GrooveBoston provides beats at CAB After Dark

By Sara Agans
Staff Writer

CAB

GrooveBoston brings “electro-awesome” show to CAB After Dark.
Photo by of Sara Agans.

Friday’s CAB After Dark event was highlighted by GrooveBoston, an “electro-awesome” experience that creates large-scale events on college campuses.

“GrooveBoston really isn’t an artist or band – it’s an experience,” said Chris Dutton, brand director for GrooveBoston. “For the past seven-plus years, we have combined in-house, resident talent with world-class production to create legendary events on college campuses across the country.”

According to the website, www.grooveboston.com, “Our mission is to make people happy by delivering the most intense, engaging event your campus has ever seen. To pursue our mission effectively, we realized that the traditional concert model would need to be completely reinvented. A concert needs to be an EXPERIENCE, not a spectator sport.”

The current tour is the Ethos Tour.

“While traditional ‘concerts’ tend to focus on a single artist, we’ve found that it takes a lot more than that to create sustained, widespread engagement at a college concert in an era where we all have Spotify and decent headphones,” Dutton said. “Our approach is to eliminate those musical limits and focus on the experience as a whole – creating something uniquely authentic, engaging, and powerful. What that means is that we don’t prepare a specific track list built around a particular genre or artist, but dynamically adjust the flow in real-time based on what we think will hit the hardest.”

“At first I was really unsure as to what GrooveBoston was,” said Jordan Ference, a UWF senior majoring in nursing. “If it’s a DJ, then the music was as good as any DJ. The atmosphere was good, the lights made the aesthetic. They played popular songs and edited versions. It was good.”

Bria Bellamy, senior psychology major, said, “Though I didn’t get a chance to catch the musical side of the show because of working at the Commons for CAB After Dark, it seems as though students really liked the musical guest. Snapchat doesn’t lie, and from the different stories that I saw, it seemed as though everyone that came out to the event really enjoyed themselves.”

“I’ve been working with GrooveBoston for almost five years now as one of their live artists,” said Jay Nightride, one of the two headlining DJs at Friday’s event, along with Dutton. “I spend a lot of time with our music team assisting in track preparation and selection and live theatrics.”

“The GrooveBoston production model is designed to focus on the total integration of all individual parts that comprise a great event,” said Bianca Mauro, the Production Director for GrooveBoston. “Beginning with the initial concept phase, and continuing throughout the designs of the staging, lighting, audio, video, and special effects, we are always searching for the best ways to synthesize our mission with the spirit of the school and, most importantly, the students. Every show is built for and inspired by you.”

For more information on GrooveBoston and a better sense of what they are all about, check out www.grooveboston.com or their Facebook Page.