during the last decade,Framework has established itself as one of the most sophisticated, diverse and carefully selected producers of underground events outside of Los Angeles. The event company hosted over 200 of the world's most influential artists such as Idris Elba, Fisher, Four Tate, Pete Tong and Biggie Guo and welcomed over 1.5 million attendees to the dance floors from 25 countries around the world, presenting all the events. . 360 degree experience. Framework has an impressive résumé, with partners including LVMH, Pernod Ricard, Red Bull, SoundCloud and the Art of the Wild Wynn Resorts festival. In addition, it also benefits from a nine-year internal partnership with Coachella as one of the leading brands behind the popular festival show. In fact, Frame turns out to be one of L.A.'s biggest supporters.
The event production company was founded 10 years ago by Kobe Danan and Eric Litmanovich. Their next project, a nightclub called Sound, was created in 2013, says Framework talent manager Mark Andrezek. When opening in the City of Angels, the team wanted to enter a space that would "distinguish" the Sound from what was known to the world. this region at that time. While there was a dance music scene in Los Angeles a decade ago, underground house and techno culture was not quite what it is today; this scene has largely flourished in Detroit, Chicago, New York and Europe. Framework helped act as one of the event producers that helped push the underworld into the city.
Andrezek says the brand is known for bringing "more luxury" to its events. He adds that this has been demonstrated by ticketing partner Dice, which reduces fees for customers. Upon arrival at a high-profile event, well-dressed workers, security guards, and staff greet visitors at the front door with a "smile". The atmosphere of the space includes natural elements such as wood, green grass and warm colors that create a cozy atmosphere. The Sound is a 650-seat indoor venue in the heart of Hollywood, which proves its intimacy.
"We don't like going into spaces that just do everything, and we're really trying to be different from, say, a festival where [there are] all kinds of stages and entry levels," he said. “Sometimes the user may feel overwhelmed when they enter the door. We want someone to feel warm, energetic and full of energy when they enter an event. When they come, I will manage the music. People are excited and excited. happy to be here."
The luxury brand aims to be first to market, regardless of venue or performers. According to Andrechik, Sound is a place where less than 1,000 people gather. This is the best small nightclub in Los Angeles, which allows the company to attract international names and up-and-coming talent, including young HoneyLuv, Frances Mercier and Chris Stussy. . Famous producers have seen his scenes in the early years of the artist, the DJing of RÜFÜS DU SOL, as well as performances by Nora En Pure, Solomun, Disclosure and others. By attracting young artists, he says, an established brand can "jump their careers and spur their journey" not just in Los Angeles, but in much of Southern California with Las Vegas, Coachella and more. He adds that he has launched the careers of many artists. This is being done not only with sound, but with other venues including AVALON, The Vermont Hollywood, Goldenvoice Partnerships, The Shrine, Pershing Square and Coachella. The festival is a prime example of this as Fisher and Chris Lake played back-to-back there this year, a successful culmination of the careers Frame brought to both artists in their early years.
“[It was] a great moment for this underground scene. It's really starting to take off and it's great to see people connected to the music,” says Andrezek. “I actually saw it on [Coachella] because I've never seen a lot of artists like that. We can proudly say that these are the artists we have been inviting since 2013.”
The brand's partnership with Coachella was confirmed in 2013, notable as it was the first year of the Framework. Its subsequent association with Art of the Wild was designed to create a three-day weekend event to create an underground dance music culture that did not previously exist on the Las Vegas Strip. It was not uncommon for artists such as Tale of Us and Black Coffee to perform regularly at popular nightclubs, nightclubs or casinos. Since the release of The Art of the Wild, Frame has featured Damian Lazarus' Wild is Love, Elrow and the Rumors, All Day I Dream, Music On and CircoLoco in Las Vegas, bringing together the underground dance music community for the first time. urban environment. .
“What we all intend to do is [we] create an excuse for people to travel the world and make Las Vegas an underground destination like they do every other major city in the world,” he said. said.
Over the past 10 years, the seasoned DJ has gone from solo gigs at the Sound to hosting events all over the West Coast. The circle will host 24 shows this year, a significant increase from the average of eight events three years ago, before the pandemic. Upcoming shows include Goldenvoice x Framework Present Outlier such as Bonobo (DJ Set), Dinosaurs Totally Enormous Extinct (DJ Set), Jacques Greene, Amtrac, Maddy Maia and LAALLS at Shrine Expo Hall. Cassian, Hot From 82, Monolink, Ben Boehmer, Purple Disco Machine, Barry Can't Swim, Duck Sauce, Yo Soo and more will appear this year. Andrechik says Framework's future plans include expanding the underground dance music brand, buying more properties and hosting ever smaller events.
“We really try to sit down and really think about every event we do because we want to know if it will make people happy in the first place. What will it bring to the West Bank? We want to make sure we work from start to finish. We want every customer to walk away saying, "Wow, who's next?"
