the feeling of escapism that keeps bringing them back. “It’s a place where I can be 100% myself,” says Tudor Tătaru. “I always tell my friends that UNTOLD is my ‘natural habitat’. When it’s over, you need time to readjust to reality,” he explains. Speaking on its importance as a place of music discovery, long-returning fan Amira notes: “UNTOLD was the first festival I attended, and it will always hold a special place in my heart. I discovered my love for electronic music here, and for so many more genres and artists.”

Over the years, UNTOLD has enlisted artists including Armin van Buuren, Swedish House Mafia, Charlotte de Witte, Amelie Lens, Black Coffee, The Prodigy, and many more, who have each “made history” on the festival’s grounds, says co-founder Chereji. As well as inviting international talent onto its stages, UNTOLD also retains its pledge to platform local artists. Romanian DJ Cezar, who has performed at both the flagship festival in Romania as well as its newly-launched Dubai arm, explains: “Unlike other events, UNTOLD strikes a perfect balance by showcasing major commercial acts alongside Romania’s homegrown EDM talent, celebrating the country’s deep roots in the genre.”

“Performing at UNTOLD is always a powerful experience,” says singer and local cultural figure in Romania, Irina Rimes. “The crowd is incredible – full of energy, warmth, and emotion. People sing with you, they cry with you, they celebrate with you. UNTOLD changed the game in Romania. It showed that we can organise world-class events right here at home. It brought international attention, gave artists a huge platform, and created a real community around music.”

Outside of its extensive music programme and efforts to platform local talent, UNTOLD has reached out into the local communities, with campaigns promoting health and education. Through its Blood Network project, UNTOLD had launched blood transfusion centres across Romania, where there's currently an acute blood shortage in hospitals, encouraging fans to give blood in return for festival tickets. “So far, the Blood Network campaign has saved over 60,000 lives with 20,000+ litres of blood,” says Chereji. In 2015, UNTOLD also launched an education programme for high school graduates who pass their final exams with high scores, giving them free access to the festival and vouchers to spend on site.

In the decade since it began, UNTOLD has positively impacted the immediate environment outside of the festival site, helping the local community to thrive. In 2024 alone, over €75 million was spent in Cluj-Napoca – and that’s becoming a regular occurrence. “The festival energises our entire economy,” says Mayor Emil Boc. “Hotels are full, restaurants thrive, and local entrepreneurs benefit from the huge influx of visitors.”

“It also strengthens community spirit,” he adds. “What makes it even more special this year is that UNTOLD celebrates its 10th anniversary. Ten years of UNTOLD means ten years of memories, friendships, and magical nights that have shaped an entire generation,” he says. “The atmosphere is electrifying – festive yet welcoming, dynamic yet deeply rooted in the city’s open and inclusive spirit. It’s not just a festival; it’s an experience that redefines what Cluj-Napoca can be.”

UNTOLD Festival celebrates its 10th anniversary from August 7 - 10, 2025. Grab your tickets here.