Dr. Nelly Ben Hayoun talks at a rapid-fire pace. Her ideas glide from topic to topic, using language so intricate and nuanced that listening to her feels like watching an academic paper performed like a theatre piece—she’s, for lack of a better term, fascinating.

A self-proclaimed “Designer Of Experiences,” her work runs such a vast gamut that distilling it down into a sentence seems rather impossible. At this year’s Iceland Airwaves Pro music industry conference, she’ll attempt to distill her knowledge into a concise address as one of the keynote speakers.

Nelly might be journeying to Iceland for the conference, but she plans to take full advantage of Iceland Airwaves. She’s most excited to see JFDR and Madame Gandhi, among others.

“I’m looking forward to being surprised. In general, I find that if you go anywhere at 15:00, you’ll see these bands that nobody knows,” she says, a smile brightening her face. “That’s where you find the pearls.

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The Reykjavík Grapevine is an English language Icelandic magazine based in the Icelandic capital of Reykjavík. The magazine debuted on June 13, 2003. Its first six issues were edited by Jón Trausti Sigurðarson and Valur Gunnarsson. In its second year, the magazine grew in circulation from 25,000 issues to 30,101. In its third year, American-born Bart Cameron took over as editor, also editing Inside Reykjavik, the Grapevine Guide, in 2006, through the Mál og Menning imprint of Edda Press.