Connect with us

Meet Embarc Events, the company behind Grass Lands, a 21+ cannabis experience at the annual Outside Lands Music Festival. This cannabis haven hosts over 20 premium cannabis purveyors, live DJ sessions on the Grass Lands Stage and more.

We had the pleasure of sitting down with Lauren Carpenter (Co-Founder & CEO of Embarc) and Dustin Moore (Co-Founder of Embarc) to chat about curating such experiences, their passion for blending cannabis culture with mainstream events, and their mission to revolutionize the event landscape.

OUTSIDELANDS2023 0812 140833 2388 ALIVECOVERAGE 1100x733 2
Courtesy of Alive Coverage

EDM Maniac: What motivated you guys to pioneer legal cannabis integration at events like Outside Lands?

Carpenter: Several things inspired us to go down this path of the integration of legal cannabis into live events, but at its core is a real passion for this plant and a belief that live events provide a platform at scale to work on de-stigmatization.

Community by community we focus on creating a sense of comfort in what legal cannabis is and what it isn’t. We’ve realized, that while there is reach in what we do within communities, that reach pales in comparison to a platform like Outside Lands, where you’re seeing not just people from the Bay Area, but from around the world.

We felt called to focus on bringing legal and responsible cannabis to events, knowing it could open eyes to what cannabis can be.

Moore: Lauren touched on exactly the thesis and the passion we have for what we do. For me, cannabis is deeply personal. It saved my father’s life. I was a child and my father had some major health trauma and cannabis changed his life in the sense that it was a medicine that treated those challenges.

I grew up understanding the importance of cannabis and its medicinal value, so it became a passion for me personally to work on public policy. 

After policy was implemented, to then be an example of what we felt the future of cannabis should be is about education, destigmatization, and normalization. Which I believe we’re doing in partnership with Outside Lands. It’s the embodiment of all things San Francisco. The best food, wine, beer, art, and music. And, you can’t leave cannabis out of that.

EDM Maniac: Integrating it into events is no small feat. Can you simplify what it takes to curate that experience? 

Moore: Organizing a festival is like herding cats, add cannabis to that and they’re slightly stoned cats.

I mean, it’s no joke. This is a very challenging site to build on. It has unique characteristics, and just building all of the floors and infrastructure that goes in is intense. It’s a really unique activation that’s worth the year of work going into it.

Carpenter: Organizing three days of cannabis sales requires a year of logistics. But the other component is there are a dozen regulatory agencies that we have to partner with at the state and local level in order to integrate the cannabis sales and consumption on site.

It feels a little “Mission Impossible” sometimes as we’re doing it, but it is so worth it. For so many folks it’s their first stop, they’re excited to be able to buy their weed on site. There are also many people walking through the gates every day that have never seen anything like this before.

It’s those moments that make it all worth it.

Grasslands OSL23 5726 1100x1100 1
Courtesy of Mike Rosati

EDM Maniac: What strategies are in place to ensure everyone has a positive experience while also promoting responsible use? 

Carpenter: More than anything, it comes down to education and it comes down to everyone within our activation working as a team. It doesn’t matter that these brands are sometimes competitors. On site, everyone that is part of the Grass Lands experience is part of one community.

We know that when we come together, we are stewards for the cannabis world and a mission that is greater than ourselves. 

The teams in each of these activations are passionate about their products and about what this opportunity represents. They spend time with consumers talking about the effects of their products, and what to expect. 

That’s part of the magic of what makes this really unique. It’s a cooperation to facilitate a space and an experience that is really collaborative, even though we aren’t all necessarily from the same company.

Moore: In our opinion, it’s the most tranquil place in the festival. There’s something special about Grass Lands and it speaks to the individuals who put it together, and how much they value that this is a good experience for fans. 

EDM Maniac: Do you have any memorable moments that demonstrate the positive influence this initiative has had?

Moore: I remember seeing Mayor Breed at Grass Lands last year, painting on the wall alongside others. It was a full-circle moment, having the city’s highest official there, even though she wasn’t using cannabis.

It showed that you don’t need to consume cannabis to be part of this community, which was truly special.

Carpenter: This year we focused on stage programming and we did that in partnership with Vapor Room (the longest standing mom and pop shop in San Francisco) and the Equity Trade Network, which is an organization that’s really focused on amplifying brands owned by folks who’ve been disproportionately impacted by the failed war on drugs, and who are otherwise under-represented in the industry.

As a female-owned and operated company myself, there’s a lot of barriers in the workplace. The cannabis community came together to feature local, women-owned, BIPOC, and LGBTQIA+-owned brands and really put the celebration of people, their identities, and exploration at the forefront of what we’re doing.

OUTSIDELANDS2023 0812 141019 2462 ALIVECOVERAGE 1 1100x733 1
Courtesy of Alive Coverage

EDM Maniac: On a personal note, what is your favorite way to enjoy and consume cannabis?

Moore: In front of a great musician who is having the night of their life, and that’s what I got to do last night seeing Kendrick Lamar perform.

For me, cannabis and music are intrinsically linked. The notion of changing hearts and minds is something I’m passionate about on many topics, but specifically on cannabis. 

And there’s nothing better than enjoying a joint with some of our friends’ favorite flower and trying out new things.

Carpenter: My favorite way to consume cannabis is probably with Dustin at the end of a long day, out on our deck overlooking the backyard with our dog. For me, cannabis has been about calming anxieties and fostering connection.

EDM Maniac: Are there any upcoming festivals where Embarc Events will be curating cannabis experiences that we can look forward to? 

Moore: We’re announcing our 2024 season soon and there’s going to be some pretty big surprises on that list. We’re breaking down barriers and going to be in a lot of places, so keep an eye out for us.

The post Interview: Meet Embarc, The Company Bringing Legal Cannabis To Outside Lands appeared first on EDM Maniac.


By: Dianna Baylor
Title: Interview: Meet Embarc, The Company Bringing Legal Cannabis To Outside Lands
Sourced From:
Published Date: Thu, 07 Sep 2023 20:11:07 +0000

Read More

Did you miss our previous article…


Producer Discusses What One Million Spotify Streams Earned Him This Year

GcML85epCELLyZk7BLo7Gi 1200 80.jpg 1024x576 1

Among many Spotify success stories and the debate on their royalties system going forward, German electronic musician Hainbach adds to the situation. Amidst the echoes of Taylor Swift’s staggering royalties, Hainbach steps forward, revealing the harsh truth of his one million Spotify streams in 2023. This revelation comes in a somber tone, as the composer discloses that his milestone translates to a mere £2,160 in royalties – $2,742.65 in today’s money. This is a sum that, while helpful, barely covers his utility bills. The chasm between Spotify’s glamorous facade and the financial struggles of experimental artists becomes starkly evident.

For Hainbach, the journey to the six-figure year comes primarily from just a few of his tracks. ‘The Guide‘, a 2020 release, hit over half of the sum with 560,000 plays, while ‘The Wooden‘, from his latest album Voice Magnetic, notched up 116,000 plays in only six months. Despite these accomplishments, the financial yield remains meager, echoing the struggle many artists face in the digital music landscape.

The Looming Silence

As Hainbach grapples with the modest returns from Spotify, a looming threat adds to the discord. Reports suggest that tracks accumulating less than 1,000 plays annually will face demonetization starting next year. This prospect raises concerns for lesser-known artists, hinting at a future where their creative output on Spotify may yield nothing in return. In this silence, the producer advocates for alternative avenues to sustain their craft.

“Bandcamp or coming to a live show is still the best way to support me and other artists.”


Final Thoughts

While the debate continues as to which is the best way to directly support artists for them to make a living out of what they love and are most passionate about, unless you’re already on top of the world and amassing an exorbitant cult of followers, audio streaming giant Spotify is certainly out of the question for the best lifeline for those who we value for their contribution to music.

[H/T] – Music Radar

The post Producer Discusses What One Million Spotify Streams Earned Him This Year appeared first on EDMTunes.


By: Matt Sierra
Title: Producer Discusses What One Million Spotify Streams Earned Him This Year
Sourced From:
Published Date: Fri, 01 Dec 2023 21:25:46 +0000

Read More

Did you miss our previous article…

Continue Reading


[Event Review] Eric Prydz Delivers 3 Sold Out HOLO Performances at Brooklyn Navy Yard

image 1024x683 1

Last weekend, Eric Prydz took over the Brooklyn Navy Yard in New York City for his HOLO show concept. The demand to see the global dance innovator performing was massive. Fans pounced on this 3 day extravaganza as more than 60,000 tickets were sold over the 3 events. All 3 performance nights were organized by Teksupport, and this was the first time Eric Prydz has brought his HOLO show to New York since 2019. We went to the Saturday show but from what ravers who went on the other days, each show was unique.

image 1024x683 2
credits:  Michael Poselski//Off Brand Project)

The HOLO show delivered an extraordinary sensory experience with a massive LED screen, cutting-edge lighting, and intricate 3D holographic effects. From the onset of Prydz’s performance, he captivated the audience by seamlessly blending tracks from his extensive catalog into a cohesive and immersive audiovisual journey.

A highlight of the show was the mesmerizing holographic effects that transformed the stage into a breathtaking otherworldly environment. Synchronized perfectly with Prydz’s music, these visuals created a stunning experience that left the crowd in awe, with reaching hands, appearing robots, astronauts, and other life-sized figures. In addition to the visuals, the Brooklyn Navy Yard’s upgrade sound system and lights only added to the top tier production. Beyond the visuals, Prydz’s expert track selection showcased his ability to blend genres, offering a unique sound. The set ranged from uplifting progressive house anthems to dark techno tracks, taking the audience on an emotional rollercoaster. Eric also dished out songs from his Pryda alias with hit tracks such as ‘Power Drive‘, ‘Elements‘, ‘One Day‘, and ‘Allein‘. He also sprinkled in some Cirez D with ‘Evacuate‘. The dancefloor maestro ended the performance with hit track ‘Opus’, met with thunderous cheers from across the venue.

With that breathtaking conclusion, Prydz concluded the roller coaster set. The immersive nature of HOLO truly showcases Prydz’s creative prowess. Few artists worldwide can match the impact of his performance style while continuing to innovate and evolve. If you get the chance to witness HOLO, don’t miss it. It’s a performance that must be experienced firsthand to be believed.

Holo Teksupport November252023 0151 credit@Bryan.Kwon .Photos @offbrandproject 1024x683 1 jpg
credits:  Michael Poselski//Off Brand Project)

Holo Teksupport November252023 0214 credit@Bryan.Kwon .Photos @offbrandproject 1024x683 1 jpg

The post [Event Review] Eric Prydz Delivers 3 Sold Out HOLO Performances at Brooklyn Navy Yard appeared first on EDMTunes.


By: Kevin Ng
Title: [Event Review] Eric Prydz Delivers 3 Sold Out HOLO Performances at Brooklyn Navy Yard
Sourced From:
Published Date: Fri, 01 Dec 2023 22:54:28 +0000

Read More

Continue Reading


EDMTunes New Music Friday – Week 48

Ar Roots x Starmode Lift Me Up jpg

Listen to the most flavour-packed tracks we discovered this week.

Music makes the world go round. And in that regard, we’re constantly on the lookout for new, exciting tunes to share with our audience. We’ve found some that cause goosebumps, and make you open your eyes and get up from your chair to dance. So put on your best pair of headphones, or turn up your speakers, and enjoy this week’s New Music Friday.

Here are our top picks for the best music we came across this week, in no particular order.

Ar|Roots & Starmode – Lift Me Up

Genre: Tech House, House

Ar Roots x Starmode Lift Me Up 1 jpg

Lift yourself up with a collaboration of a handful of skilled producers. Ar|Roots, a duo formed by brothers David and Albert with over two decades of combined experience, sees itself against Finnish artist collective Starmode, on their latest, ‘Lift Me Up‘.

Groovy, powerful and refreshing, ‘Lift Me Up’ merges everything you’d love about an old-school House track into a Tech House beat that once simply can’t get enough of. Chances are, you’re going to get some energy after listening to this one.

Synymata, MmmCherry & Leah Culver – Back In Time

Genre: Dubstep, Future Bass

ab67616d0000b2730e9125abeff946d184816607 jpg

Prepare for a one-way journey. Bass producer Synymata joins forces with MmmCherry and the voice of Leah Culver for a spectacular melodic voyager, ‘Back In Time‘.

Beautiful ambience takes you by the hand and slowly sinks you into the rabbit hole of this track, and before you even know it you’re right in front of the most drastic change, from a melodic masterpiece to a festival anthem. Make sure to breathe before the drop!

ALWZ SNNY & Robbie Rosen – King of Hearts

Genre: Hardstyle, Happy Hardcore

ALWZ SNNY King of Hearts jpg

Behind a sunshine mask with three smiles, Annapolis producer ALWZ SNNY makes sure to spread positivity through his music every second. The fact he produced this single alongside American Idol finalist Robbie Rosen should tell you all you need to know about its quality.

King of Hearts‘ draws your beloved Euphoric Hardstyle progression that makes you lift your hands high up in the air, all while singing along to the melody — without you even noticing how you got to memorise it in just one go.

Nils Hoffmann & Kasbo feat. Vancouver Sleep Clinic – Running In A Dream

Genre: Deep House, Progressive House

Nils Hoffmann x Vancouver Sleep Clinic x Kasbo Running In A Dream jpg

One of Germany’s most outstanding producers of the past years, Nils Hoffmann, just announced his next album, Running In A Dream, to be released via Anjunadeep. Out today is the title track from said album, which counts with the presence of Swedish producer Kasbo, and the special vocal feature of Vancouver Sleep Clinic.

Melodic, dynamic, yet chill and pleasant, ‘Running In A Dream’ presents itself as a beautiful in-between genre-bender. Imagine Melodic Techno, Organic House, and Progressive, all coming together alongside soft piano lines and vocal bliss. That’s it.

CASSIMM – Son De Lo (Tim Cullen Remix)

Genre: Tech House, House

CASSIMM Son De Lo Tim Cullen Remix Remix by Tim Cullen jpg

For a Tech House belter, check out Tim Cullen‘s latest piece of work. An absolute breakthrough in the Industry, Cullen has made headlines for his infectious groove and great skills. Just so you know, the man was hand-picked to be a resident DJ at Ministry of Sound, in London.

Today’s remix is one for CASSIMM‘s ‘Son De Lo‘, a track which, under Cullen’s creative reimagination, comes as a club-ready record, and which has earned the support of many big stars already. Press play and you’ll see why’s that.

Zombie Cats – Flava

Genre: Drum and Bass

Zombie Cats Flava Original jpg

Having been around for close to a decade by now, Zombie Cats, funnily enough, identify more as chameleons than cats: their passion for music knows no bounds regarding styles or genres. Anything from purebred Drum and Bass to Hip-Hop-tinted EDM, you shouldn’t expect anything from them, other than an excellent quality.

Their single ‘Flava‘ has just been lifted from their album Mutation & Reanimation, and through clever Drum and Bass atmospheres and tight percussion, it hopes to represent all the evolution of the Zombie Cats project over the years. And, on top of that, it’s unreasonably savoury.

Final Words

Stay tuned for all the music we’ll be sharing under the NMF and TTT concepts each week. And be sure to follow EDMTunes for all the latest news and reviews that revolve around our beloved Electronic Dance Music!

The post EDMTunes New Music Friday – Week 48 appeared first on EDMTunes.


By: Felipe Latorre Cabello
Title: EDMTunes New Music Friday – Week 48
Sourced From:
Published Date: Sat, 02 Dec 2023 04:02:01 +0000

Read More

Continue Reading