Inside Framework: Los Angeles Premier Party People
in the past decade, Framework has established itself as one of the most advanced, diverse and handpicked underground event producers in Los Angeles. The event brought together more than 200 of the world's most influential artists, including Idris Elba, Fisher, Four Tate, Pete Tong and Biggie Gow, as well as more than 1.5 million spectators on the dance floors of 25 international venues. 360 degree events. Framework has an impressive track record with partners such as LVMH, Pernod Ricard, Red Bull, SoundCloud and Wynn Resorts Wild Arts Festival. It also has a nine-year partnership with Coachella as one of the first brands to play at the popular festival. In fact, The Frame proves that Los Angeles is one of the best places to have fun.
Event Producer was founded 10 years ago by Kobi Danan and Eric Litmanovich. His other project, Sound Nightclub, launched in 2013, says Mark Andrezik, Framework talent manager. When it first opened in the City of Angels, the team wanted to get into a space that would "distinguish" sound. Notable things in the area at that time. Although there was a dance music scene in Los Angeles, ten years ago it was not the underground house culture and techno culture that it is today: it developed mainly in Detroit, Chicago, New York and Europe. Help Frame become one of the event producers promoting the city's underworld.
Andrezik says this single brand has "more luxurious" pieces for its occasions. He adds that this is being seen with ticketing partner Dice, which has reduced customer fees. When it comes to a high-profile event, well-dressed staff, security guards, and staff greet visitors at the front door with a "smile." The atmosphere of the room is composed of natural elements such as wood, green grass and warm colors that create a relaxing atmosphere. The Sound is a comfortable 650-seat auditorium in the heart of Hollywood.
"We don't like to just go to places that are used to everything, and we try to differentiate ourselves from, say, a festival where there are all kinds of steps and levels to enter," he says. "Sometimes a user might feel tired when they walk through the door. We want someone to feel warm, energetic, and energetic when they attend that event. When they actually get there, put it in and the music turns up. People are excited and happy to be there."
The luxury brand aims to be the first to market through venues or artists. Andrezik says the Sound, with a seating capacity of less than 1,000, makes the Sound the smallest known nightclub in Los Angeles, allowing the company to attract international names and new talent, including HoneyLuv, Francis Mercier and Chris Stussy. . Famous producers graced the stages of the artist's early years, notably the DJ founded by RÜFÜS DU SOL, as well as Nora En Pure, Solomun, Disclosure and more. By giving young artists a chance, he says, a respected brand can "develop a career and build your own path" not just in Los Angeles, but in much of Southern California, Las Vegas, Coachella, and other areas. He adds that it launched the careers of many artists. This is done not just with Sound, but with other venues including AVALON, The Vermont Hollywood, Goldenvoice Association, The Shrine, Pershing Square, and Coachella. The festival is such an example that Fisher and Chris Lake played together this year, a successful culmination of the careers Frame had in the artists' early years.
“[It was] a great moment for the underground scene. It's really starting to pick up steam and it's great to see people getting into the music,” Andrezek says. “I really saw it at [Coachella] because I've never seen such a crowd of artists. We can proudly say these are the artists we've commissioned since 2013."
The brand's association with Coachella dates back to 2013, which is notable for being the first year the tire was created. His affiliation was later established by Wild Arts to host a three-day weekend event to create an underground dance music culture that had not previously existed on the Las Vegas Strip. Artists like Tale of Us and Black Coffee weren't known for performing at popular strip clubs or casino nights on such a huge scale. Since its inception, Art of the Wild Framework has brought Wild is Love to Las Vegas by Damien Lazarus, Elo, Rumors, All Day I Dream, Music On, and CircoLoco, bringing together the underground dance music community at the best venues in town. . .
"All we were going to do is give people a reason to travel the world and make Las Vegas an underground destination like any other major city in the world," he says.
Over the past 10 years, this skilled arranger has gone from hosting unique nights on the Sound to hosting events on the West Coast. The framework will host 24 exhibitions this year, up from an average of eight in the three years prior to the pandemic. Upcoming shows include Bonobo (DJ set), Totally Giant Extinct Dinosaurs (DJ set), Jack Green, Amtrak, Madi Maya and Goldenvoice x Framework Present Outlier at Shrine Expo Hall. Cassian, Hot s 82, Monolink, Ben Böhmer, Purple Disco Machine, Barry Can't Swim, Duck Sou, Yu Su, and more. Andrezik says immediate plans for Framework include expanding the underground dance music brand, acquiring real estate and hosting events large and small.
"We really try to sit down and really think through everything we do because we want to know if it's going to make people happy in the first place." It is the most important. But what will he do for Los Angeles? What will he do for Southern California? What would you bring to the West Coast? Andrezek asks. "We don't want to just put on an offer and let them sell. We want to make sure we work from start to finish. We want every customer to come out and say, 'Wow, what's next?'"