Los Angeles, a global media hub rivaling even New York, pulses with an undercurrent of electronic dance music (EDM) that’s impossible to ignore. Dive into any club or music festival in the city, and you’re bound to encounter the unmistakable influence of Gotta Dance Dirty. From branded tees worn by dedicated fans to stickers plastered across venues, their presence is a testament to their deep roots in the scene. Respected by veteran producers and DJs alike, Gotta Dance Dirty has grown from a humble blog into a driving force shaping how LA experiences electronic music. They’re not just observers; they are active participants, expanding the reach of house music and a spectrum of electronic genres through events, apparel, and a keen eye for emerging talent. The music industry is taking note, and it’s all thanks to the vision of founders Jonah Berry and Trevor Moffit.
To understand the phenomenon, we stepped into Gotta Dance Dirty’s headquarters near LAX. The constant roar of jets taking off and landing mirrored the energetic atmosphere of the organization itself. Sitting down with Jonah and Trevor, we delved into the story behind the brand that makes everyone say, “you gotta dance dirty.”
From College Parties to Cultural Phenomenon: The Gotta Dance Dirty Genesis
For Magnetic Magazine readers unfamiliar with the brand, the story begins with a shared passion nurtured in the California college scene. Jonah, then a student at UCSB, and Trevor, studying at LMU in Los Angeles, connected through a mutual friend, David La Melza. Jonah recounted, “I started coming down to LA more often in my sophomore year, and Trev, David, and I would always end up at the same house parties and shows. Our common love for partying and great music really forged our bond. Soon, we were spending every weekend together, either in LA or Santa Barbara.”
This shared enthusiasm sparked an idea. Jonah launched the Gotta Dance Dirty website in the late summer of 2008. Recognizing their kindred spirits and shared taste, he invited David and Trevor to contribute. As Jonah explained, “I started the website in late summer of 2008 and asked Dave and Trevor if they wanted to write with me in the few months after, and the rest is history.” This organic beginning laid the foundation for what would become a significant voice in the electronic music landscape.
The Organic Rise and Blogosphere Influence
The Gotta Dance Dirty blog didn’t explode overnight. Building momentum through word-of-mouth, it took about a year for the site to truly resonate with a wider audience. “We’ve never advertised,” Jonah emphasized, “so it was really our friends telling their friends, and so on.” This organic growth was deliberate, reflecting their authentic approach to sharing music they genuinely loved. “We were and always have been interested in sharing music we like with other people, and we’re just glad there’s a good amount of people out there that like what we’re doing,” he added.
They recognized the pivotal role of blogs in the resurgence of electronic music. Jonah credited Missingtoof, another influential blog, as his inspiration, appreciating the unfiltered and independent voices within the blogosphere. “I think blogs have been essential in the resurgence of dance music. Missingtoof was the first blog I ever read (and also was what inspired me to create GDD), and since then I’ve always loved the way the blogosphere has really become an integral part of the scene and community. It’s good to have independent voices commenting on trends because there really is no filter.” Gotta Dance Dirty emerged as one of these essential voices, contributing to the vibrant online dialogue around dance music.
Campus Culture and Early Brand Building
The college environment played a crucial role in Gotta Dance Dirty’s early growth. Both Santa Barbara and LMU campuses became hubs of support. Trevor’s house parties and club sets in LA, combined with Jonah’s legendary parties at his Del Playa house in Santa Barbara, created a tangible connection with their audience. “There was definitely a great following in Santa Barbara and here in LA at LMU,” Jonah noted. “Trevor was throwing house parties and playing clubs around LA and getting the word out that way, and I was putting 100s of people through my house on Del Playa on weekends when we’d have our DJ buddies play in my living room.”
This “right place, right time” scenario, as Jonah described it, fostered genuine support for Gotta Dance Dirty. “I think it was a ‘right place, right time’ situation because we were just having a good time in college and putting on fun parties, so we really garnered respect and support for GDD that way initially.” Their authentic engagement with the college party scene laid the groundwork for the brand’s future expansion.
Beyond the Blog: Recognizing Promotional Potential
The evolution from blog to brand truly solidified when Gotta Dance Dirty partnered with Control, LA’s premier EDM club night at Avalon Hollywood. This collaboration illuminated the broader potential of the Gotta Dance Dirty name. “I’d say that when we hopped on board with Control we realized that our brand could be used in many ways other than just the website,” Jonah explained. The logic was simple and powerful: fans who connected with their musical taste online would likely also gravitate towards events and experiences aligned with the Gotta Dance Dirty ethos. “If people like the music that we like, then they’ll probably also want to know about and go to the events that we were into as well, so it just made sense,” he added.
Global Reach and Expanding the Crew
Gotta Dance Dirty’s expansion wasn’t limited to events; it also extended geographically, fueled by friendships and serendipitous connections. They established a presence in Miami and London through key individuals who resonated with the brand’s vision. “We expanded through sheer luck and friendships,” Jonah stated. “We’ve been fortunate enough to meet some great people in the past four or five years, and even more fortunate that they’ve been involved with what GDD is all about.”
Troy Kurtz in Miami and Freddie Allen in London became integral parts of the Gotta Dance Dirty family. “Troy Kurtz is our brother out in Miami, and Trevor and I met him in college through mutual friends here in LA,” Jonah shared. Freddie Allen, while no longer actively writing, played a crucial role in establishing Gotta Dance Dirty’s presence in the UK. “Freddie Allen is the Londoner and probably the most stand-up dude I’ve ever met. Although he’s not writing with us anymore, he really branded GDD in the UK and is a huge part of why we have a great readership in Europe.” These expansions underscored the brand’s growing international appeal.
Avalon Hollywood’s Control: A Landmark Partnership
Gotta Dance Dirty’s association with Control at Avalon Hollywood is arguably one of their most visible and impactful partnerships. Their name atop the weekly flyers signifies their central role in shaping the club night’s identity. Jonah recounted their long history with Control: “We’ve been going to Control at the Avalon for years. The night really appealed to us in the beginning because they were bringing in names that we were huge fans of (and still are)—Felix Cartal, AC Slater, Tiga, James Murphy, etc.”
Their genuine appreciation for the event led to a deeper collaboration. “We then became close with the Control founders, Ryan Jaso and Chris White, and they really took us under their wing and brought us on board in July of 2009. Since then, we’ve really become like a family over there and we feel like the night has grown so much in the past few years.” While humble, Jonah acknowledged Gotta Dance Dirty’s positive influence on Control’s success. “I’m not going to say that we alone are responsible for its success, because there are multiple cogs in the Control machine that have made it what it is today, but I think GDD being involved with the party has definitely had a positive influence.”
Navigating the Tastemaker Role
Being recognized as tastemakers comes with a certain expectation, but Gotta Dance Dirty approaches this role with authenticity and a focus on genuine passion for music. When asked about the pressure of being tastemakers, Jonah responded, “For us, there’s really no pressure at all. For over three years we’ve been posting and commenting on music that we like.” They consciously avoid conforming to trends or external pressures, prioritizing their personal taste.
They embrace a diverse range of artists, from underground acts to more mainstream names. “Many might call the acts we profile up and coming or underground, and there’s some that people might say is more mainstream.” While they occasionally encounter criticism for featuring popular artists, their commitment remains to showcasing music they genuinely enjoy. “We’ll get some hate every now and again for posting on more popular acts, but in many cases we’ve been posting on these guys for years before they really hit it big. At the end of the day, though, we just like posting what sounds good to us and we like supporting our friends. There’s really no thought in the back of our minds about pressure on what we should support or not support.” This genuine approach resonates with their audience and reinforces their credibility.
Managing Inquiries and Staying Organized
The sheer volume of submissions and inquiries that Gotta Dance Dirty receives daily is a testament to their influence. Managing this influx requires organization and a dedicated team. Jonah admitted the challenge: “It’s definitely tough to listen to everything we get sent, because of the massive amount of tunes in our inbox every day. We’ve probably let some amazing music slip through.” However, they strive to process as much content as possible, emphasizing the importance of teamwork in their success. “But we try as hard as we can to take in as much content as possible, and having a good team to communicate with has proven to be very important in the success of GDD.”
For personal organization, Jonah relies on analog methods. “Also, I personally keep a notebook with me whenever I’m working. Making ‘To Do’ lists and having literal and physical documentation of what I’m up to everyday has really helped with my organization.” This blend of teamwork and personal systems allows them to navigate the demands of running a prominent music platform.
Apparel and Fan Engagement
Gotta Dance Dirty’s apparel line has become a ubiquitous sight at festivals and events across Southern California, demonstrating a strong connection with their fanbase. Jonah attributes the apparel’s popularity to fans wanting a tangible representation of the brand they support. “I think the biggest draw is that people who support what we do at GDD want something physical that represents the brand.” The quality of the designs and the loyalty of their fanbase have fueled the apparel line’s success. “We’ve been so fortunate to have great designers that make some great looking gear, and even more fortunate that we have an unbelievably amazing fan base that wants to support what we do.”
They are committed to expanding their apparel offerings. “We’re definitely running with our apparel. We’ve been at it for a bit now and we’re finally realizing that our model works, so we’ll go with it as much as we can.” For Jonah, seeing fans wearing Gotta Dance Dirty merch is a rewarding experience. “It’s always so awesome to run into people we’ve never met at shows and festivals who are wearing our merch, and every chance I get I try to personally thank them for supporting us and rockin’ it. Can’t thank those folks enough!”
Expanding Event Footprint
Beyond Avalon’s Control, Gotta Dance Dirty is involved in other weekly events, further solidifying their presence in both LA and Miami nightlife. In LA, they partner with DANCEiSM for Versus at The Central in Santa Monica. “We’re currently doing two other weeklies—one here in LA on Thursdays at The Central in Santa Monica called Versus where we partner with the awesome dudes over at DANCEiSM…” In Miami, they collaborate with Troy Kurtz for Slap N’ Tickle at the Electric Pickle. “…and another one in Miami at the Electric Pickle on Tuesdays called Slap N’ Tickle headed up by Troy Kurtz.” These additional events showcase their commitment to curating quality electronic music experiences in key locations.
Artists on the Radar
Always attuned to emerging talent, Jonah shared a list of artists currently capturing his attention, offering a glimpse into Gotta Dance Dirty’s forward-thinking musical perspective. “Always. These are a few good ones that have been in my headphones the past week: new album from Zombie Disco Squad, Shadow Child, Thugfucker, Country Club (super Aussie duo of Cassian and Shazam), Todd Terje, everything on the new Body Work label, Clockwork and his new side project RL Grime, Wax Motif…The list goes on and on. And next week I’ll have a whole new batch. I love it.” This constant exploration and enthusiasm for new music is central to Gotta Dance Dirty’s identity.
The Future is Dirty Dancing
Looking ahead, Gotta Dance Dirty embraces an open and ambitious vision for the future. “We’re hoping to take this amazing ride as long as we can,” Jonah stated. They are open to diverse opportunities to expand their brand and influence within the electronic music scene. “We’re open to everything and would really like to take the brand as far as it can go. Whether that’s through the site, merchandise, events, or opening up new ways of being involved in the scene like management and publicity, it’s all in the works here.” Their adaptability and willingness to evolve positions them for continued growth alongside the ever-expanding electronic music landscape. “As the scene keeps growing, we will too,” he affirmed.
What “Gotta Dance Dirty” Truly Means
Finally, Jonah unpacked the essence of “Gotta Dance Dirty,” revealing its evolving meaning beyond its initial inspiration. “Hahaha, well…when I first started in 2008 I was thinking about the grinding, heavy electro that was so popular back then. But since more and more music from all different genres has flooded into the scene in the past few years, I’ve realized that you can/gotta dance dirty to everything.” It’s not confined to a specific genre but represents a spirit of uninhibited expression through dance. “Whether that’s womping around to the newest 12th Planet track to pulling out a sexy groove on the dancefloor to Damian Lazarus at Get Lost, you always gotta do it.”
Gotta Dance Dirty, more than just a brand, is a philosophy: embrace the music, move with passion, and always, gotta dance dirty.
Make sure to experience the Gotta Dance Dirty vibe firsthand at Versus in Santa Monica every Thursday and Slap ‘N Tickle in Miami every Tuesday. And don’t forget to grab some iconic GDD apparel to represent the movement wherever you go. Visit GottaDanceDirty.com to explore more.
