For Outlet, throwing shows has never been the only focus. Behind the events is a larger vision centered on community, connection, and creating spaces where people can feel accepted and escape the pressure of everyday life. In this conversation, Outlet opens up about the meaning behind the brand, the philosophy shaping its growth, and the intention behind building experiences that feel welcoming and immersive. From supporting local artists to expanding into new cities while staying connected to each scene’s culture, the conversation explores how Outlet is working to create something that brings people together in a genuine way, both on and off the dance floor.
In Conversation with Outlet
Kat: So what’s the meaning behind Outlet?
Outlet: So it has a few different meanings. The overarching idea is being people’s outlet, but it was also born from a few different things.
Being in this scene creates a sort of bubble for people when it comes to the shitty behavior that exists in society and in the world. Obviously, it’s not healthy to completely ignore all the bad things people do, but having a space where you don’t have to experience everyday homophobia, racism, or all the stress of life is really important. We even have sober monitors at our shows who kick out assholes.
Kat: It almost sounds like you’re talking about getting back to the grassroots feeling of rave culture, where people didn’t necessarily go because they were deeply into EDM, but because they knew it was a safe and welcoming space where they could feel free, an inclusive environment.
It’s different from some parts of the scene now that feel really exclusive. What you’re describing feels deeper than the usual “I just want to build community” answer.
Kat: So was the original vision always community-driven, or did that evolve naturally as the brand grew?
Outlet: Originally, we started as Riddim Resistance. It was me and like four other DJs who just wanted to throw shows in Tallahassee. We basically built a community around ourselves accidentally because we just wanted to play shows. Over time, I started realizing the impact these events were having on people’s lives. We had ambassador groups, and people who met through the company were spending Christmas together and becoming best friends. It made me more conscious of what we were actually creating. The big shift happened when I decided to rebrand the company.
Kat: How did that moment help clarify what you wanted to build next?
Outlet: At the time, I was still in school, so I signed up for marketing classes and watched UCLA Business Extension lectures online. I did a ton of self-reflection and asked myself what my actual purpose was.
The ideas I talked about earlier kept coming up over and over again. So I asked myself, “What name really captures why I’m doing this?” That’s how “Outlet” happened.
Ever since then, the goal has been the same. We also want to move in a more mainstream direction now because, while community-building happens naturally, the larger goal is being able to impact as many lives as possible.
I feel a moral obligation to use the platform we’ve built.
Kat: I think people hear “mainstream” and automatically attach a negative connotation to it, but going mainstream just means having access to more people.
Outlet: Exactly. The goal isn’t to exploit people, it’s to help more people. You can’t do that by staying underground forever.
Kat: So a lot of promoters focus mainly on bookings, but you clearly emphasize people. What does that look like in practice at your events?
Outlet: The biggest thing is creating multidimensional events. There’s a difference between a show and an experience. If you go to a typical club show, you’re basically just walking between the stage, the bathroom, and the bar all night.
But if you create outdoor spaces, vendors, activities, tattoo artists, multiple stages or areas, places where people can actually interact, then it becomes more than just watching a DJ play. It becomes a shared experience. That’s what gets people talking to each other and building actual connections.
Kat: How do you decide which artists are the right fit for an Outlet show?
Outlet: We put a ton of thought into headliners. We’re really picky. I also want Outlet to feel culturally relevant, kind of like how Brownies & Lemonade curates culture. We only book things we think are hot or forward-thinking.
At the local level, though, I’ll give opportunities to almost anybody if they align with our values and are genuinely working hard. If someone hasn’t posted or done anything for ten months, I’m probably not going to book them over somebody grinding every day.
If you’re trying and you fit the culture, I want to give people opportunities.
Kat: A lot of brands use ambassador programs purely for promotion, but Outlet seems much more focused on building real community and creating opportunities. How intentional is that approach for you?
Outlet: I don’t manage most of that directly anymore, but I’m very intentional about who does. We have city managers in different markets who handle ambassador programs and local shows, and a huge part of their interview process is about how they interact with people and cultivate community.
Because in every city, it’s largely the same people attending shows regularly, so it’s important that they feel connected, not just to the brand, but to each other. We do things like private industry lessons for ambassadors, Discord communities, reserved sections at shows, and opportunities for them to grow into bigger roles.
A lot of people in this industry started out promoting flyers or street-teaming, so we try to create opportunities whenever possible, whether that’s working doors, helping with events, or eventually stepping into future hiring opportunities.
Kat: How do you approach expanding into different cities while still making sure your events feel authentic to the local scene instead of forcing the same formula everywhere?
Outlet: I make a point to actually spend time in the cities we’re moving into. I’ll go to local shows, see how people interact, pay attention to the energy, and get a feel for the culture before we throw events there.
You can’t just copy and paste what worked in one city and expect it to work somewhere else. You have to understand what people actually want and build around that. That’s how you create something authentic and sustainable instead of just parachuting a brand into a market.
Kat: When you’re expanding into a new city, especially a place with a strong existing scene, how important is it for you to build trust with the local community first instead of just showing up and throwing events?
Outlet: So, for example, Orlando is one of those places where the local community really matters; they’ve got to mess with you for it to work. I know that can sound a certain way, but for me it’s not about being sneaky. I’m just honest about what we’re building.
When we were getting ready to move into Orlando, I went out to shows there, and when people asked why I do what I do, I made sure I was very clear about it, not to put on an act, but because I want people to understand our intentions and be open to what we’re bringing into their city. At the end of the day, you do have to show up well, represent yourself properly, and make it clear you’re there to add something positive to the scene.
Kat: How do you measure the impact of your events beyond ticket sales?
Outlet: Just whether or not people had fun. That’s by far the most important thing. I can’t tell you how many times we’ve lost a ton of money on a show and I’m just sitting there looking at a person having the time of their life thinking, “Okay, life’s not that bad.”
Kat: If Outlet fully becomes what you’re envisioning, part of people’s everyday language and routine, what kind of shift in how we live our lives do you hope it actually creates?
Outlet: I’m very passionate about not giving your whole life to the 9-to-5 grind. The idea of working for 40 years just to vacation once a year and then retire and die feels really depressing to me. I want to create a space where people can escape that routine and find an outlet.
Eventually, I want “the Outlet” to become something people casually refer to, the same way they’d say, “Let’s go to Walmart.” Like, people finish work on a Friday and say, “Yo, you want to go to the outlet real quick?”
The whole 9-to-5 structure and the way the world operates feels like a massive problem to me. I don’t want our shows to be closed off to people already in the EDM community. Obviously newcomers may need to learn the values and culture, but eventually it should be a space where everybody shows up and feels welcomed.
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