From Underground to Iconic: An Interview with Framework’s Kobi Danan

We caught up with one of the co-founders of Framework, Los Angeles' leading underground party starters.

Peggy Gou, Four Tet, and Idris Elba, to name just a few—Framework, the now-iconic LA-based promoter, has welcomed over 200 of the world’s most influential electronic artists to their parties, attracting over 1.1 million dancers across 35 venues worldwide.

Founded in 2013 by Kobi Danan and Erik Litmanovich, Framework has become known for creating unique nightlife experiences, including the launch of their second venue, The Spotlight; producing Wynn Las Vegas’ bi-annual Art of the Wild festival; and hosting a historic event that saw Hollywood Blvd shut down for Fisher and Chris Lake’s 12,000-person Under Construction bonanza. They also own and operate Sound Nightclub—an 8,000-square-foot venue central to Hollywood’s underground scene.

Over a decade since launching Los Angeles' most cutting-edge dance music promoter, Kobi Danan reflects on how the vision for Framework has evolved, how club culture has shifted, and shares his advice for emerging promoters. He also nods to some of his favorite contemporaries in Los Angeles.

First off, can you describe Framework parties in three words?

“The Great Escape”

How did the idea for Framework come about?

In 2014, during the electronic dance music boom, we knew that Los Angeles needed a home specifically for underground dance music, so we found our home at Sound. To differentiate from the more commercial electronic programming at the venue, Framework Fridays was born. From there, the brand evolved and grew alongside the genre and our audiences.

More than a decade in, how has your vision evolved since starting out?

The vision is always evolving as we discover new things and the market changes. But the mission remains the same: to bring unique, world-class event experiences to our audiences and dance music enthusiasts.

How has the wider scene in Los Angeles changed in that time?

Without a doubt, in the space we work in, we see that the underground is no longer underground. Although the underground community is still alive and thriving, the music that defined the culture is now above ground for the first time in history—and thriving at that.

Can you tell us a bit about how you use unconventional spaces for events as well as clubs?

One of the most important things we look for in a venue is character. Can we complement the history or personality of the space while breathing fresh life into it? We want our guests to walk into a venue and stop for a moment to think to themselves, “Whoa.”

What has been the most out-of-the-box venue you’ve used over the years?

Hollywood Boulevard (though it was almost an abandoned power plant).

What’s been your personal most memorable Framework party?

As both a business owner and local resident of Hollywood, taking over Hollywood Blvd has always been a dream. Seeing the iconic Hollywood and Vine landmarks shut down, with 12,000 attendees and headliners Chris Lake and Fisher—who are not only incredible musicians but dear friends—is something that I, our entire team, and all of Los Angeles will remember for a lifetime and beyond.

To you, what’s the significance of programming up-and-comers alongside big-ticket artists?

We believe one of a promoter’s greatest responsibilities is to create a healthy ecosystem that balances programming to meet the market’s wish lists while also serving as a source for discovering and breaking raw talent. As music lovers at our core, we understand that when there’s a platform, it should be leveraged as an opportunity to showcase new artists while the audience’s attention is already captivated and locked in.

What are your other priorities when it comes to putting together a lineup?

The key is asking ourselves, “Is this an event that one of us would want to attend?” We prioritize music we believe in while filling gaps in the market where we feel we’re the right fit.

To what do you attribute your success in growing and maintaining a community of electronic music fans?

It’s impossible to build a community without putting the community first. In everything we do, guest experience is always our top priority. From fighting tooth and nail to keep ticket prices as low as possible without compromising on production quality, to engaging with our fans (not a single DM goes unanswered!), we leave no stone unturned in our unwavering commitment to the community that trusts us to deliver time and time again.

Are there any other promoters in LA, new or established, that you’d like to shout out who are doing something exciting right now?

One of our favorite promoters in Los Angeles right now is the team behind Simon Says. Andres Rigal, Daisy O’Donell, and Sean Patrick do an incredible job fostering an inclusive community that intersects fashion, art, and nightlife—so much so that their residency with us at The Spotlight was recently ranked the #1 Party in Los Angeles by LAMag.

Finally, what would be your advice to someone who wants to become a club promoter, or has just started out?

If you are planning to become a club promoter, make sure you love what you do.

Keep an eye out for upcoming Framework parties at their LA venues, The Spotlight and Sound, as well as takeovers at more venues and unique spaces across the city and worldwide—check Resident Advisor and Instagram for the latest.