interview: Orangepeelmoses.com
images: Josh Gold & Darren Cook
pictured: Alan Endorfun (Pureform Atmosperes)
Blind faith in a single promoter’s vision can be a rare commodity, especially in the occasionally corrupt and often financially risky underground rave scene, but Denver-based production company Pureform Atmospheres has certainly earned it. Even before announcing the actual lineup for their upcoming return to “form” (The Elements, February 16), longtime fans and eager converts began snatching up presale tickets left and right. Talk about an anomaly. Having attended each and every one of the original events—Wind, Water, Earth, Fire & The 5th Element--responsible for both ballooning their legend and solidifying their reputation, I was more than eager to catch up with my old friends.
Pureform occupies a very legendary page in Denver’s rave history book, how do you intend to do your reputation justice with The Elements?
Alan: Our events stem from a simple formula. Quality production mixed with anticipation, excitement, and pure emotion. We refuse to stick with JUST the conventional concert technology. We create our own world using strategically placed props and audio/video integration and a lot of imagination. Wicked!!
Chris: I have been to events everywhere in the world and I can say that the people in Denver create the best vibe ever. Once they have seen our events, they will keep us to our high standards now more than ever. We will blow their mind with production that pops out of everywhere and everything. Suprises around every corner. We love to push buttons and have fun for sure.
It has been several years since your last major event, what technological advances do you plan to incorporate into the upcoming installment? What new tricks have you got up your sleeves?
Alan: In all honesty…You’ll have to see it to believe it!
Chris: The industry has come so far with lighting and programming that, things these days are only limited by one’s imagination... and pocketbook of course. We have always prided ourselves on the hands-on approach to making your mouth drop and your senses tingle. Alan has a vision for things unlike any other person I have ever been around. He has a gift to see things different than everyone else and the hands and imagination to build it as well. As far as our tricks for this event.... you will have to wait and see as it unfolds before your eyes.
Appears you’re partnering with Triad Dragons on this event, what made Ha an ideal financial or production partner?
Alan: Both companies have been allies in this dance community since the beginning of both of our endeavors. Triad Dragons’ efforts to keep this scene alive for the past four years while we took a breath deserves massive commemoration and the merge with our unique style of events makes perfect sense. It can only get better!
Chris: We have not done an event in Denver in some time and the turnover rate is quite high in this business. In order to have a flawless show, partnering up with Ha was the only way to go. He has led the Denver scene for a while, is very organized, and is a trustworthy friend I have known for a long time. He does things the way I do and has high standards, so it seems to be a great match.
How do you go about choosing your headliners?
Alan: We are happy to say we grabbed the best talent in every genre to satisfy the audiotistic portion of the event. Bangin’ thick and through!! Not to mention, all the headliners are very good friends of Pureform and Triad!! Makes perfect sense!!!
Chris: We have always tried to give people 50% of "what they know", 25% of "that may be cool" and 25% of "who the hell is that?!" No matter what, Denver is a spoiled city when it comes to talent. The church and Vinyl have AAA list DJ's all the time and people expect the same of parties. It does not work that way. A lot of people have exclusive domain over some DJ’s for certain shows or clubs and cannot play for other production companies, so it limits us to what we can provide for the people. In order to get the most for what they pay for, we give them good DJ's that they know can produce good beats and off the hook and best production out there. So you can say that 50% of the people that come to our events come just for the show. You can tell by ticket sales... We sold a lot of tickets before the lineup / flyer was even out. That is unheard of....
Alan, you have been responsible for securing various eleventh hour venues for other local promoters in the past year, how do you explain your knack for those kind of last minute heroic deeds?
Alan: Location, Location, Location! With the SIZE of our glorious scene comes a responsibility of safety. Experience in securing “raw” venues is sort of a natural knack due to pure passion and common sense. It is my pleasure to provide fun and creative venues for a great bunch of people I happen to care about! It’s a blast! In return, I want to thank Beatport, Triad Dragons, and Floorbangrs for the opportunity to help provide these creative venues! They are incredibly stepping up to provide you the best!! Cheers!
Chris, you have been living and working in Montreal over the past year or so, how does their scene compare with ours? Major contrasts? Similarities?
Chris: The scene in Montreal is very mature. The music, people and everything that goes with it. The scene in Denver is full of energy and excitement. You can make friends with anyone within a 1000 ft. radius just by saying hi. In Montreal, it is not that way. People keep to themselves and you will never hear a break, D&B or many buildups, for that matter, so you can imagine I must be going crazy!!! On the other side, their big events are held in huge arenas like the Pepsi Center, do 12,000 all the time and go 10 pm - 11am. Most people don't go out until 12 am here and they party real hard. If I had to choose, I would never change the Denver scene for anything!! The women are super hot and cool (fun to play with) and the people I have met over the years were the first ones to ask if we needed help on this event.... I just love it!!!
How much has the Denver scene evolved since Pureform first started throwing parties? Where do you see it going?
Alan: Wow…where do we start? Denver is amazing! Period! It is a privilege that we have the opportunity to represent one of the best dance music scenes in the nation. It is only going to get bigger and better. Never Stop Dancing…
Chris: The Denver scene has always been up and down since I have been in the game in the mid 90's. The parties were great and then, for some reason, the authorities gave us some trouble for a few years. After Pureform, Triad, Together/Beatport, all took the steps to make the events safe and abide by the guidelines of the law. Once this happened, you saw a huge jump back in the scene. Global Dance Fest and Skylab set the era for dance music events, the scene once again blew up and it now reminds me of the days when I was growing up and finding orange peels all over the party peeled to look like people... you know what I mean. I can see the scene growing and continuing to grow. As long as the people respect the venues and the people around them, this will continue to grow. Help the scene because it starts with you.
Are there any plans to do another major event after this one?
Alan: Absolutely! Our goal is to provide two atmospherical events a year. We plan on coming up with a concept for a brilliant summer festival…Pureform Style! Stay tuned to PureformAtmospheres.com for details on that. You have been warned!!
Chris: If the people want one, then we will give them what we want. I have been doing events in Montreal for a while and let me put it like this.... It is like the feeling you had when you found music... goose bumps and all. I go everywhere and never get that feeling. Alan and I want to come back to Denver and have that feeling back again. We do it for the people that come. We want them to feel the way we do and live life looking for that feeling in everything they do. If people come to THE ELEMENTS and love it... at the end, THE PEOPLE will decide. It is up to them because we do it for them. We will ask and they will reply... I guess we will see...
Last words?
Alan: See you at the Denver Merchandise Mart on Feb 16, for The ELEMENTS. One stage, One night, One vibe… We can’t wait to entertain you once again!!!
Chris: My personal last words are to OPM, Brad, HA, Tom, Preston, Matt.... You guys have created something so wonderful that people care about music now morethan ever. Alan.... I could not do this the way we do this without you and wouldnever want too. And, of course, the people....why we do it, the love you guys show,the appreciation, the happiness on your faces is the reason we continue to do it. Iwill forever hold your happiness in my best and most cherished memories... for this,I thank you from the bottom of my heart.
February 16th @ Denver Merchandise Mart (58th Ave & I-25)
PureformAtmospheres.com