Underground Culture Reimagined
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UMRA Events (2018-2021)
UMRA Events carved a distinct niche within the Dutch rave scene, creating a unique platform for experimental and hard-hitting electronic music. Guided by a passion for atmospheric experiences, we transformed ordinary venues into immersive environments that masterfully blended raw energy with high-quality entertainment.
Drawing inspiration from underground "free parties" and the authentic aesthetics of rave culture, we built a brand recognized for its distinctive visual identity and engaging storytelling. Our events transcended typical music nights; they were chapters in an unfolding narrative featuring our mascot, UMRA, which evolved into a powerful symbol that resonated deeply with our community.
From curating international lineups to producing vibrant marketing campaigns, we embraced innovation through interactive community engagement, themed decorations, and custom merchandise. Our flagship event, UMRA: Unleashed, marked a significant milestone for our organization, hosting over 400 attendees and successfully bringing international talent to the Dutch stage despite numerous challenges.
UMRA Clothing
UMRA Clothing emerged as a natural extension of the UMRA Events ethos, blending bold, experimental designs with the electric energy of underground rave culture. Each piece was thoughtfully crafted to embody the raw, unpolished aesthetic that defined our events, transforming clothing into wearable stories that carried our narrative beyond the dance floor.
Our collections featured limited runs that created exclusivity while functioning as grassroots promotion; first available at our sold-out events before reaching our wider online community. The designs captured the gritty, rebellious spirit of the rave scene, with our mascot UMRA's evolving story woven throughout our merchandise.
What began as apparel quickly evolved into a symbol of belonging; a badge of honor proudly worn by our audience to showcase their connection to our creative vision. This initiative successfully expanded UMRA's identity beyond events, establishing it as a lifestyle brand that resonated with those celebrating individuality and creative expression.
UMRA Music
UMRA Music stood as the auditory cornerstone of the UMRA brand, dedicated to spotlighting emerging talents and bringing experimental electronic sounds to the forefront. With deep roots in the underground music scene, we curated a platform where aggressive, genre-defying tracks could thrive and reach a passionate audience.
Through initiatives like UMRA Radio and exclusive Spotify playlists, we gave listeners a taste of our events' distinctive atmosphere while building a dedicated following. Our collaborations with local and international artists fostered a vibrant creative community, amplifying their voices through podcasts, artist features, and unforgettable live performances at UMRA Events.
UMRA Music transcended sound alone; it crafted immersive audio-visual journeys. Every track, mix, and release was meticulously chosen to evoke emotion and align with the raw energy of our brand, becoming a vital component of UMRA's storytelling legacy.
New opportunities
UMRA Events and its sister projects concluded in 2021, allowing me to pursue new challenges while carrying forward the invaluable experience gained in logistics management, marketing strategy, team leadership, and creative direction into my current work in film and production.
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