The recent announcement that Eric Prydz’s techno alter ego Cirez D would launch SLS nightclub Life’s new industry party on September 14 was a shock to discerning dance music fans in the valley. But that’s just the tip of the iceberg.
SBE Vice President of Nightlife Mio Danilovic tells the Weekly that Richie Hawtin, Art Department, Sasha, Seth Troxler (whose tour schedule lists an October 26 Life gig), Solomun and Jamie Jones, among others, will soon play Underground Sundays, which is not only the nightclub’s new industry party, but also its dedicated night for house and techno.
Those heavyweights loom large in Ibiza, London, Miami and New York City—but they don’t fit into the commercial EDM parade currently dominating clubs on the Strip. Danilovic and SBE nonetheless had a vision for Life’s industry night, which they sold to even the most reluctant DJs.
“Some were like, I’m not sure I want to go to the Vegas market, I don’t want to play in a room that’s not packed,” he says. “So we painted a picture of what Underground Sundays will look like, the theme changes, the promotional changes, who the client base is, and the fact that we will be very consistent and not just mix it up for big weekends.”
Speaking of mixing it up, British radio tastemaker Pete Tong’s All Gone Pete Tong party will overlap with Underground roughly once a month, frequently featuring guest DJs. (Tong and Prydz are Life’s only announced residents; reps say an official lineup announcement is forthcoming.)
Danilovic sees Underground as a natural for its industry guests—and differentiating Life from the rest of the megaclub pack. “The industry support all the EDM stuff through the week. Why would they support another night with the same programming as everyone else? … We want to bring that Ibiza sound and start showing people that, hey, this is the next wave, it’s cool. Let’s not be afraid of it.”