Parties without borders - Page 2

In the age of social media, San Francisco's wildest clubs (and shrewdest promoters) are taking over the world


"Bootleg mashups are an integral part of the whole 'open source' debate," D told me. "So we wanted to take that one step further and experiment with open source nightlife. We're the party everyone associates with mashups. And there are people making mashups on their laptops in bedrooms around the world. So when they want to start a regular party, they write us and ask us how. These are mostly people who've never dealt with venues, never promoted before. Obviously we can't come there every week and host. So we talk to them more, see if they're the right people, and guide them through it. We only ask that they conform to our quality standards regarding look and feel. It's our baby. And if they can add in the performances and fly us out to play once in a while, that's great, too."

"In fact," Adrian added, not joking, "we're developing a Bootie in a Box extension kit for people to download and start their own." (Said box would include such things as hi-res logos and flyer images for consistent branding, a copy of the Bootie font, music downloads, DVDs of looping visuals, server space and a URL on the Bootie site, and, yes, a six-foot inflatable pirate design.) "It's about making the Internet do the work for us."



The Internet has certainly worked for knockout photog Ava Berlin, who puts on Blow Up ( with her husband, Jeffrey Paradise, and genius-eared DJ Richie Panic. She told me, "People know Blow Up from the videos they see on YouTube. A lot of promoters in other cities are like 'How do you get the crowd to go crazy like that?' They see what's going on in San Francisco, and it really inspires them to go buck wild."

Ava Berlin and DJ Jeffrey Paradise. Photo by David Espinoza, styling by V Vernard

Until it was recently shut down due to capacity issues, Blow Up was our infamous winning entry in the balls-out electro party sweepstakes, for five years drawing a glamour-forward, sensually uninhibited 18-and-over crowd to the Rickshaw Stop. (The party still survives — Blow Up launches a monthly "summer concert series" on Sat/12 at Kelly's Mission Rock.) It was one of the first club nights to truly harness the power of social media, posting shareable party photos and slickly edited vids practically before last call was over.

"Three or four years ago, people started sending us links to websites in other countries — young people in Germany, Japan, Paris, Bangkok that collected Blow Up flyers, photos, and videos on their blogs and MySpace pages," Berlin continued. "These people hadn't even had a chance to go to one of the parties, but through the Internet they're part of it."

Some of those people wanted to throw their own Blow Ups, and the party quickly spread to Los Angeles, Tokyo, Atlanta, Osaka, Miami, and New York. Before the Blow Up promoters license their name, though, one of them might go out first to check out the scene. And, except in L.A., where a regular franchise has been operating for some time, they consider their presence crucial to the event's success. (A physical compensation for virtual fame?) "We never appear as Blow Up unless we know the promoters personally or they're recommended by trusted friends," Berlin said. "We work closely with them on almost everything, even the type of security guards. People need to feel free to make the right vibe. We're really particular."



Excellent story on Ava Berlin and Jeffrey Paradise, an awesome team.

Berlin's photography is remarkably unique and very insightful - her shots reflect the vibrancy of the moment - whether it is a scene, an event, or an individual. She captures the image with realistic frankness and yet a sublime sensitiveness pervades the overall photograph.

Jeffrey Paradise, a creative and an avant garde artist has a knack for introducing through music the unusual, the unpredictable, and for sparking the natural element in all of us that unleashes a flood of emotional vibes, whereby dancing becomes the ultimate encounter with samadhi.


Posted by Guest on Jun. 10, 2010 @ 12:59 am

I don't know that I've ever seen a bigger pair of posers. Their party vibe and alter egos are so insincere. "Ava" and Jeffrey prove that popular parties are more about business than musicality. They're about pushing fads, not new sounds.

I thought SF had more taste and was more discriminating. If these two are the best and brightest of the Bay Area club, dance, and music scene, I think it's time to move.

Posted by Guest on Jun. 15, 2010 @ 3:36 pm

Anonymous "Guest" --

I've spent a lot of time with Ava and Jeffrey, and they're very genuine and dedicated to creating a space for young people to have fun to a very well-curated, specific-yet-broad sound. This article was about the more business side of nightlife, and the successful and motivated people who are representing SF worldwide, so maybe you were looking for something else that isn't here?

Also, if you don't like something, you can start your own! That's the nightlife magic.

Posted by marke on Jun. 16, 2010 @ 6:29 am

Couldn't agree more. It's just a hub for hipsters with trust fund money trying to be part of a scene that they think is at the forefront of musical progress. Unfortunately, it's not that. It's more about selling an image as a large business transaction with it's fair share of coke (is that where they get 'blow' in the title?), underage wannabes and novice DJs. The name is definitely fitting-- a construction of it's blown-out-of-proportion-image-outlined-with-Columbian-snow. Blown Up, or Blown Over?

Posted by Guest on Aug. 25, 2010 @ 12:01 pm

What the fuck is with Bearracuda's " I like gay people, but I love money more" utter bullshit. Throw a gay party for the sex, to rage, to brag, to diss, or for the free coke! But, just for money seems a tad tacky and exploiting. And does he reinvest that cash into the bear community? Subsidized nipple piercings lately? Go into finance or slumlording and leave the parties to purist.

Posted by Wolf on Jun. 15, 2010 @ 8:18 am

Mike has that kind of understated humor -- refreshing with all the hype that usually flies. Sorry if that didn't come through in the article.

Posted by marke on Jun. 15, 2010 @ 9:21 am

These two are the biggest jerkoffs around. "Ava" Berlin, what's your name this week?, is such a phony and a snob. I'm sad for the youth of San Francisco.

Posted by GuestAdam on Jun. 23, 2010 @ 5:43 pm

I met Ava recently in NY and I find her to be exactly what she 'advertises".. some one who has taken control of the part of the industry that influences and inspires her most. whether or not you call it business or not.. Ava has created a person from within her self that she shares with the world. When I met her I didn't know her from a whole in the wall and I thought she was completely wonderful... even though our environment gave her every reason to fake a persona with me...she didn't she was very sincere and beautiful. (jr)

Posted by Guest on Aug. 04, 2010 @ 9:35 pm

Ever hear of the movie Blow Up? I'm pretty sure that's where the name comes from. Ava and Jeff are very cool people, not snobby at all, very inclusive!

Posted by Guest on Sep. 22, 2010 @ 6:32 pm

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