Bass music promoter Frequency hits casino payoff
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Since 2010, Frequency Events has been a logo, a “presented by” or “partnered with” in the corner of a growing number of DJ event posters across the valley. But Joe Borusiewicz and his Frequency partners have gone from teaming up with Electric Daisy Carnival organizers Insomniac to stage bass event Funktion at the Hard Rock Cafe on the Strip, to starting BASSment Thursdays at the reopened Body English inside the Hard Rock Hotel, to moving that weekly bash to the coveted Friday slot and throwing a Bassrush pool party during EDC week last month, also at Hard Rock Hotel.
This month, Frequency signed a long-term contract with that property, securing Friday nights for BASSment, additional one-off events and programming rights for summertime Rehab pool events — the latter a movement into territory formerly tuned to Top 40.
“We’ve always had a clear idea of the kind of programming and events we’ve wanted to do, and it never seemed like our ideas would jive with what the Vegas casinos were pushing,” Borusiewicz says. “We half expected to get laughed out of the office with some of the lineups we wanted to do, [with] no cover for locals and a few other tweaks. To our surprise, the property was amazingly receptive to just letting us do our thing.”
Since inception, the promoter has been known for its darker, underground dance sounds, which put it in an ideal position once bass music began overlapping with the mainstream. Frequency’s artist pool includes surging low-end DJs Dieselboy, Kill the Noise and Torro Torro — a far cry from Will.I.Am.