Lovelife, the team behind Tale of Us' recent gig at San Diego's Analog Bar, regularly throw parties at the downtown venue, and can list the likes of Tiger & Woods, Damian Lazarus and Danny Daze as recent guests. At their latest event, masquerade masks covered glazed and happy eyes and young guys patted each other on the back saying, "This is dope, dude!" This is no small thing, because vernacular aside, I felt like I was in the depths of some electronic music-savvy city overseas. I found myself surrounded by the deep and throbbing bassline of James What's "It Feels Wrong" in slight disbelief. For this city, the song title couldn't fit more perfectly.
San Diego has a generally mainstream approach to partying—where LMFAO or Swedish House Mafia is the go-to in party music in most of the city's clubs—so the success of this event highlights a changing scene here. Coming to fruition in this small but chic bar in the squeaky-clean Gaslamp district are years of work by local promoters. Until recently, techno, disco, and deep house enthusiasts barely permeated downtown's peripheries. Analog Bar was uncomfortably packed, although no one really seemed to care. As the Italian duo went on to drop Maceo Plex's remix of Bazar's "Hind to Find" and Andre Lodemann's "Where Are You Now?," it felt like Lovelife had truly built something special in this city where the lights go up around 1:30 AM. Bring good quality music on a regular basis, and people will eventually find it—no matter where it is.