Inside @Techno — The Brand Shaping the Future of Electronic Culture
In partnership with TECHNO LLC
By Will Jones
Co-founded by Arfa Khatri and William Diaz (VVILL), Techno (@techno) is shaping how electronic music connects with audiences online.
In an era where every feed looks the same and authenticity often feels like a filter, one brand has managed to carve out a distinct identity. @Techno isn’t just another page sharing clips from last night’s set — it’s part of a movement changing how electronic music is shared and experienced digitally. Founded by Arfa and Will, Techno bridges the gap between artist and audience, blending storytelling, design, and community into a single creative ecosystem.
A Vision Years in the Making
Before Techno grew to nearly 300,000 followers on Instagram and over 50,000 subscribers on YouTube in just its first year, co-founder William Diaz had already spent years studying the mechanics of digital attention. An early adopter of Instagram in 2010, he experimented with what made content spread — managing several social media accounts and exploring early carousel and news-style content long before it became common across the industry.
His expertise evolved into leading high-impact paid-media strategies for major DTC beauty and fashion brands within the Seed Beauty portfolio, including ColourPop and other brands such as Kylie Cosmetics, a company whose revenues are in the hundreds of millions
“After years in marketing, I realized the same strategies I’d used to scale brands could also scale culture,” he says. “Electronic music had the passion, but it lacked the infrastructure.”
From Live Events to Creative Control
Behind Techno’s visual identity is Arfa, a creative director and co-founder whose work transforms live moments into cinematic storytelling. With a background in creative production and content creation for music artists worldwide, luxury travel brands, and global travel platforms such as @EarthPix, Arfa brings quality to every frame.
Arfa specializes in photo, video, and drone production, blending cinematic composition with meticulous sound design, and polished post-production. Her creative output is precise and captivating—sharp contrasts, atmospheric tones, merging a style of a fashion editorial with the energy of a festival experience.
“The details always matter. As an artist and a perfectionist, I create to inspire and evoke emotion in those that cross paths with my art. The true fulfillment emerges from transforming an idea into reality.” – Arfa
Together, Arfa and Will recognized what the industry was missing: not just content, but curation. Techno would become the space where aesthetics meet insight — a brand fluent in both the creative and analytical languages of modern music culture. The pair’s complementary strengths form the foundation of Techno’s identity. Arfa leads creative direction, crafting visuals that capture the emotion and essence of artists and events through a lens that feels timeless, while Will drives strategy and growth, with a marketer’s precision adapted to the rhythm of digital virality.
Breaking Through the Noise
When Techno launched, it had no insider connections and no backing from major labels — only purpose. Within its first year, the page attracted hundreds of thousands of followers and began earning engagement from notable artists in the scene.
Among them are several of electronic music’s most respected names — from Tiësto and Artbat to Adriatique, Korolova, and Massano — many of whom follow and have engaged with the page on Instagram.
Its content doesn’t chase virality; it cultivates it. Weekly features like “Top Tracks of the Week” and short-form music breakdowns earned steady engagement from both fans and creators. “We don’t just repost trends — we remix them,” Will says.
That creative integrity has helped Techno become a visible part of the online electronic community, with artists occasionally resharing its content. “Artists trust us because we approach their projects with precision, we understand their vision — and we honor it through how we tell their story,” Arfa adds.
Beyond the Feed
Techno’s growth is entering a new phase. What began as a digital project is evolving into a creative brand with reach beyond social media. The next chapter includes artist-led projects, exclusive product collaborations, and event partnerships that bring the community into the real world.
“We’ve proven what we can do online,” Will says. “Now we’re building experiences that live beyond the screen.”
The Culture Ahead
Techno’s rise isn’t just about growth — it’s about evolution. In a space crowded with reposts and recycled aesthetics, the brand has found a balance between creativity and innovation. It doesn’t chase hype; it builds cultural value.
For Arfa and Will, the mission is simple: to create work that moves people, not just feeds. He brings the data and discipline of digital marketing; she brings the creativity and branding of visual art. Together, they’ve transformed a page into a brand — and that brand into a growing creative community.
“Techno is rewiring the future of electronic music culture.”
For more, visit technoofc.com