Spotlight: Inside the Underground Music Collective Shaking Up the Local Nightlife Scene
6 July 2026 · Jensen Ooi
They have run 38 nights in three years without a single paid ad. We asked how.
How do you decide what to book?
We book people we would go and watch on a night off. That sounds glib, but it is the only filter that has never failed us.
What does your promotion actually look like?
One announcement, one artist-led post each, and a list email. Everything else is people telling each other.
What would you tell someone starting now?
Do not start with a big room. Sell out something small four times and you will have an audience that follows you anywhere.
“The room being full is not the goal. The same faces coming back is the goal.”
This contributor feature was written by Jensen Ooi.
Jensen's love for music journalism is only rivalled by his adoration for live basement shows. He hopes for music to be the connecting tissue between everyone everywhere. You can find him at @jenericjensen on IG.
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