In 2009, Pierre Lafitte, along with a group of friends who shared a passion for music and parties, founded the Moque Moque association. Together, they quickly launched Baleapop, a festival that became established in Northern Basque Country for ten years, combining contemporary creation and alternative music with a “DIY” philosophy. He created the online radio station Dia!, which launched in 2019. In the summer of 2020, he opened a temporary art gallery in Saint-Jean-de-Luz dedicated to micro-editions, comics, and artisanal creations. From this initiative, Udada was born, a multinational, multidisciplinary festival. What they love most is discovering and programming artists: they promote murals, organize live performances, and curate exhibitions.