The start of MY HOUSE is an interesting one, with Gary hosting after parties at his home following a big night out in the summer of 1997
As these Sunday after parties grew into a wanted phenomena Gary decided to officially launch his brand.
He hosted the first few events in people’s luxury homes, hence his very fitting name chosen for the brand. Due to the ever-increasing popularity of these house parties, MY HOUSE branched into bigger and bolder venues, with a focus on keeping an industrial, but personal and select feel.
Various warehouses were earmarked for the new chosen home, however Gary’s priority above having fun, was to ensure the music was remarkable and the sound quality was superb. This ethos carried the brand to great success seeing the rise to a series of 5-6 events a year, that eventually took the brand to his loyal followers in Cape Town.
The music was strictly underground and so was the marketing strategy, keeping the circle tight by only advertising by word of mouth only. Those that needed to know would be told, and those who wanted to know when the next party was, would make every effort to get the much-required information. Tickets were limited and only sold at the door, further driving the desire to be a part of such an exclusive event.
As family life became a priority, Gary turned his house into a home and put the events company to rest in the late 2000s. However, as any true music enthusiast knows, once the bug has bitten you it is extremely hard to kill the fire.
With an incurable itch, Gary decided it was time to revive the iconic brand, this time with a contemporary touch and feel, yet never moving away from its origins.
IN MY HOUSE WE DANCE.
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