What brands are you behind and what year did they launch?
I run 100% Phat which is an artist management, events and touring company, as well as a DJ booking agency. It launched in 2005 and since then have been responsible for the club nights and events Late Night Hype, Sweat and Juicy amongst others, as well as working in marketing for a number of venues around town over the years.
How'd you get into it?
I fell into it by accident. Shortly after my 18th birthday I went clubbing, and the head promoter noticed I knew a lot of people. I started off as a $1 pass promoter (showing my age here!), then became a host, then got offered to run nights. From there just learnt everything as I went along!
Who’s your crowd and what makes your parties great?
The crowd at 100% Phat events is usually a bit older and generally know their music. We play party hip hop stuff so the events always attract a mix of people who want a good time and aren’t afraid to hit the dance floor - no chinstrokers here!
What's been the most epic party you've thrown and why? Too many to choose one, but the ones that stand out over the past couple of years are The Roots after party featuring Questlove at F4 - sold out before we opened the doors, one of the best crowds I've ever seen, great tunes and an amazing atmosphere. Prince Paul at New Guernica also acted as official after party for a De La Soul show. Late Night Hype featuring Roc Raida at Miss Libertine was the last time Raida played in Melbourne before he passed away, and the third time he had played for me. Was a full house, and he rocked the party while blowing people away with his skills. He was the perfect balance of turntablism meets party rocking. Every single person in the place was dancing and going crazy.
What's the worst/craziest thing that's happened at one of your parties? Once again I've seen it all! A DJ blowing up the sound system before we opened at one of the first parties I ever ran back in the '90s. Someone grabbing a stack of cash from the register while the door girls back was turned on a night where I had an international playing and every cent count! A certain international DJ refusing to go on since the mixer was a Pioneer 800 instead of 600 (this guy wasn’t known for his technical skill!) Finally went on after I printed out a copy of his tech rider which specifically requested an 800. Diva.
Shameless self-promotion opportunity – what, when, where for your next party? Juicy every Friday at Bimbo Deluxe with residents M Phazes, DJ Flagrant, Agent 86 and Ayna. Free entry, and all party, no bullshit every week! DJ Flagrant’s national VJ tour which will be kicking off in August and taking in every major city plus a bunch of regional centres plus one or two more tours before the end of the year which should be getting announced soon!