Over the past 10 years, Life In Color has been throwing events around the world that truly represent a powerful shift in the attitudes toward what defines a party, creating a unique and colorful atmosphere at their events that has the ability to stand out from the competition. So much so as to have imitators trying to throw their own “paint parties” as they’ve come to be known as. We got to sit down with LIC’s COO, Eric Fuller, who gave us the rundown on everything Life In Color; from where it is going, to what the future may hold for the premiere paint party that started it all.
What was your initial introduction to electronic music?
My intro was in 2007 while studying abroad in Alicante, Spain. I was promoting parties and producing events so I was really curious to experience the night life scene. It’s where I would say I was first properly exposed to the music.
How did you discover the scene?
Being in Europe there was obviously a well established scene, I was a short ferry ride away from Ibiza. When I came home from Spain I was so determined to expose my friends and really my city (Jacksonville, FL) to the music. I started incorporating electronic music into my parties and got really into DJing, because there were literally no DJ’s I could book (at least locally). So I felt like I was curating and still learning about the scene at the same time.
How did you create the concept for Life In Color? Where did it start?
Not sure exactly where the paint party concept originated, but the idea was inspired from a fraternity in Tallahassee at Florida State University. There was also a night club that would do the “Day-Glo” themed parties. We took the paint theme and brought it to another level. We had a lot of inspiration from ID&T, specifically Sensation. I can remember watching videos of Sensation with Sebastian (our CEO) back in 2006 and him being like “I want to create this across the US”.
What style or genre best describes LIC?
I wouldn’t want to label us to just one genre, as we book a wide variety. I think the most important thing is you can expect lots of energy at LIC. So whether that’s a hip hop act or a trap artist, it will go well with the energy our fans create.
Would you say it is a personal reflection of your own tastes or is it more diversified based on current trends?
I would say its more of a collaboration and less of my personal taste. We have an incredible talent buyer that works with our live team to curate the music.
Tell us about the brand transition from Dayglow to Life in Color?
Those were wild times. I remember when I first heard the news that we had to change the name, I was sick to my stomach. In hindsight it was a blessing. Our marketing team did an incredible job of re-branding and from a creative perspective it opened new doors. Lots of stressful nights but it all worked out for the best. My Instagram & twitter handle both still begin with @dayglow, so it will live on in some way 🙂
What was the reasoning behind the brand and name change?
We had to change the name due to trademark issues with another company/brand.
Are there any challenges that are unique to your show in particular involving lots of paint?
Yes, there are some challenges. We have to “prep” the venues in ways that other concerts/events don’t have to. Some nights we are in a stadium lot, others an arena. So we are less “traditional” in a sense that we aren’t playing in an arena each night with the exact same set up. We own a production company, Advanced Concert Productions, which we started as an extension to better manage our US based tour. Our team does a great job managing those challenges. Being able to scale our show gives us great flexibility in terms of what markets we can go to while not sacrificing the show quality or experience.
I wouldn’t put it past some party revelers to ingest some of the paint thats we’ve seen so heavily featured at these events.
Haha, yes that is likely true. Thankfully we’ve developed a non-toxic water based paint. I still don’t recommend you ingest it.
Your 10 year LIC Anniversary show is coming up this January in Miami. Looking back on the past 10 years, how do you view building a successful brand and the work that goes into it?
I’ve been reflecting a lot lately on the brand and the journey to this point. It’s been absolutely incredible. I’ve personally learned so much and have connected with so many amazing people. We were in our early twenties and almost ignorant to everything that stood in our way. We were just so passionate and hungry to bring our experience to the world. So much work went in to this brand and the success didn’t come easy. It’s hard to pin-point one specific thing but it all boils down to the fact that we took a chance. We went out there and made it happen. We didn’t care who or what was in our way. Every day we worked at it. We had some wins and some losses, but we kept on. All brands have to find ways to stand out and be different. You take risks and put something out to the world. People will respond or they won’t. If you don’t put in the work, I highly doubt you’ll experience success.
Where do you see dance music going in the next year?
The industry as a whole is coming together and is maturing. The stronger brands, artists and organizations will continue to do their thing as long as they continue to evolve. 2-3 years ago it felt almost chaotic. Today it feels more stable.
What about the next 5 years?
LIC Miami 2017 Tickets Available: www.licmiami.com
Do you have any advice for aspiring promoters and artists based on your years in the industry?
Just get to work. Stop procrastinating or making excuses. Your concept, album or dream job isn’t going to fall in your lap. Get out there and create. You might fail, but you’ll never even have a chance if you don’t try. One thing will lead to another, but you have to start. The universe will respond, but you have to put yourself out there.