Inside SXM Festival: Julian Prince on crafting unforgettable parties with purpose

Julian Prince is the renowned founder of the SXM Festival. He has a deep passion for music, events, and the transformative power of unique experiences and all of that has fed into the way he operates the festival.

It combines Caribbean culture with world class music, once in a lifetime party experiences in villas, high up on mountain sides and in bohemian venues around the island with a sympathetic approach to locals.

Julian's vision for SXM Festival extends beyond the music in that it respects the environment and supports the local community with sustainability practices such as waste reduction, renewable energy, and eco-conscious initiatives.

This year it returns to Saint Martin | Sint Maarten in March 2025 for an eighth edition with a line up to be revealed soon and before all that we speak to him about what motivates him, what's new for this year, the Dutch culture at the event and much more.

How many people work on SXM, how long does it take to create, and what’s an average day like leading up to it?

First, SXM is a family run business. We have a core team of full-time and part-time members, but as the year progresses, the part-timers transition to full-time, especially in the two weeks leading up to and after the festival. During the event itself, it’s all hands on deck—everyone is working triple time!

When did you first discover Saint Martin, and what made you fall in love with it? How challenging was it to turn it into the SXM party island we know today?

I first came to Saint Martin on New Year’s Eve 2004. I went straight to a party at Bliss, a legendary open-air nightclub back then. What was supposed to be a 10-day trip stretched to two weeks—classic! Saint Martin has always had a strong nightlife culture, so as a 20-year-old partygoer, I found plenty of fun and trouble. The island’s natural beauty and its people drew me back, and over the years, I began to spend more time here. After 20 years, I’m now based here with my wife and raising our children. Back then, the concept of travelling for events wasn’t as big as it is today, so turning Saint Martin into the SXM Festival destination took time, but the island had the right energy from the start.

Why do you think people should visit Saint Martin? What are your favourite things about the island—places to eat, relax, drink, and watch the sunset?

Saint Martin offers something for everyone. It’s a tourism-based economy, so whether you’re on an all-inclusive, a cruise, staying in a villa, or on a yacht, there are plenty of options. The French side is more serene, with stunning sunrise views and world-class restaurants, while the Dutch side is livelier, with casinos, clubs, and beautiful sunsets. Whether you’re here for a bachelor party, a romantic getaway, or with family, the island has a unique way of offering a different experiences each time.

What are you most proud of about SXM?

One of my mentors once said, “The most fascinating thing about the festival is everything that gravitates around it.” It’s not just about the production or the music—it’s about bringing together amazing artists, chefs, all sorts of designers, sound and light engineers and a bunch of amazing art builders who all share the same passion and have the same goal. What truly makes me proud is the creative process and the people we meet along the way. I’m grateful to have the privilege to bring this vision to life and to choose the team that helps make it happen.

How much do gender, sexuality, race, and ethnicity factor into your lineup decisions, and how important is it to strike that balance?

Music is the primary focus—it transcends gender, race, and sexuality. We aim to book the best music while ensuring balance and representation. The booking team members have all been djing for a very long time so we really dig hard for new artists and we get out of our way to listen to the play requests. We listen to all kinds of artists and do our best to create equal opportunities. We’re sensitive to the importance of inclusivity, but at the end of the day, the artists’ talent, style, and professionalism are what guide our decisions. Everyone on the lineup earns their place, regardless of their background.

What sound do you seek for SXM? Is there a common thread, or is it easier to define what doesn’t fit?

We focus on classic house, minimal, tech house, Afro house, and groovy techno. Hard techno or progressive don’t fit the natural, hand-made, artsy vibe of the festival. It’s all about the environment—Saint Martin has a unique atmosphere, and the music has to reflect that. We love all music, but the soundtrack we’ve curated feels perfect for the island. It would vary if we would do events in different settings. We are curators of moments. We are knowledgeable and know how to adapt the music to the environment.

Any Dutch acts for our readers that people should check out?

We haven’t announced the line up yet but for phase one we have dance music legend Sander Kleinenberg, a national hero making a big comeback. He’s a good friend of mine and one of my all-time favourite acts. We spent the summer together in Ibiza, and I can’t wait to have him at the festival. Everyone loves a good comeback story! We also have Ferreck Dawn!

With its rich Dutch culture, why should first-time visitors explore Saint Martin? Have you had the chance to experience those Dutch influences yourself?

The Dutch and French influences are everywhere, from the food and products to the languages and general lifestyle. Personally, one of my favorite things is when my sons sing “Lang zal hij leven!” during family birthday celebrations—it’s a small, but meaningful Dutch tradition we’ve embraced. Thanks for your time and interest. SXM Festival and Saint Martin are truly special, and I hope you get the chance to experience it for yourself one day!