A culture all their own
Hidden beneath the trends and fads of today's electronic music scene sits a tantalizing vibe where smiles flourish, rhythms are diced and sliced, boundaries are left behind, and beautiful beings of all sorts rendezvous in the night. This magical place is known as the SET UNDERGROUND dance floor.
Who's the wizard behind the curtain?
Christian Pineiro is the genius behind SET UNDERGROUND. His "profound love for music" and affinity for the "energy on a dance floor" is what grew his "passion for bringing people together," which blossomed into SET UNDERGROUND.
From a young age, he "loved house music" and recognized how therapeutic it was to "dance the night away." To him, the dance floor is a sacred place where "souls" can genuinely "come together."
Lost in the beat
SET is more than just a place or a space. It's an "outlet" where "discerning artists" can serve up top-notch "electronic dance music" with a healthy side of fully-immersive "audiovisuals" to a hungry crowd. Christian is "dedicated to crafting a magical" experience where listeners can journey and "let go of their weekly stresses and troubles" to truly savor the taste and "embrace the power of music."
On SET's dance floor, there are no "political agendas, religious divisions, or discrimination based on sexual orientation or race." It is a place where "we are all united as one."
What's your favorite flavor?
Nowadays, it's almost impossible just to pick one. However, there is one artist who SET UNDERGROUND is always happy to host, and that is "Hernan Cattaneo." Maybe it's because he "was the first artist" SET booked nearly ten years ago, or maybe it's because Christian has known him for "almost two decades which includes a trip to the Burn." Either way, there's something extraordinary about Hernan — "he's an amazing human being" and a true "gentleman" in the scene.
The elements: passion, empathy, sound, and giving
All elements must be present to make an event memorable, and this drips down from "from the top." With the scene going mainstream, there's been a flood of "people in the industry" for all the wrong reasons, from "ego or greed" to "selfish gains."
Events are only unforgettable when passion is present. That "translates" and manifests itself in so many ways. From "the moment" SET guests "step foot into the doors," they are treated with empathy and "respect" by bouncers, to bartenders, to ticketing and coat check.
The next element is "sound" — whether you're in a club or an outdoor space, you "must have" sound adequately configured.
SET is always trying to "add more" immersive experiences and "give" its crowd a unique experience to relish in. Giving back to the community is at the core of making an event that will "leave a mark" on its attendees and be something they'll "remember forever."
Do you really believe in C.R.E.A.M?
Wu-Tang said it first — cash rules everything around me. But is this really what the industry and all its players seek? Nowadays, the scene is ruled by G-R-E-E-D. "It's all about money, money, and MORE money." The industry was built on "relationships, respect, and loyalty. And all of that is lost now." The deeper your pockets, the stronger your pull. But money does not create art — passion does. Once BIG money is involved, the "essence is destroyed."
"Independent promoters" are responsible for "educating future generations musically" — it's on them to take risks, build up new faces, and expose audiences to a variety of sounds. But taking risks doesn't pay off like it used to. Once artists make it, fees quadruple, and the relationship becomes "unsustainable."
Although some might consider this the "nature of the beast," — it's on us to live a more examined life and ask ourselves if we truly like being another cog in the machine. How many times do you want to hear the same artist? Go to a festival with the same lineup? And where are we leaving room for new and upcoming artists in the scene?
Think twice before you roll the dice
If you want to get involved in the live events industry, you need a "super strong personality." It's not all glam and glitz, and "since the pandemic, it's gotten exponentially more stressful, expensive, and become so serious." Throwing a party isn't what it used to be.
A house is a home
Christian is one of the few that truly grew up in the scene. He used to sneak into clubs in Buenos Aires when he was only ten with his friends. Together they would hide "deep in the back and dance the night away from where anyone could see." The rest, "as they say, is history."
Party Pet Peeve #1
We've all got that one thing that irks us. For Christian, it's those who can't put down the phone.
The party trifecta of a lifetime
- Jim Morrison or Jimi Hendrix. Why? That era of rock crossed boundaries and set the bar for cool. These guys shaped music and really got his attention.
- Elon Musk. Why? Christian thinks it's cool that a person of his status enjoys life and makes time to have fun.
- Messi. Why? Well, he's Argentinian ofc… I mean, c'mon. How cool would it be to party with Leo and the Argentine soccer team? 😉
If you could throw a SET party anywhere in the world where would it be?
Although Christian has a lot of places in mind, he'd love to throw a party in "Argentina" because there's nothing like "going back to your roots." The scene in Argentina is unique — the city "never sleeps," and dancers march to the beat "in the thousands.
That's a wrap
If you're in SF, check out SET UNDERGROUND's next event with Armen Miran on Saturday, August 19th.
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