“We want to create an atmosphere that is a little more real, less superficial, like what would happen if you met someone in a café on a Sunday morning and not in a club at 2 am with a lot of expectations and superficiality,” was how the organizers of the Black Coffee Party and DJs, Javier Rodríguez and Lía Pichardo, described the end of the new type of morning parties centered on fresh music where alcohol is not a fundamental part of the entertainment.
The DJs who organize the morning parties in coffee shops took on the task of bringing to Torreón a type of event that, thanks to its success and demand, became a trend in places like Amsterdam, Toronto and New York. Daytime parties with a DJ set and coffee-based drinks, breakfasts and unconventional times to go out dancing.
“The party, instead of being at night, is in the day, in the morning, instead of drinking alcohol, you drink coffee, you drink tea, well, breakfast things. What it shares with ordinary parties is that the music is played by a DJ, with DJ sets. The people who are there are dancing to the music in front of the DJ, it’s like a rave but without alcohol or any other type of substances.”
“That’s really the original concept. To be honest, here and in Toronto and in NY and in Amsterdam, alcohol is sold, cocktails, carajillos, expresso martinis, cocktails with coffee, things like that. But really the concept that is promoted is that the party does not revolve around alcohol, but revolves around coffee; of course there are people who decide to have a cocktail, a carajillo, a beer, a wine, but really the concept that is promoted is not to drink alcohol, but coffee.”
What began as a means to promote his music as a DJ and create content for networks and portfolios, became an event with more than 700 people who attended to experience, for the first time, a coffee party in La Laguna; They took advantage of the space to meet others with their interests.
“We decided to bring it to Torreón, actually that’s a bit funny because when we brought it, it wasn’t like ‘let’s have the party, and a lot of people are going to come and it’s going to be super successful’, no. (…) but when we started to advertise on social media to gather a few people, I’m actually the one in the TikTok video, the one about ‘nightlife is decadent’. When I made that video, I was kind of copying other people in the country who made this invitation through reels and TikTok, so I said, well, I’m going to put one together and maybe we’ll attract a few people and we’ll do two or three well. So I made the video and we didn’t expect the response that went viral. (…) It wasn’t ‘let’s bring it to Torreón and it’s going to be a super successful concept’, it was ‘let’s record videos’ but well, it was a success.”
Transition from nighttime rave to daytime disco music
Following the public’s response to the daytime party concept, Javier Rodríguez and Lía Pichardo of Black Coffee Party highlight that those interested tend to share similarities with each other within an age range of 27 to 35 years old, mainly.
Adults who reconsider staying up late every weekend and who look for spaces for socializing where alcohol is not the main attraction, but rather the ability to connect with new people through tastes, conversations and socializing without high expectations, without leaving aside their love for music and partying.
“We believe that these are people who are realizing that maybe they are benefiting a little more from the more ‘healthy’, more real interactions, so to speak. Because the interactions at night, in clubs, bars, are a little superficial. You dress up as much as you can, you bring ‘your best fake’ and men want to pretend that they have a lot of money, and they buy bottles and everyone gets drunk and everyone pretends that they are happy and everyone pretends that they are having a lot of fun and everything is incredible and that is what we believe is a bit of nightlife and not at our party.”
The organizers admit that, before these two editions, they believed that in Torreón, there was still an exclusive predisposition to night parties, so the response of those interested exceeded not only their expectations, but also the preparation that was carried out prior to the first event.
“I think that with the trend worldwide and growing so much, it was inevitable that it would not reach this point, we had about 700 to 750 people in flow during the whole event throughout the day and no, we did not expect it.”
Expression through sounds
For the DJs, it was essential to create a set dedicated to making their audience feel energized and want to dance early in the day and, especially, to highlight the musical difference between the night rave and the coffee party.
“A rave is more like a night party, it is darker, the music is denser, darker. Our musical concept is not that. Our concept is fresher, it is daytime, disco, Afro; If we are going a little more for happier musical tints, not so dark, not so deep, but happy, daytime, danceable.”
Quoting Javier and Lía, the words that best define this “imported” project are fresh, friendly and real.
“I think we go hand in hand with this new concept that is being handled, which is the real thing. Nobody wants any expectations anymore, or any unattainable things, or any perfection, but real things. We believe that this party is the real side of the party, meeting real people in the light of day who are not drunk or on drugs, but who are having a coffee in the morning, but who want to dance and want to have fun, we promote this concept of the real a lot, that is why that is one of our three words.”
Black Coffee Party is defined as a turn where “friends throw a party for friends” where reality and the freshness of going to breakfast on a Sunday morning dominate.
“This is the vibe we are trying to give; Even with our marketing, it is about proximity. We are friends giving a party for our friends where they will go to meet our friends. I think that even the three concepts go hand in hand and encompass everything that this party is about.”
Source: milenio
