{"id":16676,"date":"2021-09-20T11:59:54","date_gmt":"2021-09-20T15:59:54","guid":{"rendered":"https:\/\/www.torontonightclub.com\/ca\/?p=16676"},"modified":"2021-09-19T13:24:14","modified_gmt":"2021-09-19T17:24:14","slug":"post-pandemic-white-label-promo-doubling-down-on-nightlife","status":"publish","type":"post","link":"https:\/\/www.torontonightclub.com\/ca\/post-pandemic-white-label-promo-doubling-down-on-nightlife\/","title":{"rendered":"Post Pandemic, White Label Promo Doubling Down on Nightlife"},"content":{"rendered":"

WLP Interview:<\/span><\/b>\u00a0<\/span><\/p>\n

Overview:<\/span><\/b>\u00a0As Toronto re-emerges\u00a0from COVID\u00a019, our beloved nightlife suffers from capacity restrictions. Combined with\u00a0inattention from\u00a0all levels\u00a0of government, the scene is in a dreary place.\u00a0However, while many clubs\/owners\/promoters have transitioned to other careers, White Label Promo is doubling down\u00a0on the nightlife.<\/span>\u00a0<\/span><\/p>

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WLP is renowned\u00a0for producing electronic events at Nest and co-producing at Sunnyside\u00a0Pavilion\u00a0alongside Captive Audience.\u00a0Recently, White Label Promo\u2019s responsibilities have increased. They are tasked\u00a0with booking electronic events at Love Child Social House alongside a\u00a0soon\u00a0to be revealed location.\u00a0Now amassing\u00a0a portfolio of four solid venues, WLP has a lot to say\u2026<\/span>\u00a0<\/span><\/p>\n

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Background:<\/span><\/b>\u00a0White Label Podcast was\u00a0founded by Brent Hayward as a video podcast in 2011. Brent\u2019s work with various DJs\u00a0caught the attention of long-time friend Oswald \u201cOJ\u201d Jackson. OJ worked for\u00a0Zark\u00a0and Ralf of ZRF Productions from 2001, later\u00a0hosting\u00a0at Century Room\u00a0alongside\u00a0co-owner\u00a0Vito Tomasicchio\u00a0and the Capture\u00a0brand.\u00a0\u00a0<\/span>\u00a0<\/span><\/p>

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Brent was a resident DJ of ZRF venues from 2005 to 2008.\u00a0Hayward and Jackson\u00a0had a history in legendary after-hours such as Boa Redux and Sonic,\u00a0promoting\u00a0parties\u00a0while absorbing knowledge from Toronto\u2019s best\u00a0event organizers.\u00a0\u00a0Years of mutual\u00a0experience together\u00a0have pivoted\u00a0Brent\u00a0and OJ from podcasts\u00a0to promo. Founded in 2012,\u00a0White Label Promo is helping shape\u00a0nightlife in\u00a0Toronto.<\/span>\u00a0<\/span><\/p>\n

TNC:<\/span><\/b>\u00a0<\/span>How did you guys meet?<\/span><\/b>\u00a0<\/span><\/p>\n

OJ<\/span><\/b>: I met Brent in September of 2004. ZRF\u2019s Park at Lot 332 Thursday nights was about to open. We needed a DJ for the lounge. Brent came in highly recommended and killed it\u00a0the\u00a0first night. His DJ skills quickly led to residencies at other venues (Budo, Metro, Lucid, The Docks,\u00a0etc)<\/span>\u00a0<\/span><\/p>\n

BH<\/span><\/b>: Rob Furtado referred me to the ZRF crew back in 2004. It was through Rob\u00a0that\u00a0I met OJ. Rob and I\u00a0became roommates and lived\u00a0right next door above the old Sugar Mountain on Richmond Street, sandwiched between Lot 332 and Joker Nightclub.\u00a0<\/span>\u00a0<\/span><\/p>\n

TNC:\u00a0White Label Promo recently\u00a0celebrated\u00a09 years together. What is your advice for longevity?<\/span><\/b>\u00a0<\/span><\/p>\n

OJ:\u00a0<\/span><\/b>17 years\u00a0of friendship has created\u00a0mutual friends and similar interests. No dynamic is perfect, you have ups and downs, but we are both passionate about the business. If we did this solely for the money, we would have quit a long time ago.<\/span>\u00a0<\/span><\/p>\n

BH:\u00a0<\/span><\/b>Like in any relationship, communication is\u00a0critical. We push on each other\u2019s strengths and weaknesses,\u00a0and that helps complement our working styl<\/span>e.\u202f<\/span><\/b>\u00a0<\/span><\/p>\n

\"\"<\/p>\n

TNC: You two are active with venues linked to Vito Tomasicchio\u00a0and Richard Brooks. How did that come about?<\/span><\/b>\u00a0<\/span><\/p>\n

OJ:\u00a0<\/span><\/b>Vito and I have quite the history. It\u2019s surreal at times to be working this closely with him. I made some mistakes in my youth which I got appropriately disciplined for. That punishment,\u00a0if you will, set me on a course to\u00a0take the nightlife more seriously.\u00a0But,\u00a0Vito gave me a second chance,\u00a0and I want to make the most of it.<\/span>\u00a0<\/span><\/p>\n

As for Richard, I met him back in 2006 when I was a host\/ticket seller\u00a0for Sunnyside Pavilion\u00a0under Milk Events.\u00a0So\u00a0Richard and I have circled each other up until 2015. That\u2019s\u00a0when we started co-producing Sunnyside events together.\u00a0<\/span>\u00a0<\/span><\/p>\n

BH:\u00a0<\/span><\/b>I met Vito back in the Century Room days. However<\/span>,<\/span>\u00a0we didn\u2019t really start working together until\u00a0Ryze\u00a0changed ownership to Nest back in 2015. He came on board<\/span>,<\/span>\u00a0and since then<\/span>,<\/span>\u00a0we have built a close working relationship that has extended into other venues. I\u2019m proud to call him a close friend. He\u2019s one of the best operators in the city.\u202f<\/span>\u00a0<\/span><\/p>\n

Richard<\/span>,<\/span>\u00a0I met about 10 years ago while filming the WLP podcast side of things at Sunnyside.\u00a0In 2015,\u00a0we\u00a0started co-producing together. Richard does a fantastic job executing events at Sunnyside<\/span>,\u00a0<\/span>which is why\u00a0we have decided to\u00a0align companies together unofficially<\/span>.<\/span>\u00a0<\/span><\/p>\n

TNC: How has the city changed?<\/span><\/b>\u00a0<\/span><\/p>\n

OJ:<\/span><\/b>\u00a0There were a plethora of clubs back when we started out. Regrettably,\u00a0it\u2019s a handful. That is the\u00a0saddest\/most\u00a0telling to me.\u00a0We used to be out every weekend,\u00a0and that is now a foreign concept to the youth.\u00a0<\/span>\u00a0<\/span><\/p>\n

BH:\u00a0<\/span><\/b>As much as the city has changed,\u00a0people\u2019s behaviours\u00a0have\u00a0altered the business. People\u00a0are\u00a0conditioned\u00a0not to\u00a0socialize\u00a0and\u00a0\u00a0\u201cmeet\u201d new people.\u00a0In addition, dating apps have changed the way people interact with one another.\u00a0People\u00a0have become much more introverted,\u00a0and it\u00a0has eroded the\u00a0nightlife over the past decade.<\/span>\u00a0<\/span><\/p>\n

\"\"<\/p>\n

TNC: What has COVID-19 done to your plans?<\/span><\/b>\u00a0<\/span><\/p>\n

OJ:<\/span><\/b>\u00a0COVID ruined everyone\u2019s plans, not just ours.\u00a0We are still examining the landscape to determine how to go forward. Because many of our events rely on international DJs,\u00a0planning is frustrating, considering the border and capacity\u00a0restrictions are out of our hands.<\/span>\u00a0<\/span><\/p>\n

BH:\u00a0<\/span><\/b>Covid has created a\u00a0new generation of social introverts who now need to reprogram\/reintroduce themselves\u00a0into society. I think we will see a resurgence of people who want to be out.\u00a0Time will tell if the causal customer will be a repeat\/return customer or if Covid has changed\u00a0how\u00a0they interact on a social level.<\/span>\u00a0<\/span><\/p>\n

TNC: What are your philosophies of business?<\/span><\/b>\u00a0<\/span><\/p>\n

OJ:\u00a0<\/span><\/b>It\u2019s just that, it is a business. Brent and I come from corporate backgrounds,\u00a0so we\u00a0apply that business professionalism to the club industry. People may think\u00a0that it’s informal because it\u2019s a club, but that is not true. Treat things\u00a0as\u00a0a business,\u00a0and you will get the results.<\/span>\u00a0<\/span><\/p>\n

BH:\u00a0<\/span><\/b>Nightlife business cycles are much shorter than in other sectors. I find 5 years is a typical lifecycle in our industry. People come and go through our world a lot faster.\u00a0The ones who can sustain and adapt to changes have longevity\u00a0and profitability.\u202f<\/span>\u00a0<\/span><\/p>\n

TNC: How does one learn in this industry? Who were your\u00a0most significant influences?<\/span><\/b>\u00a0<\/span><\/p>\n

OJ:\u00a0<\/span><\/b>We learn from our mistakes and each other. We are analytic and data-driven, so we examine those metrics to push forward.\u00a0I don\u2019t want to miss anyone, but to name a few;\u00a0Vito T, Rob O,\u00a0Zark\u00a0and Ralf, Gavin Bryan, Craig, Carey, Richard Brooks,\u00a0Joel and Steph, etc.\u00a0are influences.\u00a0Also,\u00a0Tommy from Stereo\u00a0Montreal and Nicolas Matar,\u00a0formerly of Cielo and Output in New York,\u00a0have given us great advice over the years.<\/span>\u00a0<\/span><\/p>\n

BH:<\/span><\/b>\u00a0I echo those names OJ mentioned.\u202fYou must be willing to listen and learn from the people who came before you. Learn from their success and their failures. One of\u00a0the\u00a0most cherished accomplishments\u00a0I’ve experienced is\u00a0developing business and personal relationships with people\u00a0I looked up to as a DJ for many years. Danny Tenaglia is an example of someone who\u00a0has become a friend through work.\u00a0It\u2019s surreal to go from fan to friend with many of these DJs I look up to.<\/span>\u00a0<\/span><\/p>\n

What would you say to someone starting out?<\/span><\/b>\u00a0<\/span><\/p>\n

OJ:\u00a0<\/span><\/b>Always do the right thing. People are always watching, whether you think they notice or not. If you want to be in this business, you need to go out, network, be visible in person and\u00a0on\u00a0social media.\u00a0Patience is vital,\u00a0as well as paying dues. Make yourself an option by going above and beyond what your competition is doing.<\/span>\u00a0<\/span><\/p>\n

BH:\u00a0<\/span><\/b>To touch on OJ\u2019s point – Maximize your youth and the time spent out building\u00a0relationships. You won\u2019t be in your 20\u2019s and 30\u2019s forever. Use those years wisely to build your brand and your craft. Pick your spots. Not every weekend can be a big party. Don\u2019t oversaturate yourself.\u202f<\/span>\u00a0<\/span><\/p>\n

\"\"<\/p>\n

What do you have upcoming?<\/span><\/b>\u00a0<\/span><\/p>\n

OJ and BH: \u202f<\/span><\/b>It all depends on COVID. As we mentioned, 2022 will be our biggest year yet. We have\u00a0gigantic\u00a0ambitions and targets we want to reach.<\/span>\u00a0<\/span><\/p>\n

TNC:<\/span><\/b> Thank you for the interview boys and see you at one of your events soon!<\/span><\/p>\n

    \n
  • – Richard D\u00a0<\/em><\/span><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"

    WLP Interview:\u00a0 Overview:\u00a0As Toronto re-emerges\u00a0from COVID\u00a019, our beloved nightlife suffers from capacity restrictions. Combined with\u00a0inattention from\u00a0all levels\u00a0of government, the scene is in a dreary place.\u00a0However, while many clubs\/owners\/promoters have transitioned to other careers, White Label Promo is doubling down\u00a0on the nightlife.\u00a0 WLP is renowned\u00a0for producing electronic events at Nest and co-producing at Sunnyside\u00a0Pavilion\u00a0alongside Captive Audience.\u00a0Recently, […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[48],"tags":[],"class_list":["post-16676","post","type-post","status-publish","format-standard","hentry","category-blog"],"yoast_head":"\nPost Pandemic, White Label Promo Doubling Down on Nightlife Nightclub Photos - TorontoNightclub.com<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.torontonightclub.com\/ca\/post-pandemic-white-label-promo-doubling-down-on-nightlife\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Post Pandemic, White Label Promo Doubling Down on Nightlife Nightclub Photos - TorontoNightclub.com\" \/>\n<meta property=\"og:description\" content=\"WLP Interview:\u00a0 Overview:\u00a0As Toronto re-emerges\u00a0from COVID\u00a019, our beloved nightlife suffers from capacity restrictions. 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