Today we’d like to introduce you to Ariel Afar
Hi Ariel, can you start by introducing yourself? We’d love to learn more about how you got to where you are today?
I am an event industry professional specializing in curating immersive experiences for clients across London, Paris, New York City, and Los Angeles. My journey began in Los Angeles in the mid-’80s, where my passion for music first took shape through piano lessons at the age of four. From an early age, I was drawn to the connection between music and lights. My parents still joke that as a baby, I would eagerly point out burnt light bulbs everywhere we went.
In 1996, my family relocated to the suburbs of Atlanta – an entirely different world from Los Angeles. As I grew older, my love for music only deepened. Middle School introduced me to new experiences: attending bar mitzvahs, joining the choir, and performing in musical theater.
In high school, I was active both on stage and behind the scenes, finding harmony between performance and production. These experiences played a pivotal role in shaping my perspective on the fusion of music and lighting. In 2002, I moved back to Los Angeles and began DJing, quickly becoming captivated by the energy of live events. That curiosity led me to explore event lighting and the world of festivals, where music and visuals merge to transform spaces into immersive, emotionally charged environments.
What started as a passion quickly became a lifelong pursuit. Over the years, I’ve built a reputation for delivering high-caliber experiences with bespoke designs that bring my clients’ visions to life–crafting unforgettable moments for elite clientele, luxury event planners, and world-class venues.
Today, the demand for fresh, innovative event designs is stronger than ever, with an emphasis on flawless execution. I have the privilege of curating and overseeing every aspect of a project with precision and discretion. It’s a deeply rewarding field that merges my passion for musical storytelling with the artistry of immersive event design. Years of experience in music and performance have shaped my approach to event production, allowing me to visualize a project both on and off the stage.
I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
Has it been a smooth road? Not at all. It’s been full of bumps, twists, detours, and storms that tested me. But every challenge had a purpose. Early on, my biggest struggles were internal: figuring out what I truly wanted, what I needed to grow, and how to break free from limiting beliefs. Learning to trust my instincts, push past doubt, and embrace uncertainty was just as vital as mastering my craft. Those struggles shaped me, and I wouldn’t trade them for anything.
When I first started SLX, my clientele mainly came from private events where I was DJing. But as doors opened and closed, SLX evolved into what it is today. Navigating event restrictions—especially during the pandemic—brought unique challenges that demanded creative solutions and adaptability.
In an industry that’s constantly evolving, staying ahead of the trend isn’t just an edge—it’s essential! We are always exploring new gear and technology to ensure we meet our clients’ ever-changing needs and deliver the best possible experience.
Working with elite clientele means delivering perfection—no matter the circumstance. When the client wants it yesterday and ‘No’ isn’t an option, creativity and resourcefulness go hand in hand. Whether it’s deploying a network for the Gucci Love Parade on Hollywood Blvd, sending a semi-truck of gear to Las Vegas for Lovers & Friends, or providing full—scale production at Coachella Music Festival, success hinges on meticulous attention to detail and a deep understanding of client expectations.
These obstacles have strengthened my resilience, sharpened my intuition, enhanced my strategic thinking, and enabled me to navigate logistical challenges while delivering seamless, exceptional experiences for my clients. In many ways, the journey has been one of moving from darkness to light—turning hurdles into opportunities, setbacks into lessons, and uncertainty into innovation. It’s a dynamic and demanding path, but one I’m deeply passionate about.
Great, so let’s talk business. Can you tell our readers more about what you do and what you think sets you apart from others?
Lighting is more than just visibility—it’s an experience. It shapes emotions, elevates energy, and transforms spaces before a single word is spoken. Whether it’s the warm, intimate glow of a private dinner or the high-energy pulse of a festival, great lighting sets the tone for unforgettable moments.
What sets us apart is that every project is truly client-driven and custom-tailored—no two events are ever the same. There’s no cookie-cutter approach here. Before a single piece of gear is prepped, we meticulously design and visualize every element, ensuring precision and seamless execution. Because we genuinely care about our clients’ success, we refine designs to streamline production, optimize efficiency, and keep projects within budget—without ever compromising quality.
But beyond the technology, it’s the people who make it all possible. Our world-class team—from technicians to designers—has been the backbone of our success. Many of us have worked together for over a decade, traveling the world to bring ambitious projects to life. We don’t just execute events; we craft experiences with the same level of care and dedication as if they were for family—because to us, our clients truly are.
People ask if I’m afraid of the dark or if I always need the lights on. The truth is, I love complete darkness. In the mountains or deep in the forest, where the sky is pitch black except for the stars, darkness becomes a blank canvas—it builds anticipation, setting the stage for something unforgettable.
Like when Jon Batiste took the stage at Coachella. With massive set pieces and SLX illuminating the trees around him, we turned the desert into a glowing forest. In total darkness, the transformation was surreal.
Darkness isn’t just the absence of light; it’s negative space—a tool that gives lighting depth and meaning. Without contrast, light loses impact. By balancing light and shadow, I create focus, shape emotion, and design immersive environments where every detail shines exactly as intended.
What quality or characteristic do you feel is most important to your success?
Relentless drive has been the foundation of my success in building and growing my company. The event industry is competitive and ever-evolving, but I don’t wait for opportunities—I create them. From day one, I was determined to redefine event design, merging technical precision with artistic vision.
Every challenge, every late night, and every high-stakes production has only fueled my commitment to pushing boundaries and delivering unforgettable experiences. This constant pursuit of excellence hasn’t just shaped my company’s growth—it’s set the standard for what’s possible in the industry.
Contact Info:
- Website: www,slxproductions.com
- Instagram: @slxent
- LinkedIn: https://www.linkedin.com/in/ariel-afar
- Yelp: https://www.yelp.com/biz/slx-productions-los-angeles
Image Credits
H: Jon Batiste – Coachella Valley Music Festival, @mach_shot
1. Jon Batiste – Coachella Valley Music Festival, @mach_shot
2. Hernan Cattaneo – Downtown Los Angeles, @itdept.productions
3. MAYAN WARRIOR – Cow Palace, San Francisco
4. BLONDISH – GIN LING WAY
5. RODDY RICCH + Marshmello – Hollywood Palladium By: Chris Parsons, @christopherparsons
6. RODDY RICCH – Hollywood Palladium By: Chris Parsons, @christopherparsons
