Justice
If you heard a lot of noise coming from the LA Coliseum on Saturday, July 9, there was nothing to be concerned about. It was just the sound of the future breaking through time and space to party with the present.
Fans who keep their ears to the ground were treated to one heck of a free party, as Minecraft creator Markus “Notch” Persson teamed with Production Club (the creative studio behind the Super Bowl LVI Pregame show as well as projects with Grimes, The Chainsmokers and more) to create a colossal concert event that was so much more than a string of DJ performances.
Notch’s .party(), as it was so billed, wasn’t really billed at all. The secret event received no real-world promotion, relying only on word of mouth for news to spread that Notch was once again hosting one of his legendary parties. This one was set to feature sets from Grammy-winning French electro duo Justice, critically acclaimed Belgian brothers 2ManyDJs and more.
Music lovers flocked to the LA Coliseum hours before the 9 p.m. start time, vying for a chance to get inside the first-come, first-serve arena. Once inside, they were met with a hoard of costumed performers who stood like colorful statues, holding lights and silently ushering passersby into the Coliseum.
A giant inflatable dome, which organizers claim to be the largest in the world, was erected in the center of the field. All around, the Coliseum has been transformed into a sci-fi fairground of sorts, with pop-up restrooms, colorful flags, smoke machines and vendors serving gratis Beyond sliders and other snacks.
Once inside the giant dome, the audience was immediately amazed by a large-scale projection map presentation of cutting-edge digital art that danced in perfect clarity across the ceiling. It was an astounding scene, soundtracked to the skillful sound of some of the electronic music world’s biggest names. Notch told press it was supposed to "feel like VR."
“Notch empowered and entrusted us to design and produce a totally unique hybrid physical<>digital party environment,” Corey Johnson, co-founder and CEO of Production Club, says. “We believe experiential media is the future of live entertainment, and this was a prototype of what’s to come.”
The show started with a DJ set from LA-based event crew Brownies & Lemonade, which was then followed by a hybrid live and DJ performance from singer-songwriter and producer Starya. Arty went back-to-back with his friend Team Ezy, delivering a lively electro-house set, followed by secret guests Zedd back-to-back with Alvin Risk.
The evening finished with headline performances from 2ManyDJs and Justice, closing down at 2 a.m. after a full night of music and merriment.
Surely, this is not the last Los Angeles has seen of Notch and Production Club’s legendary events. Keep your ears to the ground for the next hint of an over-the-top get together, and see more pictures from the iconic night below.
2ManyDJs
Starya
Arty B2B Team EZY
Zedd B2B Alvin Risk
Starya
Photography by: Danilo Lewis
