Billboard is reporting, we find out that famed producer of some huge California events like Coachella and Stagecoach festivals, Goldenvoice, has entered a partnership with LED (My Life Every Day), the San Diego-based promotion group responsible for production of 300+ club nights and several festivals, like the recently announced OMFG! NYE, featuring Boys Noize and Madeon. This is the first partnership between Goldenvoice and any external partner, and this move in particular seems to show the group’s vested interest in the world of Electronic Dance Music.
Since its inception in 2009, LED has been successful in putting on many shows in the Southern California area, and even more importantly, they have been responsible for the gradual development of the careers of some major names in dance music, making quite a name for themselves as a result. A big enough name to get them noticed by Goldenvoice, whose partnership will afford them the ability to branch out into the rest of California, challenging current industry leaders in promotion, Insomniac Events. Aside from expanding geographically, this partnership could mean broadening on a much deeper level, and mean a lot to the dance music industry.
Johnny Shockey, one of the partners of LED, told Billboard that competition isn’t necessarily the focus of this bold partnership. He says that it isn’t always about looking over your shoulder at the competition, but being focused on your own path. Sill, the competition should be a little shaken up. It seems that the path of LED, with this combined partnership, will shoot down anything it its way.
“We built ourselves into a machine,” says Shockey. “I think there’s a wide range of things in dance music to understand; different genres, moving parts, with a crowd that continually moves. Trends change all the time; you have to be ahead of them.”
It will be interesting to see what comes out of this partnership, and DAD will be on this story as it develops.