Observed Signal · Oct 6, 2026 · Product Launch · Source: The Drum · Impact: 2/5 · Sentiment: Positive
Mellis launches Jupiter festival with new events model
William Mellis, the veteran behind Money20/20's revival, has launched the Jupiter festival in Miami, a new media, entertainment, and sports event. He critiques the traditional trade show model, which he says maximizes revenue from the show floor at the expense of the delegate experience. Jupiter focuses on video content and aims to create an environment conducive to serendipitous connections, with fewer booths and more lounges, entertainment, and dining. The festival is heavily invested in its first year, with a target of breaking even next year. MCH Group, the company behind Art Basel, has acquired a 20% stake in Jupiter Festival Miami. Mellis aims for attendees to leave with three new ideas, six useful contacts, and a nine-out-of-ten experience.
The launch of a new industry festival and investment from MCH Group signals a shift in event models, which could affect how AdTech and media companies engage with industry gatherings, but the direct impact on daily AdTech operations is limited.
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Key Takeaways & Evidence Grounding
- Jupiter, a new media, entertainment and sports festival, opens in Miami on 2026-10-06.
- William Mellis, former Money20/20 organizer, founded Jupiter with a delegate-centric model.
- MCH Group (Art Basel parent) acquired a 20% stake in Jupiter Festival Miami in June 2026.
- Registrations for Jupiter's debut were in the high 2,000s ahead of opening.
- Mellis targets early-November window for Jupiter's next edition.
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
IAB Joins Jupiter Festival Miami as Founding Partner
The Interactive Advertising Bureau (IAB) has joined Jupiter Festival Miami as a founding partner ahead of the festival’s debut from October 6–9, 2026. William Mellis, Jupiter Festival Miami CEO and founder, said the festival was conceived 15 months ago to explore the future of content across media, entertainment and sport. IAB CEO David Cohen said the organization joined to help shape programming and may secure an IAB-specific stage; this is IAB’s first festival partnership before a launch during Cohen’s six-year tenure. Other partners include Boston Consulting Group and MCH Group (which owns a 20% stake). The festival’s announced speaker lineup includes executives from Tribeca Enterprises, Whalar Group, Known and M+C Saatchi. Organizers aim for a 5,000-person attendance benchmark after high website interest during Cannes Lions week.
Possible Conference Doubles Footprint, Boosts Marketer Attendance
The Possible conference, entering its fourth year and now under Hyve Group ownership, will expand its Miami footprint from the Fontainebleau Hotel to the neighboring Eden Roc Miami Beach and expects about 6,500 attendees (roughly 20% growth from 5,400 in 2025). Hyve has scaled 'meetups'—paid, paired meetings between brand marketers and solution providers—moving 3,000 sessions to a beach pavilion. Organizers emphasize increasing the share of CMOs and marketing executives onstage and in attendance, with speakers from Coca-Cola, Unilever, Hershey’s, Catalyst Brands and Crocs. MMA remains involved in driving marketer participation. Hyve frames the meetup format as valuable "gold dust" for vendors seeking buyer access.
Possible 2026 Scales Up With Eden Roc, Invite-Only Programming
Possible, the marketing and media conference owned by ShopTalk parent Hyve Group, is launching its fourth annual event in Miami Beach and expanding beyond the Fontainebleau. The event expects roughly 6,800 attendees (about a 25% increase from 5,441) and has grown its commercial partner count to 292 (from 165). Under leader Christian Muche, Possible is positioning itself as a Davos-like gathering for C-suite dealmaking, leaning into creators, AI, and celebrity appearances; past A-list participants have included Elon Musk, Martha Stewart and Reddit cofounder Alexis Ohanian. The 2026 edition will feature invite-only programming and an Eden Roc expansion as part of its broader scaling strategy.
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