What It Means to Be an XLISTER—and Why It Might Be You

What do the visionary who started a donation-based immersive theater company in the middle of the pandemic, the marketing force behind Barbie’s global takeover, and the strategist who turned a flailing festival into a full-fledged cultural event have in common? They’re all on the same list: The XLIST.

WHAT IS THE XLIST?

The XLIST is XP Land’s definitive roundup of experiential’s boldest, brightest and most unexpected innovators. It includes high-concept artists and opera innovators and gives a nod to MLB and wrestling. It covers artists working on a shoestring budget and industry leaders with millions at their disposal. And then there’s the young LA woman who hacked a dating app to create a series of singles gatherings. It’s a celebration of everyone making experiential magic, giving goosebumps and pushing the limits of what’s possible. 

And it’s open now for nominations. More on that, but first…

THE 2023 XLISTERS

Last year’s XLIST honored a highly selective list of industry icons, culture-shapers and emerging voices. 32 artists of various disciplines, 26 technologists, 22 music industry pros, and dozens more from immersive, culinary, sports, and beyond.

Just look at Samantha Marie Johnson, who’s shaping the future of NYC Pride by ensuring its programming uplifts the most marginalized voices while also co-founding a tequila brand rooted in social justice. Or Ethan Tobman, who transforms stadium concerts into immersive worlds (hi, Eras Tour) and applies that same cinematic storytelling to Michelin 3-star restaurants.

There’s Cj Hendry, the hyper-realist artist who turns galleries into interactive playgrounds — whether it’s a pink beauty salon filled with 5,000 wigs or a psychiatric ward-inspired bouncy castle. Derrick “D-Nice” Jones took a nine-hour pandemic DJ set and spun it into Club Quarantine, a global movement that landed him at the Apollo, the Hollywood Bowl and, let’s be honest, our collective hearts. And Jim Denevan, the mastermind behind Outstanding in the Field, turns the world’s most stunning landscapes into once-in-a-lifetime dinner destinations, proving that food and art can redefine how we gather.

See the full list of 2023 XLISTERs.

THE NEXT XLISTERS

This year we’re opening up the nominations to experiential gamechangers anywhere in the world who have played a key role in a groundbreaking experience over the past two years; developed an innovative new technology or experiential art form; or created a breakthrough in the industry.

If this sounds like you — or someone in your orbit — we want to hear from you. Submit your nomination here and help us define the future of experiential.

Here’s what you need to know:

• Nominations close March 31, 2025
• $199 per nomination (or $149 if submitted by February 28, 2025, at 11:59 PM ET)
• Honorees announced May 2025

Our esteemed XP Land Council — a handpicked collective of the sharpest minds in experiential (coming to us from Essence Festival, Delta, Cosm Studios, Factory360, Amazon Music, Expedia Group and Sephora, just to name a few) — will review all nominations to select the most creative visionaries of the year. Winners will receive recognition through XP Land editorial features, press releases, event promotions and more. Because the world should know about the people redefining live experience — and that just might be you.

Are you an experiential creative, leader or innovator? Nominations are open for the XLIST — the most creative visionaries in experiential. Nominate yourself, a colleague or a collaborator now.