If you’ve ever been to ZebuLive, you’ve felt it, that rare buzz where the right people, energy, and ideas all collide. It’s not your average crypto conference. It’s a movement, a vibe, a celebration of what Web3 can be. And at the centre of it all is a man who never followed the rules because he was too busy building his own.
Harry Horsfall, founder of ZebuLive and CEO of Flight3, is a force of nature. Restless, relentless, and unapologetically high-voltage, Horsfall grew up labeled a troublemaker. ADHD, dyslexic, disruptive — the system didn’t know what to do with him. Until someone told him the only thing that really mattered: find what you love and build a community around it.
“I was lucky,” Horsfall says. “I went to a school that said, ‘Don’t worry about fitting in. Just do what you love.’ That stuck with me. That’s been my fuel.”
Fast-forward: he’s now running one of the most respected digital agencies in Web3, working with names like Solana, Sui and Coinbase. And he’s hosting his fifth ZebuLive conference this October, this time at London’s iconic Tobacco Dock, with 4,000 attendees expected and space to grow to 22,000 in the years ahead. He’s not just building platforms, he’s building the people who shape the industry.
“My mentor once said I bite off more than I can chew,” he says. “So I just chew faster.”
The Beat Before Blockchain
Horsfall’s first real education in community came through dance music. What started as late nights and sweaty warehouses turned into a full-fledged movement. He helped launch Thick as Thieves, which morphed into Hijacked Festival scaling from 100 friends in a field to thousands of people wrapped around the block queuing for tickets. The blueprint was simple: build something people want to belong to.
“When you build something that resonates,” Horsfall says, “the queues show up. People crave connection.”
So when Web3 started bubbling, Horsfall recognised the same energy. The developers were there. The builders were there. But the culture? The heartbeat? That was missing. So he brought it.
“Developers didn’t think marketing mattered. But I knew if we brought the right people together, made them feel seen and celebrated, we’d create magic.”
Flight3 Takes Off
In the background of ZebuLive was Horsfall’s agency, Flight3, a full-service digital shop helping Web3 brands actually connect. Born in the depths of a bear market, the agency not only survived but thrived. Now four years in, it boasts 50+ staff and an A-list roster.
“Flight3 is the engine,” he says. “Zebu is the passion project. We’ve never made a profit on ZebuLive, not yet. But it feeds the soul.”
Horsfall credits his ability to scale both with one thing: team. Not just staff, but believers. Creatives who want to build things they’re proud of, not just tick boxes.
“Clients can crush your best ideas. But at Zebu, our team gets to fly. We build what we believe in.”
Belonging Is the Brand
At its heart, everything Horsfall builds comes back to one thing: belonging. Whether it’s music, tech, or marketing, the goal is the same: make people feel part of something bigger.
That ethos is baked into ZebuLive. From the speakers to the sports stars, the diverse crowd to the IRL activations, it’s designed to make the industry feel less like a LinkedIn feed and more like a festival of ideas. AI, TradFi, DeFi, RWA, policy, sports, culture all under one roof.
“This isn’t just about meme coins and moonshots. We’re growing up. We’re building real stuff.”
ZebuLive 2025 will mark a turning point: bigger stage, more government and enterprise participation, and more serious conversations about crypto’s real-world role. But Horsfal’s still keeping it fun. Always.
“It has to feel like your event. Like London showing up. We want you to walk in and think, ‘These are my people.'”
Always on Tour
Horsfall travels constantly. Not for the passport stamps, but to keep his finger on the pulse. He’s in Paris, Cape Town, Dubai not for the cocktails, but the context. He calls it the global Web3 “circus,” and he wants to be in every ring.
“When I booked DJs, I knew who was about to blow up. Now I do the same in Web3. Being on the ground helps us track the trends before they hit.”
Conferences, he says, are rarely about instant ROI. It’s about being present. “You shake hands, you swap ideas, and two years later, something clicks. That’s how this space works.”
Chew Faster, Dream Bigger
There’s no neat arc to Horsfall’s journey, just raw momentum. One part marketer, one part showman, one part stubborn optimist, he’s living proof that Web3 is more than tech. It’s a culture. A mindset. A movement.
“We’re not building for the sake of it. We’re building with people. For people. That’s what makes it real.”
Five years into ZebuLive, four years into Flight3, and just getting started.
From troublemaker to king maker? Nah. Still both.
