GOLDSWEAT
Brand Strategy
Identity
Marketing & Promotion
Print and Collateral
Cultural Needle-Pushing
Back from Japan, I just couldn’t stand San Francisco night life. By 2007, Jungle was still all there was. I craved the Tokyo atmosphere: the hours spent in record shops, access to labels and genres from around the world I had never even heard of. Afrikaans, Bailee, B-more, Cumbia, Crunk, Disco Nuevo, Drill, Doom, Fidget, Freak, Glitch, Grime...I came up with a name and found a partner, going with my gut on both.
What followed was a party and a label almost 20 years in the making, and some of the most memorable times of our lives. Not just sounds and images, but a micro-culture that left a real mark on San Francisco — waiting to be resuscitated.
WHERE WERE YOU ?
NAIVELY NEW
It’s almost impossible to get a new party off the ground in San Francisco. The city just isn’t conducive to style, taste, fun, or ”new”. This has to do with it’s transitory population. There’s a lack of energy, and “oomph” when you go to big shows, small gigs, and everything in-between.
Parties that are successful get preyed on by club owners and promoters. Breaking even is tough, making money — unheard of. That was what we were up against.
Luckily, we didn’t know about any of this. We were printing weird flyers, booking new, scruffy DJs, and seeking out the “secret spots” in dingy clubs. A couple years in, it started taking off — in several cities.
