United States

Superior Ingredients

The Roof at Superior Ingredients

The Deep Dark Soul of Desert Hearts Black

Rinzen

deadmau5 and Richie Hawtin Among Speakers for Beatport’s Inaugural ReConnect Summit in New York

melodic house

melodic techno

Otherwish

future bass

MYRNE

future house

Robby East

RNÉ

On November 29, This Never Happened takes over the climate-controlled rooftop of Superior Ingredients in New York City for a night that promises deep emotion, immersive sounds, and no distractions. Founded by Lane 8, This Never Happened has become one of the most forward-thinking melodic house labels and party brands in dance music, built around a no-phone policy designed to help people connect through music rather than screens.

This installment of TNH brings a carefully curated lineup of melodic talent, each with their own take on emotional, progressive house. Adopting a strict no-phone policy, the idea is to encourage “in-person connections” made on the dancefloor. With smartphones nowhere to be seen, you can really get lost in the music and experience the full sensory-overload of a This Never Happened party.

Rinzen, the LA-based producer known for his cinematic, story-driven approach to electronic music, brings years of acclaimed work on labels like mau5trap, Yoshitoshi, and Desert Hearts Black. His concept EPs, including 

, showcase a deep narrative angle that’s earned praise from outlets like 

. He’s played headline shows across the U.S. and supported artists like deadmau5 and Rufus Du Sol—all while crafting a sound rooted in expansive techno and atmospheric storytelling.

MYRNE joins from Singapore with his signature blend of progressive energy and trance-inspired flair. A longtime fan favorite, he first gained attention on Mad Decent with his 

 EP and went on to play Ultra, Tomorrowland, and HARD Summer. Known for pairing emotion with intensity, MYRNE made his 

 debut in 2024 with the much-anticipated release 

, shortly after four of his unreleased tracks were featured in Lane 8’s Winter Mixtape.

Also joining the lineup are Otherwish and Robby East, two exciting artists helping shape the sound of the label's next chapter.

Join us for a powerful evening under the glass roof—where the music, not the moment, takes center stage.

This Never Happened

This Never Happened New York

Germany

german techno

trance

uplifting trance

Paul van Dyk

Romania

Luzi Tudor

SunrYse

United Kingdom

progressive house

GRUM

Paul van Dyk: Sunday Sessions

disco house

diva house

tribal house

Roger Sanchez

Arturo Sanchez

Luna Mar

tech house

VLTRA (IT)

Merc

Roger Sanchez with VLTRA & Arturo Sanchez

Belgium

belgian techno

dark techno

raw techno

Joyhauser

YAZZ

Cryfxb

techno

Push

MEMORO

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.

Debut

Debut: MEMORO New York w/ Joyhauser, BEC, and Friends

France

Oden & Fatzo

Chesster

Cut & Sew

SHEK

Olive F

Oden & Fatzo with Chesster, Olive F, and Friends

Italy

Stephan Jolk

General Admission

DuNE

Robyn Balliet

minimal techno

German Brigante

Stephan Jolk with German Brigante

Konstantin Sibold

Belladonna (ofc)

Woke Brian

Konstantin Sibold & Guests

Romain Garcia

Romain Garcia & Guests

DIØN

DIØN & Guests

Omar+

Debut: Omar+ First New York Performance

HILLS & Guests

Denmark

danish electronic

danish techno

deep euro house

Kölsch

Kölsch & Guests

Ape Drums & Guests

Son of Son

Debut: Son of Son First New York Headline Performance

Netherlands

dutch tech house

Prunk

M-High

Prunk with M-High

bass house

house

Martin Ikin

Chelina Manuhutu

Hyde (OFC)

Spain

Manu Gonzalez

Doubleheader

Gray Area is pioneering the "Doubleheader" event series, drawing inspiration from back-to-back baseball games to showcase artists with similar styles but unique fan bases. By having one artist follow another and culminating in a collaborative back-to-back (B2B) set, Doubleheader aims to create a powerful platform for musical discovery and cross-pollination. Embracing the "B2B" spirit, the initiative seeks to introduce audiences to new sounds while strengthening the dance music ecosystem.

This Never Happened New York

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