LOS ANGELES, April 6, 2016 /PRNewswire/ -- Today, Insomniac announced a return to its underground roots with the launch of the new brand, Factory 93. The brand will be dedicated to nurturing techno, deep house, tech house and the unique vibe of warehouse culture in Los Angeles. Join us this May in the heart of Downtown Los Angeles for an incredible underground journey, created by the cultivators of the underground in the early 90's.
"I've loved warehouse parties since the day I walked into one as a youngster," said Pasquale Rotella, Founder and CEO of Insomniac. "The way the bass rattles the metal and reverberates through the walls, the condensation that forms on the ceiling from all the heat and energy in the room. Those experiences changed my life and made me want to devote my life to dance music. I couldn't be more excited to go back to my roots with Factory 93. It's a project the whole Insomniac crew is extremely passionate about."
Factory 93 will debut May 21 with 'Knee Deep in Los Angeles', featuring Hot Since 82 (3-hour extended set), showcasing his Knee Deep label with Santé b2b Sidney Charles, and special guest Doc Martin. Tickets for the premiere show will go on sale Friday, April 8 at 12 PM PT at TheFactory93.com.
"I love playing in LA, there's such an exciting buzz around new underground music," said Hot Since 82's Daley Padley. "It's an honor to host Knee Deep In Los Angeles at the opening of this new warehouse space downtown!"
The very first Insomniac event series began in 1993, aptly named "Insomniac." Every Friday in Los Angeles, hundreds of people would come together to celebrate the underground; it's rich culture and enthralling music. Factory 93 will channel the energy of Insomniac's earliest gatherings for incredible experiences – centered by a true appreciation and understanding of the origins of the underground.
The official look and branding of Factory 93 will be unveiled Friday, April 8 at 12:00 PM PT with the launch of the general onsale. Purchase tickets and find the latest updates and announcements at TheFactory93.com.
Insomniac produces some of the most innovative, immersive music festivals and events in the world. Enhanced by state-of-the-art lighting, pyrotechnics and sound design, large-scale art installations, theatrical performers and next-generation special effects, these events captivate the senses and inspire a unique level of fan interaction. The quality of the experience is the company's top priority.
Throughout its 23-year history, Insomniac has produced more than 1,000 festivals, concerts and club nights for nearly 5 million attendees across three continents. Insomniac's events are held in California, Florida, Michigan, Nevada, New York, the United Kingdom, Mexico and Brazil. The company's premier annual event, Electric Daisy Carnival Las Vegas, is the largest multi-day music festival in North America, and attracted more than 400,000 fans over three days in June 2015.
The company was founded by Pasquale Rotella, and has been based in Los Angeles since it was formed in 1993.
Erika (Gutierrez) Tuzkov
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