Evolve Group, a fitting name for a promotion company so paramount in cultivating what is now one of the most successful EDM markets in the United States. They have begun to subvert the typical ways in which producers and DJs are booked for shows. Their focus hinges upon an ideal to both provide seemingly endless parties and foster the growth of a scene. A few years ago, the EDM scene in Orlando was essentially non-existent. A group by the name of Knightlife noticed glimmers of potential for EDM events while they organized party bus trips and college events. They gave rising DJ Henry Fong his first ever gig at now-defunct Club Bliss. Before the EDM explosion, electronic music in Orlando was an abnormality. Now it has become the standard. After much discussion a few years ago, Knightlife resigned to the history books and a new title was decided for this company; a title reflecting risk, reward, and development: Evolve.
Matt Denuzzo and Mike Grinberg lead Evolve group. Mike states:
“We want to expose kids to music they would never hear”
This principle reaps massive success on a weekly basis. From innovative weekly party Kontrol Saturdays at club Roxy to involvement with festivals such as Ultra Music Festival, Evolve consistently improves and enhances the EDM scene in central Florida. Artists such as Flosstradamus, Flume, Carnage, and others have performed in Orlando and the bookings have only gotten better. Evolve aims to keep a balance of what draws a crowd and what they want to expose to people. Unlike other companies which appease shareholders and investors, Evolve focuses on the quality of the act. For example, they booked Carnage months before he became a household name. Now Carnage is synonymous with a famously-energetic show and selling out venues across the United States. Matt believes:
“It’s a lot cooler to book and educate people”
Promotion companies these days are a dime a dozen. Book profitable artist, accumulate money, and call it a day. The exponential success of EDM shows has come with a sacrifice; the soul behind the booking process has all but disappeared. Evolve Group studies trends from social media and look into game changers. The artist being booked transcends being a mere product. Evolution does not occur over night; evolution gradually adapts ideas and instills them into public consciousness. A group that was once only associated with Ultra through a mutual friend of the fest’s official MC (Damian Pinto) now promotes for them among festivals such as Counterpoint and TomorrowWorld. After transforming Orlando into one of the top EDM hubs of the United States, Evolve aims to develop Gainesville, Tampa, Tallahassee, and other Florida cities. Most people probably never thought the likes of Flume or Dash Berlin would ever play in an Orlando club. Now people would be surprised if there was less than three shows a week.
Evolution is not easy or quick. For a promotion company, sometimes it means losing some money. A gradual proccess, evolution often requires some growing pains. The end result is ultimately worth all the struggle. Once a city alienated by electronic artists, Orlando can now boast one of the hottest rising producers as its own in Henry Fong. Evolve tendered EDM into a gargantuan force and now expands to other cities to do the same.
Evolution is real and Evolve has only just begun.
Photo Credit: Blaise Joseph
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