HARD's stamp of approval goes a long way to getting an act some mainstream rub and a bit of that rub has been self-reflexive.
The real key to their success is finding the perfect aesthetic amalgam of hipster, raver, and frat boy. HARD Summer, Haunted Mansion, and the festival cruise Holy Ship!!! are benchmark events in whatever is hot in electronic music. He and his partner would dress as priests and promote all night long at nearby raves and then DJ until the afternoon.Īfter handing off his nascent EDC brand to a plucky kid from the West Side named Pasquale Rotella and trying his hand at the corporate music game, Gary watched from the inside as the CD selling business disintegrated and then went back to his old job of concert promoting. His father was a radio disc jockey and Gary earned his chops as a promoter in the mid-nineties by throwing after-after-hours warehouse parties in Los Angeles named The Sermon that opened doors at 6AM. Richards is a dyed-in-the-wool industry guy. Every time somebody so much as thinks about cake, Aoki makes 5 cents. The mere silhouette of his head has been memed and monetized. Even Aoki's most fervent detractors can't fault his work ethic and application of marketing. In addition to helming the label and DJing 250 nights a year, he's in some part responsible for Dim Mak Studios (the venue), 2 Beverly Hills-adjacent restaurants (Goldie's and Eveleigh), a clothing line, and an artist management company. He's the frontman for a medio-cultural empire. It's no secret that Steve Aoki isn't a musician. Because of this, more and more of the top-level acts have less and less of a hands-on relationship with the music they sell. DJ's can't get the big-money bookings without relevant singles, but the technical skill, creativity, and hours it takes to be a successful producer don't vibe with the rigorous touring schedule required to be profitable. But in his whole career, he's only released one album and 12 singles, all of which were co-produced by a contemporary.
Since that point Steve Aoki has become one of the most recognizable figures in EDM. It's evolution." Tong can afford to be so accepting of the change-his income has always been so diversified that he could bend with the changing winds. The electronic space was forced into that thanks to the Internet. A lot of DJs that were principally earning money from making music were suddenly not… no advances, no big checks for remixes. "When Napster started in 2000-2001," says Tong, "That's when the record business stopped being the biggest business in the world. He has his hands in pretty much every psuedo-electronic pie in the shop. After moving half of his numerous progeny to sunny Los Angeles, he's continued The Essential Selection on satellite radio and has an office at William Morris. He started off as a music journalist and then moved into terrestrial radio as a disc jockey, followed by concert promotion and music supervision for such seminal rave classics The Beach, Human Traffic, and It's All Gone Pete Tong-all whlie bouncing around the Balearic party circuit. "Most people know me as a DJ," he told THUMP, "but I've always had a day job of one shape or another."
#DIM MAK STUDIOS SERIES#
Tong was a key figure in the early 1990s acid house explosion in the UK, and his Essential Mix series is widely recognized as one the most important platforms for electronic music. He's electronic music's original jack-of-all-trades. Let’s make it a home again.Pete Tong has worn so many hats in his career that he's run out of haberdasheries. we ask that you leave the drama fo yo mama and come to dance & sweat. We've been working extremely hard to put this party together, and I sincerely hope that no matter what your preferred genre or even what "drama" you might have in the past with a dj, dancer, promoter, bathroom attendant, or even with me. Our solution: to offer something FRESH, while still holding true to the elements that we house heads love. Soul & Tonic's mission is simple: do our best to try to get everyone back together in one house. TORIN REA ( torin.rea | West Coast Collective) Colette's 1st performance as a new mama and Chuck Love perfoming together live on stage! Saturday, Dec 17th Dim Mak Studios (enter in back on Cosmo st)Ī New Monthly Saturday Party, Strictly for the Heads.īrought to you by Auburn Events & Homemadeįt.
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