How This Drake Tribute Party Started As a Farce and Became a Phenomenon
We all know going to a club with a dress code and $10 cocktails means you’re bound to hear a Drake song (or several) at some point in the night. But what if celebrating Drizzy was the ONLY reason for the party in the first place? If that sounds like you’re kind of night, then chances are you’ve heard about the bi-monthly, Hotel Figueroa-based event that unintentionally morphed from a tongue-in-cheek tribute night into a diehard gathering populated by the Cult of Drizzy. When LA promoters Rej Dhingra, Sal Moreno and Meagan DesChenes launched the event they really had no idea what he was getting into. But now it’s become a church gathering for fans of the 6 God that's big enough to tour, stopping at SoCal hotspots from San Francisco to San Diego. This weekend, the Drake Party makes its OC debut at the House of Blues Anaheim. We got a chance to speak with Dhingra and one of the party’s resident DJs, Matt Oliver, about the origin of this celebration of rap’s Canadian king.
So are you guys hardcore Drake fans? How did this party come about?
Rej Dhingra: I was not a Drake fan before doing this party – I was just a promoter at the time and I was throwing events with Sal Moreno at Hotel Figueroa in Downtown LA. One day we had an event there, it was a daytime disco/house music type pool party and when the last DJ ended people were still hanging around wanting to party and all we had for music was Sal’s laptop which full of Drake songs—because his girlfriend Meagan DesChenes is obsessed with Drake—so we decided just to play Drake and it turned into one giant karaoke session. So when I walked in and saw this going on Sal goes “Hey man check this out, I got this crazy idea, what if we just threw a Drake-themed party?” And I looked at him and go “Man that sounds so stupid. Like that’s the worst idea I’ve ever heard ever.”
Put on your best Drake face
Courtesy ofInfamous PR
So why did you decide to do it?
Dhingra: Once I looked around and saw how much fun everyone was having and singing all the Drake songs I realized maybe it wasn’t such a bad idea after all. Days later, Sal called me up and he said “I have drakeparty.com ready to go” and I said that if I was gonna do something like this it would have to be a funny joke party and not so serious, So I said we had to get drakeparty.net. Then I immediately got the domain name and started calling up my friends to DJ and I had to convince them to do it, everyone who talked to me was like ‘why would you do this?’
Matt Oliver: Except for me, because I was like the biggest Drake fan. We were out raving for three days for EDC and ironically I’d found my iPod from 2010 in college, which was just loaded with five or six bootleg mixtapes of Drake hooks, So Far Gone….so he told me about the party and I was like man this is the greatest idea ever! I was the opening DJ for the first one.
Dhingra: Sal and I were actually going to cancel the first party because it was one of those things where we were really uncertain about but the venue really wanted it so we pushed it and the first one ended up getting 500-600 people.
Oliver: It’s also crazy cuz my DJ name is also my social tag, Matt Oliver PR. So publicists for celebrity DJs started hitting me up saying “hey we saw your party, can we get my client on the list to get a table.”
Matt Oliver DJing the Drake Party
Courtesy of Infamous PR
So there ended up being a lot of Drake fans who weren’t in on the joke who would hit you up?
Dhingra: Yes, I realized this is no joke and people love Drake . As time went on the show started growing to the point where the line at Hotel Figueroa went through the lobby and out around the corner to Figueroa and Olympic. So we had to find a bigger venue so we went to the Globe Theater which is a 1,200 capacity venue and we were pretty close to filling it up. Then we went to Union and then we did two shows in San Francisco and the first one sold out like two months before the show. Keep in mind this is just a tribute party.
So is this like church for Drake fans?
Dhingra: Yeah I think the majority of the people who come to the Drake Party, especially in San Francisco, are returning fans. They’re dedicated. Also I think what sort of adds to it is that most tribute parties out in LA they just crank out the music and that’s that. But we celebrated Drake’s birthday by getting an OVO cake made. We pass out Drake faces to everyone and it got to the point where I was walking in San Francisco and I look outside a window of building and I see one of the Drake faces. Everybody has those faces if they come to the party. We also pass out glow sticks and confetti...so it’s an entire experience. We have a great visual artist who does motion videos for screens at the videos, he’s like a custom VJ so we really do put a lot of effort into it.
We’re constantly getting hit up by big DJs but our thing is well, if we’re doing fine with our friends DJing it’s like the Top 40 element where you don’t care who the DJ is. Let’s just stick with that versus going the old route of “who’s DJing tonight?” It’s really more about the fans, it’s the kind of party where people are staring at each other more than the DJ.
Dhingra (right) DJing with Theau
Courtesy of Infamous PR
That said, who are the main DJs you use for the party?
Oliver: The main DJs are me, Reg, Ollie from Space Yacht and Chad and Dan and Chad Kenny from Brownies and Lemonade.
Dhingra: Dhingra: My whole thing about picking DJs initially was I really wanted people who don’t take themselves seriously but now after the party took off Ollie opens up for Rich Chigga and the guys from Brownies and Lemonade have had great success. So it’s funny that these groups of people we put together are now going out on their own and Drake party is sorta like home for us.
Courtesy of Infamous PR
How would you describe the culture of Drake fans? At least the ones that show up to this party?
Oliver: The fans of Drake are not the cool kids, we’re kinda like the outcasts but also the guys who like pop music. It’s almost like the emo kids who were kinda made fun of, but now it’s this party that’s really hard to get into.
Dhingra: I also find it interesting from my perspective because I wasn’t into Drake and I always had a lot of friends who were and now I understand it. You have this generation of people who are into emotional rap music, for them this is their outlet. Meagan calls it the “Drake Effect”.
The Drake Party DJs
Courtesy of Infamous PR
Does Drake know about this party at all? Would you be stoked if he came? Or just weirded out?
Dhingra: We’ve had people that are affiliated with Drake come to the party so we assume he might know and if he ever showed up I can only imagine it being pure chaos, and weird at the same time. I’m sure every person at the party and my business partner Meagan would be very stoked if he came.
The Drake Party comes to House of Blues Anaheim tomorrow night. For full details and tickets, click here.
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