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Industry Insider: LA's Biggest Underground Event, Brownies and Lemonade, Are the Future of Electronic Music - Magnetic Magazine
From throwing parties in UCLA to throwing LA's biggest shows, they're doing things their way.
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Brownies and Lemonade started throwing parties on the westside during their days at UCLA. From there, the parties formed into a premier place for rising Soundcloud artists to have a platform for playing live in Los Angeles. 

The guys behind B&L know what it means to survive the cutthroat nature of nightlife and entertainment, and they are doing it all their way. We sat down with Chad Kenney - B&L Events Producer- to learn more. 

How did you start your career in the music business?

I’ve been DJing and throwing events in LA for about 10 years, I got started around the time that the Electro / “Bloghaus” movement was really emerging in 2007 while I was a freshman at UCLA. Since then I’ve stayed consistently on the events side of music, eventually starting at B&L in 2012.

What is the best part of the business?

The variety of people that I get to work with on a day-to-day basis. From the passionate fans, to the next wave of emerging artists, all the way up to world-renowned names that I’ve looked up to for years. Each of them have equally made my experience in music so worthwhile.

What are the biggest challenges?

Money and consistency are always going to be a challenge, whether from a starting point or a point of expansion. I think not letting money, or lack thereof, dictate your creativity and ability to continue your vision is a constant challenge in any field, but out of that necessity can come great things.

More information about their sxsw event can be found here. 

More information about their sxsw event can be found here

What career advice would you recommend to someone just starting off?

In all honesty, don’t pursue any creative venture with the intention of money and fame because it’s an elusive idea and a shaky foundation for a career. Have a tangible vision for what your goals are, make sure that you have a realistic approach, and do something every day, big or small, to move in that direction.

As the music industry continues to grow, what do you think the secrets to longevity in this business will be?

The age old adage used to be that “quality trumps quantity”, but these days the quality of longevity is informed by quantity. You have to be constantly engaging with people, making music, throwing events, etc. If the body of work is fluid and current enough there will always be an opportunity for others to discover your project and keep it alive.

What cities/regions do you think underground music is best thriving?

I can only say out of first-hand experience that Los Angeles and the West Coast at large is definitely thriving due to the sheer amount of creative minds that have migrated here and the incredible amount of diversity ingrained in the culture. This is one of the few places in the world where the “underground” scene is practically a rite of passage for a mainstream career. When someone is starting to make moves in music these days, moving to LA is the leap of faith from their respective scene, to LA’s scene, to the next level.

Where do you see the most opportunity in the music industry (i.e. Music, experience, nightclubs, behind the scenes, etc) and why?

What’s really exciting about right now is that I see a lot of opportunity in every aspect of music, but having a specialization is the key to true success. Being a really talented studio engineer and fine-tuning your success in that field could yield much better results than pursuing the touring DJ / producer route. Having the self-awareness to admit that, however, might be counter intuitive to your dreams.

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