Though Pasquale Rotella and Insomniac may have shocked some longtime fans by announcing the cancellation of EDC Puerto Rico and Beyond In The Bay this year, devoted fans of the largest dance music promoter in America were confident that something larger was looming on the horizon.
This week, Insomniac announced the creation and debut of a new brand in their arsenal, Factory 93. Based in Los Angeles (so far), this brand is focused on bringing dance music back to the underground with veteran DJs and minimalist design – they’re literally throwing these parties in warehouses.
Factory 93 will debut May 21 with ‘Knee Deep in Los Angeles’, featuring Hot Since 82 (3-hour extended set), showcasing his Knee Deep label with Santé b2b Sidney Charles, and special guest Doc Martin.
Insomniac is known best for its brand of Electric Daisy Carnival festivals that occur all over the world, with its flagship, of course, being set in Las Vegas in June. However, Pasquale Rotella, founder and CEO of Insomniac, was a rave promoter in the early ’90s, and their first ever event – aptly called simply “Insomniac” – was in 1993 (hence the name, Factory 93).
“I’ve loved warehouse parties since the day I walked into one as a youngster,” says Rotella. “The way the bass rattles the metal and reverberates through the walls, the condensation that forms on the ceiling from all the heat and energy in the room. Those experiences changed my life and made me want to devote my life to dance music. I couldn’t be more excited to go back to my roots with Factory 93. It’s a project the whole Insomniac crew is extremely passionate about.”
“I love playing in LA, there’s such an exciting buzz around new underground music,” said Hot Since 82’s Daley Padley. “It’s an honor to host Knee Deep In Los Angeles at the opening of this new warehouse space downtown!”
The event is 21+. Tickets are on sale now.
