Leal van Herwaarden is head of Education & Events at HipHopHuis, a cultural organization that aims to foster and nurture the hiphop scene in Rotterdam. He has undergone years of intensive dance coaching from Lloyd Marengo, founder of HipHopHuis. During this period he founded Pop’arazzi Crew, renowned for being one of the most successful dance crews in the Netherlands. He has performed on behalf of global brands like Red Bull, Toyota, and Nike. Versatility is a key element of his appeal. From America to Japan, Mr. van Herwaarden has received personal training from the world’s best dancers. Driven by an urge to set up new initiatives with friends, he has organised parties, workshops, and dance battles and has an annual role as head of the program of The Notorious IBE, one of the largest dance festivals in the world. Mr. van Herwaarden has taken the experience gained from leading his crew to establish his own company, Circle of Codes, a lifestyle marketing agency run for the scene, by the scene. With Circle of Codes, he’s building bridges between companies and the street culture that are beneficial to both. By doing this he wants to help the artists and companies make a difference by inspiring people to follow their dreams instead of listening to their fears.