Etienne

Italy

tech house

house

GENNARO

United States

HVNLEE

Sante Sansone

Vithz

, a brand founded in 2021, has quickly made its mark on the international music scene, becoming a powerhouse in the world of house music. What started as a group of friends organizing underground parties during the COVID-19 pandemic has evolved into one of the most exciting brands in the industry today. With a focus on high-quality events, diverse lineups, and a passion for bringing people together through music, ATARASHI is reshaping the way people experience electronic music.

The origins of ATARASHI are far from conventional. The founders initially came together during the pandemic, throwing private, underground parties for close friends. These gatherings, often held in secret and funded entirely by the organizers, were born out of a desire to bring music lovers together despite the restrictions of the time. The first major event, organized after COVID restrictions eased, took place at the iconic COVID Month venue. Expecting around 400 attendees, the turnout exceeded expectations, with more than 1,000 people showing up from countries including Italy, France, the UK, and Spain. The success was undeniable, and ATARASHI was born from this moment of organic growth and passion.

The Name ATARASHI comes from the Japanese word for “new,” symbolizing a fresh start or a new beginning. This perfectly reflects the brand’s ethos—ushering in a new chapter in the world of underground house music. It was a chance to restart, to gather, and to celebrate life through music, especially after the isolating period of the pandemic. ATARASHI’s parties weren’t just about the music; they were about freedom, connection, and embracing the new possibilities of life.

In just two years, ATARASHI has seen explosive growth. What sets them apart? Their diverse and skilled team, which includes professionals from various industries like finance, marketing, sales, and consulting, has been crucial in scaling the brand quickly. Their international backgrounds give them a unique advantage, allowing them to tap into networks and relationships that have accelerated their expansion.

The founders are no strangers to the nightlife scene. As former partygoers and promoters, they have built relationships with DJs and industry professionals that have helped launch their events to success. Their experience as fans allows them to understand what the people want—good music, great vibes, and a chance to connect. By leveraging their backgrounds and networks, ATARASHI has created a brand that speaks directly to the people, uniting cultures, backgrounds, and music lovers from around the globe.

Unlike many other event organizers, ATARASHI isn’t just focused on putting on a show—it’s about creating a space where people can connect, share experiences, and lose themselves in the music. The team places great importance on high-quality production, often investing heavily in top-notch sound systems, lighting, and visual displays to create an immersive atmosphere for every party. The focus is on creating a high-end experience that remains accessible, prioritizing the music and production over making a profit.

Another thing that sets ATARASHI apart is their commitment to diversity, both in the crowd and the lineups. Whether in Paris, Italy, or Spain, the brand has made it a point to foster an inclusive environment that brings together people from different cultures, backgrounds, and walks of life. This diversity has led to some of the most exciting and memorable parties in the underground scene.

Their events are known for attracting a wide range of attendees, from finance professionals to house workers, from students to tech industry leaders. The aim is to create an atmosphere where everyone, regardless of their background, can come together over a shared love of music. ATARASHI’s parties cater to a crowd that is not only there for the music but also for the experience and the connection with others.

A major part of ATARASHI’s success comes from their ability to curate the perfect lineup for each event. They understand that the balance between big-name headliners and emerging talent is key to keeping things fresh. Their approach includes bringing in well-established artists to give the brand credibility, while also supporting up-and-coming DJs to give them a platform to shine.

Some of the standout names ATARASHI has worked with include 

. The brand has been instrumental in launching several DJs in markets like France and Italy, many of whom were relatively unknown before their time on the ATARASHI stage. For example, Blackchild, a talented DJ and producer from Italy, has become a standout name thanks to ATARASHI's support.

Their selection of artists isn’t just about their popularity or social media following—it’s about creating a lineup that speaks to the crowd and the culture. They’ve learned from their experiences in Paris, where they initially faced challenges because the city's scene was dominated by deep house and Afro music, leaving little room for underground acts. By focusing on curating events with a blend of different styles and talent, ATARASHI has carved out a space for itself in highly competitive markets.

In their short history, ATARASHI has had several milestone events that stand out. One of the most significant was their ATA Russian Weekend, a two-day indoor festival held in Paris, which attracted over 4,500 people across two venues. Other unforgettable moments include their sold-out event during Paris Fashion Week with 

 and their collaboration with Laurent Garnier in Italy, which marked a reunion of artists who had been absent from the scene for years. These events were not just parties—they were milestones that showcased ATARASHI’s ability to deliver top-tier experiences, no matter the location.

Looking ahead, ATARASHI’s ambitions are sky-high. The brand is already planning a U.S. tour and larger events in the UK, expanding its influence on a global scale. But it’s not just about bigger events—it’s about creating an ecosystem of brands, artists, and fans that will define the future of underground music. ATARASHI is launching its own management agency and booking platform, aiming to recruit the best talent in the house music world.

They’re also working on exciting projects in Paris, including a new venue and a potential club of their own—an ambitious move that will further solidify their presence in one of the world’s most iconic cities for electronic music. These projects, along with pop-up events in Italy, will help ATARASHI establish itself as a long-term force in the global music scene.

ATARASHI

Gray Area's new venture, "Debut," aims to bridge the international house music community by bringing established and emerging artists to cities they've never performed in. This initiative seeks to expand artists' fan bases and provide fans with fresh, exhilarating musical experiences. Having played a role in introducing major artists and brands like elrow and Awakenings to new audiences in the past, Gray Area believes in the magic of first-time experiences. By promoting artists in new venues and cities, they hope to cultivate a thriving, unified house music ecosystem. Debut is not merely a marketing strategy but embodies Gray Area's commitment to fostering collaboration, unity, and musical discovery.

ATARASHI

Artists