Live music is one of the greatest gifts on this planet. There’s no feeling quite like the one music lovers get when they discover their new favorite band playing in an intimate setting. We can all recall seeing an artist we love in their early days, to watching them grow as the years go on. In the beginning stages of any creative career there are endless opportunities to nurture and cultivate something great. Artists Friends is doing just that, by lending a hand to emerging artists.
Artist Friends
Artist Friends is an LA based creative agency that helps empower brands and artists with their visuals. Community, connection and relatability are at the core of the company. They strive to bring their clients’ vision to life in forms that bring people together and make them feel seen. Some of their previous clients or “friends” as they like to say, include Paris Hilton, Cash App and Diesel to name a few. They have a stunning studio called The Forge located in Cypress Park.
Over the weekend, Artist Friends took a step further into artist support with the launch of their new series “Pulling Focus.” The series was launched with the intent to spotlight up and coming artists. The lineup included emerging artists, My Veronica and Friends House.
Friday Night at The Forge
On Friday night, fans, friends and music lovers filled the West Loft at The Forge. The space is a 1200 square foot layout with large windows on each wall, a full kitchen, a fireplace and a full balcony. Friday night served as a joint celebration for the collaborative EP, Farewell Skylines, by My Veronica and Friends House as well as the launch of the “Pulling Focus” Series.
My Veronica and Friends House both fall in the world of new wave emo. Fuzzy, distorted guitars, raw lyrics and soft melodies all work together, creating a fresh sound that any listener can lose themself in. Both bands gave stellar performances performing songs from the new EP, as well as older tracks.
The intimate setting at The Forge elevated both performances. Subtly, I was reminded of a Tiny Desk performance, but it went even beyond that. It was cozier, homier. It truly felt like a proper house show. The DIY bar in the kitchen along with the stage set up in the living room with the fireplace as the background. Every detail was a complete labor of love by the Artist Friends team. It curated a special atmosphere and energy that filled the room. Everyone who was in attendance wanted to be there — whether they were supporting the bands or Artist Friends. This encapsulated the sense of community that the company stands for.
What’s Next?
It is undeniable that Artist Friends’ “Pulling Focus” is onto something special. Evidently, the first installation of the series was an extreme success. Everything from the sense of community to the connection that Artist Friends stands for was easily felt at The Forge.
I am excited to see what talent they book next and how the company continues to build on their legacy supporting artists. Be sure to follow Artist Friends and The Forge on socials so you don’t miss any of the exciting projects they are working on.
Stream the brand new split EP Farewell Skylines, from My Veronica and Friends House.
Stay tuned for an interview Artist Friends hosted with My Veronica and Friends House later this week, along with live performances from Friday night.
