Two minds. Two passions. Two years.
This weekend we celebrate the second anniversary of White Label Promo, a Toronto-based event company led by Brent Hayward and Oswald Jackson (OJ).
You might recognize the duo – OJ is the tall, slender and seemingly serious one while Brent’s muscular build and friendly demeanor cannot be missed. Together, the two of them work relentlessly behind the scenes running White Label Promo (WLP), a project that started off as a podcast but has now grown into a full event company.
On any given night, you can almost bet the WLP guys have been involved in some way, whether it’s promoting the event, managing the back-end operations, booking the artist, or fulfilling riders– these guys do it all and they do it with a truly authentic desire to keep the scene “proper.”
White Label Promo, Behind The Scenes, Toronto, Events, EDM, House Music, Techno, Underground
Perhaps it’s fitting then, that WLP’s signature event is the Proper series, a brand within a brand that is centered on keeping the scene at its roots – introducing new talents to the Toronto market and creating a reliable go-to party for the underground dwellers of our city.
Proper is “everything that involves a dark room, with a banging sound system, a sick crowd and a DJ that has them right here” (imagine two hands clapping very loudly right in front of your face). The Proper series has brought the likes of Hernan Cattaneo, Victor Calderone, Pig & Dan, and more to Toronto’s ever-growing scene.
So how do these two know what’s proper? Take it from the experts. Both OJ and Brent have been in the scene for over a decade and have been watching and learning as they made their way not just around the city, but around the world.
Through DJing, networking, and working in all areas of the scene, Brent and OJ quickly learned the ins and outs of how to make a successful event. While most people are partying, these guys are conversing, sharing, watching and learning, then collaborating and putting the wheels in motion to ensure their parties are exactly what they need to be. Great sound. Good Vibe. Unforgettable experience.
When it comes to the Toronto scene, Brent and OJ are optimistic. While some are concerned with what seems to be an oversaturation of events, the WLP team sees growth and opportunity. “The variety coming into the city is amazing,” says OJ. “We can have 1200 people out on any given Saturday night, just enjoying the music in Toronto.”
So what will happen when everyone is throwing a party? The duo suggest that in this scene “it’s survival of the fittest. If you don’t know what you’re doing and you don’t have a business plan, you just think that booking a DJ, making a flyer and creating a Facbeook invite – you’ve got it wrong.”
For WLP, the experience is in the details. OJ comments, “we always work from the customer experience – is the customer going to have enough money after the weekend? Are we doing the right price points? Are we doing this at the right venue? Are we spending enough on décor?”
It’s also about keeping promoter relations. The WLP guys treat people the way they want to be treated. “No matter what we do, it’s ethically correct and it’s politically correct,” says Brent, eluding to the fact that they try not to step on anyone’s toes. “We’ve been around…we have a lot of respect for the players,” adds OJ.
Knowing that the EDM bubble will soon burst, Brent reminds us that there will always be a place for companies like WLP. “There’s an underground in every genre. Tastes will grow and change. When the EDM fad disappears, those who choose to stay will keep the underground alive.” With that, OJ and Brent are offering up support, “we would love to mentor a younger person and show them the ropes in the scene.”
Starting from the bottom and working their way up the industry ladder, both guys know that it takes time, effort, dedication, and respect to make.
Brent and OJ encourage new artists and budding promoters to be active. “Face-to-face is really important. If you want work, Facebook messages won’t do it. Show your face, be around, support the scene – how can you be part of the scene if no one knows you?”
Not only are these guys interested in keeping the party alive, they are also looking to groom the next wave of artist who will carry Toronto’s underground talent forward. “We just came from a generation of The Junkies, Nathan Barato, Carlo Lio, My Favourite Robot, Art Department – that was really special at Footwork, now all these guys are touring. Who’s going to fill their shoes? Who is next? We support finding that.”
Their relationships have taken them years to build. Brent and OJ have taken the time to attend events, get to know the staff and artists, and make their presence known.
That’s how they’ve built solid relationships with the folks in Montreal at Stereo and in New York at Output. In fact, WLP seems to have something up their sleeve with this trifecta of Toronto, Montreal and New York.
Keeping it vague Brent eludes to something brewing: “A lot of changes are coming down the pipe in terms of the landscape of the city. OJ and I have a strong core foundation of where we see things headed and who we’ve aligned with – we’re extremely excited.” Only time will tell us what’s up next for these boys.
In the meantime, the two-year celebration of White Label Promo is set to kick-off on Sunday, August 31 with Carlo Lio aboard the River Gambler. “We had to pick Carlo,” says OJ, “it has come full circle. We used to hang out with him on the River Gambler, there are so many memories with him. He could have played anywhere else in the world this weekend and he’s choosing to be with us. That’s something special.”
Not surprisingly, tickets for this boat cruise sold out quickly, but those who cannot attend have an opportunity to join the after-party at Ryze. Starting at 5pm, WLP is hosting Proper, Vol.7 with Radio Slave and one very special guest. Tickets are ranging from $15-30 but we’ve partnered with the boys to bring you a giveaway. See below for details.
At the end of the day, WLP is made up of two passion-driven guys who are truly interested in furthering the scene in Toronto. We don’t always see who’s responsible for the parties that keep our city alive, but we know they are doing something right. And just how do they do it? Well, it’s a juggling act. Both with full-time jobs, the guys agree that it gets hard, “but no one wants to hear about that time you slept well.”
Stay up-to-date with White Label Promo on Facebook and Soundcloud.
Upcoming WLP Events:
APOLLONIA + GAB RHOME @ Fort York (Summerdaze Closing Party): Saturday August 30 – details here.
CARLO LIO & FRIENDS Proper Boat Cruise @ The River Gambler: Sunday August 31 – details here.
PROPER Vol. 7 w/ RADIO SLAVE @ Ryze (12 hours of Techno) – Proper Boat Cruise Official After Party: Sunday August 31 – details here.
ELECTRIC ISLAND Summer Finale w/ TALE OF US, JAMIE XX & HOT SINCE 82 @ Centre Island: Mon Sept 1 – details here.
ART DEPARTMENT @ Maison, 4AM Last Call TIFF Event: Friday Sept 5 – details here.
CHUS & CEBALLOS @ Coda – Addy’s Birthday Beats: Saturday Sept 6 – details here.
DAVIDE SQUILLACE @ Coda: Friday Sept 12- details here.
MARK KNIGHT Day time Pool Party @ Muzik – TIFF Closing Event: Saturday Sept 13 – details here.
DANNY TENAGLIA @ Stereo Montreal: Saturday Sept 13 – details here.
RAFA BARRIOS @ Ryze – Stereo Productions Party: Thursday Sept 25 – details here.
DUBFIRE @ Coda: Friday September 26 – details here.
Win a Pair of Tickets to PROPER Vol.7 with Radio Slave & Carlo Lio!
Ticket winner will be announced on Friday, August 29, 2014. Good luck! |
