Today we’d like to introduce you to Yuri Barybin
Hi Yuri, can you start by introducing yourself? We’d love to learn more about how you got to where you are today?
Back in 2015, I moved to Los Angeles, fueled by the dream of producing world-class live shows. With 15 years of experience managing performances across Europe, Asia, Africa and the Middle East, I founded *1987 Masters*, a production and technical management company, to set new standards in Hollywood’s event industry. Today, our expertise covers large-scale productions for movie premieres, festivals, corporate summits, brand launches, immersive experiences, and award shows. Each year, we handle more than 800 events for clients like Netflix, Disney, HBO, Amazon, Vogue, Nike, Meta, LVMH and Apple. We’ve also had the privilege of working with global icons like Rihanna, Elton John, Stevie Wonder, Seal, Billie Eilish, The Weeknd, Jessie J, Steve Aoki, John Legend, Al Pacino, Michael Douglas, Jane Fonda, Leonardo DiCaprio, Benedict Cumberbatch, Nicole Kidman, Charlize Theron and many more.
Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
Like anyone on this journey, I’ve faced ups and downs. I believe in embracing challenges, as they often serve as stepping stones to the next level of success. One key to navigating these obstacles has been the support of my family and surrounding myself with a motivated and talented people. I gathered them into high-performing teams that tackles every event with passion and dedication.
Some of the main challenges include:
– Adapting to constant changes in the industry.
– Scaling operations quickly to handle over 10 events daily.
– Maintaining top-level results for high-profile clients under intense pressure.
We’d love to learn more about your work. What do you specialize in, and what are you most proud of? What sets you apart from others?
At *1987 Masters*, we specialize in managing large-scale live event productions, including:
– Movie premieres and screenings,
– Corporate summits and brand launches,
– Immersive and dining experiences,
– Fashion and award shows,
– Festivals and musical performances,
– Charity events and gala dinners.
I’m most proud of how our team delivers top-tier results for every client, no matter how demanding the situation. One event stands out where we had to rearrange a complex stage setup in just 15 minutes before doors opened. And we did it!!! This level of precision and creativity is what makes us different.
We stand out for:
– Always finding a solution or offering multiple of them.
– We are flexible in order to meet client demands.
– Our attention to detail.
– Our willingness to take bold risks.
– Our ability to innovate and create unique solutions.
– We like to over deliver.
Alright, so let’s switch gears a bit and talk business. What should we know about your work?
Risk taking: how do you think about risk, what role has taking risks played in your life/career?
Risk-taking has been a fundamental aspect of my journey as an entrepreneur and founder of 1987 Masters and beTRUE Podcast Studio. I think calculated risk is not just an occasional necessity in business — it’s the lifeblood of innovation and growth.
My perspective on risk was shaped early on when I made the bold decision to leave Ukraine, my homeland where I worked with the top musicians and celebrities, and pursue ambitious goals in the US. This move embodied one of my core philosophies: set seemingly impossible goals, and you’ll find yourself progressing far more rapidly than you ever imagined. It’s a principle that has guided both my personal life and my approach to business. I also had a clear understanding that I was in my thirties at that time and I had to be fast developing my business in Los Angeles. I think the ability of taking risks and managing risks brought me to the point of doing show production for Rihanna, Elton John, Stevie Wonder, Seal, Billie Eilish, The Weeknd, Jessie J, Steve Aoki and many more.
There’s an old saying, ‘Those who don’t take risks don’t drink champagne.’ While it may sound cliché, there’s profound truth in these words. Every significant achievement in history, every breakthrough and success in business, has come from someone willing to step beyond the comfortable and familiar.
However, it’s crucial to understand that embracing risk doesn’t mean being reckless. In the event production business working with big names like Netflix, Disney, Google, Meta, Amazon, Vogue, Cirque du Soleil we carefully calculate each risk, weighing potential outcomes against our goals and resources. It’s about finding that sweet spot between audacity and prudence.
Consider our expansion into the podcast industry with beTRUE Studios. It was a calculated risk, venturing into a new medium, but one that aligned with our strengths in production and our vision for the future of content creation. This decision required us to step out of our comfort zone, invest resources, and learn a new industry — all while maintaining our core business. But without this risk, we would have missed out on an exciting opportunity for growth and diversification.
Even in the minutiae of event production, risk-taking plays a role. I remember a particular event where our client asked us to use an unconventional stage design — fly two screens above the stage where no hanging points existed. And that should have happened fifteen minutes before the doors opened. It was risky and time sensitive; if it malfunctioned or won’t be finished within the next ten minutes, it could have been disastrous. But when it worked flawlessly, it elevated the entire stage design and event look, creating a memorable experience for the audience and our client. That sets us apart from our competitors. This is a perfect example of how calculated risks can lead to standout moments.
Risk is also about challenging the status quo. In an industry as dynamic as event production, playing it as usual often means falling behind. We constantly push ourselves to innovate, whether it’s incorporating cutting-edge technology, experimenting with novel event formats, or collaborating with new partners. Each of these decisions carries an element of risk, but they’re essential for staying relevant and continuing to exceed our clients’ expectations.
It’s important to note that not all risks pay off, and that’s okay. The key is to learn from every experience, successful or not. When a risk doesn’t yield the desired outcome, we don’t see it as a failure, but as valuable data that informs our future decisions.
In essence, my philosophy on risk-taking can be summed up as: No risk, no development. But it should be wise. It’s about having the courage to pursue your vision, even when the path isn’t clear. It’s about understanding that comfort and growth rarely coexist. In business, as in life, the greatest rewards often come from those moments when we dare to push beyond our limits.
So while it’s true that thoughtless risk-taking can lead to trouble, calculated risks are essential for progress. Life and career without risks is a life half-lived. It’s in those moments of uncertainty, when we take that leap, that we truly feel alive and open ourselves up to extraordinary possibilities.
Can you tell us more about what you were like growing up?
I’ve always believed that one of life’s main purposes is to grow and evolve. Every role I’ve taken on—Film School student, professional audio engineer and sound producer, production manager and technical director, event producer and creative director, business founder and owner—I feel a deep sense of fulfillment as each role has added a new layer to my experience and skill set. With each step, I’ve not only refined my expertise but also expanded my understanding of leadership, creativity and collaboration.
Along my way, I met great people who became my partners, co-founders, creators, and colleagues in multiple mega-projects across the USA, Europe, Asia, and the Middle East. Their passion and talent have continually inspired me to go extra mile, push the limits, turning challenges into opportunities for personal and professional growth. These experiences have shaped me into someone who embraces change, values teamwork and strives to create unique and meaningful, lasting impact in every project I undertake.
All these years, I’ve had the privilege of educating and mentoring many talented professionals in the event industry, many of them achieved great success and are now in high demand. Whether it was through training, sharing insights from my own experiences or guiding them through complex projects, I’ve always made it a priority to develop the potential in those I’ve hired and give as opportunities to grow. Watching them becoming more skilled experts and leaders in their own way has been one of the most rewarding for me. Their success is a testament to the importance of continuous learning, mentorship and fostering a culture where growth is highly encouraged.
Contact Info:
- Website: https://1987masters.com
- Instagram: https://www.instagram.com/1987masters
Image Credits
Kate Mykytiuk
